Even if you’re not ready to sell your gift baskets on a web site, you can still set up a web site that will describe the products and services that you offer and methods that customers can use to get in touch with you. “The vast majority of business websites are still information and communication rather than purchase-oriented”. If you want to set up this type of site, read about 4 simple steps to take to set up your site.

If you’re ready to set up an e-commerce sight so that you can sell your gift baskets on-line, be sure to check out Web Sites: How to Create, Promote, and Profit On-Line” by Shirley George Frazier. Shirley is a “professional speaker and Internet entrepreneur with more than 25 profitable Web sites, shares quick and easy steps to create and market your online space.”

• Check out this blog: Freight Savings Tips. You’ll find weekly updates regarding all aspects of shipping.
• Did you know that USPS offers “same day” and “next day” pick up services? Go to USPS to learn more about pick-up options. You can also learn about the USPS Shipping Assistant®, “a free desktop computer program that combines all the functions you need to create a variety of barcoded USPS shipping labels”.
• Compare services offered by UPS and FedEx freight companies. Call your local offices and ask that a customer service representative come to your business to discuss their freight programs and services they offer. Depending on the number of packages you ship each day, you may be able to negotiate shipping discounts with one of these companies. Don’t be afraid to ask!

Last of all, control your own freight costs by looking for freight deals from your suppliers. Through March 19th, you can save up to $50 on your next shipment of gourmet food components from Apex Gift Foods. Go to Apex to get details about this special offer and learn more about Apex’s everyday, free shipping program.

Maggie Bayless, author of “Management’s Role in Effective Training”, suggests that training only works when both the trainer and the trainee have an investment in the outcome. Yes, it is your job to outline all the tasks and responsibilities that the new hire is expected to carry out. And yes, it is your job to assess whether your new hire has the skills needed and to teach him/her those skills if not. But it is also critical for you to communicate the importance of the training process to make sure that the new employee is aware of the outcomes that you expect.

To increase a new hire’s engagement in the training process, Bayless says that employers need to:

• “Provide context for the training”…make sure the person knows what will be covered and what he/she will be expected to do after training is completed.
• “Reinforce how the training supports the trainee’s success”…let the person know how he/she can get the most out of the training.
• “Help the trainee put the new learnings to good use”…provide immediate opportunities for the person to use the information learned and be prepared to give feedback.

Read the full article for more information about how to put an effective training program in place for all of your gift basket business employees.

• American Red Cross Month
• Irish-American Heritage Month
• National Nutrition Month
• National Noodle Month
• National Peanut Month
• Women’s History Month
• Workplace Health and Safety Month

Any of these can serve as a basis for marketing your gift basket business.

And most of these have web sites that include information to support your promotional efforts.

For example, the American Red Cross offers a multitude of opportunities for Americans to donate time and money to many worthy causes. Have you ever checked in with your local Red Cross office to find out about their activities? Maybe you can arrange to have some percentage of your gift basket sales donated to the Red Cross? Your customers may appreciate this opportunity to have their gifts also be a “gift” for someone in need.

You might check out the National Irish-American Heritage Month web site and get some ideas about what local communities may do to celebrate. If you find that local organizations in your community are holding a parade or some type of special event, you may be able to promote your gift basket business by joining in the festivities. Donate a basket to giveaway or set up a booth on the parade route.

National Peanut Month or National Noodle Month provide opportunities for you to design and promote a special basket featuring those products. If you do more research on the web, you can find recipes that you can add to a “pasta” basket or “fun facts” that you can use to make your “peanut” basket unique. (Did you know that four of the top 10 candy bars manufactured in the USA contain peanuts or peanut butter…how about a peanut butter candy bar basket?)

Spend a little time on the web and use your imagination to learn about these “national holidays”. Then, create exclusive basket designs and unusual marketing opportunities to promote 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.

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.

• Oyster Food & Culture
• Gourmet Retailer Magazine
• Delish: Food in the News
• Progressive Grocer
• Food Biz Daily
• SFGate.com

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!

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!

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.

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!