Ask The Gift Basket Expert » Marketing

Are Catalogs Still Necessary?

Shirley George Frazier — Fri, 04 Nov 2011 08:38:37 +0000

Penny asks:

“I know that people want to feel and touch a catalog, but making one for my gift basket business is a huge expense. Do I really need a catalog?”

It’s true that customers still want to receive a catalog by mail or walk away from your display with something concrete in hand. This marketing tool validates your business in their minds over a competitor that does not have such materials. It also confirms to them that you are in business for the long run.

When you decided to start a business, your business plan is where you mapped out the marketing strategy. What marketing literature did you choose to create for face-to-face and mail distribution? Look at your plan to refresh your mind on what methods you selected.

If catalogs were not part of the initial plan, perhaps postcards and flyers are on the list. They serve as catalogs in a condensed format, as postcards and flyers include images and text similar to a multi-page catalog.

Here’s a page that shows you options for creating a catalog whether now or in the future.

It’s okay not to have a full-blown catalog similar to what major retailers distribute as part of their marketing campaign. Pick an alternative, but be sure to pick something to print and distribute so prospects and customers remember you.

© 2008-2010 Shirley George Frazier. All rights reserved. Shirley George Frazier is recognized as the leading authority on the gift basket industry. She is author of How to Start a Home-Based Gift Basket Business, The Gift Basket Design Book, and Marketing Strategies for the Home-Based Business. Visit GiftBasketBusiness.com for videos, CDs, reports, tips, online newsletter, and much more to learn, grow, and profit with gift baskets.

Three Ways to Get People to Leave Messages by Phone

Shirley George Frazier — Fri, 03 Sep 2010 14:39:37 +0000

Jennifer asks:

How can I get people to leave me a phone message if I’m unable to answer right away? I work a full-time job and can’t afford to hire an answering service. What are my options?

This problem has and will continue to plague our industry, and it’s a question I answered previously in How to Answer the Phone When You’re Not There.

In addition to what’s shared in that response, here are three more solutions.

Don’t expect every hangup to be a lost order. Telemarketers are busily manning their phones making calls at all hours of the day and night. Many of the hangups may be from them.

Forward your business line to an at-home person whom you can trust to answer professionally and without background distractions (television, children, pets, people). Your phone service provider charges a nominal fee for this, but a few months of this service will let you know if it’s worth keeping.

Record an insightful message on your voice mail informing callers how long a time they can expect to receive a return call, along with other details about your business that encourages them to leave a message.

These are three methods designers count on to capture new sales when they cannot immediately answer the phone. I know that at least one idea is right for you.

Designers: Do you have another option to share? Please tell us about it in the comments section.

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How Do I Market My Gift Baskets?

Shirley George Frazier — Wed, 14 Oct 2009 12:27:37 +0000

Edith asks:

“How do I market my gift baskets? I can design but am not sure how to sell.”

There are three parts to my answer.

1. When you originally decided to start a gift basket business, who was your target customer? In other words, what made you decide to get into this business?

Whoever was sharing their gift-finding problem with you is a good start to recognizing your target market.

2. Where’s the best place to reach your market (the people who will buy from you)? Is it in magazines, at networking events, or through social media?

The people in your target market will share their activities with you so that your marketing messages reach them. Your customers are probably similar to those served by other gift basket designers, and you’ll find their solutions in the book 101 Ways to Market Your Gift Baskets.

3. Take advantage of appointments set up with independent professionals such as accountants and educators.

After speaking with them about the main reason for the meeting, you can turn the tables at the end by talking about your business and how your gift baskets benefit their lifestyles.

How Do I Send a Brochure When I Don’t Have One?

Shirley George Frazier — Fri, 14 Aug 2009 14:36:13 +0000

Brenda asks:

“I’m getting calls from people who want me to send them a brochure, and because I don’t have one, I keep telling them to visit my Web site.

I feel like I’m losing sales because I hear these people say they don’t have a computer. How can I send a brochure when I don’t have one, don’t know how to make one, and don’t want to have them made because of the expense?”

I’m not sure which way you view a brochure, because in one sentence you say you think you’re losing money without one, and in another sentence you say that it’s an expense.

A brochure is either considered as an investment in your business or as an expense because its creation and distribution won’t increase your profits.

If you choose to not make a brochure, then stick to that choice. No designer can satisfy everyone that comes their way. However, keep tabs on the number of people requesting a brochure, because in time you may realize that there is a large amount of orders you’re deflecting without one.

Online printers make brochure creation available, and the investment of time and money may be worthwhile.

Look at the brochures through this link and this one, too (look for two more pages of brochure designs through those linked pages).

They weren’t made with online printer support because the Web wasn’t as popular then as it is now, but today these types of brochures can be designed online.

If your primary customers have computer connections, perhaps you don’t need a brochure. The decision is yours to make or break. Monitor the requests, and stay focused with or without printed material.

How Do I Keep Business Going Now?

Shirley George Frazier — Fri, 06 Mar 2009 13:55:18 +0000

Savannah asks:

“My gift basket sales are way down now, and I know I’m not alone. I’m very concerned. How do I keep my doors open while waiting for this economy to bounce back?”

The media continues to paint a grim economic picture, and while the facts are true, I still believe that “waiting for this economy to bounce back” will destroy your business.

Individuals are still celebrating life’s occasions.

Corporations have budgets to encourage employees to be productive.

Independent businesses need methods to thank current customers for their loyalty.

These three examples represent reasons for buying gifts and baskets, and your business is in a great position to get these sales.

When a baseball is hit, the on-field team runs toward the ball rather than wait for the ball to roll to them. Waiting allows the other team to score or get into position to score. So, for you, waiting is similar to allowing a competitor to get the account.

Get into the sales game by going after clients rather than waiting for them to come to you.

Invest in breakfast or lunch with a loyal client. Mail letters or postcards. Do what’s necessary, within your budget, to make contact.

Waiting for the economy to get better is not an option.

Ask The Gift Basket Expert » Marketing

Are Catalogs Still Necessary?

Related posts:

Three Ways to Get People to Leave Messages by Phone

Related posts:

How Do I Market My Gift Baskets?

Related posts:

How Do I Send a Brochure When I Don’t Have One?

Related posts:

How Do I Keep Business Going Now?

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