Tis the Season

Tis the Season
To Expand Your Holiday Market

BY RACHEL BLANCHARD

Gift-giving misgivings can make the holiday season a frenzied, hectic, high-stress time of year, and distributors get an extra dose — helping clients plan for their holidays. How can you lighten the seasonal load? With a little foresight and a jump-start on planning.

“It’s never too early to start selling holiday gifts,” says Joseph M. Pancza, director of special market sales for Wall, N.J.-based Hickory Farms. Customers usually don’t start thinking about winter holidays until the flurry of seasonal products floods stores in October. But, according to industry suppliers, this is far too late. The best planners get their customers thinking about the holidays long before the season.

The big buzz begins in the summer and escalates during the months of August and September, especially on larger, customized or imported orders. “Distributors should already have their product and marketing plans in effect by September,” remarks Don Cranfill, national sales partner for Robicran Innovations LLC in Spartanburg, S.C. “Your sales could be substantially increased with better planning and earlier product introduction.”

Besides beating the holiday rush, planning ahead foils the uncontrollable factor of Mother Nature. “We have seen instances where a customer has had to scramble because a sudden cold snap made that fruit basket impossible to ship, or a heat wave made shipping chocolate difficult,” reports DJ Roeser, president of Baskets by Design in Maplewood, Minn. Consider the season and the location when shipping products, she suggests, and be prepared to “allow the gift supplier some flexibility in substituting products to handle weather conditions.”

Distributors should also encourage their customers to take advantage of early order incentives, says Randy Hozid, president of Mosinee, Wis.-based Maple Ridge Farms. Sharon Allen — marketing manager for Janesville, Wis.-based Jaffa of Norwood Promotional Products — agrees, adding that placing orders and distributing gifts early means they can be displayed in offices before the year’s end. “It is always good to have the company’s name in front of customers at the end of the year so they will be thinking about the company at the start of a new one,” she says. “That’s the hook.”

You might even do a little pre-holiday promotion of your own. In order to reach out to potential advertisers during the summer, Better Homes and Gardens sent out snowflake-shaped Ann Clark Ltd. cookie cutters with custom cards attached. The cards included recipes and the editorial calendar for the balance of the year — a tasteful way to encourage advertisers to plan ahead for the holidays.

Get into Giving

’Tis the season for creativity. We all know the importance of personalization, especially in the promotional products industry. But during the holidays, showing personal care is especially important. Imagination and innovative ideas are crucial. Some gifting tips that are sure to inspire you and your clients are:

• Add some spice. If you’re looking for a sure-bet gift, it’s hard to go wrong with food, especially since people love to share it with family, friends and co-workers. “We know that more than 60 percent of all corporate gift buyers use food gifts,” Hozid says. “Promoting food gifts for the holidays can dramatically increase one’s fourth-quarter business.”
• Offer gifts tailored to the receiver. According to Pancza, “Gourmet Rewards’ unique Pick-A-Gift program gives the recipient a choice of gifts to choose from, rather than receiving a gift that they can’t use.” The giver selects a monetary amount, and the certificate is packaged and delivered in the style of a traditional gift. Pick-A-Gift is more personal than a conventional gift certificate, because the dollar amount is not recorded.
• Think outside the box. Think outside the office. “Remind your clients that there is more to life than work — a refreshing notion,” offers Elizabeth Clark, co-owner and project manager for Rutland, Vt.-based Ann Clark Ltd. Give them a gift they can take home with them to share with family — food, gift certificates, event tickets, personalized computer gadgets, prepaid calling cards and stocking stuffers. “Add a retentive, imprinted item to the gift set,” suggests Roeser, particularly a product that stands out with higher value. “This is the secret to capturing sales lost to competitors or retailer stores.”
• Generate new ideas for traditional holiday markets. Try adding a high-tech touch to a holiday promotion. When two orthodontists wanted to promote their practice just before the holidays, they gave their patients The Holiday Sampler — a music compact disc that becomes interactive when inserted into a computer drive. The gift was so unique that it generated immediate excitement and positive feedback. Recipients called in their thanks for the special gift, which the whole family was enjoying. Children could e-mail Santa and get a response, while grandparents could send free e-cards. Meanwhile, the orthodontists loved the fact that their brand and image were uniquely designed on interactive portions of the CD. The response from the promotion was beyond their expectations.
• Don’t miss less-traditional holiday gift markets. According to Anthony Farello, president of Pedre Promotional Products in New York, “Valentine’s Day, New Year’s and Thanksgiving have all become more popular gift-giving times.” Look for new gifting opportunities, such as Confoti’s idea for a Thanksgiving promotion, which allows customers to share memories in a new way. The company reduces photographs to 1- inch confetti for table decorations and conversation-starters at holiday get-togethers. “The nature of the product lends itself to communication,” says Doris L. Cope, marketing director for the San Jose, Calif.-based company.
• Wrap it up. Even the most commercialized products can take on personal flare, thanks to eye-catching packaging. “Our best-sellers are bags and boxes in festive holiday colors,” says Debbie Mahoney, treasurer for Sacs & Boxes 2 in St. Joseph, Mo. “They can be imprinted with the company’s logo, wrapped in colorful ribbon and filled with tissue. They make the best promotions even better.” For special promotions, you can go beyond traditional wrapping paper with ribbons and twine, natural boxes, vintage tins and cotton cloth. Or give two gifts in one by using scarves, tea towels or linen napkins as wrapping. Then, spruce up the package with natural greens and berries, or adorn it with a personalized ornament, pin, key tag or carabiner. “Don’t forget packaging,” says Mahoney. “It is so important to make it a gift, not just a promotion.”

Finances and Faith

As you consider your clients’ gifting needs, keep in mind the importance of budgets and beliefs. They’re undeniably tied to the holidays, so tread lightly. During this season, the importance of knowing your clients is crucial.

As the fiscal year draws to a close, many companies do not have the resources to splurge on holiday gifts and promotions. “They either skip the holiday altogether or look for less expensive gifts,” Clark says. Skipping out on gift-giving is certainly not recommended, as companies risk alienating customers who look forward to annual gifts.

If your client is cutting back this year, suggest less expensive, yet useful, gifts such as cookie cutters. “Priced under $5, these gifts satisfy the wallet and the soul — reminding the customer of family, friends and warm holiday traditions,” Clark says. “One of the most common misconceptions we see is that holiday gifts need to be big, flashy and expensive.” But inexpensive gifts that elicit memories of home, loved ones and happy times can also be big sellers.

Recent immigrants and many-generation Americans — proud of their cultural and religious heritage — are entering the workplace in ever-greater numbers. Distributors who overlook these markets may miss sales opportunities. Besides Christmas and Hanukah, be prepared for holiday presentations by offering product options for holidays such as Kwanzaa, Ramadan and Diwali. Ann Clark Ltd. reports that, since the introduction of its Judaic Cookie Cutter Gift Set this year, it has “seen the opening of a whole new market.” Clark explains, “Cookie cutters and Christmastime have always gone hand-in-hand, but what many overlook is the idea that baking cookies is really a family tradition. Baking cookies over the holidays is a time for families and friends to come together.”

As the workplace becomes more racially, ethnically and religiously diverse, more firms are finding ways to accommodate the varied needs of their employees. Companies such as Pleasanton, Calif.-based Safeway Inc. have incorporated various holidays into diversity calendars. “Each year, Safeway passes out calendars that include up to two dozen well-known, as well as more obscure, religious observances for each month,” reports David Goll of the East Bay Business Times. A calendar such as this could secure your next sale.

No matter who you’re targeting, the bottom line is to “Do the research and understand the needs and desires of your customers,” Allen states. A little advanced planning, creativity and attention to detail can alleviate a significant amount of seasonal stress. Then you’re free to enjoy the affections of your own holiday celebrations. After all, it’s the most wonderful time of the year.

For more information on various holidays, check out our 2004-2005 Holiday Calendar.

Need more creative gift ideas? Attend a holiday seminar in your area. Register online at www.santas-workshops.com.