Archive for August, 2008
Don’t miss the article in The Gourmet Retailer Magazine entitled “10 Best Customer Service Ideas”. Some of the ideas that are presented can be implemented easily; others require some more time and planning. But all are sure-fired ways to ensure that you and your staff will give your customers the best service possible (which will keep them coming back!).
One item in this article that astounded me is that “text messaging on mobile phones is becoming the preferred method for mobile marketing”. Now, I just learned how to send and receive text messages, so this suggestion seems a bit odd to me. But “more texts are sent per day than pieces of mail delivered by the U.S. Postal Service”. So, why not give it a try?
The author of this article suggests: “To prepare for this technological ad campaign, offer customers a percentage off or gift in exchange for their e-mail address. This is the start of building your e-mailing list.” Once your list is built (and you’ve learned how to text message!), you’re ready to go.
Here’s some success stories: “A national ice cream store recently sent text messages to its customers with a coupon good for one free cone but only on the day of the text message. To receive the free cone, they had to show the text on their cell phone. The response was overwhelming. A pizza parlor in Utah sent a text offering a chance to win a pizza party. Over 1,000 people responded. That is almost unheard of with any other promotional advertising.” And at the Democratic National Convention, delegates were asked to send text messages to encourage voter registration! The Obama campaign used text messaging to announce the vice-presidential candidate and continues to use text messaging to get information to supporters.
I find this to be a fascinating concept and will think about ways to implement text messaging in my business. Please send your comments and ideas about this unconventional, inexpensive, but apparently effective method for marketing.
August 30th, 2008
“According to a study in May, 2008 by the Food Marketing Institute, approximately 71% of Americans are cooking more at home. Due to rising food and gas prices….interest in home cooking is currently growing”. Full Story.
Let’s face it: the economy isn’t doing well and consumers are looking for ways to curb their spending habits. So if staying home is one way that people are handling this, we, as business owners, need to pay attention to this trend and work with it!
Your customers are still looking for gifts to acknowledge special occasions for friends and family. How about trying a “Stay at Home” promotion and introduce some new gift baskets that focus on this theme? A Taste of Italy basket full of pasta, sauce, olive oil, cheeses, crackers, olives, cookies and chocolates will give the lucky recipient all that is needed for a full course meal. Pack this in a metal colander and you’ve included a gift that can be used again and again. Or try a Blockbuster Movie Night Basket that includes a Blockbuster gift card, popcorn, peanuts, and games for a perfect gift for the stay at home crowd.
Other “practical” gifts for the family might include a Boredom Basket, packed with games and snacks or a Kid’s Stop activity basket full of games, books and snacks just for kids.
If you’re hesitant about investing in the inventory needed to create these baskets, consider purchasing some “ready to ship” designs to try out your promotion. Since you won’t have labor costs, put a lower mark-up on these items than usual. This approach will allow you to try something new and offer your customers a great selection of gifts.
Just because business may be slower than usual, we need to keep trying new approaches to attract new customers and keep our loyal customers. You can be “practical” while still giving your customers very special gifts!
August 17th, 2008
We hear a lot about branding our businesses, but what does that really mean? At Entrepreneur.com, an easy to read article will help you learn how to make your business successful through the branding process.
Although it may sound mysterious, branding simply includes the things you do to increase your visibility in the marketplace. In other words: it helps you make the public more aware of your business and your logo. But branding is also about building an image for your company. It is “the reputation behind your company’s name and logo”.
Some suggestions to start the process:
- Identify what you can do for your customers that your competitors can’t/don’t do. Then repeat this message in all your advertising and promotions. Try to create a “sell line”, one simple sentence that communicates this service, then use it!
- Describe the benefits your customers receive from your products or services. Remember: it’s not about you; rather it’s all about how your customers feel about what they receive when they give you their business.
- Make sure that your employees understand your brand and do what is needed to convey the proper message.
Read more about branding at the Small Business Resource Center. The author of this article compares the process of branding to telling a good story. You’ll learn the steps you need to take to create your own unique business brand.
August 13th, 2008
“As more than 2 million U.S. couples sort out their wedding budgets–which averaged $28,732 in 2007, according to The Wedding Report Inc.–they’ll collectively be spending more than $62.8 billion this year to make the experience as memorable and personal as possible.” Full Article
Wow! So how can you create a niche for your gift basket business within this lucrative industry? Maybe it’s best to start in your own community and find out what goods and services are already being offered to brides and grooms. Over the slow summer months, visit some of these businesses in your neighborhood.
- Florists
- Restaurants
- Hotels
- Bridal Shops
- Tuxedo Rental Shops
- Hair and Nail Salons
- Bakeries
- Photographers
- Caterers
At each stop, make sure you leave information about the services that you offer and discuss how you might work cooperatively. For example, a florist who only does bouquets and reception flowers may be willing to give your name to the bride who is interested in “welcome” gift baskets for guests who are coming in from out of town. The photographer might allow you to leave one of your samples in his showroom.
Also check out your Yellow Pages for “bridal or wedding consultants”. In the past decade, the need for someone to “take care of all the details” has grown and consultants are involved in all phases of planning and organizing the wedding. Creating a good working relationship with the local wedding consultant may go a long way to helping you get involved in the wedding business.
You may also want to think about carrying some wedding items that you can include in your gourmet basket. Wine glasses for the couple’s first toast, a guest register book and plumed pen, or a wedding garter would be perfect accessories to add in your wedding gourmet designs.
August 5th, 2008
