This afternoon I have been helping to pack batches of chocolate for postal delivery to customers in their homes. The direct sales side of our family chocolate business is growing and, before long, fulfilment will need to be outsourced. For now though, the process is for us to receive orders via the website, print out invoices, stick labels onto postal bags, pack the chocolate and take all the bags to the local post office.
I like to read the address labels and think about Mrs Stewart from Newcastle upon Tyne and Mr Killman from Newquay – people living hundreds of miles apart with a common liking for dark chocolate – or maybe they are buying gifts with Mothers’ Day and Easter approaching. I like to make sure the pack is on brand by sourcing black postal bags and I take pride in putting the labels on straight.
As a marketing practitioner in my “day job”, I was rarely involved in the nuts and bolts of clients’ businesses, other than as elements of costs of sales, and I now find it refreshing to take part in the process of getting product from A to B.
Small business can be very satisfying because it’s easy to see that the effort you put in brings a result, usually with immediate effect. We issue sales emails – we get orders – and we can affect the frequency and size of orders by using promotions. Not an exact science but certainly more so than some of the large, multi-disciplinary, cross-media campaigns that large companies tend to run, particularly in the B2C arena.
Whilst all elements of the marketing mix are, or have been involved in our chocolate’s journey to market, from branding to pack design, to costing, to launch, to PR, to advertising, etc, etc, it is on a comparatively small scale which makes it manageable and extremely satisfying. The model we have built is scalable and relatively low risk.
Please let me know if I can help you with branding or route-to-market issues. And, in the meantime, please feel free to use discount code* BD1603 at the checkout on the online shop for a third off our rather lovely chocolate. http://www.beyonddark.co.uk
(And whilst you are on the website, have a look at how we established the world’s first measure of pleasure which won us a spot on the Alan Titchmarsh show. You can also visit this story directly at http://www.measureofpleasure.co.uk)
*offer is limited to current stocks and may be withdrawn without notice.