Primarily driven by impulse, candy rarely makes it on a consumer's shopping list. Only about 15% of shoppers intend to buy candy when they plan a trip to the supermarket, according to Ken Harris Jr., partner at Cannondale Associates, Evanston, Ill.
That's why consistent promotions are so important. Including candy in advertisements on a regular basis helps increase the category's visibility, which can spark added impulse sales.
"Confectionery responds well to advertising, principally because it's such an impulse category," said Jan Kitt, marketing consultant at Kitt Consulting Group, Sparta, N.J. "It's absolutely essential because we find the impulse nature of the category lends itself to constant reminders that it's there," agreed Tony Stanol, group management director at FCB Advertising Agency, a unit of True North Communications, New York. FCB represents Life Savers Co., Winston-Salem, N.C.
Once it's decided which products will be advertised, it's important to choose an effective advertising medium. Most consultants recommend a direct mailing of in-store circulars.
"The in-store circulars are probably one of the best means of reaching local consumers," Kitt explained.