People love food. Preparing it, eating it, smelling it―even just looking at it (a la Instagram). More than a mere necessity, food is the supporting role to our daily routines. Food represents ethnic authenticity and family traditions. Food is personal, so get personal with it.
The fourth-quarter selling season is fast approaching, and some of the most popular year-end promotions involve edible gifts. From holiday treats to expressions of gratitude, these promotions are some of the most well-received by recipients, which translates to a profitable bonus for distributors. However, if the selling process of edible promotions is mishandled, those potential dollars will be tossed in the trash with the leftovers. For those interested in a slice of the food promotions pie, here are 10 points to keep in mind.
1. Sharing is Caring
During the holiday season, people tend to tout the whole “spread goodwill toward men (and women)” angle. This ideology now appears to be resonating with companies beyond December. “Chocolate and other edibles are increasingly being used for promotional purposes and as thank-you and event gifts at any time of the year,” said Mike Shulkin, president of A La Carte, Chicago.
Debbie Tubbs, director of operations of Fresh Beginnings Inc., Valdosta, Ga., believes failing to sell food year-round is one of the biggest mistakes a distributor can make. After all, people celebrate birthdays, companies offer reward programs and a simple thank-you never goes out of style. In response, Fresh Beginnings launched its Birthday and Anniversary Program to help customers recognize these important events.
“Although intentions are always good, this is not an easy thing to do in the busy corporate world where days are already full. Once set up, and the lists are submitted, Fresh Beginnings does the work and your client takes all of the credit,” Tubbs explained. “Each Monday, we ship a customized tin filled with delicious gourmet treats to everyone celebrating during the upcoming week. Some are shipped directly to the employee’s home address, and shared with [his or her] family, while others are shipped bulk to an HR department for handing out throughout the week.”
2. Think Ahead
Of course, the fourth-quarter selling season should not be disregarded. According to Tom Riordan, president of Maple Ridge Farms Inc., Mosinee, Wis., approximately 61 percent of business gift buyers rank food gifts as the number-one business gift for the holidays. “When distributors overlook food gifts when presenting holiday gift ideas, their clients go elsewhere to purchase them,” he cautioned.
Tubbs mentioned that peak selling for the holidays begins in early August and the most popular shipping weeks for the holidays tend to be the weeks just before and just after Thanksgiving. She encouraged distributors to be familiar with timetables or they—and their customers—will be left empty-handed. “Our prime baking and shipping dates (i.e., the first and second Mondays in December) fill up quickly with our repeat orders who know they need to book them early,” Tubbs said. “Since our products are fresh-baked and handmade for each order, we do max out on the number of cookies we can bake and ship in a day and our bakery schedule closes out days as we get closer to the holidays. If you want a specific shipment day, it is imperative that you get your order in early.”
3. Pass the Goods
Riordan has observed a change in order size. Instead of singling out individuals, the trend has shifted to group gifts. “We’ve noted that more companies are sending larger gifts to be enjoyed by the entire office staff as opposed to sending smaller gifts to a few individuals in the office (e.g., just sending gifts to managers),” Riordan said.
Tubbs concurred, adding that companies announcing mergers and new corporate identities, in particular, are making larger investments. “A food gift is ideal for announcing this information and creating an opportunity for an office to share in the excitement. Food gifts always create conversation and a crowd. A Gourmet Tower of Treats can easily provide snacks for 10 or more people,” she added.
In past tower promotions, Fresh Beginnings used a “Sweet Combination” theme. The company worked together with customers to design some fun and eye-catching four-color graphics on the lid of the tins, complete with a matching custom card announcing the merger or new logo.
4. Be Sensitive of Budgets
Employers are trying to avoid a “Scrooge-like” reputation, but the economy has undoubtedly forced companies to pinch a few pennies. While chocolate currently holds the title of “perennial holiday favorite,” it has not escaped harm from conservative budget cuts.
“As many companies are restricting their holiday budgets, chocolate gifts are still the most popular, but are downsized,” Shulkin remarked. “Instead of a box of 36 chocolates to all of the client’s customers, the client may go to a structured gift program with smaller customers receiving nine-piece boxes and mid-size customers receiving 18-piece boxes.”
5. Know Your Supply Chain
Safety is a big responsibility that weighs heavily on the shoulders of distributors. Customers want to know that their baked goods or chocolate orders are coming from a trusted source. As a result, USA-made items are becoming increasingly popular. “I think all distributors avoid edibles made in China for obvious reasons. All of our chocolate and other food and candy is made in the USA or is manufactured under the direction of large U.S. food companies. As a registered food facility, we can’t risk bringing questionable products into plant,” Shulkin said.
Riordan shared his perspective, noting that quality chocolate is not limited to the States. “Although the Cocoa bean (also known as the cacao bean) from which chocolate is made comes primarily from Africa and South America, most people prefer chocolate that is manufactured in Western Europe or the United States because they perceive that European and American food safety standards are the best,” he explained. “There is some excellent chocolate coming from Mexico, but it is just starting to become popular in the United States.”
6. Packaging Makes Perfect
What happens when all of the food is gone? Sadness. To avoid this, get creative with packaging. “[Tins] are reusable, and a beautiful image heat transferred to the lid of the tin can make it a keepsake,” Tubbs said. “A well-designed marketing piece on the lid of a tin creates a collectable and long-lasting reminder of your brand or advertisement.”
Packaging also can eliminate trips to the hospital and prevent tampering. “All of our products are labeled with ingredients and for food allergies,” Shulkin stated. “Packaging is tamper evident and shipping issues are eliminated with proper packaging.”
7. Know When the Product is Shipping
Tubbs cautioned against selling chocolates during the hot summer months. Instead, she pointed to cookies, nuts, trail mixes and peanut brittle.
In addition, ask how the gifts will be distributed and know the shelf life of the product you are selling. “Customers do not want to warehouse or store food products. Choose a food gift and a program that offers ‘as needed’ shipments or auto shipments that make it easy for your client to bring in the product as they are using it; or direct ship to the recipients,” Tubbs recommended.
Riordan offered a few more questions for distributors to remember when selling to the edibles market. “Make sure to ask about last year’s program (especially if [the client] did not buy it from you),” he said. “What did they like about last year’s program and what did they not like? What problems did they have?”
8. Make an Impression
Chocolate is no longer limited to a food gift. In fact, Shulkin is seeing more distributors using it as a promotional tool. “The flexibility of chocolate and other candy or food allows the distributor to support promotional objectives—a holiday gift of chocolate could include chocolate squares molded with corporate logos combined with molded product line icons or sales staff names,” he suggested.
9. Find Good Partners
Shulkin urged distributors to work with a knowledgeable food supplier. “Chocolate and other foods have smell, taste, color, feel and even the benefit of large marketing campaigns―‘Red Hot’ new products or the nostalgia of custom Twinkies,” he mentioned. “Some foods even have mystery―custom fortunes in our fortune cookies or messages hidden in chocolate with our Chocolate Message Bar Pops.”
10. Bring Treats
Riordan suggested bringing food samples to every sales call. “Bring a tasting sample to every presentation you make starting in September,” he instructed. “It doesn’t matter whether you are talking about wearables, drinkware or writing instruments. The tasting sample will generate enthusiasm and interest in the food gift you have to offer.”
Tubbs echoed these sentiments. “Most customers will not come to you looking for a really great chocolate chip cookie for their upcoming promotion. But, if you introduce an amazing cookie with creative and fun packaging, they may be open to the concept,” she said. “It’s a fact … cookies make you smile.”
