A Change of Attitude Leads to New Business
November 9, 2011
This fall, 11-year-old Bluewater Promotions in Gulfport, FL, made its first earnest effort to sell food gifts. It’s been only a few months but John Houser, one of the owners, reports that their efforts have already paid off.
How did you get buyers to consider food gifts?
“First, we changed our attitude and approach. We committed to promoting food gifts. That’s a lot different from what we’ve done in the past, when we simply mentioned that we offered food gifts.
Second, we exhibited at two trade shows and featured food gifts. They took “center stage” of our exhibit. Our pre-show promotions said we would appeal to buyers’ senses – taste, small, warmth, and so on. We didn’t say what we’d show, just that attendees needed to come to our booth to see it.
We arranged for Maple Ridge Farms rep Mike Finlayson to work the trade shows with us. As a factory rep he provided credibility, and the onus was on him to demonstrate the quality and value of the product line. Attendees lined up to talk to us. We couldn’t get to all the people!”
What other steps did you take to focus on food gifts?
“We participated in the One Taste program – mostly with companies we did not meet at the trade shows. And we followed up. We called more than once. We emailed more than once. We took food gifts to the streets and featured them.”
What results have you seen to date?
“Orders! After a contact received a One Taste package of brownies, he called and said, “Can you show us more samples?” I called Mike [Finlayson], who skipped his workout at the gym to bring me samples for my meeting one hour later. I walked out with a 200-piece order for jelly bean dispensers, and a 50-piece order for a four-item gift box.
Order number two… a cardiology practice ordered 35 gift boxes and 20 gift baskets.
Order number three… a client ordered one cookie and brownie tower. It took several quotes, but that’s okay. They bought. They wouldn’t have bought if we hadn’t included them in the One Taste program. It’s a start.”
What are your plans for 2012?
We know the food gift market is worth pursuing. People appreciate good stuff in their belly 12 months a year, not just during the holiday season. We have ideas for year-round food gift programs for clients we’ll soon begin to promote.
How did you get buyers to consider food gifts?
“First, we changed our attitude and approach. We committed to promoting food gifts. That’s a lot different from what we’ve done in the past, when we simply mentioned that we offered food gifts.
Second, we exhibited at two trade shows and featured food gifts. They took “center stage” of our exhibit. Our pre-show promotions said we would appeal to buyers’ senses – taste, small, warmth, and so on. We didn’t say what we’d show, just that attendees needed to come to our booth to see it.
We arranged for Maple Ridge Farms rep Mike Finlayson to work the trade shows with us. As a factory rep he provided credibility, and the onus was on him to demonstrate the quality and value of the product line. Attendees lined up to talk to us. We couldn’t get to all the people!”
What other steps did you take to focus on food gifts?
“We participated in the One Taste program – mostly with companies we did not meet at the trade shows. And we followed up. We called more than once. We emailed more than once. We took food gifts to the streets and featured them.”
What results have you seen to date?
“Orders! After a contact received a One Taste package of brownies, he called and said, “Can you show us more samples?” I called Mike [Finlayson], who skipped his workout at the gym to bring me samples for my meeting one hour later. I walked out with a 200-piece order for jelly bean dispensers, and a 50-piece order for a four-item gift box.
Order number two… a cardiology practice ordered 35 gift boxes and 20 gift baskets.
Order number three… a client ordered one cookie and brownie tower. It took several quotes, but that’s okay. They bought. They wouldn’t have bought if we hadn’t included them in the One Taste program. It’s a start.”
What are your plans for 2012?
We know the food gift market is worth pursuing. People appreciate good stuff in their belly 12 months a year, not just during the holiday season. We have ideas for year-round food gift programs for clients we’ll soon begin to promote.
