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BAG Helping Halloween Express Ready for a Scary October
By: Cindy Wendland
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Five years ago, people were worried about the economy and the impact it would have on Halloween costume sales. Popular costumes were Kate Gosselin, Michael Jackson, and Twilight vampires. The big focus was on organic marketing and being in the number one ranked position. This is the month of Halloween, and Halloween Express stores are open everywhere, filling up vacant store fronts. What marketing and branding does Halloween Express have in store for this year?

Halloween Express generates 90% of its sales in less than two months. Most stores start setting up the business August 1 and open to the public after Labor Day. Halloween Express offers franchises which have total investment costs ranging from $170,000 — $270,000. Halloween Express is a strong brand and widely known in most markets. Some franchises set up in inflatable pumpkins, while others set up shop in closed Kmarts or vacant shopping centers.

Costumes expected to be popular this year are Frozen characters and Teenage Mutant Ninja Turtles. Halloween isn’t just about kids trick or treating in their costumes. Adults have become a huge part of with sales; from 2012 they've totaled over $8 billion. Halloween Express enlists the help of Brand Advertising Group to help with their online strategies, and BAG says to hold tight if you contact them this time of year as they are in Halloween Hell.

With a short timeframe to accomplish sales goals, Halloween Express doesn’t mess around. They get expert help to maximize marketing and online digital strategies because they can’t afford mistakes from trial and error while making an impact nationwide. It’s an interesting business model — short, scary, and fast.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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