99 Problems: An ineffective promotion shouldn't be one
Even though they can be fun to sell, edible promotions are another type of campaign that require distributors to proceed with caution. Debbie Tubbs, director of operations for Fresh Beginnings, noted that one of the most common mistakes in selling a food gift is not knowing enough about how the gifts will be distributed. “Food is not a product you can simply sell and deliver,” she cautioned. “Our goal is always to work with the distributor to ensure that the product is delivered close to the date it will be handed out. Our cookies contain no preservatives, and have a recommended two-week shelf life.” Fact: No one likes stale cookies.
Distributors also should consider food allergies or they could be eliminating a significant portion of attendees as seen above in the awareness example. Generally, most people with a known food allergy are particularly cautious about reading labels, and are not necessarily offended to receive this type of gift, according to Tubbs. However, it doesn’t hurt to ask your supplier partner about proper labeling. To learn more about chocolate and edible promotions, check out the upcoming September issue of Promo Marketing. In the meantime, start jotting down some questions. If you have any recommendations for novice distributors, or if you would like to share a story of your own, please feel free to leave a comment in the section below.
(Editor’s Note: Nut allergies are a serious problem. I learned more about it over the weekend when I went to see comedian Louis CK’s stand-up routine, which was hilarious.)