Gift baskets come in a variety of themes, providing gift-basket companies with a range of options when choosing their target market. The personal nature of gift basket products creates a number of cost-effective advertising opportunities, especially for companies operating locally out of brick-and-mortar stores. A bit of creativity and determination can result in a low-cost, high-impact advertising campaign that will boost sales and encourage repeat business.
Word of mouth is arguably the most cost-effective form of advertising in the world. Beyond producing high-quality products, take additional steps to specifically encourage it. Implement a referral program to provide valuable incentives for loyal customers to spread the word, for example. You might offer a coupon for a free basket at any one holiday over the next year for referring two new customers, or provide a shareable discount code on receipts for sales over a certain amount. In addition, giving away free gift baskets to the right people can greatly increase word-of-mouth advertising. Consider sending free baskets to local relationship-advice writers, for example, or donating them to local elderly housing facilities on holidays. Send free baskets to the editors of local consumer style publications — anyone who has influence over your target market.
Social Media Advertising
Social media presents more cost-effective advertising options than traditional broadcast media. Although you might consider contracting with a social media advertising firm for maximum results, you can do the work yourself at minimal cost. Use social media outlets to announce new products and share photos of your store and satisfied customers. Encourage people to share stories of their experiences giving or receiving your baskets. Utilize crowd sourcing to get people involved in designing your newest baskets. Host contests to get people engaged with your brand while spreading the word.
Advertising locally has the benefit of relatively low costs and greater control. Identifying with the community can help to create lasting customer relationships that drive repeat sales and word-of-mouth advertising. Take advantage of any free local business listings in your area, and submit your business to be featured on local radio or television shows that showcase local companies. In addition, use your storefront as a “living” advertisement. Make your storefront bright and attractive; display beautifully-arranged baskets in windows and make sure people can see into your store. Create clean and attractive signs to display on your property.
Search Engine Optimization
Maintaining a search-engine optimized website for marketing purposes can be more cost effective than other online advertising strategies, such as contextual advertising services that charge per impression. Search engine optimization will help capture business from people who are specifically searching for gift baskets on the web, especially those searching in your local area. A well-designed website can tap into the way people search for goods and services in the modern marketplace. Attracting customers who are actively searching for your services can help you to compete against larger competitors with larger advertising budgets. Update your website regularly to encourage repeat visits, and use it to lead people to your social media outlets.