Priemier Issue! The Basket Whiz Report January/February 2011 by Kimberly Cole Signature Gifts

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

the report

January/February 2011 $6.95

In this issue:

TAYLOR MADE FOR YOU www.basketwhiz.com

Premier Issue!

Do we cut back or push forward?

, s n o i s i c e D 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.

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Space for Sale!

Visit www.BasketWhiz.com to place your ad order for future issues! 7 more issues for 2011

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Space for Sale! Visit www.BasketWhiz.com to place your ad order for future issues! 7 more issues for 2011

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Table of Contents

January/February 2011 6

Bookmark Must for Gift Professionals

Marketing Feature

Tough Call

Money Matters

Business Resources

SEO in the first Place

Industry Hint

Cover Story

Sales Feature

Table of Contents

10 12

Smart Business Features

Balancing Act

In the Mix of things

Socially speaking

Business systems

Marketing class 101

Vendor Spotlight

Conventions and Trade Shows

Spot Article

Notable Notes

Editorâ&#x20AC;&#x2122;s Note

the report

A Year Of Change, Abundance And Gro

DIRECTORY This marks a season of new beginnings for The Basket Whiz Report as we launc Editor-In-Chief & Publisher to bring this new digital magazine to you, the gift professional. You will find eac Kimberly Cole packed with articles to help you build your business and to catapult the industr kimberly@basketwhiz.com Our mission is to offer a colorful,informative and insightful publication to contr Chief Financial Officer gift industry. We have made it our mandate to ensure that the magazine contain Jerry Cole the magazine is structured to walk you through all levels and facets of not only general. Our priority is to educate and to inform gift professionals in all areas to Contributing Editors see many design ideas in issues of The Basket Whiz Report, as we feel even thou Carmelita Collier the basket itself, but what the basket does. You will be taught how to educate yo Shirley Tolbert relationship marketing or gift marketing. Anissa White Now is the perfect time for you to sharpen your marketing, sales, budgeting and Art Director to get back on the top of your game in this industry. Ann Powell of Taylor Made Paolo Dela Rosa about falling back in love with her business. Let Ann's comments be an inspirat in or quit. Let's work together to bring the life back into our businesses or to tak Advertising Team company. advertising@basketwhiz.com We are also inspired by Richard S'Dao of Silly Phillie Creations (Vendor Spotligh Staff Writers dreams 25 years later. Jim Aldrich Lori Boswell We are a work in progress and vow to listen to your comments and continue to Lynn Keeler priceless to us all. So let us know what you think and what you would like to se Rodolfo N. Lentejas, Jr. directly at kimberly@basketwhiz.com. Rikki MacCuish SL Ruffdan Happy New Year and let this year be a year of change, abundance and growth!

Kimberly Cole, MBA editor in chief and publisher

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 y $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 ÂŠ 2011 BY THE CONFETTI GROUP, LLC. All rights reserved. Material in this publication may not be stored or reproduced without permission from the publisher. Group at: thebasketwhizreport@basketwhiz.com or call: 1-866-635-9990.

owth!

ch the very first issue! We are so excited ch issue of The Basket Whiz Report jam ry to an entirely new level.

ribute the growth and expansion of the ns value to each of you. You will see that the industry, but running a business in o running a smart business. You will not ugh unique designs are essential, it is not our clients--new and old on the notion of

d customer relationship skills in an effort e for You (Cover Feature on page 16) talks tion for all of us and not to give up or cave ke that first step to starting your own gift

ht on page 32) by how they are living their

grow this publication to a resource that ee in future issues. You may email me

year subscriptions are free to companies in the industry and

Requests for permission should be directed to The Confetti

Place your ad today while space is still available!

Special promo rates for inaugural issue. www.BasketWhiz.com

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A Bookmark Must For Gift Professionals Getting into the Swing of Marketing Ideas for The Gift Basket Business Selling Gift Baskets

Gift baskets at one time were a handy gift item that one would rely on for that hard to buy for person. With today's fast paced living, gift baskets are one of the most popular gift items utilized. What is important however, is to educate the customers as to why they need what you offer, which is gift baskets. Keeping this thought in focus means you need to use this as the foundation for building your business. Everything you do for your gift basket business must pertain to this one thought.

d ave a l h e W in al s e c ! spa nges a r e pric All ads can link back directly to your website! 2

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Believein YOURSELF

Words to Motivate and Inspire

by: SL RuffDan

Believing in yourself is the first step to making your dreams become your reality. You can be more. You can expect more. You can do more. It all begins with taking that first step. Itâ&#x20AC;&#x2122;s up to you to decide whether it will be a small step or a large leap.

Whichever you do, you will be one step closer to achieving personal success.

Ad Space for Sale Readership: Gift Basket Companies Florists Event Planners Wedding Planners Gift Shops Balloon Designers Gourmet Food Shops

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Marketing Feature

Marketing Past Present Future for the

by: Lynn Keeler The Basket Whiz Report

and

Marketing Feature If there is one thing that you need to remember about marketing, it is that you mustn't ever forget about it! If you want your business to succeed then you need to make your marketing campaign a success. In order to do this you need to complete two very important steps.

Step One: You need to look at your marketing campaign from three different perspectives. The past, present, and future. For your past and present marketing campaigns ask yourself these questions. [[ "Was there a change from the past campaign to the current campaign?" [[ "Were the results better or worse?" [[ "Did I dedicate more time or money in the past or present campaign?" [[ "What worked the best in these campaigns? " [[ "What didn't work well?" The answers to these questions are going to take you into a good start for your future marketing campaign provided you do the following. [[ "Make the strong points of your past and present campaigns even stronger. So if something was working for you, then increase your efforts in this area." [[ "If something was weak or didn't work, then determine if it was the wrong tactic to use or did you apply it wrong. The answer will decide whether you should change your tactics in this area and try harder, or whether to just abandon that segment of your marketing campaign and try something new."

[[ "Most importantly check out what the marketing trends are going to be for the upcoming year. If all indicators point to social marketing as going to be the key for 2011, then jump on the bandwagon quickly and get your marketing campaign in this area in full gear as quickly as possible." Hint: 2011 - The masters of marketing are indicating that content is going to be an even bigger key factor to marketing success in 2011, as well as more customer interaction. Step Two: [[ "The next important step is to check out what's been happening with your competitors in respect to their marketing tactics in the past, present and future way of thinking. For example, if you have checked the Google rankings and some competitor that you have never heard of before is listed as number one. Take a close look and scrutinize what they may have done to get there, because obviously it was right." Before you even begin, check to see where you stand now on the Google rankings. The easiest way to do this is to use one of the many free page ranking sites that are available. Here is one to get you started http://www.googlerankings.com/.â&#x20AC;˘ The Basket Whiz Report

Tough Call

Taking the

Fire Out of Your

The Basket Whiz Report

Customer by: Lynn Keeler

Nothing is more disheartening or frustrating then having to deal with an angry outburst from a customer. Although it is even more traumatic if it is in front of other customers. The first thing you are going to experience is a whole gambit of emotions and these will depend on the given circumstance. Here are some of the emotions you are going to have to deal with in respect to yourself. Recognize these quickly then you can get them under control so you can effectively deal with the problem If this outburst is taking place in your store location you are going to become panicky if there are other customers in the store, or you will develop a fear that someone may walk in while this episode is taking place. If the outburst is taking place over the phone you have a little breathing space, but if there are other people present you are going to feel a little uncomfortable about discussing this in the presence of others. You may feel defensive because someone is being negative about your business or an employee. You own anger may be starting to flare because of the rudeness of the customer doing the complaining. As long as you are dealing with these emotions you are not going to be able to defuse the situation. So get your own feelings in check then start to tackle the customers. Here is a little exercise of some of things that you can do to help

rectify this problem. Following are several steps to the solution. The order in which you apply these steps in very important though. So take each of these steps and put them in the order of application that you think would be most effective. Ask questions… If the client isn't making sense, ask pertinent questions, but don't make the client feel like they are unintelligent. The key here is to defuse the anger not fuel it. This client will not be thinking properly so you have to be extra cautious about what you say, and how your say it. Assurance … Assure the client that you are going to sort out this problem.

then if possible try to get another employee to tend to them while you deal with the irate client. Online issues…. If this is an online issue it will certainly give you a little breathing space, but again no matter whether its through email or on the telephone, deal with the matter immediately. A upset client will only become more infuriated if they think they are being ignored. Not your fault… If after receiving all the details you are adamant that the cause of the anger is not your fault, then you have to hold your ground. This doesn’t mean becoming angry yourself, it means being polite but stating the problem is not as a cause of anything you or your staff did. If circumstances permit then issue a refund.

Listen… Listen in detail to all that the client At this point no matter which has to say. direction you have had to take, the matter should be closed and Solve the problem… no further discussion or action is If the anger is justified because of needed. an error on your part, then take whatever steps are going to be What would you have done in this necessary to correct the problem. instance? A good gesture as well as an appreciation for the client being Please click below to tell us what so “understanding”, once you have you would have done in this squelched the anger, would be instance. We will publish some of to perhaps give them a discount the comments and results in the coupon for their next purchase. next issue.• If there are other clients present…. Do not ignore the angry client. Be friendly and ask the client if he would mind waiting for just a moment and you will certainly attend to the matter immediately. Go about serving your other client. If there are several clients,

Survey

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THIS

SPACE SPACE for sale

www.BasketWhiz.com

Advertorial Why 90% of Small Businesses Fail By Bob and Susan Negen, WhizBang! Training Here’s a statistic that should make everyone sit up and take notice. Dunn and Bradstreet did a study and determined that “90% of small businesses that fail do so because of a lack of skills and knowledge on the part of the owner.” They didn’t go belly up because of the competitions’ lower prices, or a poor location, or a bad national economy – they failed because the owners didn’t have the knowledge and skills to properly run their businesses!

Now, if you put the two statistics I’ve mentioned together – 90% of businesses that fail do so because of a lack of skills and knowledge on the part of the owner, and 90% of us are not natural learners – there’s only one conclusion to draw. Those of us in the 90% category had better become learners, whether it’s natural or not! If learning isn’t a natural trait, it must become a conscious choice.

Most people are naturally good at one or two parts of their business. Naturally, that’s where they focus most of their time and attention. It’s easier and it’s more fun to do the things you’re good at. In my early years as founder of the Mackinaw Kite Co., a small chain of kite and toy stores, I fell into the same trap. My brother and I were masters at selling and promoting our business.

Be a learner and be successful on purpose.

Each year sales grew, but profits were, well... disappointing. How we could be working so hard and still not managing to get ahead? Quite simply, we didn’t take the time or effort to learn the set of skills we lacked. Our expense planning was sloppy, our operational standards were low, and our inventory management non-existent. Pretty soon I decided I’d better acquire those skills or suffer the unhappy consequences.

Take It One Step At A Time. Lifelong learning is an evolutionary, not a revolutionary, process. You don’t need to learn everything at once, but you do need to constantly and consistently add to you knowledge base and skill set. If you know there are some critical retail skills you need, check the businessbuilding resources on our website. You’ll find nuts and bolts strategies that mean the difference between big-time retail success, and barely squeaking by.

As a consultant, I’m always amazed, but never surprised, to hear business owners saying things like, “I don’t get marketing.” or “I’m just not a computer person.” or “Inventory management is too tedious for me.” Hey, I’ve been there myself! What they’re really saying, however, is that they are too lazy or not interested enough to learn the essential skills of being a successful businessperson. These business owners are plenty smart, they just choose not to learn. Are You A Natural? Harvard University did a study and found that only 10% of us are what they called “natural learners”. Naturally curious individuals who constantly seek out new information. So... that means that 90% of us aren’t natural learners! Take a close, objective look at yourself. Which category do you fall in to? How many workshops have you attended in the past year? How many business books and magazines are on your bedside table? Want more great tips? Sign up for Bob’s FREE WhizBang! Tip of the Week. Bob and Susan Negen WhizBang! Training 233 Washington Ave. #213 Grand Haven, MI 49417 info@whizbangtraining.com www.whizbangtraining.com

You’ll get great business-building information delivered directly to your inbox every week. These tips are not high falutin-academic theory or pie-inthe-sky fluff, they are practical, proven ideas to help you run a successful store.

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Money Matters

Planning and Implementing a Budget Part I – Planning Your Budget The success of any business, big or small, ultimately depends on its ability to develop, implement, and manage a budget to achieve the financial goals of the business. Whether you are just beginning your business or are a seasoned entrepreneur, success may be defined differently according to the overall goals of the business. There are many measures of success for any business owner, however some of the more common measures include security, independence, control, power, and of course an income source. Your business will also pass through various stages as it grows. Each stage will bring new business goals and new measures of success. Each time your business goals and measures of success are revised, so too must your budget. The ability to successfully plan and implement a budget will ensure your business has the resources necessary to operate, meet obligations, and plan for the future.

by: Lori Boswell

Quicken or QuickBooks to even more advanced comprehensive business planning programs like Business Plan Pro. Regardless of the method you choose, the budget process will begin with either identifying the business’s goals or reviewing and revising the existing goals. Developing goals for your business can also range from an informal process to a more formalized business plan which not only identifies the organization’s goals, but its mission, vision and values as well. Once the business’s goals have been established, the planning phase of the budgeting process can begin. The process includes determining a realistic expectation of revenues and expenses for a specified time period. Businesses usually budget for a fiscal year that may or may not coincide with the calendar year.

Using the method you have selected to prepare your budget, begin by identifying all of the fixed A budget can be prepared using a variety of methods costs, also referred to as indirect costs, associated from simple paper and pencil or spreadsheet with the normal operations of your business. These software like Excel to accounting software like costs are the expenses that have to be met regardless 10 The Basket Whiz Report

Money Matters

Whether you are just beginning your business or are a seasoned entrepreneur, success may be defined differently according to the overall goals of the business of the amount of sales. These costs will include expenses such as rent or mortgage, business loans, utilities, taxes, insurance and licenses in addition to any payroll expenses you have. A budget is only as good as the information provided, so it is important to be as thorough and as accurate as possible. Once the fixed costs have been recorded, begin identifying all the direct costs associated with the operations. These costs will include expenses associated with producing the goods or services for sale, also referred to as cost of goods sold. Examples of these expenses include the baskets, the various contents of the baskets, filler, cellophane, cards, and ribbon. You will need to reasonably estimate the costs of your supplies for the entire year. This will require you to project the number of baskets you expect to sell throughout the year. You may need to contact suppliers to lock in prices to ensure you are budgeting realistic costs. If your business is already established, you will have good historical data to base your projections on. However, if you are just beginning your business, it will be necessary

The Gift Basket Company Budget January 1, 2010-December 31, 2010 Category

Budget

Actual

Difference

Net Sales

400,000

435,000

-35,000

Cost of Goods Inventory as of January 1 Purchases Total Merchandise Handled

100,000 100,000 200,000

100,000 120,000 220,000

0 -20,000 -20,000

Less Inventory December 31

125,000

75,000

50,000

75,000

145,000

-70,000

325,000 500 325,500

290,000 700 290,700

35,000 -200 34,800

60,000 5,000 20,000 2,000 4,000 9,000 1,000 10,000 111,000

40,000 5,000 22,000 21,000 6,000 7,500 900 9,000 111,400

20,000 0 -2,000 -19,000 -2,000 1,500 100 1,000 -400

214,500

179,300

35,200

Revenues

Cost of Goods Sold Gross Profit Interest Total Income

Expenses Salaries Rent/Mortgage Office Supplies Insurance Advertising Dues Repairs Taxes Total Expenses Net Income

to estimate based on the best information possible. Once the expenses have been budgeted, begin planning your projected revenue. This is simply done by identifying your revenue streams. In this case, your business sells gift baskets. Use the same number of sales you projected to determine your expenses except multiply it by the cost you will charge your customers. This will be your projected revenue. If you have other revenue streams such as flower arrangements, you will use the same process to determine your projected revenue and expenses. Once you have accounted for all of your projected revenues and expenses, you need to verify that your projected revenue meets or exceeds your projected expenses. If not, you will need to adjust your budget by either increasing your anticipated revenues or reducing your anticipated expenses. Once you have finalized your budget, you will be ready to implement it when the fiscal year begins. â&#x20AC;˘

The Basket Whiz Report

Business Resources

Borrowed

ContentMaterial

Stealing

Can Be

Chances are you may have come across some great content on the web that would fit in really well with your business website. The problem is however, you can't just take that content and add it to your site. One because it belongs to someone else, and secondly because the major search engines will pick it up as duplicate content, and it could hurt your search engine rankings.

What you can do however is take the gist of what the content is saying, and then write it in your own words. To be sure that you have done this properly there is a great tool you can use for free on the internet to check to see if you have duplicated someone's content. www.copyscape.com Now this is a free tool in the beginning, but if it

The Basket Whiz Report

Business Resources something you feel that you want to use on a regular basis then there is a small charge. You can purchase a certain number of searches for a few dollars. If you really are not good with words then you may want to try using article spinning software. This is software where you would paste an article into a template, then the software will give you a whole selection of words to use for each word that is in your original article. You can then replace each word in the article with a new word. By the time you are finished you will have a brand new fresh article. Here is one free software that does this for you, and there are many on the market that you can purchase that will make the job easier.

your grammar and spelling are perfect. There is lots of free software besides that which comes with windows that you may want to try. www.spellchecker.net/spellcheck/ If you want one to purchase that is a little more detailed then you may want to give this one a try as it is inexpensive and simple to use www.whitesmoke.com/ â&#x20AC;˘

www.freearticlespinner.com/ Finally you are going to want to be sure that

Ask about our enhanced ad options!

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SEO in the First Place

How to Maintain a Human Touch in an Online Business

by: Rodolfo N. Lentejas Jr.

The Basket Whiz Report

SEO in the First Place In this modern world, many buyers, if not all, are actually old-fashioned in that they are annoyed when asked if they would need help in choosing an item when they are in a store. On the other hand, these same people seem to miss that unique human interaction when they shop online. In fact, this is the biggest difference between an online business and a local store. There is a lack of the human element in online business. As an online entrepreneur, the most challenging question that you need to answer is how do you “humanize” your online business? There is a great deal of comfort in knowing that behind the virtual store there is somebody—a human being—who is eager to assist every buyer. Adding and maintaining a human touch to your online business can bring about countless benefits, particularly confidence, loyalty and sales.

This is an important method to develop connection with your buyers, not to mention the fact that they can also feel your presence online. There are many ways to develop connection via live chat and one of the most effective ways to connect with buyers is to set up a live chat program that allows you to ask questions even before a customer clicks on the live chat button. Add testimonials to your site. By adding good testimonials, your buyers can get a sense of authenticity between you as a seller and your buyers. This is also a good opportunity to show that there exists a human interaction between the online store and the shoppers. One great benefit of adding testimonials to your site is that shoppers may develop confidence on your online business. However, if you want it to be really personal, you can invite clients to give testimonials in the form of videos.

So how do you humanize your online business? Take the following tips to convey a sense of warmth and Add casual copyrighting. Another important element security despite being in a virtual business: that can help you connect with your clients is to craft good copyrighting, written in a casual manner. Add human element to your site’s photos. In fact, It is important to note that your primary objective this is the most basic of all, especially if you are is to develop rapport with your visitors and so running an online business. Unlike in a local store avoid writing business-like articles. This may only where shoppers and consumers are greeted by alienate your buyers. The most important technique people working in the store, in an online store, in developing a deeper connection with visitors is you must see to it that consumers and shoppers to talk about the features of your products and their see photos that convey a sense of warmth and benefits as these are what shoppers are looking for. confidence. This is important to turn a visitor Staff your online business. Although an online into a client and convert a simple visit into a sales business can function 24/7 without anyone running opportunity. it, it still to your advantage if you hire competent people to man your online business. There are three Give shoppers ways to get in touch with you. The most important jobs that your online employees ultimate reason why many people prefer to shop in need to do: answer queries through live chat, phone local stores is that they are able to connect with real and e-mail. The responsiveness of your staff is the people. In an online store, your main objective is to key to the success of your online business. Train develop confidence that despite being in a virtual your employees in handling different requests and shopping experience shoppers are able to connect inquiries. with you. The solution is to give shoppers many ways to get in touch with you. A phone number is Finally, the most effective way to humanize your the most effective and instant line that connects you online business is to offer good customer service. with your buyers. Many online businesses tend to forget that customers are especial people and so they deserve the most of Offer live chat to your buyers. The greatest benefit your attention, care and support. How effective you of setting up a live chat on your site is that shoppers are in attending to your customers’ needs can define and consumers can instantly have access to you. your business success.• The Basket Whiz Report

Industry Hint

For The Online Entrepreneur Gift Basket This is a great gift basket to promote because it has such a large target market. [[ "It is ideal for college students who are just entering their first year. " [[ "Then it is also great for those students who have been in school for a few years as well. Simply because many of the items in the gift basket they may already have, but are in real need of replacing. " [[ "New to the web business owners often forget about all the little incidentals that are required, and many of these are conveniently found in the gift basket. " [[ "Great for the established individual that is in business who wants to utilize some of the newer technology that is found in these items." These are just a few examples of potential target markets for the entrepreneur gift basket. This is an easy gift basket to market through promotions geared towards the target market, combined with market timing.â&#x20AC;˘

The Basket Whiz Report

Industry Hint For example: Back to school time target market - college students, parents Birthdays - target market- any customer Christmas - target market - any customer Valentines day - target market - husbands-wife's Office gifts - target market - office social organizers, promotion gifts, get well gifts Easter - target market - parents, grandparents This particular gift basket is a fantastic gift giving idea for anyone no matter age or gender to receive, if they have anything to do with the internet at all. It takes all the guesswork out of trying to determine what to buy for the person who has everything, or just simply happens to be a computer geek.

The Basket Whiz Report

Cover Story

How a Little Inspiration Goes a Long Way:

Ann Powell of

Taylor Made for You by: Rikki MacCuish

All business ideas start somewhere. When that spark of creativity and inspiration goes off another entrepreneur emerges. For Ann Powell, founder of Taylor Made for You, it was the gift of a child that inspired her to start her own business. While she may have looked back a few times, she is always moving forward.

While the annual holiday rush is over, the gift basket industry never stops. As one of the top gift basket businesses in the United States, Ann Powell of Taylor Made for You, knows this firsthand. After countable years as a successful businesswoman she has some very important words of wisdom to impart.

“Every gift from a friend is a wish for your happiness.” —Richard Bach

Who doesn’t love receiving a gift basket? Concurring with Richard Bach, they symbolize the wish for happiness to friends, family and co-workers—even new neighbors! They’re great for all occasions and provide the grounds for a little indulgence, which always feels good. The gift basket industry is wonderful. It is the industry’s job to provide tokens of appreciation, love and warmth to those wishing to spread cheer. 18

The Basket Whiz Report

Taylor Made for You, a custom gift basket business located in Richmond, VA was the brainchild of Ann and mother Rachael Dickerson. Powell had recently become a new mom and wanted to be at home to spend time with her son, Taylor. Thus the idea for Taylor Made for You was also born. Powell’s mother Rachael had previously run a home based floral business catering mainly to weddings. Powell herself had received a lovely gift basket when son Taylor was born and, one thing leading to another, mother and daughter joined forces to open

Cover Story Taylor Made for You. This was all back in 1988 when gift baskets were not so common, with the exception of Hickory Farms products. As Powell remembers, the trend quickly caught on and gift basket businesses started popping up everywhere, with big box retailers jumping on the bandwagon. Taylor Made for You had a modest upbringing. Rachael and Ann began working in one of Rachael’s upstairs bedrooms when little Taylor was just six months old. Now, in 2011 Powell’s business inhabits a 4,000 square foot showroom and warehouse space in Richmond, Virgina. Mother Rachael continued with Taylor Made for You until about five years ago, when she was 70 years old. Powell’s children help out occasionally during college breaks and over the holidays, but Powell herself is the driving force that keeps this machine ticking. Now that she’s clear again of the holidays she is looking forward to spending more time with family and friends. As many have experienced, starting a business is no walk in the park. Powell has seen her fair share of struggles and conflicts, noting that the economic downturn has really hit the gift basket industry hard. It turned out to be a roller coaster ride for Powell who had been experiencing a boom in business. “When we started growing, growth came quickly and I never felt that I got my arms around it so it never really felt manageable,” she explains. “Then the decline in the economy hit and I have been trying to stay alive ever since.” Besides the unfortunate fact that many Americans simply cannot afford luxuries during these times, she remains positive and has found new focus with her business. When asked about any New Year’s resolutions she replied that, following her recent divorce she has changed the way she does business and it has renewed in her a sense of enthusiasm. “It is actually smarter now, but it has been a huge adjustment,” she says about having to make a few

personal and business changes in order to support herself. “I am falling back in love with my business and it is fun again. Even though it is not as big as it was it is mine and we are working hard at being as profitable as we can be.” Powell has done considerably well balancing one of the top 10 gift baskets companies in America— awarded by Gift Basket Review magazine and Rave Reviews—and her family life. Her natural interpersonal skills and BS in Business Management from Carson Newman College provided a solid foundation on which to build her success on. With her continued transformation as a businesswoman she has a lot of excellent advice for those getting into the gift basket industry. “Make sure you pay yourself; if it can’t afford to pay you then you need to do something else,” she advises. “Do what you are talented at and hire what you are not good at. Understand how to read a balance sheet and know what is happening. Also, learn to use the computer to your advantage.” In this increasingly mobile country Taylor Made for You receives most of its orders via phone, fax, from the website or through email. The shop itself carries over 2,000 items including gourmet food, made-in-Virginia products and specialty gift items. The convenience of online ordering has made it very competitive for gift basket businesses, as placing an order can be merely a click away and at times the most convenient wins the race. It takes extra work to build up a loyal clientele. When it comes to advertising Powell is a bit skeptical. “Advertising is hit or miss propaganda at most times and since the economy’s been hit I’ve cut my costs there,” she says. “Anything public relations related you can do is better than just pure advertising.” While not a true believer in advertising, Powell’s belief in public relations and client communications has continued to bring business to her doorstep. continued on page 35 The Basket Whiz Report 19

S Y E KO

Sales Feature

by: Lynn

Keeler

C C SU

The keys to success in the New Year are going to be devoting more time than money to your business. If you haven't learned what customer loyalty is all about then you must make this the priority lesson of 2011.

IN T

that can serve the needs of your customer time and time again. If you don't capitalize on this you are missing out on the golden opportunity of repeat business. This is often a business opportunity that is missed out on because of three things.

This is something that you can turn into one of your â&#x20AC;˘ The business owner doesn't have enough most powerful assets especially in the gift basket confidence in their business as a whole. industry. Every industry has its own special areas â&#x20AC;˘ The business owner is satisfied too easily that a business owner in that niche can capitalize on. with a first sale and stops there. It is important to identify where the opportunities â&#x20AC;˘ The business owner doesn't know how to are in your industry for you to be able to build you go after repeat sales. business on them. If you address and strengthen your weaknesses The gift basket industry is an excellent industry for in these three areas you are sure to see significant building a full marketing campaign on customer increased sales almost immediately. loyalty. For the simple reason, you offer a product 20 The Basket Whiz Report

Sales Feature

S S E C EW YEAR

THE

The starting point to address these three most common weak areas is to create a one track mind for the entire year and that is "building customer loyalty", because if you do that, then addressing these three issues is going to become a whole lot easier, and a whole lot more effective.

In your industry of gift baskets you need to build client confidence in the sense they can rely on you to suggest the appropriate gift basket for their needs rather than just based on the price.

If you focus on all these keys individually, you are going to create a "marketing circle". What this means This is no doubt going to be the number one key to is one area is going to enhance the other. Here is an success this upcoming year, but you can add these to example. it as well. Excellent customer services = consistency = trustâ&#x20AC;˘ Excellent customer service - going beyond the basics of just making the sale. Consistency - letting your customers know that you are always going to be there to meet their needs. Trust - build a relationship with your clients so they know they can trust your judgment and advice. The Basket Whiz Report 21

Smart Business Favorites Confetti Mini Cakes by Confetti Confections CConfetti Confections offer many delectable sweets. One in particular are the Confetti Mini Cakes. These are personal sized cakes available in 7 flavors. Confetti Confections has been tempting the taste buds since 1980. These are made from scratch cakes with pure and fresh ingredients. Each cake comes beautifully packaged in a solid 4â&#x20AC;?x4â&#x20AC;? box. These cakes are sold wholesale only. These cakes wholesale for $5.00 each and are sold in cases of 6. SRP is $10.00 Click here

Lily for Hangables The products offered by Lily for Hagables are perfect additions to any gift basket. What makes them important is that they are hand formed beautiful containers made from a lightweight polyester. The fact that they are hand formed makes them one of a kind which in turn makes your gift baskets as one of kind items as well. There are tons of products to choose from including gift basket containers right up to all the party accessories.

Click here 22

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Chubby Lollies by Elegant Gourmet No matter what the occasion everyone enjoys a sweet especially when its one as colorful and tasty as the Chubby Lollies. A sweet such as this adds substance to your gift baskets. It is also an item that can be used in any theme as that extra added final touch. It is easy to see as well as taste the quality of the chubby lollies which supports the credibility of your quality gift baskets.

Click here

Smart Business Favorites Bath Crystals in Keepsake Box by Lady Jayne Personal gift basket are designed to make one feel special, and the best way of portraying this is to having something of elegance included in them. This is where the Bath Crystals in Keepsake Box by Lady Jayne is a fabulous choice. The box is an important commodity because it will keep the memory of your gift basket alive. This is a beautiful box that has pearl embellishment to it. The contents of the box being the exquisite batch crystals are every bit as elegant. This is a wonderful item that will make your gift basket a top notch gift. Click here

Goldmail If you get frustrated trying to put the message you want to convey into type rather than voice, here is the solution. This gem of a product is free and allows you to send a verbal presentation along with your written. Just imagine being able to send an email in which you can also add your own personal comments where people can hear what you have to say. This is a must have product

Click here

Fotolia Good to Create One Of A Kind Gifts or in Marketing pieces Utilizing what Fotolia has to offer can create a large benefit to making your gift baskets one of a kind items. This is an extremely strong marketing advantage as customers like the fact they are able to give a gift that is more personalized even though purchased. You can use the photos from Fotolia as part of the decorative touch to some of the items in your gift baskets that need sprucing up. You can even use them in your marketing and promotional campaigns.

Click here

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Ad Space for Sale Readership: Gift Basket Companies Florists Event Planners Wedding Planners Gift Shops Balloon Designers Gourmet Food Shops

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Balancing Act

How to Enjoy Your Business…

Everyday by: SL Ruffdan

When the idea first came into your head, there were likely feelings of excitement, happiness, and intrigue. Starting a new business has that effect on people. It is that euphoria which is a catalyst for the entrepreneurial spirit. But, what happens if and when that wonderful moment of epiphany becomes old, stale, and boring. That is exactly what can happen if you, as a business owner, don’t learn to enjoy your business…everyday!

While a downturn in enthusiasm and satisfaction may seem inevitable, the reality is that it does not have to be. Those entrepreneurs that have long term business success know and practice these basics: Embrace innovation, creativity, and a fresh perspective. This will help you to really stay interested in your business, beyond just the daily on-goings. Being able to see things differently adds dimension to your view as an owner. With an openmind comes many opportunities for improvement, both personally and professionally. Celebrate accomplishments daily. Whether you are 24 The Basket Whiz Report

basking in the glow of a personal achievement or taking pride in the endeavors of on your team, it is important to recognize when a victory has been won. Some companies take the philosophy of celebrating a win so much to heart that they have a ritual such as ringing a bell when a new client signs on, sending out a congratulatory email when a sales quota has been met, or just shouting “We did it!” when you have successfully satisfied a customer. How you decide to hallmark these daily triumphs is entirely up to you, but with each one, you are sure to feel reenergized, refreshed, and ready to continue to excel! Always reach out to your customers. Their honest feedback will help you, your team, and your business get better and better. Watching your business improve and grow will make you feel better and better about the work that your company does. When your customers are in love with your business, you will be in love with it also! Have fun! While there is a time and place for everything, don’t get so bogged down in the drudgery that you can’t have some lighthearted and stress relieving fun. Introduce fun employee contests,

Balancing Act Five To Try – Tips At A Glance Keep your perspective fresh by embracing innovation and creativity! Recognize and celebrate daily achievements! Give your customers a voice by reaching out for their feedback! Inject some fun into your day! Turn brainstorm sessions in lively idea exchanges that the whole team can enjoy!

Embrace innovation, creativity, and a fresh perspective

experiment with different restaurants for lunch, or schedule short breaks during the day when you and your employees can have a good laugh while doing something like watching the world’s funniest commercials. Put a little play in your work by using brainstorm sessions as real creative time bombs. Not only will your team be more open with their ideas, but by creating an environment that values their contributions, you will send a very loud message of appreciation to your entire organization. They, too, will see their “work as play” and will likely love coming in each day! Your business is an extension of you, and if you are like most business owners, it is a big part of your life. Measure your success not in dollars and cents, but by the impact that your business has on you, the market, and your customers. This will help you to keep its core objective at heart. Do that and the love that you have for what you do is sure to resonate day after day after day. • The Basket Whiz Report

In the Mix of Things

How to Successfully Market Your Gift Basket Business

by: Jim Aldrich

Being a gift basket professional includes a plan for success. To be successful in this multi-billion dollar industry takes planning. Critical to your planning is having a marketing plan, which includes a marketing mix; a mix that focuses on your gift basket business putting the right product in the right place, at the right time. Sounds simple doesn’t it? All you need in order to be a success in the gift basket industry is a product to sell, being able to sell it at a competitive price, make it available to your targeted customers, and then let those customers know about it. To successfully plan your marketing mix you will need to follow these simple steps: 1. Identify a marketing mix plan that matches your needs. This is the most important “first step” towards your success. I’ll tell you more about such a plan in a moment, but let’s look at the other steps you’ll need to act on. 26

The Basket Whiz Report

2. Set measurable goals. Don’t stop at something like “to sell more gift baskets.” One goal might be something like this; “To increase the sales of our Get Well gift baskets by 5% within 12 months” . This is a defined and measurable goal. 3. You then assign responsibility and a time line for managing the process needed to achieve each goal. 4. Remember, the failure of many businesses can be traced back to a lack of planning and follow up. So be sure to include a follow up schedule in your plan.

are several ways to develop a marketing mix, our focus is on the 4 P’s as one way of defining a marketing mix. What are the 4 P’s? They are the model for your business to follow on how to most efficiently use limited resources of the best opportunities to increase sales and achieve a sustainable competitive advantage. The use of the 4P model will result in your business attaining its stated goals.

What are the 4 P's? They are the model for your business to follow on how to most efficiently use limited resources of the best As promised, let’s look at opportunities to increase sales and developing a successful marketing achieve a sustainable competitive plan. A marketing mix plan is advantage. The use of the 4P essential to any successful business model will result in your business plan. It was E.J. McCarthy, who attaining its stated goals. expressed what a marketing mix plan is. Marketing mix is a Using the earlier product example general phrase used to describe of Get Well gift baskets let’s take the different kinds of choices a closer look at the 4P model businesses have to make in the approach: process of bringing a gift basket PRODUCT: What makes your product to market. While there

Get Well gift baskets unique? This may be the packaging, personalized options, the message. PRICE: In pricing your Get Well gift baskets to succeed, you must develop a pricing strategy. Your product should offer low to high end price points to include all budgets This strategy will target all customers. Remember low priced products does not mean low quality. With a high perceived value, these products will be in demand also. PLACE (Distribution) : How and where are the Get Well gift baskets sold? Will they be distributed through brick and mortar stores, your own stores, health care centers, on the internet or a mix of distribution channels? Promotion: How will you let people know that your Get Well gift baskets are available? Your promotion should be related to your distribution plan. A promotion budget should be developed.

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Each of these is an important area to you achieving success. They deserve thorough examination resulting in a carefully thought out approach which is then followed. In upcoming articles, weâ&#x20AC;&#x2122;ll help you put the 4 P's approach into step by step action.â&#x20AC;˘

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Socially Speaking

SO WHAT! SOCIAL MEDIA...

by: Jim Aldrich

Twitter, Facebook, YouTube, MySpace…these and many other names are becoming familiar to all of us. They are a part of the social media phenomenon. Should your gift basket business be involved in social media? Let’s begin a shared journey to find the answer to this question. Among the challenges you face in the gift basket business is maintaining and expanding your sales. Meeting this challenge involves how you market your product. If you are like most people in the industry, the internet plays a significant role in your marketing approach. Did you know that we are in the midst of a paradigm shift in how internet marketing is used? Large or small, your gift basket business needs to prepare to take advantage of this shift. In order to understand this revolution it’s important to recognize what has led to social media becoming 28 The Basket Whiz Report

the phenomenon it is. This requires a brief history lesson, beginning with a look at how businesses came to use the internet. In a long ago and faraway place the earlier internet wasn’t even close to what it is today. What had been a personalized form of communications has now become a global form of communications. It didn’t take long for entrepreneurs to see that using the internet to sell products and services was a winner. This change meant that users no longer searched you out, but now you needed to market in order to attract visitors. This need led to the development of the search engine. The die was cast, if you had a web site and wanted to attract people to visit it, you, as a website owner, needed good placement on a search engine. Web site owners turned to using search engine optimization (SEO) and keywords to gain increased prominence among the search

Socially Speaking engines. This was known as the era of the internet. Extraordinary and revolutionary the internet brought the people of the world into closer contact than ever before. The response: Web 2.0. Web 2.0 also goes by another name: social media. Social media can take many different forms, so don’t confuse names like Twitter, Facebook, etc. as social media. While they play a major role in the world of social media, they are a type of social media, but they are not social media. We’ll be taking a much closer look at Twitter, Facebook, and others in another article. But for now let’s define what social media is. Social media uses web-based technologies to turn what has become a unilateral experience into interactive dialogues. More common examples of social media are blogs, Internet forums, and visual media of all types. Guess what, social media is a 21st century version of the message board - virtual communities. Simply put social media is a way of personalizing the internet through the use of multimedia methods.

What does all of this have to do with your gift basket business? If your business has a traditional web site, great; but if you’re seeking to expand your business you need to take a close look at the stats for businesses using social media. One source for this information is a short but informative report entitled “2010 Social Media Marketing Industry Report” (http:// marketingwhitepapers.s3.amazonaws.com/ SocialMediaMarketingReport2010.pdf) several other statistics and reports can be found in search engines by using social media keywords. I discovered useful information using the term “why should business use social media” on Google. While using social media to increase the visibility of your gift basket business does require some additional time and effort the result makes the investment of time worthwhile. In the next issue of The Basket Whiz Report I’ll be taking an in-depth look at how using social media can improve your gift basket business. •

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You can also find us on facebook click here to go to our facebook page The Basket Whiz Report 29

Business Systems

Learning and Taking Advantage of

Business

Systems by: Lynn Keeler

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Business Systems Without giving away your age, you may be able to equate what used to be called good old fashioned business plans, with what is now more applicable to being called business systems. Really business systems is a good way of describing all of the little systems that must be in place to conduct good business. In other words, its all the tasks that you must perform in your business to make it successful. Here are some of the basics of a business system. Business marketing

and where you can cut costs are all important segments of this part of the business system. You can either utilize a manual system or make use of many of the different types of software available for this. Inventory Again another often neglected aspect of the business system. Money can be saved here by having the proper inventory system in place. It is important a good system be set up for record keeping either one you design yourself or software that is applicable to your industry. â&#x20AC;˘

You system here will be your marketing portfolio. This should include not only your plans and budget but also your marketing analysis. It is a marketing organization system. Business strategy In this business system you need to concentrate on what you are going to implement to get your business where you want it. It starts with a goal, then what is it going to take to reach that goal, and what you have to do to implement the necessary steps. This is your written plan and one that you may have implemented if you were seeking financing when you were getting your business started. (Your Business Plan) Product promotion The business system requirement here will be to structure an outline of promotions that will be applicable to your business sales. You need to look at all the different components here, as to what would make a great promotion at the right time, and at the right price for both you and the customer. You need to structure this system and plan a sequence of promotions and keep all this together in one portfolio. Accounting/bookkeeping

Customer service You need to have a system in place for offering good customer service. So you need to review your business, focusing on all the ways you can offer good customer service in every one of the other business systems such as those listed here, and the others that are needed. In future articles we will cover each of these systems so you will be comfortable setting up and maintaining these systems for your business. In our next issue we will talk about the business marketing system in details to help you get started on putting your business systems in place.

This business system is imperative to operating a successful business, and yet is the one that is most often neglected. How much money you have, how much you can spend, how much you have made, The Basket Whiz Report

Marketing Class 101

Starting with the Basics of Marketing by: Lynn Keeler

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Marketing Class 101 It is great to receive all kinds of advice that you should implement a strong marketing plan, but if you are new to business or don't have a degree in business, this can be somewhat overwhelming. If you approach marketing with a step by step approach before you know it you are going to have a full marketing portfolio filled with all the components you need and you will begin to reap the benefits from your marketing campaign. We will begin with step one.

about your business and what it has to offer. So your advertising portrays who you are, and your marketing portrays what you have to offer. Practice makes perfect: It is much easier to really understand this if you practice it. Here is a short exercise to help you become familiar with the differences between marketing and advertising. It is important to understand both because they both do different things for your business. â&#x20AC;˘

Step one Understand what marketing is and the difference between advertising and marketing. This will help to reduce some of the confusion, and get you started on the right path for marketing. To make it real simple, marketing is just one section of advertising. For example just like adding, multiplying and subtracting are all part of mathematics. What is Advertising: This is the presentation of your business by some type of media. It is a formal type of announcement that has no real personal message attached to it. It is basically a description of your business. A good example of this would be your business name or a sign. What is Marketing: This is your introduction of your product to the general public. Your marketing efforts are what brings you and your customers together so you are able to make a sales presentation to them. Think of it this way. Your advertising is like sayingâ&#x20AC;Ś.Hello my name is "ABC Company" Your marketing is like sayingâ&#x20AC;Ś..My ABC Company has many great things to offer you that will make youR life more enjoyable, etc.etc. etc.

your assignment:

Exercise #1: Surf the net taking a look at a few diffe rent industries. For exam ple maybe take a lo ok at different retailers , for example clothi ng retailers and movie retailers. While yo u are on their site, id entify which of thei r content would be advertising and whi ch would be marketin g. Exercise #2: After you have com pleted exercise #1 , do a comparison and se e which you found most impressive with th e marketing used. Then ask yourself why yo u were impressed with it. Exercise #3: Now taking what yo u have learned from exercise #1 and #2 , apply it to your ow n business. Make an advertising list and a marketing list. These exercises will get you thinking on a clear path to marke ting. In our next is sue we will be covering step two of marke tin g 101. This will be ab out designing a marketing plan to begin your marketin g portfolio.

Advertising and Marketing is the written word of what you would say verbally if you were standing in front of a stranger, and wanted to tell them all The Basket Whiz Report

Vendor Spotlight

outlet while at home raising two infant sons. I was a rising marketing executive at a top ten NYC advertising agency. I wanted to exit that notoriously unpredictable industry in favor of finding an opportunity where I could control my own destiny. As we discussed our needs we asked each other “with our backgrounds, why not start our own business?” Long story short the birth of Silly Phillie was literally conceived at our dining room table. BWR: How did you identify market niche?

Vendor In the Spotlight: pictured Richard and Phyllis S’Dao

Richard S'Dao with Silly Phillie Creations As a part of each issue of the Basket Whiz Report we’ll be conducting an interview with successful members of the gift basket industry. The interviews are meant to provide you with inspiration and information to help guide you in your own gift basket business. With this in mind our first interview was done with Richard S’Dao. Richard is the president of and co-Owner with his spouse Phyllis of Silly Phillie Creations, Inc. Silly Phillie Creations designs, manufactures, wholesales (www.sillyphillie.com) and e-retails (https//:babygiftcreations. com) an exclusive line of baby gifts and layette accessories under the Silly Phillie® brand name. Company products are sold through brick and mortar retail stores, hospital gift shops, and e-commerce baby boutiques. 34 The Basket Whiz Report

The company also sells layette accessories to companies in the gift basket and monogram industries. We began our interview asking Richard to tell us a bit out how Silly Phillie Creations came into being. Richard: About 25 years ago my wife, Phyllis Gordon S'Dao (i.e. Silly Phillie) and I sat at home talking about a direction for our lives. Phyllis, formerly a successful children's wear designer, was seeking a creative

Richard: With Phyllis’ creative background and my experience in marketing and advertising we looked at two approaches. First, was the decision to focus on infant and baby products then we decided to start slow, test the market before major financial commitments and life style changes were made. BWR: With these two directions in mind, what came next? Richard: Silly Phillie's first product was a holiday themed bathrobe (one for boys & one for girls) that was marketed initially via mail order. Using outside contractors we reduced capital investment and this also allowed us to personalize our robes with names. BWR: Given the prior successes of the both of you in your previous careers what marketing approach did you first use? Richard: Initially we did some

mail order business. When we realized that by itself mail order was not the answer to meeting our goals we began looking at other options. BWR: As I understand your story, at this point Phyllis’ primary responsibilities remained that of a mother while you kept your position in the advertising world. As you ventured into marketing your first product via mail order what was your first big break?

enjoying coffee, cake and a shot or two of scotch. It was then that they offered advice that would help shape Silly Phillie to this day: "design a line of unique layette products that could be purchased year round as a baby gift". BWR: Impressive. What was your response to this news and advice? Richard: Well, we remained undaunted by our first less than successful effort, but were excited by the idea that had been laid out before us. So we began the process of designing a product line. Like many start-ups, Silly Phillie® began as a home based business. Phyllis created designs on the dining room table or in the attic after the babies were asleep. I kept my day job but would pick up products from contractors in the evenings and package and ship orders before going to work.

Richard: Realizing that mail order alone would not sell as many robes as we produced, we began calling upon local retail shops. Then one day, after receiving one rejection after another, Phyllis was driving me back to work one afternoon when she spotted a small shop in mid Manhattan. She vowed not to leave the store without an order. She was true to her word and returned with an order in hand for 5 dozen robes! BWR: How long was it before Thus began Silly Philly’s wholesale you realized that your dream was business. becoming a reality?

BWR: Hard work and Richard: Within 6 months Washperseverance was beginning to pay Ups© was producing far more off. What happened next? orders than just the two of us could handle, especially with my Richard: Divine intervention holding down a full time job, a happened three weeks later. On wife, two babies, a mortgage, and a chilly late November Sunday little money in the bank. It was afternoon, the owners of that then I decided to take a calculated small Manhattan shop that Phyllis risk. I left my job to focus 100% visited, knocked on the door of on building Silly Phillie. Needless our home. They said they had to say, I never went back to tried to reach us, but were not advertising. successful. They finally found our address and had to tell us that the BWR: How would you assess your robe was a big hit and they needed business today? to purchase another 8 dozen! I can still remember that meeting. Joe Richard: Today, Silly Phillie and Mary Harari, Phyllis and me Creations, Inc. is a thriving sitting at our dining room table wholesale, e-retail and drop

shipping business behind a unique collection of baby gifts and layette products. The company operates from a 40,000 sq. ft facility in operation, including cutting, sewing, embroidery, and gift basket assembly. Silly Phillie is still owned by its two founding partners. BWR: What advice would you offer to others starting out in the gift basket business? Richard: The best advice for anyone to become successful in the gift basket industry is to know your true costs. Many make the mistake of not factoring in the time it takes to make the gift and the carrying cost associated with maintaining inventory of baskets and components. Another key is to keep fixed overhead as low as possible. Silly Phillie's top selling baby gifts include it's collection of Rocking Horses, Welcome Wagons© , Diaper Cakes, Gift Baskets, and practically anything personalized. The common link among all of these popular items is a sense of uniqueness, playfulness and quality. Silly Phillie has learned that the baby gift customer will pay more for an extra special gift that makes a really unique impression. To be successful in the gift basket business, Silly Phillie's advice to everyone is simple: put product quality and originality first, second and third! BWR: Identify for our readers what you think is your greatest business achievement? Richard: Silly Phillie's greatest achievement for sure is longevity. continued on page 37 The Basket Whiz Report 35

Pearls of Wisdom

Ambition

an earnest desire for some type of achievement or distinction, as power, honor, fame, or wealth, and the willingness to strive for its attainment

“We would accomplish many more things if we did not think of them as impossible.”

Vince Lombardi

“If you want to be happy, set a goal that commands your thoughts, liberates your energy and inspires your hopes.”

Andrew Carnegie

“We must have a theme, a goal, a purpose in our lives. If you don’t know where you’re aiming, you don’t have a goal.”

Mary Kay Ash

Conventions And Trade Shows NASFT Winter Fancy Food Show San Francisco, CA Jan. 16-18

American Craft Retailers Expo Orlando, FL Jan. 22-24

Pittsburgh Gift Show Monroeville, PA Mar.4-6

LA Mart Gift Show Los Angeles, CA Jan. 18-24

Salt Lake Gift Show Salt Lake City, UT Jan. 27-29

Cape Cod Gift Show Hyannis, MA Mar. 8-9

California Gift Show Los Angeles, CA Jan. 21-24

Biloxi Gift Show Biloxi, MS Jan. 29-31

Minneapolis Gift Show Minnetonka, MN Mar. 11-15

New York Dallas Gift Market International Gift Dallas, TX Fair Jan. 21-24 New York, NY Jan. 29- Feb. 3 Minneapolis Gift Show Seattle Gift Show Minnetonka, MN Seattle, WA Jan. 21-25 Feb. 5- 8 Chicago Gift and Home Market Chicago, IL Jan. 22-25

Western New York Gift Show Henrietta, NY Feb. 20-22

Orlando Gift Show Orlando, FL Jan. 22-24

Las Vegas Gift Show Las Vegas, NV Feb. 27- Mar. 2

Atlanta International Gift and Home Furnishings Market Atlanta, GA July 13-20 California Gift Show Los Angeles, CA Jul 19-25 LA Mart Gift Show Los Angeles, CA Jul 19-25

Atlanta Spring Gift and Home Furnishings Market Orlando Gift Atlanta, GA Show Mar. 12-14 Orlando, FL Jul 23-26 Boston Gift Show Boston, MA Philadelphia Gift Mar. 27-30 Show King of Prussia, PA American Craft Jul 24-27 Retailers Expo Las Vegas, NV Oasis Gift Show June 4-6 Glendale, AZ Jul 28-30 NASFT Summer Fancy Food Show San Francisco Washington, DC International Gift Jul 10-12 Fair San Francisco, CA Jul 30- Aug 2

Pittsburgh Gift Show Monroeville, PA Jul 30- Aug 1

Western New York Gift Show Henrietta, NY Aug 7-9

Las Vegas Gift Show Las Vegas, NV July 31- Aug 3

Seattle Gift Show Seattle, WA Aug 13-16

2011 National Gift Basket Professional Convention Columbus, OH Aug 4-6 Salt Lake City Gift Show Salt Lake, UT Aug 4-6 Celebrate Convention and Trade Show Ontario, Calif. Aug. 4-7 Minneapolis Gift Show Minnetonka, MN Augt 5-9

Know of more industry trade shows? Would like to advertise your trade show? Email: thebasketwhizreport@basketwhiz.com

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Dallas Total Home & Gift Market Dallas, TX Sep 10-12 Atlanta Fall Gift and Home Furnishings Market Atlanta, GA Sep 10-12 Las Vegas Gift & Resort Merchandise Show Las Vegas, NV Sept 20-23

Cover Story continued from page 17 While she is still not that confident employing social media, she does use it to promote her business. You can find Taylor Made for You on Facebook (www. facebook.com/home.php?#!/pages/Taylor-Made-forYou) and Twitter. Pages and profiles are kept up to date with regular posts, promotions and photographs that keep followers and friends in touch with the business. Powell suggests using free tools like social media to advertise, and strongly advises getting involved in the community. Her 50/50 not-for-profit donation program has proven to be a great way to get products out to the public while also benefitting the community. Ann has donated hundreds of gift baskets to schools, churches and the United Way, to name a few. When an organization contacts Taylor Made for You about a donation for an upcoming event, they essentially pay half price for the item. It works both ways, both for Taylor Made for You and for the organization holding the event. ““We love helping others and this program works for us,” Powell states. “We find that everyone calls and wants donations for silent auctions. This way we give and we also get a buy in from them.” Many of Taylor Made for You’s lovely gift baskets are presented at silent auctions and charity events. Ann herself is also involved with the community, having served on the board at the Richmond Chamber of Commerce, National Association of Women Business Owners (NAWBO) and The Virginia Council of CEOs. Along with this Powell also keeps in touch with contacts and clients regularly, and does an annual run on the local radio station. Many readers may have had the pleasure of attending one of her guest speaking presentations. Ann does quite a bit of public speaking, having attended events like the International Fancy Food Show and presenting on topics ranging from entrepreneurship to women in business. She will be speaking at the upcoming 2011 Virginia Specialty Food and Beverage Educational Conference March 21-22 which unites new and experienced Virginia specialty food and beverage

producers, distributors, retailers and friends. While it may be a struggle for those in the industry these days there are still inspiring and motivational moments caused by positive interaction, whether it be customers, employees or friends. Now that she has sorted out a few details, and learned to run her business more efficiently she has no qualms about continuing on in the gift basket industry. “I love being creative and providing a work place for others, and my customers are great too,” she says. “Most people who do nice things for others are simply good people.” And this is what the gift basket industry is built on: a large group comprising of individuals, entrepreneurs and businesses that provide the perfect touch for any gift-related occasion. It feels great to provide great feelings for others, not to mention all the tasty treats that are included! For Ann Powell, the people and the creativity allow her to flourish even during financially tight times. She remains strong and is constantly on the go, working towards her future goals. She is an excellent example of entrepreneurship and has been able to use her strengths to create one of the most successful private gift basket businesses in the industry. For more information on Ann Powell and Taylor Made for You please visit www.taylormadeforeyou. com. TIPS OF THE TRADE [[ Use these smart business tips from Ann Powell of Taylor Made for You. [[ Make sure you pay yourself [[ Do what you are talented at and hire what you are not good at [[ Understand how to read a balance sheet [[ Become computer savvy [[ Use social media as free advertising [[ Set up a donation program to get your product seen and participate in your community [[ Love what you do [[ Treat people the way you want to be treated • The Basket Whiz Report

Spot Article

The Blocks to Building Customer Relationships by: Lynn Keeler

Business has to be built on a foundation which is solid and can withstand the shaky periods as well as be strong enough for growth. A foundation is made of sets of blocks. In business one of these sets of blocks consists of building customer relationships.

If you build your business with solid customer relationships then the rest of your business structure evolves around it. With today’s technology you have the task of utilizing two sets of building blocks, as you must learn to build a customer relationship both online and on land. Here are a few tips to help your start building your customer relationship in both circumstances. On land This may come easier to you because on land business is as old as time itself. There are a lot of good old fashioned business ethics that have been used for centuries when it comes to building customer relationships. Looking back in history to what served as building good customer relationships will be of great value. 38

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Think of the old general store where customers would turn to for all their needs. Customer loyalty was the big factor to business then, and this is the key to having a good solid business now. If you build a client base that is loyal to your business through your customer relationships, then you will have a successful business. This part of building your blocks for good customer relationship is easy as you have examples to follow. Online You may feel that you are at a little more of disadvantage when it comes to building online customer relationships, because it doesn’t have the history for you to turn to as an example. It does offer some great opportunities though to build some great customer relationships. The key to know how to do this, is to know what is it your customers want from you that will make them happy and will meet their needs. If you can answer these two questions and then implement them, you will have mastered good online customer relationships.

In your business of gift baskets what would make your customers happy? [[ A place where they can go to find gifts that suit their every gift giving purpose. [[ Someone they can rely on to give them advice as to what would be best. [[ Someone they can explain their personalized gift giving needs to What do you need to do to meet their needs? [[ Be friendly and welcoming through your site's visual presentation, media and contact [[ Offer quality service and quality products [[ Be approachable [[ Be willing to help them with their gift buying needs [[ Give them value for their dollar [[ Be consistent These are the building blocks for good customer relationships. For each one of them you need to study them and then add your personal business touch to each of them. Once you do this you will see your business flourish.•

Vendor Spotlight continued from page 33 BWR: What is Sillie Phillies next goal? Richard: Successfully marketing Forever Baby Book®. We came close back in 2008 by convincing Qualex, a former division of Kodak to become a partner and financial backer in Forever Baby Book®. A state of the art website was designed and almost fully developed when disaster struck. Reeling from business losses we planned a redirection for this product. We remain keenly interested in bringing Forever Baby Book to market and are confident that it will find another strategic partner in 2011 now that the economy is improving.

Small businesses come and go at an alarmingly high rate, but Silly Phillie Creations has managed to prosper and survive for 25 years. Our focus is principle based, designing unique products and offering superior quality. BWR: How has Sillie Philly dealt with setbacks? Richard: One of our bigger challenges occurred when both Macy's and Bloomingdale's were lost as customers due to a corporate merge, Silly Phillie responded by building a larger mom & pop business. When it looked like the Internet was becoming the venue of choice for buying baby gifts, Silly Phillie developed its own e-commerce business more than 10 years ago, and became a dominant drop shipper for other websites in the category. A near success and on-going new business project for Silly Phillie is Forever Baby Book®. The idea is to give new and expectant parents a website where they can upload photos, create a baby's first year scrapbook, share it with family and friends online and ultimately print a physical keepsake copy.

BWR: Richard, summarize the best you can what the success of Sillie Philly means.. Richard: Silly Phillie remains a family business with strong family oriented values. The average employee has been with the company for more than 12 years and many have family members working at SillyPhillie. The other value is a deep commitment to product quality. In a business that often values quantity over quality of items in a gift set, Silly Philly gift sets emphasize quality over quantity. The company chooses not to sell the most but strives to be the best. Like all businesses, Silly Phillie makes its share of mistakes, but has learned to limit its losses to acceptable levels. It does this by carefully testing new products before a major commitment of time and financial resources are allocated. BWR: Thank you Richard.•

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Notable Notes

Important Notes from This Issue