16 Crayons for $21 – A lesson from Stockmar Beeswax Block Crayons

I actually think Santa paid more for them because they where significantly more expensive at the school store. ($36 is the number that I think I heard tossed around.)

Who would pay even $21 for 16 crayons? Especially since you can get 64 crayons at Amazon for $6.36 here:

Amazon.com: Crayola 64 Ct Crayons: Toys & Games

Maybe it’s because of where they are manufactured. Maybe those lousy, no good Crayola people have outsourced yet another perfectly good American job to some third world country, just so I can get a cheap crayon.

According to Wikipedia

Crayola has manufacturing plants in Forks Township, Northampton County, Pennsylvania, Bethlehem, Pennsylvania and Mexico City, Mexico.

So at least some of their crayons are probably made right here in the U.S.A. All of them are made in North America.

The $21 crayons aren’t made here. In fact, I can’t tell where the hell they are made. I think it’s German on the box. I can’t read a word of it.

Maybe they color like silk with strikingly brilliant colors. Nope. Pretty much exactly like Crayola.

What they are is beautiful.

Stockmar Beeswax Block Crayons are beeswax, rectangular crayons that come in a beautiful tin box. They look like art supplies for a professional artist.

They have no paper wrapper. They are just beautiful, pure crayons.

They are an experience.

You have to open the metal box by holding the base with your thumb and middle finger as you carefully swing up the hinged top with your other hand. The box requires you to open the crayons like unveiling something special.

I’m too lazy to get out a ruler but each crayon appears to be the exact dimension of the golden rectangle:

Everything about these crayons is done with love and careful, careful attention to detail.

The end result is a box of 16 crayons for somewhere between $21 – $36.

Now, I guarantee Stockmar is not anywhere near the ballpark of doing the kind of business Crayola is doing. But I would not be surprised to learn that they are doing quite well in their own right. Why compete with Crayola? Your chances of winning are slim to none. These people realized they weren’t in the crayon business. They are in the beautiful world of a child’s creative mind. Crayola is in the crayon business.

I don’t want to lessen the beauty of these crayons, or any special product. But I think it’s important to call it what it is: It’s marketing.

Sure. They love their crayons. There is love all over them.

But the precision of how everything is laid out is no random act. This was done to stand out and be unique. It was a masterful plan of marketing.

Marketing was built into the crayon itself.

So often we bolt our marketing on to our product after the fact. The best marketing is baked right in.

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One Comment

  1. 12/31/2011

    “The best marketing is baked right in.” I love that conclusion!

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