Articles about holiday gift baskets are soon to be published online and in local newspapers.

Those articles will feature designers and retail store owners selling beautiful gifts to give everyone from individuals to corporate clients.

The one thing I used to cringe about when I made gift baskets full time, versus the gift baskets I make now for retailers and exclusive clientele, was reading a competitor’s story in the article. That bugged me to no end, and I’d hear myself ask out loud:

    Why wasn’t I interviewed?

    How did the reporter find them?

    What’s so great about that business?

    When will my gift baskets get publicity?

I had so much envy energy that I missed the point until I realized that the problem was squarely in my hands to fix. Being featured in future articles immediately became part of my action plan.

Will this dilemma happen to you this season?

Setting up for media success

You can never think that your business is so big that reporters will simply come your way. You must show that you’re accessible and always welcome media outlets.

Now’s the time to plant seeds with reporters, whether locally, state wide, or country wide, to promote your designs within their holiday articles.

Here are three ideas to get started.

1. Invite reporters to your shop to see how you prepare for the holiday rush.
2. Set up a taste testing event for customers and reporters to sample.
3. Create a “name a gift basket” contest where a reporter judges the entries.

Several of my retail clients received front page and on-air publicity from another winning promotion that generated thousands of dollars in sales over the previous year’s revenue. If such media attention has been problematic for you to generate, let’s talk about your Q4 goals so together we create an action plan to solve this dilemma for good.

You cannot begin your holiday gift basket plan early enough. In fact, the planning begins on December 26 of the previous year.

Whose gift baskets will you see featured in print and on air this season?

Shirley George Frazier
In the gift basket world, all roads lead to Shirley George Frazier, the industry's reigning expert and international authority. Shirley is chief basketologist at Sweet Survival LLC and author of the industry's best-selling books, How to Start a Home-Based Gift Basket Business, The Gift Basket Design Book, and Marketing Strategies for the Home-Based Business. Shirley works with manufacturers and retailers to successfully add gift baskets to their current revenue streams. Shirley is also a frequent speaker at events and instructor of the popular online course, Start Your Own Gift Basket Business. Contact Shirley to speak at your event or call 973-279-2799 to schedule a consultation.

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