Winter 2013 by Kimberly Cole Signature Gifts

The Gift Professional's Guide to Building Long-Lasting Business

the report

winter 2013 $12.00

IN THIS ISSUE: Dan Nagel and Mark Faulkner,

Pleasant Surprises, Inc

www.basketwhiz.com

table of contents

Winter 2013 2 26

Balancing Act

Cover Story

E-Commerce

Growth Engine Series

Marketing

Sales

Social Media Marketing

How Did They Do That?

Industry Hint

table of contents

Vendor in the Spotlight

Smart Business Favorites

editor’s note

the report DIRECTORY

Editor-In-Chief & Publisher Kimberly Cole kimberly@basketwhiz.com Chief Financial Officer Jerry Cole Contributing Editors Carmelita Collier Shirley Tolbert Anissa White Art Director Paolo Dela Rosa Advertising Team pls call 866.635.9990 Staff Writers William M. Carter Ciara Fucarino Lynn Keeler Tina M Melissa Nowacki Jennifer Saibil SL Ruffdan Professional Design Team Jennifer Conrad James Hartier Mark Faulkner Judy McWethy Dan Nagel Sue Temple Contributing Gift Professionals Tina Ashburn Mary Babiez James Hartier Julie Miller Executive Assistant Debra Winter

A Note from the Editor With the harsh weather that many of us have been hit with recently, it’s hard to visualize that spring will soon be here. While you are weathering out the storms it would be the perfect time to get your gift basket spring business plan into motion. It’s a new year and you now have the challenge ahead of you to be creative and come up with a lot of new ideas. This shouldn’t be too difficult for business pros like each of you are. The biggest resource you have is yourself, so get motivated, get creative and get going! Oh yes! Many of you have asked about including more information about how we as gift professionals make better use of social media networks. Se, we here at The Basket Whiz Report, have been using our creativity as well to keep on helping you with your business success. Something for you to look forward to is our up-coming series on how to get a whopping rate of return on your social marketing efforts. You won’t want to miss this one, and we are going to start off big with the one you probably are most familiar with which is “Facebook” of course. We have some wonderful and inspiring features this issue, we have Dan Nagel and Mark Faulkner of Pleasant Surprises...talk about two guys, who have their act together! I know they will inspire you. Then on the vendor front, we have Mom’s Originals. This is a first class operation. Read how they got their start. I think many of you may be able to relate to them. We also heard you say that you wanted more basket related articles. We are proud to have Tina Ashburn, Mary Babiez and Julie Miller contributing to some of the articles this 2013 season of The Basket Whiz Report. So exciting! Also, something good happened to me the other day. I received a message from my customer service team that James Hartier had called me!!! I though, uh oh. What did I do? But I called him and he was such a joy to chat with and such a nice and pleasant spirit. If you have not done so or if it has been a while, visit www.giftprosonline.com. There is a wealth of information on that forum. I also had the chance to chat with Vivian Shiffman, it was exciting to talk with her too. She is busy planning her trade show, Celebrate Convention & Trade Show, in St. Louis, MO, May 16-19,2013. To learn more, visit wwwkeepcelebrating.com. She even offers an award dinner cruise during her trade show. How exciting is that? We love hearing from our readers. Let us know how we can best help you. We want to hear all about it! Happy New Year to you all...let us help you to pursue your dreams and know that all is possible. Kimberly Cole, MBA Editor in Chief/Publisher The Basket Whiz Report www.basketwhiz.com The Basket Whiz Report , a Division of The Confetti Group, LLC 2214 Main Street, Porterdale, GA 30014 is published 4 times a year. One year subscriptions are free to companies in the industry and $39.95 to non industry subscribers. The Basket Whiz Report is a digital publication that is delivered by email quarterly. COPYRIGHT © 2013 BY THE CONFETTI GROUP, LLC. All rights reserved. Material in this publication may notbe stored or reproduced without permission from the publisher. Requests for permission should bedirected to The Confetti Group at: kimberly@kimberlycoleonline.com or call: 1-866-635-9990.

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The Gift Industry is growing. Are your sales growing with it? Hundreds of gift professionals have subscribed! What do they know that you don’t? The Basket Whiz Report was created specifically for gift professionals. The Goal: Provide gift professionals with knowledge on how to successfully run a business and to gain insight to help establish, build and maintain your customer base, stay abreast of the industry’s hot topics, to learn from our peers and to see what new products are available for the industry. NO Expense to Subscribe: The Basket Whiz Report is a FREE subscription to those in the gift industry (gift basket companies, vendors to the gift industry, event planners, florists, anyone in the industry) Competitive Edge: over 90% of our readers say that being a subscriber of The Basket Whiz Report has been refreshing, informative and glad to see the magazine being published. Being in the know about the industry will give you an advantage over your competitors.

Become a Subscriber of The Basket Whiz Report Today! Visit Us Online at www.basketwhiz.com or Call us at 866.635.9990 Now you can be an expert in your trade!

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Balancing Act

Balancing

Managing Your Life and Your Business when you want to take time off

by sl ruffdan

The Basket Whiz Report

Balancing Act Even the best of the best need a breather as some point. All work and no play makes for a tough and, most likely, unfulfilled life. Most businesses usually offer some type of vacation time for their employees. As humans, we all know that an opportunity to break away from the daily grind, to get refreshed, can help people to actually be more productive and happy once they return to their daily jobs. Small business owners often neglect this reality for themselves. However, that is one of the biggest mistakes that they can make when owning and operating their own business. We will tell you why as you read on. So, when the time comes for you to get your R & R, really think about how your company is positioned and consider whether or not your business, along with the other personal aspects of your life, can effectively continue with business as usual when you are off enjoying a vacation? Use your vacation as an opportunity to audit your company’s processes. How will things work in your absence? Take time beforehand to determine how each area of your business will be managed. Review workflows and together, with your team, take time to correct any deficiencies or areas that need improvement. Upon your return, review the processes, once again, to figure out how well they were executed without you at the helm. This exercise is invaluable for a small business and could help to tighten up your everyday operations. Set limits as to who is allowed to contact you while you are on vacation. Everyone should not have access to you because that will, in essence, diminish your time for relaxation. By entrusting a few people with your contact information, you are also giving those people your approval to make decisions in

your absence and for you to learn more about their ability to manage your team. Use this as an opportunity to further strengthen your team. You want to be able to trust your key employees and to believe that they will make decisions based on their experiences working with you, and according to your expectations for the business. Give them some latitude to do that and the payoff will be a stronger, more confident leadership team for your company. Do your best to schedule your vacation during a time when you are less likely to miss out on the parts of your business that you enjoy. It may sound a little selfish, but if Mother’s Day is your favorite time to work and run your business, don’t take a vacation during that time. The issue here is more about creating that personal balance in your life and making the most out of the time that you spend running your business. The opposite of this is true also, in that you wouldn’t want your company to have its biggest blitz during a time when you are not available. So, consider both sides of this issue. Make your vacation your priority and communicate that to your staff. As the owner, by emphasizing your own vacation, you are sending a message to your employees that 1) you have personal needs outside of being a business owner, and 2) you can appreciate the fact that they, too, need and deserve personal time to manage their own overall wellbeing. This is a very powerful message that could change the dynamics of your organization in a positive way. It will show them that you care about more than just their work, but that you care about them as people. When employees feel valued, they value their jobs and employers.

5 TO TRY 1 Audit your company’s processes and use time before your vacation to make improvements.

2 Only provide your contact information to a select few.

3 Give your management team latitude to make decisions as a way of building up their leadership skills.

4 Plan your vacation around your own personal needs so that you won’t miss working on the projects that you enjoy most.

5 Communicate your vacation to your staff and send a message that your company cares about all of its employees and their overall well-being.

The Basket Whiz Report

COVER STORY

The Basket Whiz Report

COVER STORY

Pleasant Surprises One Distinctive Basket at a Time

By: Jennifer Saibil

A two-man enterprise dominating the gift basket industry? It’s not in jest – with the emergence of Pleasant Surprises as a leading player in the world of gift baskets, novel products may be showing up at your door. With the skills and drive to revolutionize the market, Dan Nagel and Mark Faulkner of Pleasant Surprises are taking it by storm and creating a new reality for gift baskets, one distinctive basket at a time. Speaking with Dan and Mark is getting to see the inner workings of an innovative, new startup outside of high tech. Pleasant Surprises is a national company, and the proficiency and originality of this professional operation clearly come through. Dan and Mark play off each other with ease and comfort, and it’s not hard to see how this dynamic duo has propelled their company from a small outfit serving local property managers to a national business delivering baskets all over the country. Dan is all business. He speaks with the knowledge and expertise of someone who’s been doing this for a long time and has the foresight to see where the industry is headed. Mark is the resident artist of the company, and his talents allow the company to innovate and stay

creatively ahead of the game. With each partner focusing on his own area of expertise, they are both able to pump their energy into making sure they produce excellence, engendering a distinct brand that provides the highest levels of both professionalism and creativity, a new level for the gift basket market. What was previously either a local business or a chain of cookie-cutter type establishments has a fresh face with this new kid on the block. Dan and Mark joined forces in 2008 after seeing the possibilities of a partnership espousing each of their areas of expertise. Dan has a background in business and Mark was trained in marketing and design. As Dan puts it simply, “We thought that we could do a better job.” “My ability to design things and Dan’s ability to run a

The Basket Whiz Report

COVER STORY

business makes for a really good balance. Sometimes we bump heads about things, but it’s about bringing things to market. Because I can sit and make baskets all day, but the manufacturing, packaging and shipping them, that’s where Dan comes in,” explains Mark. “I’ve worked with a lot of people, and I’ve never seen a better set of skill sets than what Mark and I bring together. There’s no overlap. I don’t want to do his part, and he doesn’t want to do mine,” Dan agrees with a laugh. Somehow, they‘re able to make it work beautifully. “I can’t think of one time since we started the business that we’ve had an argument,” Dan notes. Often, the proprietor of a small

“Don’t lose focus,” Advises Dan. “If you’re going to do gift baskets, make the best ones you can.” gift basket business does it all herself, which makes large growth impractical. A different issue becomes apparent with very large businesses – they may dispense with true creativity in the name of growth, growth, growth. Dan and Mark have the spot-on synthesis of talents that allows their business to flourish. Pleasant Surprises is all about originality and innovation – staying two steps ahead of their competitors. Their unique formula combines new products and ideas with creating the best experience for the consumer. Mark notes the challenge, “It’s difficult when you’re running a small business like this to not only run the day to day,

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but to set goals and fulfill them.” With each partner’s ability to focus on what he does best, Pleasant Surprises has an edge in making this happen. How do they differentiate? Dan points out, “We’ll design our own containers and have them manufactured ourselves over in China.” Mark adds that even though he goes to trade shows, a lot of his inspiration comes from other sources. They’re always trying to think of what they can do to make themselves different. Dan explains that a lot of the smaller outfits don’t invest in making themselves stand out. “You need to go to all the tradeshows. You need to go to Atlanta, to Vegas.” By investing in this process, they are able to keep up with the trends in the marketplace, providing their business with a competitive advantage. Due to their phenomenal growth, Pleasant Surprises is able to offer free ribbons – pick your own color -and gift cards, little “perks” that make customers happy; another way to stick out from the crowd and create an unsurpassed customer experience. The general style Mark aims for is clean and easy to look at – since they’re online, they need to look super professional. Because he has a photography background, Mark is able to manipulate the photos to look just the way he wants, making the business appear bigger than they are. “Customers need to feel that the baskets are worth the prices,” he says aptly. Another interesting point Dan makes is that they’re one of the few male owned gift basket companies in the US. “I used to go to the gift basket conventions, and I was the only Man there! We just have a whole different perspective.” This put them in a unique position to differentiate as well. From a business standpoint, Pleasant Surprises has certainly beaten the odds. “We started in 2008, so anything from there is up. Mark and I don’t know anything other than running a business in a recession. We’ve had over 100% growth every year since 2008. We came in at the bottom and had to build up from there. Because we were successful, we’re in a perfect position, because now the market is better.” Mark adds, “One thing the recession did for us was it made us work harder. When we got into it, a lot of the business was property managers, and now those customers went away. We knew that we could only rely on property managers so much, so that made us think harder about the consumer side, and our focus went to the consumer side a lot quicker than it would have.” Dan continues: “I would actually have to run around

COVER STORY

and do board meetings to try to sell gift baskets. So in 2009, we had a heart to heart and said, ‘we’re not going to be successful if we continue like this; our success is going to be online.’ Within a year and half, 100% of our efforts went online - we gave up on the corporate market. And what was surprising was that as our success with consumers took off, and consumers started buying en masse, the corporate clients came following right behind.” So now, all the marketing efforts go to the web site. They’ve recently redesigned and made it more user friendly, enhancing it with many new features; and it doesn’t seem that this pair is ready to stop. Dan explains, “It seems that whenever we come up with a new idea, especially on the local level, someone else in the market picks it up. I’ll give you an example. When we started out business in 2008, we offered free ribbon printing with every single order. We built our business around that concept. Within a year, several local businesses were doing the same thing. And we realize that with our web site, everything is out there for the world to see. Which is good, because we get a lot of business that way, but it’s bad, because out competitors see everything we’re doing.” Dan tells me that they’ve already laid out a whole new direction for the coming year, where they know that no one else is in that space. Mark shrewdly notes that if you look outside of traditional gift baskets, there are so many different things that you can give as gifts. With his experience as a marketer, he knows a lot about consumer motivation, and why they want to give gifts; hence the many new products up their pipeline. As usual, this pair is a step ahead of the industry, plugging away to

find new paths to lead their business, and de facto the remainder of the industry. Although by essence their secret to success is keeping their secrets, they do have wisdom to share with other would-be basket entrepreneurs. “Don’t lose focus,” Advises Dan. “If you’re going to do gift baskets, make the best ones you can.” He often sees small business going too quickly into other markets – luxury, gift mugs, and so on. When that happens, they dilute their core business and havoc soon follows. Mark counsels to do the business elements before you get started - crunch the numbers and “really understand how much time and money is really going into the product.” You may have a great design, but if you can’t figure out how to make money from it, it’s not going to work in your business. Dan adds, “Don’t give away free delivery. Don’t be afraid to raise your prices. We just did a price raise across the board, and our revenues went up.” Due to increased shipping volume, they’ve recently been able to get reduced shipping rates on their packages. Between the new shipping prices and their product price increase, they have now been able to introduce $5 shipping on all of their packages and compete with the Amazons of the world – another differentiation that makes them stand out and demonstrates their goal of creating the best possible customer experience. With all the excitement taking place at Pleasant Surprises, it waits to be seen what’s coming up next – surely many new products and ideas for the coming year, and as we go to press, you can be sure they are planning the next adventure. Learn more: http://www.pleasantsurprises.com

The Basket Whiz Report

E-COMMERCE

Search Engine Marketing

Things You Need to Know About Your eCommerce Search Engine Marketing By: Lynn Keeler You have probably been in the gift basket business long enough to realize that search engine marketing is really important in getting your business name out there where your customers can find you. This means you need to get your name up as a high as possible in the search engine listings. You also realize that you are not the only one in this line of business, and you have a lot of competitors. This doesn’t mean that it’s impossible for you to rank above them, but what it does mean is you have to become savvy about eCommerce search engine marketing. The search engines are going to scrutinize your on site content. How well you do with this doesn’t focus on how much content you have, but the priority is how valuable that content is to visitors to your site. This means you really need to focus on adding great content with lots of good information, which is going to make your visitors feel like they really received a lot from visiting you. Sales are important, but if you gear all of your content up to trying to sell and call to actions, then you are going to hurt yourself in the long run when it comes to the major search engines listing you higher. Also remem-

The Basket Whiz Report

ber to make the content of your product descriptions as unique and interesting as possible. Now, search engine marketing doesn’t end with your great content. You also need to have some good back links to your site. There are three areas you need to concentrate on for your backlinks. Quality is really important. You want sites linking back to your business that the major search engines feel are reputable. These are usually sites with a PR ranking of 4+. The more quality sites that you have like this the better. Just as important though is the relationship they have in regards to your industry. If you ship your gift baskets world wide, then you also need to pay attention to your global search engine marketing. If you are only going to focus on your geographical area then here is where you need to focus your marketing attention in respect to your search engine marketing. These are a few tips to get you going on your eCommerce search engine marketing, and remember marketing never ends, and it’s an ongoing internet necessity for success.

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growth engine series

By: Lynn Keeler

In the gift basket business it can be considered as a personalized industry, both because of the products offered and the fact that many of the ownerships are sole proprietorship. The industry is made up on the whole of small but very effective companies, which collectively make a real mark in the business world. While it is great to be part of a close knit business group, it also has to be remembered that you as a gift basket business owner must view your counterparts as your competition. Also keep in mind that competition is healthy. It is what creates uniqueness and creativity. This means having the proper viewpoint on your competition should spur you into being a force to be reckoned with within your industry. You need to take on the challenge of getting your business above your competition, and it all begins with climbing up the ladder of the search engine rankings.

The Basket Whiz Report

You can accomplish this in a variety of different ways, and keeping the phrase “know your enemies”, in a friendly manner it does mean you have to learn what is the foundation of your competitor’s success, and then formulating your own plan to supersede this. Surpassing your competition should be looked upon as good business activity, and not one that you should feel guilty about. There are good standards that can be followed for one to become competitive. That doesn’t mean that you go on the attack and bad mouth your competition or put down their efforts. Your goal should be to present something significant about your particular business that makes you different than the rest. It has to appeal to what your target market wants. You need to then focus on this uniqueness and market it effectively.

marketing

A Low Key Marketing Budget Can Make You More Effective By: Lynn Keeler It is not all that difficult to run huge successful marketing campaigns when there is a big budget to back it. All too often small businesses give up totally on their marketing strategies simply because they don’t feel they have enough marketing money to make it work. If you think about it in the proper perspective though, being short on funds can make you all the more creative. In marketing, creativity is usually much more effective than having a ton of money in the marketing coffers. It means you need to stretch your marketing dollars more and give more thought as to where you are going to spend this. When this happens it forces you into doing your marketing research. This type of research is great for building really good marketing campaigns that are going to get you the results that you want. In fact when it comes to marketing strategies the good ones are usually those where more time than money has been utilized. Instead of spending money on having your banner

ads created for you learn to do them yourself. There are a lot of great simple and inexpensive software programs available to help you do this. Designing and implementing a good email campaign can be done inexpensively, although it is a little more time consuming than having it done for you. Again it’s another area of marketing that once you learn it, the costs will be much less. The whole key to marketing on a shoestring budget is to first learn how to utilize a lot of the marketing tactics yourself, then learning how to automate your campaigns to free up your time. The gift basket business is really a “hands on” business in many different areas. This can include your marketing. In fact, you may surprise yourself and find that you are really a marketer at heart and didn’t realize it. Tell us on our Facebook page how you market on a shoestring.

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sales

Using Your

Business

Passion to Implement an Article Marketing

Program By: Lynn Keeler

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sales There are very few gift basket business owners that are not filled with passion and enthusiasm for what they bring to the business world. These two attributes can become a powerful resource for you to use in your article marketing campaigns. Part of the building blocks that are crucial to the success of your business involves your marketing. There are many different marketing resources that you can use to strengthen your business and article marketing is one of them. It also happens to be one of the most powerful tools available to you. The great thing about this is that itâ&#x20AC;&#x2122;s one that will come easy to you once you master the ground rules that come with it. It will all come down to you being able to tell the world about your products in a written format. If you put the same passion and excitement that you have about your products onto paper by way of a well written information packed article, you are really going to make an impression on your readers. It is the beginning of building your credibility of someone who really knows about gift baskets. Once you build this type of credibility, then any other type of promo material you instigate will already have a trust built into it because it comes from you who has become a recognized expert. One of the key things to remember about article marketing is that you are not writing sales letters. You also are going to have to learn what makes a good article writer. Again though this is not difficult, and even if you donâ&#x20AC;&#x2122;t consider yourself a writer, once you learn to put your thoughts to written words it will flow naturally for you.

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social media marketing

Facebook

A Business Savvy Marketing Tool 14

The Basket Whiz Report

social media marketing Social media sources have been used worldwide as a marketing tool for businesses large and small. Specifically, Facebook has become the largest and fastest growing social marketing platform worldwide. In fact, Facebook’s usage has been measured in terms of its number of active users per month which has now exceeded 200 million. It is no doubt that Facebook has the potential to reach hundreds of millions of individuals globally and it does it at no cost. The multidimensional social media source affords businesses to take advantage of the opportunity to market their business without paying for space on the World Wide Web and to use advertising and promotional business techniques to acquire business by word of mouth via the internet. Facebook offers a wide range of technologies including pictures, videos and new software like Graph Search which was newly launched in 2013, to assist businesses with increasing exposure. Using Facebook as a marketing tool for small businesses can be done in a few easy steps and strategies. Some people begin promoting their business under their personal Facebook account which is encouraged early on to begin networking, but the business itself should also have a Facebook page that contains the majority of information pertaining to the business. Spreading the word generally starts small by informing friends and begins to grow exponentially as friends tell their friends and so on. To begin, business owners should first open their own free Facebook account and “friend” the people and other current and po-

Introducing...

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tential customers. Each person that accepts this friend request will see everything you post on your business Facebook page, each time you add something. For instance, the first posts should include a link to your business page if you have one, or a link to your businesses Facebook page, along with a short message for people to take a look at your business. Once you have begun building a rapport with your customer base, be sure to add pictures and post promotions regularly to keep customers interested in your business. When Facebook friends click that they “like” your special offer, it then appears on their page for more people to see. These networking techniques have been proven to expand business over time. Facebook also has a series of business applications that are directed specifically towards business owners on how to best display and promote and market goods. Facebook’s newest application Graph Search has been developed to make it easier for others to discover your business. When it comes to getting your business recognized, Facebook is one of the smartest marketing tools there is. Editor’s Note: Need help with the content for your social media networks and a plan? Contact KMC Business Solutions for a bundle especially for our readers. See their ad in this issue. www.KimberlyColeOnline.com

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how did they do that?

Cello Bag Instructional By James W Hartier James Hartier is the owner of: www.GIFTPROSONLINE.COM www.GOURMETGIFTPROS.COM www.BOWCENTRIC.COM

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how did they do that?

The widest point of this design was 13 inches...So i choose to use a 20 inch cello bag...36 Inches high!! Open with both arms and gentle cinch the open bag down!

Place the design within the opened cinched cello bag make sure it is centered!

Gently lift the cello bag easily up and around the design, making sure you dont mess up the arrangement!

Evenly cinch the top of the cello bag, trying to maintain the â&#x20AC;&#x153;triangleâ&#x20AC;? look the cello creates....Close with 9 inch metallic twist tie!

I choose to add the bow at this point.....But it can be added after you do the next and final steps below!

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how did they do that?

Fold and tape back the triangled ears..That you see in the above photo on each side of the bottom of the basket....Tape under any excess wrinkles or pulls that look unprofessional. The end result looks just like the very first picture before the bag!!!

Voila...Youre done..Its easy...Its beautiful for delvery..(Without the bowcollar and bubble wrap of course)..... And perfect for shipping..(Using the methods of cherie reagors “perfect arrival” video).......I also create bow collars for my bows so that they arent touched by anything during shipping... No wrinkles...No crushed looks...No flat bows!!!!!.( Designers that care about their presentation & companys image will take the time to do this..(Rather than pumping out designs just to make money)...In the long run it is a very impressive & lasting business tool you have to adopt to stay in business! Heres the bow collar....It goes on after the gift is bubble wrapped. Tape each side of the collar to the bubble wrap!!!!!

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You must remember your presentation & companys image is your clients reputation!!! It’s so much more than just a gift basket!!!

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industry hint

Wow! Gift Basket Designs for Fundraisers and Raffles By Julie Miller, Owner – O’Goodies Gift Baskets

How many times in your life have you attended a fundraiser for a cause which you support, or purchased raffle tickets for a chance to win prizes to help fund a child’s sports team or music group? All of us have been there, done that. As gift professionals, those types of events present an opportunity for us: not just to win a neat prize, but also to observe a collection of (what is often) gift baskets up for auction or raffle for the fundraiser. In fact, many times, we are asked to donate a gift basket for just such an event! I venture to say that – being the

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creative folks that we are! – many times we look at some of the designs and think..…”I would’ve used a beverage cooler for that design!” Or, “Too bad everything has fallen into the bottom of that basket – more people might have bid on it if they knew exactly what was inside!” Because people who are not gift professionals often end up putting baskets together for events of that type, it’s usually pretty obvious which designs were done professionally and which were not! Gift professionals, events like this are a chance for us to truly shine.

industry hint

While many of us tire of the endless stream of donation requests, sometimes we may have a client who is purchasing a gift basket to donate to such an event, or perhaps the company or cause IS your client, and they are purchasing all of the gift designs to be given away at the event. That window of opportunity to WOW the crowd is your chance to put your best work on display, and possibly impress someone who just might end up becoming a client of yours! Inevitably, a client who is purchasing a basket to be donated for a fundraiser event wants a lot of bang for their buck. The basket needs to look like it’s worth a lot more than the client actually paid for it, in order to raise as much money as possible in support of the cause. It’s a chance for you to make your client look good, if the basket that they’ve purchased for, say $50, actually goes to a bidder who offered $100 for it. This is where your expertise and creativity come in to play. As gift professionals, we accept the age-old tenet that “Height equals perceived value.” The higher or taller your design is, the better ‘wow’ factor it will have when on display at the event. Achieving that height while maintaining the stability of the design can be a challenge! One way designers can create both height and stability is through the use of nested or stacking boxes; the prerequisites for a design of this type are a sturdy set of stiff and rigid stacking boxes, and Glue Dots. Boxes that don’t have a glossy finish could be damaged by the Glue Dots if you’re not careful to pre-wrap the outside of the boxes in clear cello prior to assembling the stack. Round or hexagonal box sets don’t work as well for this type of design, but later in this article, I’ll give you an option for adding height to those types of boxes, too. If you’re just filling each of the boxes with product and stacking them up, people won’t be able to SEE the products included in the gift. To create an eye-popping design, place the larger boxes open on their sides on top of the matching lid, creating a ‘shadow-box’ type of effect, where you can then place products that will actually be visible. The lid creates the base of the design and also acts as a tray to contain products. Depending on the size and shape of the boxes, you can repeat the process of opening and stacking boxes two or even three high using Glue Dots to stabilize the tower. Another option is to set an open box into its lid directly, and then stack it on top of the larger one beneath it. Or, fill some of the boxes with packaged products that don’t ‘match’ the design and stack those closed boxes along with the open ones in your design - perhaps turning them on their ends,

Extravagant Mother’s Day Gift Design - a nesting set of silver gift boxes, this one is a good example because it shows how to use one of the boxes, closed, at the top, in an otherwise open stacked set. Second box features a mini glass apothecary jar filled with pink Lindt truffle balls (ingredients on label underneath the jar). Lid is used as a tray at the bottom of the big box. Included large glass jar candle, reed diffuser set, journal, photo frame, the Burt’s Bees set in top box, the truffles described above, and more.

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S’Mores Firepit Fun Gift -You can see the little sandwich-board sign set up next to the firepit in this photo; the organizer of this event used labeled bags for the ticket collection - though not recommended.

This is a HarleyDavidson and More basket designed by Confetti Gift Baskets. This was for a school raffle. They provided most of the contents and we put the basket together for them. The basket had over $500 worth of gift items. Designed by Kimberly Cole Confetti Gift Baskets Porterdale, GA

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or tying two or three together into a mini stack of their own, and then adding it to the design. To stabilize the design as it gets taller, you can wedge cardboard tubing cut to size (like from paper towels, or gift wrapping) into the open box behind the products in the front. These tubes won’t be visible in the finished design, but will make it sturdier and easier to move when it’s finished. Arrange products in a cascading fashion in the tower, largest toward the back, or even inside the box/boxes, smaller toward the front for visibility. Assort the sizes, colors and shapes of the product included for interest and dimension. Another option which works well for round or hexagonal boxes is to fill the largest box or boxes, close them and stack them on the bottom of the design, then finish the stack with a box that is open at the top. You have the option of setting the box into its lid, or propping the lid as a sort of back-stop on top of the open box. Then you can ‘pop’ some of the best-looking product assortment out of that top box, like you would assemble a regular gift box design; the height is created because there are boxes beneath the open box, and products popping out of the open box. This approach works well with stuffed animals popping out of the top box – and if you’ve got a particularly large stuffed animal to incorporate, you may be able to sit the animal on top of the closed stack of boxes, then wedge the open box between the animal’s front legs or paws, and pop the products out of the open box from there. It also works well if you can use a bottled beverage (like a wine bottle) or a live plant popping out of the top box with the rest of the product assortment. (Please note: most fundraiser/raffle events won’t accept a gift design which includes a live plant, as they are difficult to care for and, depending on your delivery date, could die before the actual event takes place.) In complete contrast to the ‘height equals perceived value’ concept is the ‘bigger is better’ idea. This involves the use of a keepsake or reusable container for the design. Take, for example, the photo of the fire pit gift shown. This is an actual working outdoor firepit, which is filled with all the fixins for an evening of outdoor fun making s’mores: graham crackers, marshmallows, and chocolate bars. You could also include skewers to roast the marshmallows on, or a box of logs to make the fire (as long as the food products do not come into direct contact with the fire logs.) Use red, yellow and orange tissue paper to make fake ‘flames’ and tape them to the bottom of the fire pit so that the look mimics real fire. Replace the

industry hint

lid of the fire pit; wrap with two long, narrow bands of cellophane placed perpendicular to one another, which are pulled under the fire pit and then brought around to the top, tied off with a decorative bow. You can tie the lid-lifter (usually included with the fire pit) into the bow at the top. This incredible gift does extremely well at fundraisers because of its practicality and staggering size – who wouldn’t want to win that!? And it is a fun way of presenting otherwise mundane ingredients – graham crackers, chocolate bars, and marshmallows. In keeping with the bigger is better idea – and depending on your client’s budget, of course – are other reusable types of items which can be turned into a giant ‘gift basket.’ Think countertop wine rack, or child’s wagon. Once we had a client who wished to donate 8 incredible bottles of wine from her private wine cellar to a fundraiser event. (Trust me – I was so nervous driving those expensive bottles of collectible wine around in the van during a big ice storm!) We used a wrought-iron countertop wine rack to hold the bottles she donated, plus a small assortment of cheeses, crackers, and a bottle stopper, then draped the rack with artificial grapes and grape leaves, and overwrapped with cello and a phenomenal bow. Near our gift basket business is located a manufacturer of the molded-plastic types of children’s wagons. Often, the manufacturer will donate one of the wagons to local fundraisers, and we get the opportunity to package it creatively for the fundraiser. These are really fun projects! An artificial base (box) is set into the wagon, and then the wagon is filled with a huge assortment of low-priced children’s outdoor toys and accessories, such as a gallon jug of bubble water, bug-catching net, rubber balls, jump rope, squirt guns, and the like. Those wagons – or any gift that is really big – are difficult to over-wrap with cello. Using a narrow band of cellophane tied across the top edge of the wagon with a coordinating bow in front gives the gift the appearance of being wrapped, even though everything isn’t closed in to the packaging. A tall, tiered server makes a stunning and elegant presentation for an all-chocolate theme gift (in photograph) – this particular server is about 22” high unwrapped, and has two removable bowls, so that the user can arrange the bowls to suit their needs. The sportsman’s chair is another ‘bigger is better’ idea – in the picture, it’s shown loaded with an assortment of grocerytype snacks, some team-theme merchandise, plus a plaid throw (over the back of the chair) and six-pack of bottles (in the insulated pouch beneath the chair). The chair is

perfect for toting to tail-gating events or for sitting on the sideline of your child’s Saturday soccer games; when it is wrapped and presented for a fundraiser event, it’s over four feet tall and it makes a HUGE hit! (It’s an especially good design for fundraisers, as it appeals to a masculine audience.) Just a note here: if you are doing a gift for a fundraiser which includes something like game tickets or a valuable gift card, it might not be safe to leave the gift open (like the wagon) because someone could just take the tickets or gift card right out of the presentation. Even if the gift is completely cello wrapped, and taped shut and bowed, we often use a ‘place holder’ instead of the valuable gift itself: print it out on the computer and describe the gift included (like tickets, or gift card); that way, the winner knows what is included, but the valuable item itself is not visible in the packaging, so it cannot be taken from the gift while it is on display. (You can put the valuable item into a box or envelope of its own, and set it down inside or underneath the other items in the gift

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industry hint

so that it is not visible to onlookers, and can’t be lifted from the packaging.) An element that we consider important to gift baskets for fundraisers and raffles is something that is often overlooked: a listing of contents of the gift. It is important to have this listing so that bidders know exactly what they’re getting if they win; this may increase the value of the bids placed on the item. You can lable your gift design in a couple of different ways. Most often, we print out on card stock from the computer a 4” x 5” free-standing sandwich board type of sign which (1) names the basket, and (2) offers a comprehensive listing of the contents of the basket. The name of the donor of the gift basket can also be included on this sign, if desired. We usually theme the little sign with appropriate graphics and colors, then the sign gets placed on the display table in front of the basket at the fundraiser/raffle event. This way, people can look at the sign and know exactly what is in each gift. Note: the dollar value of the gift is NOT included on this sign; after all, we want people to pay MORE than the basket is actually worth as a donation to the sponsor of the event. The other option is to create a tag with the same information, not

quite as large as the sign would be, which gets tied on to the gift basket in a stylish manner with coordinating curling ribbon. Some event sponsors/hosts prefer that the information be on the tag tied directly on the basket so that it is not removable, and then the information can’t be separated from the basket easily (like it could with a sign). Occasionally, the gift professional is asked to provide containers for the raffle tickets themselves – which are placed in front of each item being raffled, and are labeled to coordinate with the name of the item being raffled. We generally use small boxes with a slit cut into the lid for this purpose – for safety and security of the tickets being submitted, and also to prevent the tickets from dumping out of the container if they fall off the table or are up-ended. Lastly, don’t forget to label your gift design with your company name – but be sure the label says ‘Designed By’ and not ‘Donated By’ (unless you are, in fact, donating the gift yourself.) Your gift should be so amazing that everyone who sees it will want to know who the creative, talented designer was that created this masterpiece! AND – it could get you lots of new fundraiser or event business in the future!

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3 Cheers for Baby All Wrapped Up Berwick/Offray Constant Contact DinoSOAR Studios Gift Basket Drop Shipping Gift Basket Professional Gift Marketing Alliance JDW Distributors Mary Ann Jacobs Mille Lacs Foods Music for Baskets No Limits Northwoods Cheese The Ribbon Print Company Roof Basket Works Royalty Cookie Co. Specialty Wraps Sweet Jubilee That THEME Place Torn Ranch Trends & Tips Magazine ….more coming!

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Pleasant Surprises Dan Nagel and Mark Faulkner San Diego, CA www.pleasantsurprises.com

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James Hartier

Gourmet Gift Pros, Greer, SC www.gourmetgiftpros.com

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vendor in the spotlight

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vendor in the spotlight

Mom’s Originals Mom’s Originals is a place where you can satisfy both your sweet tooth and your liking for something salty such as pretzels. They offer a variety of sweets such as gourmet pretzel rods, something called Mom’s Mix, which is a mix of pretzels, peanuts, rice and corn cereals and candy coated chocolates and creative colors which is their white chocolate covered in the colors of your choice. But this is not all! They also carry gift boxes, such as a sampler gift box and various gift boxes in a variety of sizes ranging from 11pc to 28 pcs. ,4 pc and 9pc gift cases and ornaments and one of a kind gift cards. What says remember my business better than a gourmet chocolate pretzels and your own business card? Your customers will love these! We wanted to learn more about Mom’s Originals, so we interviewed Taran Hensley-Hercules, President. BWR: And with this in mind we began by asking, what started you in this business? Was it first a hobby that blossomed in to Mom’s Originals, or was an idea you toyed around with till you finally acted on it? MOI: Mom’s Originals was not a long planned venture, but one that came from steady request and an entrepreneurial passion that could not be silenced. After being downsized from the corporate world of marketing in early 2007, I was looking for what I really wanted to do with my life. During this time, my mother was in a similar situation, but enjoyed selling her crafts and pretzels at local fairs. The demand for her pretzels, from family, friends, and craft fair attendees, was constant and growing. She had considered selling them elsewhere, but really did not know where or how to market and grow a client base. That being exactly what I do (did) – Marketing - it seemed like the perfect time to embark on this new adventure. I knew her product would be a consumer hit; I wanted to take it big and make a career for myself with my Mom’s gourmet pretzels. One evening at dinner, I threw out the idea that I could help, that I could market and sell these. As a mother, she likes to mention that she had no idea that I knew “all this stuff” and was excited to hear that I wanted to start a business with her. We immediately committed to each other and the business, we shook hands (literally) and two days later we incorporated

Mom’s Originals®, which has since become a registered Trademark. BWR: How have you been doing business in the recession? Did it (the recession) cause you to tighten you spending and watch the bottom line? Also did you have to cut jobs? MOI: What may have been the craziest part about starting this business is our timing. We started Mom’s Originals in the midst of the recession. At a time when most companies and small business where closing their doors, we were gearing up and getting started. Our first eight to ten months was really about building a brand and a business; choosing colors, designing logos, building a web-site, and figuring out production, packaging

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vendor in the spotlight

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vendor in the spotlight

and logistics. We actually feel we could not have started our business at a better time because we did so with frugal minds and focused us on quality of product and presentation. If people were going to spend their extra dollars on a luxury item, it better be luxurious. We spent money only when we needed to; incorporating the business, web-site building, packaging, priority certifications, etc. We used free resources whenever possible (and still do) such as social media as a main avenue for marketing. We also focused on a core product, the gourmet pretzel with a few flavors. We did not try to be everything to everyone and over extend our budget, our inventory, or our talent. Building a strong foundation and working out kinks during a low economic time point meant as the economy picked up, we were prepared and ready when the bigger opportunities presented themselves. We are happy to say we have never had to cut jobs and as of the numbers through 2011 have grown 1500% since inception in 2007. From the time Mom and I shook hands to today; there has not been a day without something new to experience, to learn, to overcome, or to revel in. BWR: When did you decide to branch out? MOI: Mom and I both knew from the beginning that to keep a strong, steady business with something unique like gourmet pretzels, we needed to branch out. It was/is important not put all our eggs in one basket, or in our case, one industry. Because we see so many uses and opportunities for our product, there has always been diversity in our clientele. BWR: And as I have been to your site and I noticed that you were one of the gifts for the baskets for The Emmys®. I would like to know how did that come about? Did they come to you or did you go to them? MOI: We were fortunate to receive a phone call late one evening from the curators of the Emmy gift bags. It was a call that was surreal, suspicious, and exciting. I did my due-diligence, phoned the Academy and asked if the company that had just called me handled their gift bags. The answer was yes, the suspicion vanished and the surreal excitement ensued! The next several days were spent number crunching, planning logistics, and of course the occasional giddy squeal from two ecstatic ladies. BWR: Where do you see yourselves in 5 years? Do you see yourselves opening your own shops which will carry your products exclusively or will you have your products in other cafes and boutiques in more states

than the 13 states that we now can find you in? MOI: It has never been our interest to open a retail storefront so that is not something in our five or ten year plan. However, we do see ourselves separated more from the day to day, enjoying the fruits of our labor and sacrifices. We will have a larger staff handling daily operations, I will be overseeing the corporation and handling business acquisitions, while Mom and Dad retire and travel to their heart’s content. BWR: Do you consider all the people that work for you as family? MOI: No doubt we are a family here at Mom’s Originals; in fact, we often refer to ourselves at the MOI Family. About half of us are actually related, but everyone comes together, sharing stories, life events, tears, laughter, love, excitement, and devotion to not only the people here, but the product and our clients. There is absolute appreciation for our MOI Family. In conclusion, that is how they built Moms Originals from an idea built on an idea , entrepreneurial spirit and a following of her mother’s sweets and it blossomed from there. It just took a nudge in the right direction and a lot of hard work. And as you can see their hard work has paid off. Their products is sold in various boutiques across the country and they also was one of the many gifts in gift baskets being offered by at the Emmy awards. If this article has sweetened your sweet tooth you can see all of their products at momsoriginals.com. So go have a look enjoy and tell them The Basket Whiz Report sent you.

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year round business

Running A Year Round Business That Remains Solid

By: Lynn Keeler

One of the biggest downfalls in any business is the lack of follow-up. Everyone is quite happy when the initial sale is made. What is forgotten about though is that the buying client is also a potential future client. This means that you have to have a system in place that caters to repeat business. By doing this it helps to fill in the gaps for the lean times. So much attention is paid to special event times throughout the year especially in the gift basket business. Then in between these times the focus turns to trying to glean new customers for the off season type of sales. With all of this going on the repeat business obligations get shoved to the back burner. It can be really difficult trying to stay on top of all the responsibilities that come with trying to operate a business on your own as a sole owner, or even with a partnership. It is well worth taking some time now to

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plan out your repeat business strategies. What you may want to do is automatically make this task a phase two to any other campaign you run. Here is an exampleâ&#x20AC;Ś. If you are going to run a Valentines campaign then make sure you include a strategy for repeat business from these buying customers that can flow into your Easter campaign. You may want to reward these purchasers with a discount coupon for your Easter promotion. Then carry this through with your Easter campaign using a repeat business strategy of perhaps with the promise of a special promo for Easter only buyers. If you end each campaign and promo with a repeat business strategy then it will become an easy pattern for you to follow. It will also become a feature and perhaps an uniqueness to your business that clients will come to expect and look forward to.

year round business

smart business favorites KMC Business Solutions The administrative part of your business can become overwhelming. You started your business with the enthusiasm of being able to do what you do best, and that’s provide superior products for your customers. With the heavy burden of having to “wear all of the hats” can be distracting, and could be costing you loss of potential income. No need to worry though because KMC Business Solutions has got you covered. Whether it’s just one part of your administrative and marketing responsibilities that is getting you down, or all of them, you can pass them off to KMC and they will get the job done for you. Just imagine! Now you can get back to what you do best, which is providing the ultimate gift baskets for your clients. http://www.kimberlycoleonline.com

Mom’s Originals: Crispy Peanut Butter Buttons Whenever you are offering something sweet and delectable in your gift baskets it’s sure to be a big hit. The problem is though, how do you decide what it should be that is going to please the majority? One thing you can never go wrong with is chocolate and peanut butter. When they are combined in such a pristine way as they are with Mom’s Originals-Crispy Peanut Butter Buttons then you have got a sure thing here. Imagine having a top notch sweet that you can incorporate into any of your gift baskets for any age, gender, and occasion. http://www.shop.momsoriginals.com/NEW-Crispy-Peanut-Butter-Buttons-CPPB.htm;jsessionid= EC27E1A45929B3A72778C1035760D1EE.qscstrfrnt05

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smart business favorites FernCreek Confections Having a good assortment of top quality sweets is one of the most powerful selling features of your gift baskets. You can really capitalize on this resource with a little careful thinking. You may want to mix your selections of these items from one being a melt in mouth delectable that is potent in its delicious flavor, but is consumed very quickly. Then another sweet that lingers in its ultimate performance of pure pleasure. This would be the best way to describe FernCreek’s Gourmet Almond Toffee. When you add this pure pleasure of taste to the visual pleasure that their fine packaging creates you have yet again another winner for putting your gift baskets above the competitions. So so good! http://www.ferncreekconfections.com/

Boca Bons It is always fun and profitable when you can create curiosity and intrigue with your gift baskets. At the same time it can be hard to find products that will allow you to do this. The solution is here though with Boca Bons. See! Just the name alone has got you curious doesn’t it. Use this to your advantage. When you are drafting up your description for baskets that you have added Boca Bons to make sure you mention this. For example… ”Wow”! These baskets contain the most coveted Boca Bons! Now for your information Boca Bons are a combination of truffles, fudge and brownies all intricately woven together to create one mouth-watering explosion with each and every bit. It doesn’t end there though because the visual appeals with their creative themed packaging makes each and every one of your gift baskets stand out in the crowd. http://www.bocabons.com

Torn Ranch--all natural fruit gels You may be thinking that fruit gels are a little boring for the type of exquisite gift baskets you produce. That may be true if they were you average type fruit goodies, but if they are from Torn Ranch, they are anything but ordinary. Any time you can boast about a gift basket containing something delectable but healthy then you are a step ahead in making a successful promotion. These all natural fruit gels are made from totally natural fruits and their juices. How much healthier can you get than that? http://www.tornranch.com/shop-by-collection/pomefrais.html

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