Word of Mouth
Building brands
with edible promotions
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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."
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Nichole Stella
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Nichole Stella is group president/publishing director of Promo Marketing Media Group, which consists of Print+Promo, Promo Marketing and NonProfitPro.
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