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Posts by Leigh Morrisett | Welcome to FGmarket Buzz

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Harness The Power Of Generation I

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According to Market Watch, young Americans (11 to 20 years old) command an influence and purchasing power to the tune of 200 billion dollars each year.

Generation I: Influence Beyond Their Years

What is unique about these young shoppers is the influence they wield within their families. Parents, grandparents and other adults look to them for advice and opinions on buying products. These tweens, teens and 20 years-olds have so much influence that they are being referred to as Generation I. With such robust buying power, the clout of this demographic can not be ignored.

Tapping Into Generation I

Cork Wedge Sandals

To capture their attention and tap into the deeply influential pocket of these kids (shoppers), you need to get inside their minds.

These tweens, teens and 20 year-olds may have a variety of interests, but products revolving around jewelry, fashion and artisans are at the heart of their desires.

However, to know what products they really want, you must become a savvy marketer by viewing them in their natural habitat. Social media like Facebook and Twitter are the environments where this demographic feels the most at home. Develop ways in which you can communicate with and observe these shoppers online and through social media.

To gain these influencers’ attention, you must know and understand what is trendy for the year. Equipped with this knowledge, all that is left is to display your hot “must-have” items.

Generation I : Jewelry and Fashion Trends

Here are a few trends Generation I will be looking for in the upcoming year. In addition to this is a quick reference, you should still invest the time to do your own investigations using social media.

FASHION

Handbags-Purses-Totes

  • Nude Colors – chic and versatile.
  • Floral Prints – girly, feminine.
  • Combination of Colors – red-trimmed bags with black for the primary color.
  • Chains – think Chanel style.
  • Crocodile prints – classic, but wild.
  • Leather – worn in satchel styles.
    Coral Lattice Handbag

Scarves

  • Knitted, but not to heavy for Spring.
  • Narrow scarves about 2″ to 3″ wide
  • Colors – florals, nudes and bright colors

Belts

  • Cowboy-style belt buckles – the bigger, the better!
  • Long belts that can wrap around
  • Narrow or extremely wide

JEWELRY

  • Bold statement pieces
  • Over-sized bracelets
  • Broaches
  • Extra long earrings
  • All metal earrings
  • Animals – snakes, elephants, birds, even bugs

Now that you have some jewelry and fashion trends to focus on, show the teens and their moms how the merchandise in your shop follows these trends. Remember, it is all Continue reading “Harness The Power Of Generation I” »

Make Your Floral Supplies Stars!

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How much thought have you given plush toys, balloons, ribbons, containers and baskets over the past year? These items are often thought of only as supporting characters in the floral or gift shop. Pushing these floral supplies to the front of the stage and making them the stars of your shop can present a whole new marketing opportunity.

To do this you not only need to look at new vendors, but also prices points, unique ways to use them and upcoming trends.

Balloons: Don’t Just Blow Them Up

Love Bird Balloon
Most shops just sell the standard happy birthday, anniversary or get-well balloons. This doesn’t allow the balloon business  to really take flight.

Balloons have great potential. They can be used as decorations, given as gifts or as an accompaniment to other products.

Because balloons come in so many colors and shapes, they can be used for centerpieces or grouped together to make inexpensive arches. So, are you using balloons to their full potential?

Try these balloon star making ideas:

  • For Valentines Day – offer a heart made of bright red balloons (not just a heart-shaped balloon).
  • For weddings – insert small wedding party favors in the balloons or use balloons as table place cards holders.

It’s time to blow up your balloon sales by offering unique and fun balloon items to your customer!

Ribbons: Bow Them Over

Ribbons are such a versatile staple for any flower/gift shop, but to often they are an after thought. We think of ribbons as a little added touch to solve a packaging issue or to add a pop of color here and there.  Don’t let one of your best tools be one of your least thought of or used products.

Colorful Ribbon
Ribbons, like balloons, come in a myriad of colors and can be made in to all sorts of shapes and designs.

When a customer needs a unique decoration for a party, show them your talents by making a ribbon topiary.

Make ribbon flowers for a housewarming party for a family who has flower or plant allergies. Bring compromise to a future marriage by offering ribbon colors that can sooth the brides need for hot pink and the grooms wish for less pink, by adding ribbon to the bridal bouquet.

It’s time to make ribbon a forethought instead of an afterthought!

Plush Toys & Marketing Trends: Push the Trendy

Believe it or not, there are trends within the plush toy market from the Angry Birds (taken from the Iphone app game) to polka-dotted elephants. With plush toys, stocking them based on the hottest trends are the way to create star power.

Follow these plush toys tips:

Plush Horses
  • Don’t be afraid to stray from the standard teddy bear or hearts for Valentines day. Instead, offer frog princes instead or a bee that holds a sign saying “Bee My Valentine”.
  • Don’t forget about the seasonal plush merchandise, just make sure it is trendy.
  • During homecoming season, offer plush based on school or university mascots.
  • Stock unique or quirky plush animals that work with all the gift giving holidays.

Choosing whimsical, trendy items will push your plush toys sales ahead of the pack.

Containers: Contain Your Cost

Each year you need to analyze your container and vase stock. These items could be eating away at your profits if you’re not buying your containers and vases  at the right price. Price isn’t the only factor.

Glass Vases
Under-buying or over-buying can also effect your bottom line. For example, did you have an overabundance of small baskets or maybe you didn’t buy enough tall glass vases, and had paid extra shipping charges in order to restock and fill an order. The money tied-up in these items could have been better spent somewhere more profitable.

It’s important to watch your inventory and keep track of trends during the season. Knowing that your customers like glass vases for their arrangements more than in baskets or that they like square more than circle ones will help you establish a more profitable inventory.

Working With The Right Partners Makes You A Star

You can’t stock every color or style of containers, ribbons, balloons or plush items. You need to have several vendors who can offer unique items, yet still ship items quickly while  offering offer cost-effective prices. Although you need unique items, it is important to have good supply lines for Continue reading “Make Your Floral Supplies Stars!” »

Make An Impact With Corporate Accounts

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Does your store sell gourmet food or candy? With 70 billion dollars in yearly sales, candies and gourmet foods are a lucrative product line that appeal to a wide customer base. If you are already selling them, great! If you don’t sell gourmet food and candy, you are missing out.

For those new to gourmet food, chocolates, and candies, you should investigate all the possibilities that these niche markets offer. Begin by checking out the many wholesale gourmet food suppliers and wholesale chocolate and candy vendors, available on FGmarket.

Specialty Food & Candies
If you sell specialty foods and gourmet candies, but are looking to widen your customers base think about going corporate.

Corporate Sales

What does going corporate mean? It is about targeting corporations as a segment of your market place or customer base. In this marketing strategy, corporations are any business whether large, small or sole-proprietorship.

The object of marketing is to define who your customers are and to satisfy their needs with your products. Like any other customer, corporations have wants and needs.

They have the need to prove their appreciation to hardworking employees and valuable customers. Around the holidays, corporations often give gifts as a way to show their appreciation.

You want to capitalize on the corporate gift-giving purchases taking place each year. How and with what products can you achieve this goal? Candies and gourmet foods are a good way to break into the corporate gift-giving market. After all, specialty foods provide the perfect one-size-fits-all gift.

Making Corporate Sales Work For You

Begin with a marketing contact plan. Create a list of companies you plan to target with your marketing activities. Start with businesses you already have a relationship with, such as your local bank or insurance provider. To expand your list, contact your local Chamber of Commerce; they can give the address and contact name for every business and manufacturer in your area.

Once you have developed your marketing target list, you can go ahead with the development your marketing message for this niche.

Creating A Profitable Corporate Product Mix

Gourmet Jams
Your marketing message for this target niche needs a unique approach. Take a look at your gourmet food and candy items. By themselves they are very appealing, but the corporate customer requires more.

Remember, as a reflection of their company the perceived value of the gift is important. However, the profitability of their company is a major concern for businesses.  Therefore, price and perceived value are very important to the corporate client.

To capture this business, you’ll need cost-effective gifts with a dazzling presentation. It is essential that you offer three to five price options.

When developing corporate gift selections, choose standard mark-up items that you can apply a 5-15% discount for volume orders while still turning a profit.

Include items in a low price range (like a $10 to $15 gourmet chocolate bar or a specialty jelly or jam), a mid price range and a luxury price range (truly custom gift baskets) in your gift options.

Marketing Your Candy, Chocolates and Gourmet Foods

It is all about the presentation.  Every retailer knows the importance of displaying products to attract customers. The only difference with corporate customers is where they see your products.  Instead of coming to your place of business, you may need to go to theirs.

Creating go-the-go marketing pieces helps close the sale.  Make up samples of the gift baskets, take photos, and print a flyer or brochure that includes a list of  all the items, pricing and volume discounts. Having been a retail shop owner, I know creating sales brochures and directly marketing pieces are a bit intimidating especially when targeting specific places and people. But, these on-the-go samples and marketing pieces are a necessary tool for attracting corporate clients.  Don’t forget to include your business card inside the basket; this way the receiver will know where to go for the yummy treats.

Assorted Chocoalte Truffles
Making the right contact guarantees success. Companies you are familiar with are an easy way to get started. However, you can branch out to companies you are unfamiliar with as well.  The following steps can help you approach new companies:

  • Find out who the contacts are for each company. Simply phone the company and asking who is in charge of gifts and  promotions. If you can’t get the information, then mail out the  brochures to the owner or manager of the business.
  • Phone the contact person and share with them what you can offer and that you’d love to met with them and give a sampling of the gourmet food and candies you handle.

Selling to corporate accounts isn’t difficult. It just takes a bit of planning Continue reading “Make An Impact With Corporate Accounts” »

Two Niche Product Lines You Should Think About Selling

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Do you have certain product lines that you primarily focus on in your store? Yes, every store seems to have those tried-and-true products that their customers love. Naturally, you place most of your attention on those products, but have you considered offering a new niche product line to them? Exposing your target market to a new product line can make your store stand out and give your customers new buying opportunities.

Pet Sweater
How do you decide which niche markets you should incorporate into your product line? Look for niches that have a broad customer base. Items having to do with pets or children are two such niches. What makes these two niches so appealing? When customers won’t spend money on themselves, they will still spend money on those they love.

Why You Should Consider Pet Products

If you have pets, you know how much you spend on them to keep your furry companions happy. You’re not alone. Americans spend billions of dollars each year on their pets. When customers think of your store, pet toys and pet products may not come to mind. However, by introducing products for pets to customers as they come in for your tried-and-true lines, a sales opportunity is created that appeals to both an old and new target market. A specialized market, such as pet supplies is easily incorporated in to your everyday product mix.

Incorporate Pet Products Into Your Product Line

The lure of incorporating pet products is the wide range of items that can be sold in this niche. Pet jewelry, dog collars and beds, cat houses, pet clothing and anything with a picture of a dog, cat or horse are just a few of those pet-related items that appeal to this customer base. To effectively incorporate pet products, you need to do your research. Set aside a few minutes each day to explore pet supplies and products. Take time to speak to vendors. Find out if they can send samples or offer small product orders.

Try out the products on your own pets or a neighbor’s pet. As every savvy marketer knows, the easiest way to sell a product is to know and love the product yourself. By having experience with that particular product, you can offer up great reviews and recommendations. You are your own best advertising source.

Leopard Dog Bowls
Don’t Go Whole Hog – Start Small

With any new line, testing the water is the best strategy. Start small by adding just one product that works with your existing product line. If you sell tableware, you can add in upscale pet bowls. Sell gourmet food? Offer your customers gourmet pet treats, as well. By working in a niche product line within an all ready existing product line in your store, you can make a successful transition between old and new.

Appeal To The Child – Capture The Parent

Remember, customers will spend money on those they love when they won’t spend it on themselves. How do you decide which children’s products to sell? Like pet products, there is a wide range of merchandise for children. Toys by far appeal to the largest customer base. Toys appeal to children of all ages. Children and many adults cannot resist toys.

Incorporating Toys Into Your Product Line

Use the same pet product principles and slowly add in your toy line. Adding toys around the holidays makes the transition to a new product line, such as toys easier. Pick a few of your favorite toys and place them near your holiday cards; this is that cross promotion that I’ve spoken about in past newsletters.

Basketball Goal
A good starting point would be puzzles or games. These are basic products that you can start with and grow your toy product line. By adding a few products at a time, you can see how customers respond to the toys.

Niche product such as pet supplies and toys can be added to existing product lines because consumers identify with Continue reading “Two Niche Product Lines You Should Think About Selling” »

It’s All In The Presentation

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Are you a fan of Sandra Lee, host of the Food Network’s Semi-Homemade Meals? I am. What intrigues me about her show, even more than the food, are her tablescapes. With every show, Sandra includes a coordinating tablescape. She has a knack for gathering different textiles, dishes and home accents to create a delightful atmosphere. Constructed with such care, her table presentations look ready for a high-end magazine photo shoot. She even includes a signature cocktail using different barware.

Because Sandra knows how textiles, home accents, and lighting make for a pleasant and welcoming home, she includes this in her meal presentation.

Burlap Table Runner

Creating a homey atmosphere makes her food more enticing. I can’t taste or smell Sandra’s food when I watch her show, but the way Sandra presents her food makes me want to cook a homemade meal and create an awesome tablescape.

This is the type of message you need to convey to your customers. Why? Drawing attention to your products this way inspires customers to create the same effect in their homes. Inspiration leads to more sales.

How Can You Inspire Your Customers?

To start, you need to create displays that show off the products you sell. It’s not enough to just put the product out on a shelf. The customer needs to see the value and potential of the product. Displaying items as the customer would use them entices the customer; creating a want that leads to a sale.

Creating An Enticing Display

How do you create a display that seduces the customer? Build a venue that showcases the potential of the products.

Example: In the fall, put a throw blanket on a table with rustic tableware and colorful stoneware to give the feeling of a picnic. This shows customers how to use these products in their home.

Where To Get Your Inspiration

Another way to produce a great display is to steal an idea. Pull ideas from magazines and build venues based on the magazine pictures. Take cues from shows like Sandra Lee’s. Follow the general display concepts and recreate them. Do what Sandra Lee does, create an atmosphere when presenting your products to customers.

Tools To Use

First off, don’t be afraid to use television shows, magazines or even your own creative flair as tools.

Television

One of the best tools you can use is a TV.

Home Accent Display

Example: Place a television on a table surrounded it with the product you are showcasing. Turn the TV on the Food Network or HGTV. Shows on these types of channels entice consumers into buying products for their homes. Sandra Lee’s tablescapes are the reason I bought a set of brightly colored plates, bowls and mugs.

Magazines

Use magazines like Home and Garden as a starting point to show your customers how they can duplicate a tablescape.

Example: Make the display as close to the magazine photo as possible, an exact duplication isn’t necessary.  Instead create the same overall style in your display. The idea is to show the customers that yes they can have the same things they see in magazines. Display items just as they would be used a home.

Personal Creativeness & Experience

How you would use your products is a good indication of how your customers would use the same products.

Example: If you sell table lamps, display them as they would appear in your home – on a table next to a chair. You can add books and coasters to convey the feeling of a real home. (Don’t forget when displaying lamps or lighting to have them turned on this gives the customer the full effect.)

Do you sell throw blankets? Then throw one over the chair by the table lamp display. People are very visual. By using other items that you sell to help make displays, you can increase those customer impulse buys!

Know Your Customers

Before you even think about creating displays, you must first know your customers. Keeping up with what’s going on in the economy and consumer buying trends are a must. Looking past the obvious trends and at economic trends will help you understand your customers better. This sense of what is happening in the market place will allow you to capitalize on opportunities otherwise overlooked.

Tiffany Style Table Lamp

If you keep up with trends in general, which you should, most people are spending time and money nesting. Staying home and entertaining is the major focus of nesting. Although money is tight, people are still buying pottery, tableware, and lighting fixtures because they are strongly connected to their homes. This trend gives retailers a great opportunity.

Capitalizing On Opportunity

Consumers may not take a vacation this year, but have no problem dropping a few hundred dollars to dress up their homes. One of the leaders in the textiles home decor industry, Martha Stewart’s Living Omnimedia had an of 34% increase in revenue over last year. A 34% increase in tough economic times, speaks well for those who sell textiles, Continue reading “It’s All In The Presentation” »

Get in Gear – Stock Your Shop for the Rest of the Year

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We’ve made it half way through the year; you are now starting to see sales trends and how customers are spending their dollars. By using that information, start formulating what you need to keep stocked in your shop for the rest of the year, including upcoming holidays and events. So to set your shop apart from others, mark your calendar and plan for the holidays!

Back-To-School Ready

Even though school is out, focus on what to stock up on for the upcoming school year. Take a look at items to buy for back-to-school that everyone will enjoy. You’ll find novelty items such as flash-drive memory bracelets, personalized note pads and decorative lunch sacks that are all excellent back-to-school items to stock.

Parents will want to buy school items for their younger children, college students and even themselves. You’re not only appealing to students, but you can appeal to everyone. Whether they are in school or even working, stationery, school and office accessories appeal to all customers.

Focus On The Holidays

Sit down and list all of the upcoming holidays. Why? So you can start creating the best marketing plan for your shop to promote the upcoming holidays. You might be surprised at how many holidays you’re missing out on. Here are a few examples.

Military Flags
September Holidays – Plan a store promotion for Labor Day – think picnics and barbecue. Grandparent’s Day is a great holiday to promote personalized gifts.

October Holidays – To get your customers ready for Halloween parties, stock up on spooky party decorations, orange Halloween lights and other Halloween decor. Sweetest Day is coming up on October 15h. So, stock up on your favorite sweets. Also, Bosses Day is just around the corner so be prepared with personalized mugs and gift baskets.

November Holidays – Celebrate USMC (United States Marine Corps) Day and Veteran’s Day with licensed products. Don’t forget Thanksgiving; be sure to stock your store with colorful fall decor such as, fall pumpkins and Thanksgiving cornucopias.

December Holidays – December 7th is National Letter Writing Day. Play it up with a stationery promotion, offer a percentage off of all personalized stationery products on that day.

Stock your store with fun personalized products, such as holiday ornaments, and Christmas stockings! Items like these serve multiple purposes in sales, they make great gifts to give, as well as decorations for homeowners.

Christmas Block

New Year’s – With New Years not long after Christmas, promote your New Year’s accessories and novelty products.

Don’t just sell items for the mainstream holidays or events, set your shop apart by using the odd and obscure holidays and events. Look at all the different vendors you buy from, the products Continue reading “Get in Gear – Stock Your Shop for the Rest of the Year” »

Lead Customers Into Multiple Product Purchases

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Increasing market share and profits is the driving force behind every business. Developing marketing strategies and introducing new product lines will accomplish this task. Often complacency and a narrow focus keep us from effectively achieving our goal. A reminder of what can be done and how, can revitalize your marketing efforts.

Retail success happens when a customer’s attention is lead from one product to another, resulting in a multiple product purchase. Creating this environment requires two elements – the right product mix and the right trigger.

Is Your Product Mix All That It Can Be?

Buying Cycle
Every effective product mix needs a principle player, but adding a few secondary players increases the sells potential. Let take party supplies as an example of a good principle category. This sales mix includes party favors, decorations, as well as holiday and special occasion items. This mix has enough demand and appeal to attract customers planning a special event.

Yet, these are not the only items party planners need. What other items are compatible with party supplies, but may have been ignored in this product mix? Weaving other lines like cards and stationery or packaging and gift wrap can fulfill a greater need for party customers. For optimal sells potential, the right mix of principal and secondary items must occur.

Triggering A Multiple Product Purchase

Fulfilling customer’s needs triggers the buying action. Envision a buying cycle where the customer comes in for favors and decorations, sees some party invitations, then notices the colorful gift wrap on display. Although the customer came in for decorations and party favors, they are leaving with invitations and gift wrap as well. Subliminally the customer has been triggered to buy all the items needed and possibly more, because of their proximity to each other.

By offering a combination of principal (focal) and secondary (collateral) items, a circular trigger is created. How does this work? Envision products in a circle, each product leading customers to the next product until they come full circle. Whether the customer comes in for party invitations, favors, decorations or gift wrap, they have the potential of leaving with all four. This same strategy can be applied to other types of products (gourmet foods and serving pieces) and customer needs (hosted dinner). An understanding of customers wants matched with the products to fulfill their needs is the foundation of this marketing strategy and the basis for the trigger.

Multi-Product Purchase Layout

How To Create A Buying Circle Atmosphere.

A layered, merchandising set-up will help create a buying circle atmosphere. Using your shop to its full potential by determining which naturally high-traffic areas are available. This prime display real estate will be ground zero for a principal line (party supplies). Use the areas lateral to ground zero to display secondary products (cards and stationery or gift wrapping).

Every product will be classified as focal or collateral, yet some can be both. Depending on a store’s products lines, small interconnected venues need to be created.

Buying Circle
A horseshoe approach works well for this type of display. Place the secondary displays in a horseshoe pattern around the focal item display.

As customers navigate throughout the store, their field of vision should include both types of items. Since secondary items are often compatible with many other products, you can use them to transition from one focal product to another.

Establish traffic paths that encourage customers to move from one product to another without thinking. Keeping them engaged in the “circle” is the goal. When properly displayed, these relational products will trigger a buying response. Don’t be afraid to test Continue reading “Lead Customers Into Multiple Product Purchases” »

Blooming Good Marketing Ideas

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Have you noticed that every women’s or decorating magazine has pictures containing fresh flower arrangements or containers with lush green foliage? It doesn’t matter what product they are trying to sell, it is often accompanied by a bouquet of fresh flowers or potted plant.

Colorful Fresh Flowers
These floral accessories are showing up in kitchens, living room and bathroom pictures, as well as restaurant and other business shots. This wide exposure proves that flowers, greenery and potted plants are an intricate part of our daily lives.

Like most people, I don’t have the time to grow prize roses or daisies. I don’t have the finesse to create an awesome flower arrangement.

So, I rely on the professionals at my local flower and gift shop or greenhouse and nursery to provide the quality floral products I need to liven up my home decor.

Carrying fresh flowers or blooming plants may not be the right fit for every gift shop. For those who incorporate or use fresh flowers or blooming and green plants as the basis of their business, here are a few marketing tips to help you promote your floral accessories.

5 Simple Marketing Strategies That Will Make Your Fresh Flowers and Potted Plant Business Bloom.

Announce It To The World.

  • Use outdoors signs or your store windows to alert passersby that you sell fresh flowers and green plants. Don’t assume customers know what you sell. A helpful little reminder can make a tremendous difference in your bottom line.
  • Send special purchases and deals via email or announce them on Facebook or other social media platforms. Customers want to feel special. Sending these special offers to a “select” group of customers makes them feel special and entices them to purchase your products.
  • Send new product introductions or reminders via snail mail. Directly mailing your customers is another way to announce and remind them of your products.

Use Specials To Draw Customers.

Gorgeous Bird Of Paradise

Look for special buys from your flower or plant vendors. Heavily promote these special buys to your customers. For example, you get a great deal on carnations. On your outdoor sign display:

“Bring Spring Indoors – Cash and Carry Carnation Special – Lots of Beautiful colors.”

Then, make sure the customers have to walk-by a display of beautiful blooming plants to see the carnations.

Create Interest With Unique Plants.

In one home decor magazine, a miniature lemon tree plant was used to make a kitchen cabinet ad more homey. Who doesn’t want a miniature lemon tree plant growing in their kitchen window. Not only did I want the kitchen cabinets, but I wanted the miniature lemon tree. One thing you can almost always bet on is that miniature plants will sell. Finding unique plant items and promoting them can draw in customers who wouldn’t otherwise visit your store.

Share Your Expertise.

For some shops, offering a “make and take” class is a good sales tool. Hold a class where you teach how to create beautiful fresh flower or green plant arrangements. Your students can pay a fee for their lesson and you provide the materials or you can charge the customers for the items they use.

Beautiful Fresh Greens
Green Plants = Green House

Better air quality is just a houseplant away. Studies have shown green plants can help clean the air in your home. Generally speaking, you just need 2-3 plants in a room to get better air quality. Some of the best rated plants for air quality are weeping figs, rubber plants, peace lily, sword fern, English ivy and Boston ferns.

Consult with plant vendors and add this to your product mix, if you’re not already selling them. If you already sell these, play up the fact that they can help the air quality in homes.

Selling fresh cut flowers and blooming plants can boost sales in the off-season as well. When the humdrum of the winter weather won’t go away, promote your fresh cut flowers. Pushing the green foliage plants and flowers when Continue reading “Blooming Good Marketing Ideas” »

6 Gourmet Food Marketing Strategies For Success

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Updated on 10/6/17

As a shop owner, you wear many hats; but sometimes it is hard to be the shop owner, public relations contact, promotion coordinator, and advertising specialist. Yet, every shop owner wants to be successful, and to do this you must effectively promote your products. By utilizing one or more of these marketing strategies, you can taste greater sales success within your gourmet food lines.

Bring in a Chef

If you have a local foodie that writes for your newspaper, ask them to do an in-store demonstration on one of your select gourmet food items. You can negotiate advertising with the newspaper or blog for a percentage off coupon that is exclusive to their paper only. The newspaper also has the opportunity to do cross-promotion for their columnist as well.

Hold a Contest

Hold a recipe contest with the main ingredient being one of your gourmet food items. You can use coffee, Barbeque spice/rubs/sauces or jellies. The winning recipe can be judged in store by your customers. Offer up gift certificates as a prize for the winning submission and runners-up.

Use TV shows to promote your gourmet foods

Send out a postcard mentioning that you’ve got a great snack food that fits in with the healthy lifestyle of The Biggest Loser show, a recipe for Buzzfeed’s Tasty Videos, or something similar. You can also send out postcards for new gourmet products related to cooking shows.

Gadgets and Gourmet Foods

Pair up your gourmet cheese items with a jalapeno cooker for the grill.  Nothing makes your mouth water like a freshly-grilled jalapeno cheese popper!  Look for unique gourmet food gadgets to sell along with your gourmet foods.  Most gourmet foodies can’t resist a gourmet gadget.

Pre-packaged Gourmet Food Baskets For The Holidays

A few key holidays are Mother’s Day, Father’s Day, Grandparents Day, Boss’s Day, Administrative Professionals’/Secretaries Day. For all of these holidays, a gourmet food basket makes a really great gift!  Don’t forget about gourmet food baskets created on the spot for birthdays or housewarming gifts.  Make sure you have enough supplies on hand to whip up a delectable gourmet gift basket.

Don’t forget other specialty niche gourmet food market items

Gluten-free lifestyles are very popular these days. Elisabeth Hasselbeck from The View, Gwyneth Paltrow, and other celebrities strongly tout gluten-free lifestyles. Because celebrities are bringing forth gluten allergy issues, gluten-free products are becoming highly sought items. Gluten-free products come in a variety of common food items, such as pasta, pizza dough, and bread mix. Always be on the lookout for the hot new trends in gourmet food items, and promote them heavily!

An Introduction Is All It Takes

Consumers are always willing to try a new tasty treat. Gourmet foods are one of the few products that most consumers are willing to try and take home on the spot. An introduction is all they need to be receptive to a new product. By using any one of these marketing strategies alone or in a combination, you can introduce your willing customers to your gourmet food items.

With the right introduction and product displays, customers won’t be able to resist the gourmet foods in your store.

Reward Programs: A Win/Win Marketing Strategy

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Who doesn’t love a reward?  Especially a reward you get from making a purchase.  For years high-end cosmetic companies used a “reward” based marketing strategy to entice and promote their products. As a way to get consumers in their door to try their products, these companies grouped and packaged their products into special collections that sold at a lower price than the separate items. For many, personal care companies offering this type of “reward” package boosts sales.

Creating “Reward” Packages For Your Store

Fragrant Candles
Candles, home fragrances and personal care items lend themselves to these types of packaged “rewards”. If you already carry these items, you’ve probably got a good idea on how to start. If not, check into adding personal care items, candles or home fragrance to your product mix.

See if vendors have trial sizes or bulk quantity specials that you can use in your groupings to defray the costs. Once you have the products and the packaging materials, all that is left will be the actual marketing.

Implementing a “Rewards” Program

There are several types of “rewards” programs that you can implement. The three types I suggest below are the easiest. So they are a good way for you to dip your toes into a customers “rewards” marketing strategy.

Offer gifts when you purchase an item. Offer smaller trial size products to entice your customers to try a product.  Give your customers a small sample or trial size body lotion if  they buy a scented candle.

Personal Care Products
Ask your vendors if they offer free or discounted samples and use these items in your rewards programs.  Another reward option is to offer a “buy x amount of dollars and get a free item.” An example would be – buy  $50 dollars worth of personal care items and get a free home fragrances spray.

Offer a free gift during a limited time period. This type of rewards program works well when you have an existing customer data base you can utilize.  Send direct mailers that offer the customers a free gift when they come in during a certain time period.

Partnering with other businesses. This type of marketing strategy is used when two or more business focus on the same demographics, yet have different products. For example, you could partner with a massage therapist. If a customer buys x amount of your personal care products they get x amount off of a massage. On the other side of the equation, if a customer purchases a massage they get a coupon off for your aromatherapy candles.

Don’t be afraid to try any idea you can think of to reward your customers. You know your customers and what would appeal to them.

Enticing Customers With Free Items

Giving away something isn’t the only way to use one product to sell other products. Display positioning for suggestive selling can help similar products promote each other.

Home Fragrance
This can be accomplished by grouping items that have similar functions or overlapping relationships. For example: candles, home fragrances and personal care products all have the same function; creating a pleasant personal experience or atmosphere.

This marketing approach is utilized by the big box stores. Properly displayed items will practically sell themselves, as well as subliminally sell compatible products located near them.

Choosing Compatible Products.

Your niche will help you decide what products can be effectively used in this type of marketing strategy. However, candles, home fragrances and personal care products are an example of three products lines that are very compatible. In fact, these three categories all mingle well, making them easier items to display together and creating a cross promotion effect.

Personal care items such as bath products often lead to aromatherapy candle purchases. This same need for ambiance can lead to a desire for a home fragrance when burning a candle isn’t an option.

Capitalizing On Cross Promotion?

It is all in the display and signage. A display containing a lavender room mist, candle and scented body lotion with a sign saying, “If you love the scent of lavender, you’ll love this room mist, body lotion and candle”, is all you need.

Focusing on a specific product attribute like organic, scent, color, etc. is the key. So, display your organic Continue reading “Reward Programs: A Win/Win Marketing Strategy” »