How to Market Gift Baskets - Our Gift Basket Marketing Plan

One of the most important aspects of any business is marketing and the gift basket business is no exception. No matter how great your product is you will not be in business for long if you don't have a strategy, methods and systems for getting those products in front of the consumers who are looking for them. Many businesses fail because they focus too intensely on product development instead of how to market gift baskets effectively. Here are some ideas to help you put together a gift basket marketing plan.

Go after the Right Niches

When you start a gift basket business it may not be practical to offer a full product range in your first year of business. Focus on a few niches and make sure that your products are the best in those areas, whether they are baby shower baskets or organic food baskets. Also offer a few general purpose gift baskets that will suit all occassions. 

When doing your market research you should try to identify niches that are under-served in your area or niches that you have a competitive advantage in. An advantage could come from having specialist skills or good relationships with certain suppliers.

Product Packaging

The next step in creating a marketing plan for a gift basket business is to take the results of your research and put together a portfolio featuring your product line so that you have something to offer for sale.

If you have walk-in clients you can have gift basket models or mockups on display so that clients have an idea of what to expect. Depending on the kind of baskets that you offer then photographs may be a better option as product models with plastic fruit can look pretty dull. If you are doing business online then professional looking photos are essential and you should have a range taken to feature on your website.

Consider compiling photos and other product information into a brochure or album so that you have something presentable to show clients when you meet with them.

Think of some marketable names for each of your gift basket creations that suit the contents or theme. You can also offer descriptions of the basket contents, packaging and overall style.

Marketing a Brand 

Establish a brand for your gift basket business that you can build over time into something that customers immediately recognize and associate with quality and reliability. This will gradually make your marketing burden much lighter. If you get your brand out there on your gift baskets, advertising and signage, and you then back up your brands promise with quality products and services you will be building a very valuable asset. Recognition of your brand by customers will make it easier to sell baskets and easier to charge a premium price for them. Try to create a brand that is refreshing and unique in the market in order to stand out.

Advertising Gift Baskets

Running effective advertising campaigns is a major part of a companies marketing effort. Try as many advertising methods as your marketing budget will allow for and test results to see which ones are cost effective and which are not.

Word of Mouth Marketing and Referrals

In the gift basket business you will be relying on repeat customers. To keep them coming back you have to ensure that you have great products and offer great service. If you do you will not only retain your existing customers but they will spread the word and refer their friends and associates to your business as well.

Remember that there is no room for error in this business as people are buying your products for important events. Customers expect that you will get their order right, it will look great and that it will be delivered on time. Anything less than perfect products and services will strongly encourage customers to try another business next time they need a gift.

There is much more to 'word of mouth' marketing than just having good products and high service standards. Think of other ways to make your customer's experience with your business and your gift baskets so interesting, unique and memorable that they won't be able to resist telling friends about you. You can also put a referral program in place that encourages your customers to refer friends. Offer them bonuses or discounts for successful referrals.

Networking

Try to network with other businesses owners. They may be able to sell your products on a commission basis or you may agree to cross-promote each others products. Try to get close to other businesses in the 'gift' industry such as florists and gift shops. Bear in mind that woman are twice as likely as men to order a gift basket so also target businesses popular with women such as hair salons and beauty spas. Depending on the gift basket niches that you are catering to, having relationships with other businesses such as pet stores, wedding shops and baby supply stores may be beneficial. A great way to meet other local businesses is to join your local Chamber of Commerce.

Online Marketing - Social Media

Take advantage of the social media services that have become popular on the Internet over the past few years. While it can be difficult to meet new customers through the likes of Twitter and Facebook, these tools can be great for maintaining relationships and contact with your existing gift basket clients.

Marketing to your Existing Clients

It is much easier to sell to customers that have already used your services than to go out and find new customers. You can easily market to your existing customer base by encouraging everyone that buys one of your products to join a mailing list in order to receive discounts and promotions. A newsletter or email sent out just before a holiday such as Valentine's Day can work wonders for your sales.

Marketing is undoubtedly the most important aspect of starting and running any successful business. If you don't know how to market your gift baskets successfully then you won't be in business for long. Set out a solid gift basket marketing plan that can give you the sales volume and market reputation that you need to grow your business over the long term.

Additional Articles -

How to Price Gift Baskets - A Gift Basket Pricing Strategy

Selling Gift Baskets to Corporate Clients

Gift Basket Dropshipping - Becoming a Dropshipper or a Vendor

Gift Basket Advertising - How to Sell Gift Baskets

Gift Basket Business Cards