Sophie runs a small, artisan candle business that specialises in hand-poured, eco-friendly candles made from natural soy wax and essential oils. Her candles are known for their calming scents and stylish, minimalist packaging, and she’s developed a loyal customer base who love using them to create a peaceful atmosphere in their homes. While Sophie’s business is growing steadily, she wants to find a way to reach new customers who might appreciate the quality and sustainability of her products. That’s when she starts considering strategic product placement in places where people can experience her candles in a natural, inviting setting.
Selecting the Right Locations for Product Placement
Sophie knows that her ideal customers are those who appreciate high-quality, eco-friendly products, so she focuses on finding locations that align with this lifestyle. She considers boutique hotels, wellness spas, and yoga studios—places that attract people seeking relaxation and wellness, who would naturally be drawn to her soothing candles.
After reaching out to several businesses, a few yoga studios and boutique hotels agree to display her candles in their spaces. She provides the businesses with carefully chosen scents that complement the calm, relaxing atmosphere of these locations, allowing guests to experience her products in an ideal setting. Her hope is that people will associate her candles with moments of relaxation and well-being, creating a lasting impression.
Crafting a Memorable Experience with Product Placement
To enhance the experience, Sophie provides small information cards alongside each candle, briefly explaining her commitment to eco-friendly practices and the natural ingredients she uses. The cards include a QR code linking to her website, where customers can explore the full range of scents and even sign up for her candle subscription service.
One day, a yoga instructor reaches out to Sophie to share feedback from her clients, who have been asking where they can purchase the candles used in the studio. The instructor mentions that the clients love the subtle, calming scent and appreciate knowing the candles are made with sustainable materials. This feedback reassures Sophie that her product placement is doing more than just generating interest—it’s creating a positive association with her brand.
Turning Product Placement into Word-of-Mouth Referrals
Shortly after placing her candles in these wellness-focused locations, Sophie begins to notice an increase in online orders and inquiries. Many customers mention that they discovered her candles at a yoga studio or during a hotel stay and wanted to bring the same experience into their homes. The product placement is driving word-of-mouth referrals, as people tell friends and family about the “amazing candles” they found in their favourite yoga studio or boutique hotel.
One boutique hotel manager even decides to offer her candles as part of a “welcome package” for guests, providing them with a small candle to take home as a keepsake. This new avenue of exposure allows Sophie to reach even more potential customers who are likely to appreciate her focus on quality and sustainability.
Building Lasting Relationships Through Strategic Placement
Sophie doesn’t just place her products and move on; she maintains a relationship with each location, checking in to see how the candles are performing and gathering feedback from the business owners. She listens to their insights, which helps her refine her offerings and ensure her candles suit the vibe of each location.
As her network of placements grows, Sophie finds that each business becomes an informal brand ambassador, sharing her story with their clients and guests. The positive feedback from these locations not only increases her customer base but also strengthens her reputation as a trusted, eco-friendly candle maker.
Why Strategic Product Placement Matters for Small Businesses
Sophie’s experience demonstrates that strategic product placement can be a powerful way for small businesses to reach new customers. By placing her candles in carefully chosen locations, she creates an authentic experience that allows people to connect with her brand in a relaxed, natural setting. This approach is particularly valuable for small businesses, as it builds trust and encourages people to try products they might not have discovered otherwise.
For small business owners, strategic product placement offers a unique way to connect with potential customers who share their values. By finding the right settings and creating memorable experiences, you can foster lasting relationships that go beyond a single purchase.
Ready to explore product placement as a growth strategy? Mark A Preston, a Customer Growth Coach & Speaker, can help you design a placement approach that introduces your products to new customers in meaningful ways. Reach out to Mark today to learn how to build connections that support sustainable customer growth.
