Archive for September, 2007
Many of us use email everyday to communicate with our customers and our suppliers. It’s a fast, efficient way of giving information to and getting information from those with whom we do business. But we need to remember that the emails we send are a reflection of our businesses and of ourselves.
I just read a very interesting article titled “Email 101″ that offers great tips for using (and not abusing) business emails. “Whether you intend it to be or not, an email says something about your brand identify, about your level of customer service, about the quality of your work, and about your ability to get things done quickly and correctly.” Read the full article to get some ideas how you can make your emails work better for you and and your business.
My favorite tip: Use all the time that you save by using email to pick up the phone! Don’t forget that personal contact is still the best way to insure that your customers will remain loyal and your suppliers will give you the service that you deserve.
September 30th, 2007
The latest research from Colloquy, a loyalty marketing consulting business, indicates that a “surprisingly high number of young adults and middle income Hispanics identify themselves as loyalty program participants”. Simply put, loyalty programs recognize and reward the best customers of a business.
Furthermore, “despite the hype about loyalty programs featuring charity rewards, consumers among all demographic groups are “me” oriented when it comes to redemption of their rewards”. In other words, those redeeming loyal points are most often getting things for themselves.
As business owners, we are always looking for new ways to increase our business. Loyalty programs offer a way to give something back to our customers who keep giving us business.
Apex Gift Foods has recently set up a loyalty program for customers that has attracted many old and new customers. Customers earn points for purchases and can redeem those for gift cards for major retailers and restaurants. Go to Apex to find out more about the way the program works and the “rules” for participants. Please share your ideas about how you might adapt this idea for your business.
September 27th, 2007
Read how a local business person has gotten new customers by marketing through the internet as well as using the old-fashioned approach through personal contacts.
Though her listing on the internet on a national gift store directory web site, this business owner snagged a new account from a customer in Australia. At the same time, she acquired a new corporate account from a business card she had left with a company located in her hometown.
As the story describes, marketing was not the only factor in her success. In both cases, her creative designs delighted both customers and will undoubtedly result in more sales.
Web site marketing is a great way to go as more and more customers turn to the internet for shopping. But don’t overlook the importance of face to face contacts with potential customers. The “personal touch” is still appreciated by many buyers and your visit to other local businesses to offer your services will be rewarded.
September 23rd, 2007
I recently posted a blog about running promotions for gift basket businesses and also a blog about gift baskets for Halloween. One reader commented that she would like to do promotions, but needed some ideas. I read an article in Florist Review Magazine titled “Hype Halloween” by Teresa Lanker (August, 2007) that included some ideas for Halloween promotions for retail florists. I think some of these can be adapted for gift basket businesses.
Tricks and Treats Halloween Baskets. Encourage halloween gift giving by including “tricks” in with your basket of treats. Allow your customers to provide their own “gag gift” that you will include in a gourmet basket. Or offer silly options such as “wind up witches, bobble-head jack-o-lanterns or plastic spiders” tucked around your gourmet treats.
Costumed Deliveries. “Make deliveries during Halloween week dressed as a vampire, black cat or superhero.” Customers will be sure to remember you. If you have a storefront, offer special discounts to customers who come to your store in a costume.
Halloween Cards. “In 2000, 28 million Halloween cards were sent throughout the U.S.” Use this opportunity to send a greeting to your customers and remind that that you offer Halloween gourmet baskets!
Don’t forget to stock up on Halloween novelties that you can add to your baskets: scarecrows and pumpkins on wood pics, and seasonal ribbons can add a touch of the season to your baskets, but not add a lot of expense.
September 19th, 2007
“The National Retail Federation estimated Halloween sales would near $5 billion in 2006, up 51% from 2005.” Additionally, the average consumer spent over $50 on Halloween goodies! Furthermore, the U.S. Census Bureau reports that adults are getting more into the spirit of the Halloween season, throwing parties and decorating their homes and offices. (from Florist Review Magazine, August, 2007).
Don’t overlook sales opportunities for this seasonal celebration. Create and promote gift baskets baskets with Fall and Halloween themes. Start with fillers in seasonal colors. Add scarecrows, witches, pumpkins and gourds on picks to your gourmet designs. Finish with a big bow in seasonal colors.
Please share your ideas about how you promote this popular holiday in your gift basket business.
September 16th, 2007
“Expecting new employees to learn your business through osmosis is a scary way of tackling such an important process.” So says Tim Huckabee, author of “Breaking in New Hires”, an article appearing in Florist Review Magazine, August, 2007.
Training for your new employees includes more than making sure they can design a beautiful gift basket. There’s lots of information they need to know about your business so that they can answer your customers’ questions and provide the type of service that your customers expect. Here are some thoughts about what you might do to train your new hires.
Create a Training Manual. This can be a time consuming project, but will be well worth it. Ask your current employees to help you decide what should be included in the manual. Once it’s finished, you can use this again and again. Include the following:
- A brief description of the vision for your business. What are your goals? Who do you serve?
- Full business name, address, phone and fax numbers, web site address, email address, hours of operation.
- Policies: How to handle returns, damage, and complaints.
- Deliveries: Options for delivery; charges.
- Who to Ask: Include a short description of what each employee does so that your new hire knows who to ask for what!
Set Up A Training Schedule. Your new hire will benefit from spending time in every department and with each of your current employees. Regardless of the position that your new hire will fill, having a thorough understanding of others’ roles will help provide a good understanding of how your business runs. For example, the new bookkeeper should spend time with the designers to get a better sense of why designs are priced as they are. Designers should join delivery people to see what happens to their designs after they leave the shop. Having employees learn about the details of other’s jobs will also help to create more of a “team effort” attitude.
September 12th, 2007
Just read an interesting blog about things to consider when starting a home based gift basket business. There’s lots to think about and author Randy Wilson identifies some of the most important factors.
First, it’s wise to write a business plan. This will help you clarify your goals and aspirations as well as help you think out how to reach those goals. The Small Business Administration offers free materials to help you with this. I think that part of this phase should also include an examination of the competition in your area. What are other gift basket makers offering? What can you offer that will set you apart?
Next, you need to list the office supplies you’ll need: phones, computer equipment, etc. You should also look into business insurance in order to protect yourself and your customers against unforeseen circumstances.
Third, think about inventory. Wilson suggests that you don’t need a lot of inventory for start-up, but on the other hand, you need to have enough product to be able to make creative baskets in a timely manner that will satisfy your customers. Consider starting with product assortments that will give you a variety of items to work with. If you need a list of items you should have on hand to start-up, see my earlier post on this topic and learn how to get start-up inventory lists and discounts for new gift basket businesses.
Fourth, contact your local government to learn about regulations in your city, county and state that might affect how you start your business.
Finally, before you start, think about how you will market your business. Advertising costs money, but it’s necessary to have a plan and a budget for this so that you can draw customers to your business.
And be sure to invest in “How to Start a Home Based Gift Basket Business, 4th edition”, by Shirley Frazier. Shirley covers all the points listed above in great detail and provides step by step instructions that will help you get your gift basket business off the ground.
September 9th, 2007
The fourth Sunday in September is National Good Neighbor Day. Here’s an idea for a promotion that will benefit your customers, your business, and your community.
Talk to other local businesses about joining together to create a promotion. Design a “Good Neighbor” gift basket, including your gourmet treats plus coupons or products from other local businesses. Offer your customers an incentive to purchase these baskets for their neighbors: include a coupon for a discount on future gift basket purchases. Be a “good neighbor” by donating a portion of the profits to a local charity.
For more information and ideas about the history of National Good Neighbor Day, go to the official web site. And don’t forget to offer a smile and a friendly hello to your neighbors!
September 7th, 2007
Crispy Greens, a manufacturer of a new style of freeze dried fruit was a winner in the Outstanding Snacks category at the Fancy Food Show held earlier this year in Chicago.
Apex Gift Foods now has these fabulous snacks in three popular fruits: peaches, apricots, and apples. Attractively packaged in silver mylar bags, with colorful fruits displayed on the bag, these healthy snacks are now on sale!
These dried fruits are very different from other fruit products you may have tried. The manufacturer uses a “sophisticated freeze-drying process where water is removed from the fresh fruit in a cold (freezing) vacuum condition, leaving behind the true essence of the fruit in a light and crispy texture.” Be sure to check out these new items at Apex!
September 5th, 2007
Here’s a great promotional idea for your gift basket business! I read about this in Florist Review Magazine, August, 2007.
A florist in Chicago started a program called “Random Acts of Kindness”. This is “a year-round effort in which employees offer free bouquets on neighborhood streets”. The employees, clad in smocks emblazoned with the business name, hit the streets at least once a month and hand out free bouquets. With this program, the bouquets rarely come with any “strings attached”. “Instead of a coupon or other offer, bouquets typically include a slip of paper with shop information” and also a note that the “free blooms are to brighten the day”.
The shop owners report that not only are recipients dazzled by the free gifts, (and therefore, remember the shop!) employees are energized by participating in the program and seeing the good feelings that result.
Why not try this with some of your gourmet treats? A small package of cookies or snacks may cost you between $.50 - $.75. On the other hand, think of the cost associated with producing a promotional postcard plus the postage. And the postcard may get tossed….It’s unlikely the cookies will go unopened!!!!
If anyone tries this, let us know how it works. I’d love to hear how people react and whether you think this is an effective way to promote your business.
September 2nd, 2007
