Food-Gifts Reach New Heights for the Holidays (Just Eat It: Food promos have mass appeal)

People like food. It’s a simple and irrefutable concept. Not convinced? Then perhaps you’ve never been to a Costco on a Saturday afternoon. You’d think the sample-ladies were giving out gold, not cheesecake, ravioli and popcorn shrimp. Whether it’s in a large warehouse store or just about any office kitchen in America, most people have a hard time turning down a free taste of just about anything.

There’s something exciting about food that goes beyond our need for sustenance. Food is comfort, fun and relaxation. It’s no secret, then, that food makes a good gift all year long. Candy and other sweets are popular choices for table favors at large events and weddings. Desserts make nice host gifts at gatherings, and people celebrate all holidays with specific eats. At trade shows, what better way to generate buzz and to get traffic flowing straight to your booth than brownies or bottled water? But perhaps no time of year is more popular for food gifts than during the winter holidays. To get ready for this fourth-quarter food fight, be sure you know what you’re dealing with.

Timing is everything

When it comes to the holidays, many companies put off ordering gifts and then turn at the last minute to the Internet or large bulk stores. You can prevent this by staying on top of your game. The professionals at Mosinee, Wis.-based Maple Ridge Farms recommend getting your clients thinking of their holiday orders in early September by taking them food-gift catalogs. Remember: Your mail-order competition is sending catalogs twice a month throughout the fourth quarter. To keep up, you’ve got to add a personal touch with phone calls, e-mails, visits and letters.

Shortly after you’ve left catalogs, begin scheduling “tasting sessions.” If your clients are still thinking about the delicious goodies long after you drop by, they’re sure to realize the kind of impression the same treats could make on their own customers. Plus, they’ll taste the quality, which should rid them of any fears about freshness.

Follow-up is key here. Most of your clients are going to order holiday gifts for vendors, staff, customers or others, but time tends to get away from people. By late September, remind them of early-order pricing, but don’t expect everyone to jump at once. According to Maple Ridge Farms, half of all holiday food-gift orders are written in just 30 days — between Nov. 10 and Dec. 10. If they haven’t ordered by early November, be sure to place phone-call reminders and mention high, last-minute freight charges.

Choices, choices

One of the best parts about food promos is how customizable they are. Gearing up for a client’s new-product launch? How about chocolate molded to look like that product? Have a color theme you need to follow? Try jelly beans or other candy in your chosen hue. Food can be custom-molded, tagged with personalized messages or imprinted with edible logos.

And packaging is almost as important as the food itself. With useful tins, jars and boxes, recipients often reuse the packaging long after the delectable treats are devoured. If you’re working on a holiday item, creating a commemorative, dated container that can be changed slightly year after year almost guarantees repeat orders.

Foods available through the promotional market are about as varied as types of lanyards you can sell. From chocolate, popcorn, coffee and candy to full meals, meats, cheeses, wine, nuts and spices, there is a food item for every promotion. While healthier options, such as nuts and granola bars, are best for organizations trying to maintain an image of well-being and health- or sports-related promotions, suppliers can cater to just about any need.

Many suppliers, including Edgewater, Fla.-based Captain Foods Inc., offer options that are kosher, low-sodium or no-sugar added. Be sure to include proper labeling with ingredients and allergy information to avoid complications.

Competition

Your competition for food gifts is bigger than just your fellow distributors. You’re competing with big-box stores, including Wal-Mart, Costco and Sam’s Club. These giants sell large, packaged food gifts. You’ve also got to deal with mail-order catalogs, such as Harry & David and Godiva. The good news is that while they held a corner on the market for years, the increased desire for personalization has given the promo industry an edge.

Large stores and mail-order catalogs generally do not customize packaging, and they can’t offer the same level of service that you can, including imprints, customizing the food itself, drop shipments and more. Differentiate yourself on service, freshness and quality, and your clients will never again dream of using other outlets.

Case Studies

Double Up

Financial services providers, law firms and companies of all sizes need cost-effective ways to thank clients by giving gifts that have a high-perceived value, while remaining memorable long after the food has been consumed. Baskets By Design will insert two customer-provided promotional items for no additional charge. In a growing number of states, the company can also pair wine with the gift baskets. The Winter Acclaim, for example, is a gift basket that stands by itself, yet packs even more of a punch when paired with another promotional product or bottle of wine.

Everyone Loves Chocolate

When LG launched its new “Chocolate” phone two years ago, Chocolate Chocolate worked with a distributor to create a chocolate bar in the shape and size of the actual phone, wrapped in a full-color printed wrapper featuring a photo of the phone. On the underside of the wrapper was a coupon good for savings when the phone was purchased, with the opportunity for five people to win a free phone.

The bars were handed out to shoppers at Verizon Wireless outlets, creating a lot of excitement, publicity and goodwill amongst the store’s customer base. These types of “golden ticket” promotions are nostalgic and fun, and the fact that the chocolate bar was in the shape of the new product being launched created a lot of buzz.

Spreading Goodwill

A photographer who received a corporate food-gifts catalog decided to order holiday gifts instead of purchasing them from a big box store, as he’d previously done. He found that the catalog prices were similar to retail, but the selection was more customizable.

The photographer chose two- and three-tiered gift towers from Taylor & Grant Specialties. Individual drop-shipments were arranged for some, but he hand-delivered the three-tiered towers to personally wish those clients a happy New Year.

“One of my clients called to thank me again for the gifts a few days later,” he recalled. “I had given them two towers because they were a large office. They told me they had already devoured the sweets, and because everyone wanted to re-use the empty boxes, they had to raffle them off.”

Giving a personalized gift to each client made a lasting impression. “We’ve set precedence this year. There’s no question we’ll do it again next year.”