Phones are busy!

I was talking to Joyce Arrieta yesterday and she gave me a compliment that I can't resist talking about. She said, "Debbie, you're always available and willing to listen" and it felt so good. Let me explain why.

When I first launched GBA, I was criticized by a few because no one knew me. I never really understood it - how does one become known other than to start something? But, like any good business person, I take the good with the bad and used it to my advantage. I made myself VERY available.

Instead of having my calls screened, I gave out my direct line number. I now answer my phone directly - solicitors and all. Everyone is trying to make a living so the least I can do is take their call. I'm not here to judge them - in fact, I don't even know them. And, maybe they do have something to offer me that I might want. You just never know. Now, I'm not advocating the solicitors that are just plain annoying and refuse to take you off their mailer when they ask but for the rest, they just have a job to do, thats all. I may not agree with their practices but its not my place to judge them. Anyway, I digress.

Two points here: (1) make yourself available and (2) educate yourself if you must judge

Trend Report Process

Another update on the process behind creating a trend report. I didn't realize how many people were actually paying attention but I've had three questions just this week so gosh, I better keep talking about it. I want to touch on the process of using surveys.

But first, just so you know, In addition to surveys, we're conducting 1-1 interviews with a wide range of people throughout the gift basket industry and abroad. So the interview part is extremely time consuming but at the same time, people are willing to share information. So far, only one person said they "didn't have time" and out of all of the people we've talked to, having 1 say no, is ok with me. The interviews are very valuable - it allow us to have a good conversation and get some valuable information that you typically can't get through a survey.

In terms of surveys, we did six different surveys for this report. Customers, suppliers and gift basket suppliers will provide direct, pertinent information to our industry. The other three are sent to economic, customer service and consumer buying professionals that can help us formulate the trends and correlate them to the feedback we get from the industry. All of this data, is pulled together to form articles, trend statements and advice for our viewers. The analysis is huge and is reviewed by a dozen different people.

There's my update for you! More later!

CBS Newstory on the Ripple Effect

It's great to get visibility for the gift basket industry but it was a bit of a sad story. CBS News ran a story on the effect the economy is having on gift basket companies and suppliers. It resonated so heavily with me tonight, as I received a call for comment. When I hung up the phone, I sat back and realized that what we are doing in our GBA community is, as so many have told me, SO necessary. While the story was a sad one, what we're doing creates hope and support; partnership and growth. Thank you for being a part of our community and when/if you're ready to contribute and step up, let me know. We have a lot going on and need all the help we can get.

You can see the news story here:
http://www.cbsnews.com/video/watch/?id=5094793n&tag=mg;eveningnews

Trend Report Update

I promised I would document the process of creating the trend report so here are a few little tidbits I'm finding interesting, so far.

1) The use of embellishments is starting to really become "old news". Many members felt they are important to make the baskets look attractive but are pulling back on the amount. Instead of using a lot of greenery and flowers, they're finding customers are specifically asking for more substantial content.

2) Customers are getting pickier and wanting to do more customization than ever. I had an interview with a customer service expert yesterday and she said the same thing - that customers are being very careful where they are spending their money and want to get exactly what they want.

3) Old school customer service is coming back. Answering the phone is in; voicemail and phone trees are out. People don't have time to listen to a menu. Answer the phone, get the biz.

Just a few tidbits.

Deb

2010 Trend Report

What an interesting process! I've done trend reports before and certainly know how to do proper research but doing this in the gift basket industry is fascinating. I've been asked to document the process, provide some thoughts and insights as we build the report. I'll be providing some updates as we go along, starting with this first one.

The report was released last weekend after we spent 4 weeks designing, socializing, having it reviewed by a professional organization as as well as the advisory board. The big debate was over the open ended questions. If we leave it open, then we'll probably get a whole bunch of different responses but on the other hand, how do we encourage just open thought processes. The winner was the open ended question and boy, after seeing the responses, I'm glad we made the decision. We're getting such amazing feedback in those areas that it will lend the data quite well to the report.

Second, the debate on who to send it to. Should just gift basket companies receive this particular survey or suppliers too? On one hand, gift basket companies are the ones that have the real answers but so many suppliers have regular conversations with their customers and study/feel trends why shouldn't we collect data from them too? Decision was to let everyone comment but to quantify the data. So far, 28% of all respondents are suppliers.

A few general observations . . .

1) The responses came in fast and in abundance. Our main concern was ensuring we got a good sampling of people. Only having a few respond doesn't really lend to good data and on top of that not having a dispersed audience would be worse. So far, we've had hundreds of responses and they are well dispersed throughout the United States.

2) We've conducted over 57 interviews of other "contributors" and are finding some validation and some challenge to a few of the trends we're seeing. It's interesting to talk to specialists in the organic fruit community, designers that are talking about current and future color trends and organization experts that speak to the fact that an organized workshop adds motivation and efficiency to one's business - a common concern amongst gift basket owners.

3) Advertising interest is way up, probably because of pricing but also because we've told advertisers they can pick where they want to advertise. Offering that flexibility and a inexpensive rate is of special interest right now so I'm really happy we chose the advertising model that we did.

OK, all I have time for now. Have a great day.

Deb

If you haven't kept up with social networking and internet marketing, wake up!

Those of you, who have been in a business for a long time and haven’t been diligent about keeping up with the technology times, may be wondering if now is the time. It’s overwhelming, difficult to understand and a bit intimidating but once you figure it out, avenues such as social networking and internet marketing can yield great results. The best part is the majority of the opportunities you have to increase your awareness are free. So, get involved. There are plenty of resources out there to explain how to “tweet”, Facebook and blog.

It’s painless, I promise.

Gift Basket Companies & Florists - Partner Up!

This tough economy has its negatives but it also can bring upon some opportunities too. Many small businesses are feeling the pinch of slower sales and getting creative with your marketing plan is a great way to increase your sales and prepare yourself for the future. Working with others in your industry can have amazing results and while the historical competitiveness between florists and gift basket companies still exists today, set it aside for a moment and consider some possibilities.

Here are a few similarities between the two industries:

• Both are doing significant internet marketing or have a connection that is directing customers to do business with them.
  
• Both are providing customer gifts for the same types of events such as birthday, sympathy, congratulation, thank you, get well, etc.
  
• Both get calls for the other product. Often times, customers want to send both flowers and a basket.
  
• Neither wants to get involved in the other industry. Gift Basket companies won’t profit from doing an occasion floral arrangement and florists don’t want to take on the inventory.
  

The Answer? Partner Up with a local company. Develop a program of selling each other’s products via your website or simply in your shops. It’s an opportunity to gain more business. Set aside, for a moment, the concept that they’re going to pick either/or and consider that if your customers are looking for a gift basket and you’re a florist, they might just find you and decide to get flowers instead or both.