Trollbeads has launched a starter bracelet campaign to retailers just in time for the Christmas sales period. The starter package includes a sterling silver bracelet, an elegant plain lock, Trollbeads’ bestselling Lucky Knot and a handmade glass bead.
The glass beads included in the promotion have been specifically designed for the starter bracelets, making the Christmas offer both a collector’s item and potentially the start of a new collection.
The beads feature a specially designed pattern and are available in several colours that are randomly selected in the delivered packages.
The concept behind the campaign came about at the company’s international conference of Trollbeads distributors at the JCK trade fair in Las Vegas earlier this year.
Australian distributor RJ Scanlan & Co’s managing director Stephen Brown said the brand and its distributors believed the starter promotion would help attract new customers to the brand’s stockists.
“The motivation for the package stems from a need which all bead manufacturers face and that is to attract new customers, hence the subsidised bracelet offer,” Brown said. “By making the glass bead in the package specifically for the promotion and only available in the package we believe we will also attract the collectors who will start a new bracelet to get this new bead.”
Trollbeads has been on the market for 36 years and as such many of its earlier customers are potentially at a point where their first bracelets have been filled, which is why Brown said it was important to create new Trollbeads fans and encourage those with an existing association with the brand to continue to embrace new offerings.
The package has a retail value of around $199 however the promotion will see a retail price of $99.
Brown said while it results in a lower margin than normal for RJ Scanlan and Trollbeads, they were confident that the accessible price point would prove rewarding for both the supplier and retailers in the future.
“The feedback from our Trollbeads stockists about the promotions has been very strong as it represents great value, is a great price point and is very promotable as we roll into the Christmas season,” Brown said.