Are you trying to attract a new customer base to your gift basket business? Think about using direct mail advertisements. I just read an article that suggested while we may believe that the younger generation is only interested in all things electronic, direct mail may still offer a good way to deliver a message to the younger generation about your gift basket business.
Read the full article “Reaching Younger Generations in the Mail” for author Ethan Boldt’s ideas. But here’s one interesting idea from the article that caught my eye: “According to Keith Goodman , vice president of corporate solutions for Modern Postcard, seniors and boomers are more receptive to the more traditional letter-type formats, while Gens X and Y are more receptive to postcard and other self-mailer formats.”
So if younger buyers may still be attracted to direct mail attempts, I started to think about sending postcard promotions. This led me to check out the United States Postal Service where I found a link to the “Premium Postcard.com”. USPS now provides a way for businesses to create and send postcards to promote products or special events. Check out this web site and find out about all the options that are available including a variety of postcard sizes, many different template designs, design and graphic services. You can use your own mailing list and buy new mailing lists. Be sure to look into this great service offered by USPS and use direct mail to attract many new customers to your business.
February 7th, 2010 at 03:54pm
Lorie Obernauer
Well gift basket business owners: if you weren’t able to get to San Francisco for the Fancy Food Show, January 17th - 19th, you can still read about new products in the marketplace and expected food trends for 2010. For those of you who have never attended, the Winter Fancy Food Show had over 80,000 products displayed. Displays included products for restaurants, large and small grocery stores, gift stores, hospitality venues,and yes….gift basket businesses. Although you may have missed tasting all the interesting and exquisite new foods, you can still learn a lot that will benefit your business.
According to a blog posting from Gourmet Retailer, “a panel of food experts selected the top five food trends for 2010, including good-for-you foods; coconut; gluten-free; exotic citrus; and nostalgic foods.” While it may be difficult to relate these trends directly to your gift basket business, i think it’s important to read the articles and blog postings about the show so that you can get a “picture” of what consumers will be seeing when they visit their grocery and gourmet food stores. This may lead you to making certain choices of products for your baskets. For example, if you frequently use fruit drinks in your designs, you may consider a coconut flavor or citrus flavor for 2010. If consumers are interested in “nostalgic foods”, then you may want to design a breakfast basket with pancake mix and maple syrup or a basket filled with soup and biscuits mixes.
I’ve listed some links below that will take you to articles and blogs about the Fancy Food Show. Some will be very useful, others will just be fun to read. Take some time to look at these, then keep your mind open to the possibilities when you plan your designs for 2010 gift baskets.
February 1st, 2010 at 10:16pm
Lorie Obernauer
I just read a blog post on BuildaBetterBlog.com that you may find of interest. Blogger Denise Wakeman is offering a free review of your blog. She guarantees that she’ll “find 3-5 things on your blog that can be improved so you get better results.” Go to BuildaBetterBlog.com to find out how your blog can be considered for a “quickie blogging hot-seat review”.
Denise is a blogging guru. Check out her web site for more information about her, and her experiences in the world of blogging. She’s an author, speaker, consultant and has been helping business professionals create successful blogs for over two decades. You can sign up for her free newsletter and get her “Build a Better Blog” emails. If you’re new to blogging, connect to her resources page for must-read articles about blogging.
I submitted this blog to be considered for her review. If you decide to submit your blog….good luck….and have fun!
January 27th, 2010 at 10:47pm
Lorie Obernauer
The National Gift Basket Professional Convention has merged with the Ultimate Gift Show for a bigger and better opportunity for 2010! The convention will be filled with over 15 hours of seminars, including a 3 hour, hands-out workshops. Attendees can visit with vendors at the Trade Show to see the newest, hottest products in the marketplace. Time is scheduled for “Discussion Groups” so that you can get answers from the experts. And networking opportunities will be unlimited.
MARK YOUR CALENDAR: JULY 23-25, 2010, CANTON, OHIO
Who should attend this extraordinary event?
- Retailers and Gift Providers
- Gift Basket Professionals
- Floral and Balloon Designers
- Hospital Gift Shop Managers
- Resort Gift Shop Managers
- Coffee Shop and Tea Shop Managers
- Garden Centers
- Wineries
- Event Planners
- Everyone who wants to take their business to a higher level!
Register today and take advantage of Early Bird Specials! Go to the Gift Basket Professional Convention or the Ultimate Gift Show web sites for full registration and travel details.
Representatives from Apex Gift Foods will be there to show you the best selection of gourmet products for the 2010 holiday season. Hope to see you there!
January 23rd, 2010 at 08:54pm
Lorie Obernauer
In the January, 2010 issue of Target Marketing, author Denny Hatch points out the internet, and social networking in particular, has made all businesses more vulnerable in terms of customer satisfaction. Nowadays, customers can voice their delight and displeasure with a particular company in an instant through Facebook and other social media web sites.I just heard a story on National Public Radio last week about something similar: ski resorts, that used to advertise about “great conditions on the slopes” have to now be very careful about their reports…anyone on the slopes can transmit real-time ski conditions to their friends and millions of others! If the “real experience” doesn’t match the advertisements, skiiers will stop showing up!
So what’s this have to do with loyalty? When we hear about “loyalty” in the business arena, we most often think about whether our customers are loyal to us. Recently, I overheard a business owner talk about how a long time customer had “left them” to buy a product for a nickel less from a competitor.
But according to Michael Schrage (Financial Times, May 1, 2007), maybe we shouldn’t be talking about whether our customers are loyal to us, but if we are loyal to them. Are we doing the best we can to offer the best value, product and price? Have we gone the extra mile to resolve a problem for a customer? Based upon research conducted by a hotel chain, it was found that “their most persuasive ‘word of mouth’ support comes more from individuals who have had an unpleasant problem happily resolved than those who simply enjoyed ‘good’ or ‘excellent’ service. The willingness and ability to see a difficult situation through to success despite cost and risk is what defines loyalty.”
So maybe we need to stop talking about how loyal our customers are to us and concentrate on what we can do to demonstrate our loyalty to them. Providing consistently good service (which includes such simple things as being polite and respectful), offering products at a fair price and taking care of problems in a timely, positive manner would be a great place for us to start.
January 17th, 2010 at 08:30pm
Lorie Obernauer
Although you may still be putting away your Christmas decorations, it’s time to start promoting your Valentines Day designs. If you’re accustomed to sending out emails or direct mailings that simply list your holiday promotions, think about a new twist.
Put together a checklist that will help your customer make choices about your basket designs. Point out the features of each basket, what products it includes and the type of person that might find it appealing. For example, a basket that includes an adorable bear might be appropriate for a younger person; a basket that includes a coffee mug might hit the spot for someone who works; a design that includes some spa products might be the perfect choice for a busy mom.
You can also share information about extra services that you offer: delivery and/or shipping options; special wrapping, cards, ribbons, balloons or other enhancements for a more “customized” basket. Think about offering cash discounts or a coupon for a discount on an Easter basket. Or team up with a local florist to include a some silk roses with your design.
Let your customers know that you’ll go the extra mile PLUS offer fabulous designs full of gourmet treats and goodies!
January 7th, 2010 at 01:48am
Lorie Obernauer
During the holiday season, our thoughts turn gratefully to those who have made our progress possible.
It is in this spirit that I say….Thank you and Best Wishes for the Holiday Season and a Happy New Year.
Apexgiftbasketpros will be back in 2010 with lots of new ideas, tips and industry trends to help make your business grow!
December 22nd, 2009 at 09:21am
Lorie Obernauer
During the busy holiday season, it is especially important that you are talking frequently with employees and communicating, communicating, communicating! Everyone is busy, and it’s critical that you share information effectively. There’s no time for lengthy meetings when you are trying to get out holiday orders! This applies to conversations with an individual employee who may need to be redirected regarding some aspect of his/her work or to a whole group of employees who need to clear about tasks and goals for the upcoming week.
I read something in ManageSmarter.com on-line magazine that provides some good ideas about how to be thorough when having these conversations with employees. Read the full article entitled “Seven Tips for Effective 20 Minute Leadership Conversations”. The suggestions are straight forward and easy to implement.
- Have a plan.
- Keep it simple.
- Take care of relationships.
- Listen completely.
- State expectations clearly.
- Write it down.
- Follow up.
Take the time to read the article and you’ll be able to communicate with your employees in a way where everyone wins.
December 15th, 2009 at 12:00pm
Lorie Obernauer
Well, the holidays are here. Black Friday and Cyber Monday signaled the official start of the hectic holiday shopping season. By this time, you’ve already developed your holiday designs, created advertising materials, and started to implement your marketing plans.
But there are still some last minute details that you can take care of to make these last few weeks run more smoothly.
- Chart out your employees work schedules for the remainder of the month. Make sure that all employees double check the schedule to insure that you have adequate coverage every day. During December, employees may request some extra time off to attend their children’s school pagents, help an aging parent with some shopping, or just need a little extra time for their own holiday preparations. Instead of being caught off guard at the last minute, plan for these situations ahead of time. Your employees who need some time off will appreciate your understanding and be more willing to put out some extra effort on the day that one of their colleagues takes some time off.
- Double check your shipping and packing supplies. You’ve been so busy thinking about your designs, now make sure that you have everything you need to pack those gorgeous baskets so that they’ll arrive safely and intact. Check your boxes, bubble wrap, peanuts, tape, shipping labels, or whatever else you use for shipping. Contact your delivery service (UPS, Fed EX, etc) and get a copy of their holiday pick up and delivery schedules.
- Take care of yourself! In an article in the September issue of Trends and Tips Magazine, author Mary Ann Jacobs lists some “life saving tips”: take your vitamins, cut down on your sugar, select your social engagements carefully, delegate to others. I would also add that it is especially important to not miss the important things you regularly do for yourself: keep up with your exercise, yoga, meditation or whatever it is that you usually do for relaxation. Remember that you will be able to take care of your responsibilities and the important people in your life only if you’ve first taken care of yourself!
December 5th, 2009 at 07:48am
Lorie Obernauer
Mark your calendars for the 2010 National Gift Basket Convention in Canton, Ohio: July 23-25, 2010. This trade show convention will include 13 hours of seminars, 10 hours of trade show, hands-on-workshops, and lots of opportunities for networking with leaders and other business owners in the gift basket industry. You can see the full convention schedule at for the “Building Your Dreams” Convention at Gift Basket Professional.
Register before 12/31/09 and take advantage of the tremendous early bird price of $199 for all the events at the convention. More registration options are available if you’re unable to attend the full convention. Check out all the details at Gift Basket Professional or email Pam Newell for information.
November 22nd, 2009 at 05:56pm
Lorie Obernauer
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