Promotional Foods and Holiday Cookie Giving Promos: Word of Mouth

By Nichole Stella

BEST-CASE SCENARIO

It’s easy to talk about customization combined with quality flavors, but execution is what matters. Here are a couple of great examples of how both Gifted Expressions and Mrs. Fields Gifts brought the “have it your way” mentality to corporate promotions.

Gifted Expressions Case Study: NBC

Purpose Of The Gift: Thanking NBC’s key advertisers for sponsoring the Winter Olympic Games.

Sheila Shechtman Explained: “Gifted Expressions bundled a beautiful 3-foot wooden ski, that was also designed as a hanging wall picture frame branded with both the Olympic [Games] logo and the NBC logo, and packed it out with all types of great snack foods that were appropriate for watching the Winter Games. The distributor provided a logoed fanny pack, binoculars and lip balm that we included. These gifts were sent to the office to achieve the greatest impact. That was our version of their gift basket request.”

Mrs. Fields Gifts Case Study: Hearing Aid Company

Purpose Of The Gift: A creative launch for a new product.

Cassie Alvey Explained: “A hearing aid company wanted a creative way to launch a new product to existing customers. They needed a way to get the customer’s attention and didn’t want to risk spending money on an ordinary brochure that could get tossed with the junk mail. We suggested they put their message in writing—on one of our frosted 12" Big Cookie Cakes in a customized box. It was definitely an extraordinary promotional tool in every way, plus it included all the additional marketing materials right inside the box. It was a memorable, successful promotion that their clients could literally sink their teeth into.”

On August 18, 2010 MediaPost.com reported, "The food-gift trend ... is expected to rise again in 2010. The article goes on to cite a report from Packaged Facts, a leading provider of market research for consumer goods, food and beverage, pet services, financial services and personal care markets, which states that "healthy growth across all food-gifting channels will drive sales to more than $21 billion by 2014."

Even better for distributors selling edible promotions, the story also noted that corporate food gift-giving "increased 3.8 percent, to $2.7 billion, between 2007 and 2009," and that growth is expected to continue gaining momentum. This is a clear sign that it is time to put on your food service cap and start singing, "Have it your way."

JUST THE WAY YOU LIKE IT

Speaking of having it your way, the major trend with corporate foodies is not about delicious food—its about fully customized packaging. The sentiment described by industry suppliers is that distributors need to be able to deliver the "wow" factor to their clients, especially when the food product is first presented.

"It's all about completely custom products today," explained Cassie Alvey, sales director for Mrs. Fields Gifts, Salt Lake City. "It's not enough anymore to put a logo on a generic box. We have the capability to delve deeper into brands and themes by creating one-of-a-kind packages of any size, shape or scope, from sketch to production, that will really resonate with the audience."

Sheila Shechtman, founder and CEO for Gifted Expressions, East Hartford, Conn., confirmed this sentiment. "I don't think there are trends in great tasting foods as it relates to edible promotions. For us, the trend is new and creative packaging and the keepsake value of the containers," she said.

ADVICE FOR FOODIES

If you are just getting started in this niche or are a long-time food distributor, there are a couple of tips to help build fourth-quarter momentum. "Food has an emotional component," Shechtman said. "It makes people feel good. It connects. ... We find recipients tend to get excited when a food gift arrives." She went on to explain that what you are really selling is not food, but that feeling. "Sell client appreciation—gifting and acknowledgements—not food gifts."

Alvey noted that distributors should look to trusted brands. "A well-known and respected brand will get the attention of your clients and on the back end can save you the trouble of complaints." Just as important is working with a supplier that can meet the custom needs of your client. Said Alvey, "If your client has very specific requests and needs, don't feel like you have to achieve them on your own. A good supplier is there to help you and meet your needs regardless of the request."

After all the holiday hulabaloo is over, don't think your opportunity to sell these products has ended with it. "[While] edibles are typically thought of as a fourth-quarter opportunity, we entered this market to offer distributors a year-round opportunity to sell our products ... so they could expand their profit-making opportunities with existing customers rather than only knocking on new doors," said Shechtman.

There are any number of explanations for the popularity of food products, and countless ways to incorporate them into your promotions, but as Alvey explained, the best reason is also the most obvious. "I think [it] is pretty simple—good food is universally loved," she said. "It can be difficult to find rewards or incentives that target certain individuals or groups. The great thing about food is that it gathers people and gives them a reason to come together. That's why food makes perfect sense for events and parties, but also as thank-you gifts and rewards. It's easily shared and beloved by all."

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Nichole Stella Author's page Nichole Stella is group president/publishing director of Promo Marketing Media Group, which consists of Print+Promo, Promo Marketing and NonProfitPro.