The Gift Professional's Guide to Building Long-Lasting Business
the report
april bonus issue 2011 $12.00
s u n Bo ue! Iss
www.basketwhiz.com
Do we cut back or push forward?
, s n o i s i c De cisions... de
In a down market, you can't afford to fall off of your customers radar by cutting back on your advertising, especially in an industry trade publication, like 'The Basket Whiz Report'. In fact, trade magazine readership actually increases when times are tight. Gift professionals are aggressively in search of new products or reconnect with familiar products.
www.BasketWhiz.com
Table of Contents
April Bonus Issue 2011 2
4
How To Beat The Summer Sales Doldrums
2
4 Tips To Jump Start Summer Sales
4
Slow Summer Sales? Not Anymore
5
2 Rules Of Making Money In The Gift Basket Business
6
Adding Sizzle To Your Summer Sales
8
Repeat Business Is The Best Business
10
5 Hot Ways To Boost Your Online Presence During Summer
12
Make The Summer Months A Gift Giving Season
14
Table of Contents
6 2
12
8
18
Words To Motivate And Inspire
16
Embracing The Possibilities And Opportunities Of The Off Season
17
Pearls Of Wisdom
18
Survive And Thrive In Uncertain Times
19
Notable Notes
20
Editor’s Note
the report
DIRECTORY Editor-In-Chief & Publisher Kimberly Cole kimberly@basketwhiz.com
Everyone certainly welcomes the spring/summer months but for those in the gift basket business it can be a bit of a let down as well, being as business reduces drastically. It doesn’t have to be this way though, and this bonus issue is going to show you why.
Chief Financial Officer Really what has happened is that many in the industry have just Jerry Cole assumed, like the clients, that gift basket giving is only for major occasions. Contributing Editors Carmelita Collier The big area to focus on during this wonderful season is to change your Shirley Tolbert way of thinking about what you have to offer. Then once you do this Anissa White you will be ready to change your customers perceptions of gift baskets. Art Director It is important that each and every time you make a sale to a client to Paolo Dela Rosa put in a little sales pitch for the next sale. So if a customer is buying a gift for their sister’s birthday today, be sure to tweak the customers Account Executive mind about a gift basket for the next occasion . Try to learn a little Paulette Vildberg about the gift recipient from the client, which might help you to with advertising@basketwhiz.com suggestions for future gifts. Staff Writers Jim Aldrich Lynn Keeler Rodolfo N. Lentejas, Jr. SL Ruffdan Guest Writers Tina Ashburn Mandy Becker Shawn Greene Sharron Senter
This bonus issue may be small but it is mighty! It has enough useful information throughout the next few pages to boost your gift basket business out of the lazy hazy days of summer, into a full tilt non stop very busy season. Enjoy! Gear up for the summer now! 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 8 times a year (6 regular issues and 2 bonus issues). 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 on the 15th of the issue month. COPYRIGHT © 2011 BY THE CONFETTI GROUP, LLC. All rights reserved. Material in this publication may not be stored or reproduced without permission from the publisher. Requests for permission should be directed to The Confetti Group at: thebasketwhizreport@basketwhiz.com or call: 1-866-635-9990.

Advertiser Internet Directory www.momsoriginals.com www.whizbangtraining.com www.basketwhiz.com www.confetticonfections.com Follow BasketWhiz on
Twitter http://twitter.com/ ConfettiGroup
Facebook http://www.facebook. com/pages/
Place your ad today while space is still available!
Special promo rates available www.BasketWhiz.com
The Basket Whiz Report
1
How to Beat the
Summer Sales Doldrums By: Guest Writer Shawn Greene
Summer is upon us! It’s time to break out the sandals, slather on the sunscreen, and… worry, because sales have slowed down. Here are tips for dealing with the summer sales doldrums. Expect Things to be Slow: Appropriate expectations help prevent frustration. The fact is sales often slow down in the summer months. People not only take vacation, many take mini-vacations in the form of shorter hours and long weekends. That probably makes sense to you—you may be taking time off yourself—and yet we often get thrown when things slow down and prospects stop returning our calls. We tend to think prospects would tell us they plan to take vacation, but most often they don’t and the sudden lack of communication can feel like a stalled sales process. Remember that you, your products, and even the issues your prospects said they want to address, are not the center of the universe. Lack of communication may have very little to do with you. Ask the receptionist or others in the department if your prospect is on vacation. Don’t assume their
2
The Basket Whiz Report
voicemail will tell you that. However, don’t let a “no” get to you. Continue your follow-through. Other people take vacations, too. Summer-mode affects organizations from top to bottom; from bosses involved in the decision process, to people in vendor management. This, too, can slow your sales process down. Make a note for May and June: Proactively contact all prospects in sales process and ask about planned vacation. Expect to get a higher percentage of voicemail: Whenever someone’s outgoing message says they’re away for more than a couple days, do not leave voicemail. They’ll have so many to deal with when they return yours will probably get lost. Note when they’ll be back, and call a couple days after that; even later if they were gone for one or more weeks. When you call them: Unless their voicemail specifically said they’d be on vacation, be careful about asking about vacation. Their absence may not
have been for such a happy thing.
asking for referrals or prospecting to them.
Deal with Your Own Summer-mode: Whether you’ve got vacation planned or not, you may find your brain wants to take one. You may procrastinate more, have decreased sense of urgency about selling, and feel more easily frustrated. That’s normal for this time of year, too, especially when it comes to cold calling.
Be prepared to encounter slightly confused clients— they’ll be waiting for that prospecting shoe to drop. The best way to prepare is to draft and use a script. “This is Shawn from Savage and Greene. I want you to know how much I appreciate the work we’ve done together over the years. How is your summer going?” Prep for voicemail, too. “This is Shawn from Savage and Greene. I want you to know how much I appreciate you. You’re an absolute pleasure to work with. Sorry I missed you. Hope you’re having a terrific summer!”
Block time for telemarketing. Those blocks of time should include time to prepare (research, scripting, etc.); time to call (make calls in a row); and time for following through (sending stuff, updating records, etc.). Don’t usurp those times for other things unless truly necessary, including sales appointments. This is a best practice any time of year and all the more useful whenever you’re procrastinating. Use smaller dials goals. Always use dials goals you can reasonably hit, even if the goal is lower than usual. If you’re having trouble focusing, overly-high goals will be counter-productive. Take more frequent breaks, too. Be sure to get physically away from the phone and your desk. Use the Slow Time Well: Less sales activity gives you more time for other things. Catch up on filing; re-work your website; write a bunch of articles to hold for the newsletter; or heck, write a book! Catch up with “old” networking contacts and nurture new ones. Take them to lunch, meet for iced coffee or a root beer float, play some twilight golf. Do the same with prospects, whose own summermode may mean they’re more open to doing that kind of thing, including spontaneously. Be sure to align your agenda and stated reasons. Don’t invite prospects to “enjoy lunch and get to know each other better” if your real objective is to have a sales dialogue. The two don’t have to be mutuallyexclusive, just don’t keep your agenda hidden: “Slow” times are excellent times to call clients and show your appreciation. Again, make sure that’s all you intend to do; don’t make this a disguise for
Have More Fun: One of the ways to add punch to your voicemail (and increase response rate) is to include a tidbit at the end. Including trivia on your outgoing message adds snap to that marketing opportunity, too. Some professionals may find that idea…well, somewhat unprofessional. If that’s you, then summer—the time when it’s okay to reveal you own several pair of shorts—is the perfect time to try it anyway. Head onto the web and find out where flip-flops came from. Research the origin of the expression the “dog days” of summer. Remind us when and where the ice cream cone was invented. For example: “This is Shawn. 510-237-8323. I do sales training. I’d like to see if these services might be a good fit for your company at some point. Please call me back. In the meantime, here’s a little summertime trivia: Water has been used to amuse people in parks since about 1550. The Italians were masters with this type of fun. But the first modern water-slide park was opened in Orlando in 1977.” • Reprinted by Permission. Shawn Greene is a sales performance expert and author of “I’d Rather Have a Root Canal Than do Cold Calling!” (Yes, written in summer). These sales tips are brought to you by Savage and Greene. ©2008 Shawn Greene, Savage & Greene. Contact Shawn at 510.237.8323. www.savageandgreene.com The Basket Whiz Report
3
Pick Up & Go
1 2 3 4
If business is slow, then pick up and go where your prospects and customers are. If they’re congregating one street over, approach your town clerk or mayor’s office and ask to obtain a temporary license to display your products at a high foot-traffic location in your downtown. If a hot dog vendor can park their cart on a sidewalk, then why not you? Be prepared to pay a fee. Or, select a location with high vehicle traffic and plenty of parking. Ideally you’re looking for a location where cars can conveniently pull over, while other drivers can see what all the excitement is about and still have time to stop.
Set Air conditioner on Full Throttle
4
Tips to Jump Start Summer Sales
By Guest Writer Sharron Senter If you’re operating a small business and want to make more money this summer, then get your marketing strategies in order. Consumers continue to hold on tight to their wallets. Reprinted with Permission. Sharron Senter is a New England-based marketing consultant, speaker, writer and founder of Senter & Associates, a marketing communications firm that helps small and homebased businesses deploy low-cost online and offline marketing strategies. She’s well known for her free weekly emailed marketing tips found at http://www.sharronsenter.com
4
The Basket Whiz Report
Brick and mortars need to supply air conditioning for customers - no exceptions. You can either choose to create an inviting and comfortable atmosphere whereby your customers can relax and shop, or you can drive them away with the heat. Although online retailers have no use for air conditioners, Web sites should be packed with cool summer artwork to appear in-season. Try beach-themed art such as coolers, sandcastles, beach umbrellas and balls. Or, if you want to appear more inland, try mountain bikes and hiking artwork.
Maintain Urgency
You need to isolate at least one product or service and combine it with a special offer to create urgency at all times. It’s more powerful and creates more urgency to say, “Only three remaining,” compared with “Offer ends [date].” Or, combine the two for a more powerful message. The following phrases also create urgency: Limited Time Offer, Today Only, Sidewalk Sale, Once in a Lifetime, Free Sample, Satisfaction Guaranteed or Your Money Back, Do It Today, Free Shipping, Last One!
Display a HOT Special
Online retailers should pay particular attention to making their Web sites appear current. The fastest and most affordable way is to use seasonal sales copy, such as “HOT Summer Deals.” The more current your site looks, the more active and popular it’ll appear to visitors, and therefore, the more you sell. Offline and online retailers should consider running a mini sidewalk sale every day. Display your best and most aggressively-priced sale items just in front of your store or on your home page. Put your best foot forward and customers will be enticed to come in and buy more. •
SLOW SUMMER SALES?
NOT ANYMORE!
By Guest Gift Professional Mandy Becker, Swagger Gifts (www.swaggergifts.com) Do your sales slump a little during the summer months? Maybe since “no one is around” you slack off on your marketing efforts. Sound familiar? I used to do this. I was a major summer slacker. We would be having such great May sales numbers, but I would be depressed, because I knew June, July and August were right around the corner, and our sales would slow down.
gifts for the people they were visiting on vacation. 3. Our customers still “needed” little summer pick me ups for themselves! So I changed my entire attitude. Summer was going to be a time for new items, new promotions, and new energy in my business!
First off – new product! Keeping new product rolling in all summer long is key. Even if it is new colors or patterns in best sellers Thank goodness I finally kicked – that’s NEW to your customers. myself in the rear and said “you, New merchandise gives your Mandy, are in control of your own employees fresh stuff to talk about destiny.” Well, it went kind of like with customers and reasons for the that, but you catch my drift. customers to come back. Think about your busy seasons. Do you tell I realized that our summer sales were your customers “Ooh – come in next slow, because I made them slow. How week too – we will have these really did I make them slow? Well… awesome new things coming in”? It works in December and it will work 1. I wasn’t sending out our store in July – you’ll see. People love new, newsletter as often during the and they LOVE to be in the know! summer. Why bother – people Entice them and they will come back. weren’t around to read them anyway – right? Your monthly (e-mail or print) 2. I didn’t order as much “new” newsletter is a great way to “get the stuff to come in during the summer word out” about your new items and months. Why bother – people weren’t store events, so is your Facebook around to buy the items – right? Page or your blog. And the latter two can be done so easily! New product Um – WRONG! Yes, people do go comes in, picture is taken, picture is on vacation, but not (usually) for the posted to Facebook with witty saying entire summer! and VOILA – 30 minutes later the I finally realized that: world knows you have “new stuff”! 1. Our customers still had friends and I am a big fan of Photo Albums on family who had summer birthdays. Facebook. Create them for new 2. Our customers still needed product lines or do a “snapshot of summer hostess gifts for parties or your store right now” album. We have
sold a lot of products out of photo albums! New promotions This one is my favorite because it’s fun! There are lots of ways to promote your store – giveaways, contests, and more – be creative! Your customers will love it! This year, we decided to do a summer Facebook photo contest “Where have you Swaggered lately?” We believe it will help us reach our goal of 2000 fans by November and our customers are basically promoting our products to other customers! I’ll let you guys know how it goes, but we have already created quite the buzz in our store and online! Just yesterday a customer wanted the “baby mat” from the photo contest! And finally – New Energy! Our new energy comes in the form of cause-related marketing events during the summer. We team up with local charities and have trunk shows or other types of events that are promoted to our customers and the charity’s supporters. We give back to the community, and we get exposure to new people – it is a win-win for both parties involved! Be sure to promote the events both online and off. I hope this helped get you motivated for a great Summer Selling Season! What are some of your summer promotion ideas? I know we would all love to hear them! •
The Basket Whiz Report
5
2
Rules
Gift Basket Business
By Guest Gift Professional Writer Tina Ashburn, basket express, phoenix, az
6
of in the
The Basket Whiz Report
Bio: Tina Ashburn opened Basket Express in July, 1994 to rave reviews. At the time the average price of a gift basket was $25, delivery was $4.95 and gas was less than $2 a gallon. Over the years, Tina has incorporated Basket Express inside the award-winning flower shop Roadrunner Florist, and together the two businesses work side-by-side offering fresh flowers and gift baskets to customers across the country and around the world. Tina became interested in the growth of the Internet before it was popular, and her website, www. GiftBasketsFlorist.com shows a unique personality and an individuality that is not seen across the Net. Basket Express is now a successful gift basket brick and mortar store and Internet stop, but Tina still prefers talking to each customer. That way she insures the gift baskets are designed exclusively for that one person’s needs. After nearly 16 years, Tina is willing to share her 2 Rules of Making Money in the Gift Basket Business with the readers of The Basket Whiz Report. It’s simple, really. There are only 2 types of people who are designing
1
Thou shalt not spend more than 33% on your cost of goods. If you are designing a $100 gift basket, then you cannot spend more than $33 on the entire contents of the basket. That includes the basket itself, the fouf, the shred, the shrink wrap, the bow, the contents ordered by the customer, everything. That’s $82.50 on a $250 basket or $16.50 on a $50 basket (and I hope you’re not designing baskets less than $50).
gift baskets. Everyone fits into one of these 2 categories: 1. Doing this for fun 2. Doing this for profit If you are a member of the first category, then you are in the gift basket business because your friends and family said you are “creative” and “artistic” and you thought “what fun this would be!” You probably work out of your garage or basement, and each gift basket is a work of art. Gift baskets are indeed fun, and you enjoy shopping for the contents (probably individually) and putting them together with masterful creativity. Perhaps you hand-deliver the baskets and you might even wait for a compliment from the recipient. Your website, if you have one, shows beautiful pictures and ideas, and you are excited and enthusiastic every time you design a showpiece. If you are doing this for profit, then you are creative and artistic, but you have learned you cannot spend the time or the energy or the money a person in the first category spends. Hence the 2 Rules of Making Money in the Gift Basket Business are for you.
2
Thou shall not extend credit. Unless you are personally related to the customer (i.e., mother, father, brother, sister, son, daughter, significant other), you must receive payment before you spend a dime or a moment designing a gift basket. There is no such thing as “invoice me later” or “I’ll pay you when I see you” or COD. Think of it this way: If the president of Microsoft goes to Hertz to rent a car, doesn’t he give them his credit or debit card? You are Hertz.
If you follow my 2 Rules of Making Money in the Gift Basket Business, you will find you are saving time, energy, inventory and MAKING MONEY, too!! • The Basket Whiz Report
7
Adding
Sizzle
to Your Summer Sales By Jim Aldrich
8
The Basket Whiz Report
Traditionally sales in the gift basket industry slow during the heat of summer. If your business has simply accepted this tradition maybe it’s time to take a more proactive approach. That’s what this article is all about; providing you with some cool tips on changing this tradition. To do this requires three steps: 1. Understanding Why. 2. What are my options? 3. Getting the job done. Grab your sunglasses, get out the suntan lotion, and pull up your beach chair; let’s get going. 1. Why the Summertime Slowdown Occurs? There are many contributing factors to explain the summertime slowdown. Things like: [[ Customer attention is diverted elsewhere [[ Disposable income is redirected [[ It’s vacation time [[ Product related holidays are almost nonexistent [[ School is out For many people summer is a time for travel. Financial and family resources as well as time are spent preparing for and taking that dream vacation. For others this is the time of the year when everything slows down, more attention is paid to enjoying the moment than to getting things done. Many people see summer as the siesta season. Add to this the fact that, except for the 4th of July, there really isn’t any significant holiday during summer. The 4th is significant, but its impact on the gift basket industry in small.
It is unlike the holidays occurring in the other seasons. From Halloween through Easter there is the tradition of decorating and the expectation of giving to others. These types of holidays do not occur during the summer. Not to be overlooked is that for most kids summer is the time for vacations from school. But, with school out the resources and time available to parents becomes more limited. While all these reasons are contributors to the summer slowdown it doesn’t mean that you have to accept that your sales will be down. 2. So, What Can I Do? The simplest, most direct answer is for you to do two things: [[ Be proactive [[ Think outside the box Let’s examine these two options. [[ Being Proactive What is meant by the term proactive? The easiest way of explaining it is this way: taking action before it is necessary, the opposite of being reactive. In regards to summertime slowdowns the time to take action is now. [[ Thinking Outside the Box Let’s start with listing the reasons given above for the summer slowdown as well as a few suggestions for you to use: 1. Customer attention is diverted elsewhere: Addressing this reason will require that you figuratively,”get in your customers face.” You may want
to identify the locations where you a strong customer following and do increased marketing and promotion in those areas. Don’t forget your mailing list, send out special promotions. And, if you use vendors, work through them to promote, promote, promote. 2. Disposable income is redirected: Much like the suggestion above you need to be able to show your customers a special value, a once in a lifetime opportunity. 3. Its vacation time: One tradition for many vacationers that hasn’t changed is the purchasing of souvenirs for others or themselves. Look at your product line are there items that could be repackaged or marketed to this traveling crowd? 4. Product related holidays are almost nonexistent: Where there is a void, fill it! Remind people of the important dates related to the summer. There’s graduation from summer school, welcome home for the traveler whose been away for much of the summer, or a bon voyage party for those just leaving. In other words create special events with a summertime theme. 3. Get Going The next step is yours to take. Summertime sales and marketing needs to become a priority within your company. Bring employees from all departments together to form small think tank groups. Give them the challenge of making your summer business a success. You may be surprised at the results. Here’s to enjoying good summertime sales! •
The Basket Whiz Report
9
Repeat Business is the Best Business By Lynn Keeler
There are tons of reasons why a person would want to give a gift basket when the need for gift giving is there. More often than not though, potential clients don’t realize there may be a need to give a gift.
Car Dealerships
The Hard Times Gift Basket Many individuals have friends and family that are going through rough times. Perhaps a divorce has just taken place or they are facing financial difficulties. Having Part of your job as a gift basket a selection of “to cheer you up gift business owner is to help the public baskets”, would be perfect. realize that they need what you have to offer. The Gift Basket That Keeps On Giving People like to give gifts that are The next job is to ensure that once unique and personal. The personal you have obtained a client, that aspect is certainly addressed with they are a repeat client. If your gift gift baskets, but you can add baskets are creative and unique some real uniqueness to them. you need to make sure your client Try preparing some refillable gift knows this. You must get the client baskets. Here you would add to realize that just because they gave an item that could be refilled in a person a gift basket, once that the future. For example, it could there is no reason why they can’t contain a pretty container of bath do this repeatedly. salts. Then in 3 months you could arrange for a refill of these salts Appreciation Baskets: to be sent to the gift recipient on Almost any business that serves behalf of the gift giver. This could the public could be a potential customer for you. The following is just a short list of who would want to give appreciation gifts to their clients. Wedding photographers Lawn Care Services Real Estate Firms Lawyers Independent Cable Providers Custom Home furnishings businesses
10
Smaller Independent Hotels and Bed and Breakfasts Cleaning Services Home Restoration Services Apartment Renters
The Basket Whiz Report
be repeated whatever number of times is agreed upon or you could set up package deals focusing on this concept. This idea could be utilized with almost any form or style of gift basket you design. The Never Ending Gift Basket These could be like progression baskets. For example, they could contain some collectibles from an edition. It could be a series of books, or collectibles like egg cups, salt and pepper shakers or figurines. By making your gift basket based on collectibles you are almost sure to entice your customer back. You could base a series of baskets that contain one book each from a series of three novels. You could end up selling that basket three times to one customer. There are multitude of potential ideas here. You can stimulate your year round business by first being really creative at what you can offer. Then from there getting the word out to your clients. You may even want to consider drafting up a small pamphlet or brochure to peak your clients interest. •
The Basket Whiz Report is pleased to announce that we are now accepting ad space! Space is limited. FULL PAGE AD: $355 EACH BACKCOVER: $395 2/3 PAGE AD: $285 1/4 PAGE AD: $215 1/3 SQUARE PAGE AD: $150 1/6 PAGE AD: $80 MARKET PLACE: BUSINESS CARD: $60 Ad Spaces can accommodate your Videos * Direct Links to Your Site or Email * Show in Printed Copies For more information, please contact Paulette Vildberg, Account Executive at 866-635-9990 or email advertising@basketwhiz.com Ask about our current promos and our affordable Basket Whiz Easy Way to Pay Program!
Ad Space for Sale www.BasketWhiz.com
Ad Space for Sale Readership: Gift Basket Companies Florists Event Planners Wedding Planners Gift Shops Balloon Designers Gourmet Food Shops
www.BasketWhiz.com The Basket Whiz Report
11
5 By Rodolfo N. Lentejas, Jr. There’s no question about it—many people just love the summer—but not if you are running an online marketing business. This is because summer is the time of the year when consumer needs drastically change and even drops. Unless you are running a tourism-based business or a travel vacation agency, your online marketing business may never have great returns during this time, and this is precisely because most people are out on vacation. Since summer is the slowest time of the year when it comes to earning profits, you have to be creative in your marketing approach to beat the slow summer heat. The following are five hot ways to boost your online marketing business during the summer:
12
The Basket Whiz Report
Bring out the idea of fun, sun and recreation in your online ads. If there is a time of the year when you need to be aggressive in your online advertising campaign, it must be the summer. As the summer mood change so must your online advertising campaign be. The trick is to create bright, fun and colorful ads to reflect the mood of the season. The general theme of the summer is more of fun, sun and recreation. So it may be great to center your online advertising campaign on summer activities to attract people to your business. Tailor your marketing campaign by including targeted keywords. During summer people usually browse the internet on their portable devices
and quickly checking their favorite Web sites as they go. To beat the summer rush, you have to be greatly creative in your marketing campaign. Remember that most people during the summer do not spend much time surfing the net, so you have to capture these people during their short time online. One effective way of doing this is to include targeted keywords and URLs in your content campaign. Create or reinforce your online presence through social media. One great thing about social media (that you can benefit) is that most people today have accounts either on Facebook, Twitter, LinkedIn or YouTube. Creating an account on these social networking sites can really make your online business
boom during the summer. This allows you to reconnect with your family, friends or long lost clients. However, creating a presence in the social media world may not be enough; you need to reinforce your online presence. One simple and yet effective way of doing this is to create a ‘Fan Page’ on Facebook for your business. Create timeless content and develop a solid content marketing plan. Developing a strong Web content marketing plan should not begin during the summer. You have to develop a long-term content marketing plan long before summer comes. By creating timeless content, you are always guaranteed that your content is generating good traffic whether or not it is summer time. Publishing good content allows you to maintain a solid following that can last and even surpass the slow
summer months. If writing is not your forte, you can always tap the assistance of good writers in many online freelancing sites. But no matter how good a writer is, s/he can never craft people grabbing content without your guidance. Revisit old customers’ contact database and connect with them. Summer is the perfect time to revisit your clients’ list. This process will allow you to reconnect with them and perhaps generate more sales and profits. In revisiting your old customers’ contact database, it is always good and effective to sort out your old clients according to your own criteria. You can surely develop your own, but the following types of clients are worth your efforts: Customers you haven’t heard from in a while. These are people who used to buy from you, but suddenly you
lost contact. Reconnecting with them may result in more sales and profits. Happy and fulfilled customers. These are people who had been thrilled by your products or services. Contacting them during the summer, will lead to deeper friendships and more sales. Referral partners. During the summer, it may good to reach out with people for a possible deal or business partnerships. This is another great way of turning the slow summer months into a time of great business opportunities. For many online business owners, summer is slow both in sales and profits, but for a determined business owner like you, this time of year is just another time to grow and expand your business even more. So plan ahead, develop and create more ways to beat the summer heat and turn the slow summer months into your most productive time of the year. •
The Basket Whiz Report
13
Make the Summer Months A Gift Giving Season By Lynn Keeler
All too often when you are in the business of gift giving such as gift baskets, it is easy to adopt tunnel vision. There is a tendency to allow gift giving to become a personalized responsibility. In other words most people only really think about gifts for those that play a big part in their life. This would be family, friends, co workers and business associates. You, being in the gift basket business, have to stimulate the thinking of your customers by getting them to consider gifts of appreciation. Most often its not because they don’t have the money, or the desire to purchase these types of gifts, but its simply because they don’t think about them. Of course at Christmas this may be different, but then your business is a year round business, and you need to put some creative thinking to work for the slow times. Really the only reason you have peak periods and slow periods is because you are allowing the customer to dictate the need for gift baskets. You can turn things around by dictating the need to customer. You need to simply give them a reason to buy your wonderful gift baskets all year round. So what’s left after Christmas, Valentines and Easter for the gift basket industry? Sure there is always the 14
The Basket Whiz Report
gifts for birthdays and the get well gift baskets and yes a flurry of wedding related gifts. However, your goal is to have a thriving business that is continuous, and not just seasonal. This means focusing on creating the need for your customers to give gift baskets during the later spring, summer and early fall months. Here are a few ideas to get you started on kick starting your customers into the buying mode for these down times. Late Spring Months We are all familiar with spring cleaning. In fact this is one of the busy times for maid and cleaning services. You can take advantage of this in several ways.
1. Gift baskets for the cleaning service Often busy individuals will call in cleaning services to do their major spring cleaning.. Here is your chance to make up some appreciation baskets, that the cleaning service can leave behind. What a nice touch for these customers to stand out amongst all of the others! Here you may want to do up some cheese and
cracker baskets, or some other type of edibles. After all, after a hard day of cleaning it would be delightful to spend the evening relaxing and enjoying some wonderful edibles that were given in appreciation. Do small simple baskets as these are a token appreciation gift. Then you can reverse this, and do small gift baskets that the cleaning services can give to the client as appreciation for their business. Here a gift basket pertaining to small gift items for the home such as fancy soaps for the bathroom, or if outdoor work has been done, it could be a small planting gift basket.
2. Summer Camp Staff Many parents are most appreciative when their kids have been off to summer camp or even day camps. The kids often form a bond with their counselors. A great way for them to show their appreciation would be with the presentation of one of your gift baskets. Again you need to give some thought as to what a gift receiver in this category would really appreciate. A few different size baskets at different price ranges should be appealing.
3. Summer babysitter Many times during the summer months parents require the help of perhaps a student or neighbor to watch the kids while they are out of school. Of course they pay them, but they are most often so appreciative that they would certainly like to give them something a little extra. The gift baskets here would be best geared for back to school items for the students, and perhaps a pampering gift basket if it has been an adult who has looked after the kids for the summer. These are a few ideas to get you thinking on the right track. Now when you put your mind to it, you will be able to come up with all kinds of potential reasons why your customers need to give gift baskets all year round. Don’t forget to really market these as well. Your clients are only going to buy them if you give them a reason to. Now that we have you thinking follow through with the fall months as well and you are sure to come up with some innovative ideas. •
The Basket Whiz Report
15
Words to Motivate and Inspire
Planting Our Seeds... By SL Ruffdan
A seed of ambition is at the root of every business. As a business owner, you should understand that the growth of your business will depend on how you cultivate that seed. In the beginning, it may seem hard to handle. Remember that will only feel that for a season. If you tend to it with care and always look for the brighter side, you are sure to see it emerge, a blossoming success‌right before your eyes.
Ad Space for Sale Readership: Gift Basket Companies Florists Event Planners Wedding Planners Gift Shops Balloon Designers Gourmet Food Shops 16
The Basket Whiz Report
Ask about our enhanced ad options!
Embracing The Possibilities and Opportunities Of The Off Season
By SL Ruffdan
For every business, there is a season that brings great excitement, mobs of new clients or customers, days filled with work, and significant financial gain. That’s the season that is integral to building and maintaining your business. However, after all of the hustle and bustle, there is a slow down which may be bittersweet for some business owners. You may be in need of a little rest after months of hurriedly filling orders. But, along with those moments of rest, some business owners may feel like things have come to a bit of a crawl, which will usually include, unfortunately, a decrease in income.
by teaching at a local college or community center. Being a successful entrepreneur makes you subject matter expert, and organizations and schools are always open to providing classes with a business focus. In addition to helping to develop future business leaders, you could also benefit financially through the salary that you will receive and the community connections that you could potentially make. 4. Ramp up your business development through email marketing, your company newsletter, and even traditional mailings. It may also be a While the less-than-busy season is par for fantastic time for trying out coupon the course, it doesn’t have to cause a total marketing. cease to your business’ growth. Instead 5. Host a series of events for businesses of thinking of that time period in terms that would not only serve to market of the cons, consider the opportunities your business, but also to educate them that a down time can bring, both on the value of gift marketing for their professionally and personally. Here are businesses. If you have a storefront, five ways to approach the slow time with a invite them to your shop for a “coffee positive attitude and an effective business break” or after hours hors d’oeuvres. development game plan: Create a presentation in which the focus is less on the types of gifts that they 1. Expand your line of current offerings should offer and more on the impact by using this time to search out and test that gifts can make on their customer market new and innovative products. base and potential business partners. Request samples from companies and network with local businesses that may You can be assured that the “down time”, be able to produce items that will be “slow period”, or “gift industry lull” will intriguing to your target audience. happen because that is the cyclical nature 2. Fine tune your business skills by taking of the industry. However, you can use that classes or attending trade shows. From time to gain ground in your market, as well improving your accounting practices as to improve your own skills and grow to gaining greater insight into digital your business. Staying positive, making media and marketing, there is sure to preparations for the high season, and be plenty of educational opportunities promoting your business in different ways available to you. will make this time as prosperous for you as 3. Share your knowledge and experience the rest of the calendar year! •
FIVE TO TRY 1. Seek out new and innovative items to expand your product line. 2. Improve your business skills by taking advantage of continuing education courses and trade shows. 3. Earn additional income by teaching at a local college or community center. 4. Re-ignite your marketing plan. 5. Create your own networking and business development opportunities by offering businesses gift marketing workshops instore on online.
The Basket Whiz Report
17
Pearls of Wisdom
Success
a favorable or prosperous attempt or endeavor.
“One of the marks of excellent people is that they never compare themselves with others. They only compare themselves with themselves and with their past accomplishments and future potential.”
Brian Tracy
John Ruskin
“The highest reward for man’s toil is not what he gets for it, but what he becomes by it.”
“A successful life is one that is lived through understanding and pursuing one’s own path, not chasing after the dreams of others.”
Chin-Ning Chu
Conventions And Trade Shows American Craft Retailers Expo Las Vegas, NV June 4-6
Pittsburgh Gift Show Monroeville, PA Jul 30- Aug 1
NASFT Summer Fancy Food Show Washington, DC Jul 10-12
Las Vegas Gift Show Las Vegas, NV July 31- Aug 3
Atlanta International Gift and Home Furnishings Market Atlanta, GA July 13-20
2011 National Gift Basket Professional Convention Columbus, OH vAug 4-6
California Gift Show Los Angeles, CA Jul 19-25
Salt Lake City Gift Show Salt Lake, UT Aug 4-6
LA Mart Gift Show Los Angeles, CA Jul 19-25
Celebrate Convention and Trade Show Ontario, Calif. Aug. 4-7
Orlando Gift Show Orlando, FL Jul 23-26
Minneapolis Gift Show Minnetonka, MN Augt 5-9
Philadelphia Gift Show King of Prussia, PA Jul 24-27
Western New York Gift Show Henrietta, NY Aug 7-9
Oasis Gift Show Glendale, AZ Jul 28-30
Seattle Gift Show Seattle, WA Aug 13-16
San Francisco International Gift Fair San Francisco, CA Jul 30- Aug 2
Atlanta Fall Gift and Home Furnishings Market Atlanta, GA Sep 10-12 Las Vegas Gift & Resort Merchandise Show Las Vegas, NV Sept 20-23
Dallas Total Home & Gift Market Dallas, TX Sep 10-12
Know of more industry trade shows? Would like to advertise your trade show? Email: thebasketwhizreport@basketwhiz.com
18
The Basket Whiz Report
Survive And Thrive In Uncertain Times
by
If you are like most small business people we speak to, you are feeling a little (or maybe more than a little) nervous about the future of your business and the business community you belong to. And with good reason! Some businesses won’t make it through the tough times ahead. Experience shows us there are common sense strategies to turn adversity into opportunity. Here are just a few. First, and perhaps most importantly, you must throw back your shoulders, put a smile on your face and repeat after me – “I am TENACIOUS.” When you start to feel the pressure that comes from slower sales DO SOMETHING. Call a customer, clean your store room, or refocus your marketing efforts, but always respond to stress with action. Focus intensely on marketing and creating sales – but try to use imagination and hard work instead of cash. Be smart, be cheap - be a guerilla marketer. You don’t have to spend a lot of money to keep your message in front of your customers and prospects. In uncertain times, marketing is more important than ever. It shows confidence, and it will allow you to leapfrog your competitors who are reactive and driven by fear.
Advertorial Bob and Susan Negen, WhizBang! Training
Preserve your cash. Right now cash is king and you must preserve it. Forgo major purchases, run your inventory lean and mean, work a few extra hours yourself....you get the picture. However, don’t indiscriminately slash and burn. Spending money on keeping your marketing efforts strong and proactive is a necessary expense that keeps your business strong. Finally, hang in there. Remember, “You are tenacious!” To be successful in business, you have to stay in business. Things will change, we will get back on our feet and be stronger and better than ever! Retail and small business experts Bob and Susan Negen are the owners of WhizBang! Training. To receive a FREE “WhizBang! Tip of the Week” via e-mail contact them at bob@ WhizBangTraining. com or call them at 616-842-4237
Manage your inventory like your business depends on it, because it does. Chances are you have more money invested in your stock than anywhere else in your business. Effectively managing your inventory will increase your cash flow and boost your profits. Get rid of all your old, shop worn merchandise, slow movers and overstocks. Make sure everything you sell is fresh and new. The Basket Whiz Report
19
Notable Notes
Our goal is for you to take what you have read in the pages of The Basket Whiz Report and implement many of the business tips presented in your own business. Here is a list of notes (or To Do list) to take away from this issue. Feel free to add to this list! Tell us what you plan to do on our facebook page! oo In May-June contact prospects in sales process and ask about planned vacation. (page 2) oo Plan telemarketing schedule and set realistic goals. (page 2) oo Plan time this summer to get organized. (page 2) oo Create marketing plan for summer months. (page 4) oo Keep marketing practices consistent even in the summer. (page 5) oo Create fresh summer designs. (page 5) oo Think of fun and exciting summer promotions. (page 5) oo Make sure my pricing structure takes all costs into consideration. (page 6) oo Promote gifts for summer occasions like graduations, weddings, Bon Voyage, or create our own special events. (page 8) oo Develop programs that promote repeat business. (page 10) oo Get my social media pages in gear this summer. (page 12) oo Reconnect with customers, who we have not heard from lately. (page 12) oo Create gift ideas for industries that are busy during the summer. (page 15) oo Study trends in the gift industry over the summer. Read articles related to the industry. (page17) oo Attend trade shows. (page 17) oo Host business events to show customers and prospects what the gift DOES. (page 17) oo Focus intensely on marketing and creating sales. (page 19) oo Add print advertising to our marketing mix this summer. (page 19)
20
The Basket Whiz Report
We are a proud sponsor of
Notable Notes!
Have you been thinking of becoming a gift professional? Or are you already in the business and want to ramp up your sales? We have all of the tools to help you start and grow your business. Whether you need turnkey marketing solutions or are looking for extra special gift items to include in your product line--we have the perfect selection for you with BasketWhiz and Confetti Confections. www.basketwhiz.com www.confetticonfections.com 866.635.9600
The Basket Whiz Report
21
k n a Th
u o Y
Subscribe Today for FREE! www.basketwhiz.com
Tell your colleagues to say YOU referred them!