In 1976, David and Trudy Abood opened a flower shop in Manchester,
New Hampshire. The business thrived, with David eventually bringing
on son Ryan as president and CEO. Ryan had a hunch that the family's
side business—making gift baskets in the store basement—could grow
beyond the local community, so he launched GourmetGiftBaskets.com in
2002. "We provide a variety of products for all the major occasions
in people's lives," says Vice President of Sales and Marketing Jason
Bergeron. They work with select vendors to procure fine chocolates
and candies, baked goods, snacks, coffees and teas, and other gift
basket goodies. They also manufacture their signature product, which
pops up in many orders—handcrafted gourmet popcorn. "We're an
aggregator of the world's best gourmet foods," Jason says, “and what
sets us apart is that we assemble all of our products ourselves right
here in New Hampshire.”
Since their founding, the e-commerce operation has exploded with $20 million in annual sales. They rely on AdWords, Google's advertising program, to attract the right customers during specific times of the year and drive sales. “It accounts for 30 percent of our sales and is a key part of our growth,” Jason remarks. Google Analytics provides critical data to help them compete in a highly saturated marketspace. "We analyze everything," he adds, noting that 85 percent of their marketing budget is spent online. "By tracking every facet of customer interactions on our website, we can really dive in deeper and focus on areas where we find success."
GourmetGiftBaskets.com has been recognized by national publications for their rapid growth. Their affiliate and marketplace channels have a strong presence, and the company is busy expanding to other online marketplaces, entering the wholesale industry, and working to increase international sales. To accommodate their sweet success, they moved into a 107,000-square-foot facility in Exeter. They employ 50 people full-time and add temporary employees during peak holiday seasons. GourmetGiftBaskets.com supports the local food bank and offers an online donation request portal to share their goodwill with organizations across the U.S. "Working with Google has helped us grow in every channel," Jason says. "The digital world changes quickly, but because of the tools at our disposal, we are always ready to adapt."
GourmetGiftBaskets.com Exeter, New Hampshire
Exeter, New Hampshire
“We couldn’t expand our brand around the country and the world without the web.”Jason Bergeron, Vice President of Sales and MarketingGourmetGiftBaskets.com is celebrating their 15 year anniversary in 2017.link www.gourmetgiftbaskets.com
In 1976, David and Trudy Abood opened a flower shop in Manchester, New Hampshire. The business thrived, with David eventually bringing on son Ryan as president and CEO. Ryan had a hunch that the family's side business—making gift baskets in the store basement—could grow beyond the local community, so he launched GourmetGiftBaskets.com in 2002. "We provide a variety of products for all the major occasions in people's lives," says Vice President of Sales and Marketing Jason Bergeron. They work with select vendors to procure fine chocolates and candies, baked goods, snacks, coffees and teas, and other gift basket goodies. They also manufacture their signature product, which pops up in many orders—handcrafted gourmet popcorn. "We're an aggregator of the world's best gourmet foods," Jason says, “and what sets us apart is that we assemble all of our products ourselves right here in New Hampshire.”GourmetGiftBaskets.com is celebrating their 15 year anniversary in 2017.link www.gourmetgiftbaskets.com
Amherst Label Milford, New Hampshire
Milford, New Hampshire
“We're moving so quickly with Google and technology.”Nye Hornor, Vice President of Sales and MarketingAmherst Label has 50 employees.link www.amherstlabel.com
Since 1978, the Calvetti family has owned and operated Amherst Label, a custom label printing company serving businesses in the Northeast and beyond. If it needs a label, they've got it covered—from custom food and beverage labels, to industrial labeling and window decals. The advent of the Internet presented an opportunity for this traditional print company. "I used to go out and bang on doors and drop off literature," says Vice President Nye Hornor. But in 1998 they launched their first website. "We've grown with the Internet in our marketing mix. Our website keeps us in front of customers and makes us look relevant and professional."
The Amherst Label team now depends on their website to make it easy for customers to explore the wide variety of products they offer. Google Analytics provides them with insights into how users are interacting with their site and subsequently they’ve made changes to the site that have resulted in more qualified leads. They’ve also started creating content that tells their brand story by sharing YouTube videos with customers via email and on social media. "The feedback has been extraordinary," Nye says. "If a picture is worth 1,000 words, a video is worth 10,000. Our videos brought us to life and featured our company in a genuine, positive way.”
They are achieving nearly $1 million annual sales growth, thanks in part to the Internet. They have also expanded their customer base to nearly 500 businesses, with 24% of new customers coming from the Internet. “Our steady business growth shows the importance of web-based marketing," Nye says. "It's a trend we're just starting to capitalize on. We’re learning about how Google tools can take us to the next level.” Still, they remain a "made in New Hampshire" company at heart and invest in their local community through supporting charities and creating seasonal jobs. They are also committed to being an environmentally-friendly company by reducing their carbon footprint, removing harmful chemicals from their workplace, and installing solar panels on their building. Amherst Label is one of only 19 companies in North America to receive the LIFE® certification from TLMI, the professional association for tag and label manufacturers and suppliers. The certification recognizes their efforts to reduce the environmental impact of manufacturing—a label that they’re very proud of.Amherst Label has 50 employees.link www.amherstlabel.com
Red Brick Clothing Co. Hudson, New Hampshire
Red Brick Clothing Co.
Hudson, New Hampshire
“Our website is our most valuable marketing asset.”Keith Mayotte, Vice President80% of business comes from their websitelink www.redbrickclothing.com
In 1997, Marie Mayotte started her business at the Mayotte family’s kitchen table. Red Brick Clothing Co. offers custom screen-printed and embroidered apparel to schools and businesses. With her husband, Jerry, and son, Keith, pitching in to help, they launched their first website in 2001, and by 2003, they’d grown enough to move into a commercial space. Since then, Jerry and Keith have made this their full-time jobs. Over the years they've continually fine-tuned their digital marketing strategy, powering a steady 10 percent year-over-year growth. "We've worked hard to make our website come up as one of the top Google searches," Keith says. "That's been very effective for us."
Even though the business caters to a mostly local clientele, a strong web presence is critical to bringing in customers. "You don’t purchase anything without searching on Google first," Jerry says. "People learn about us online before doing business with us." Their Google My Business listing directs customers to their website and showroom. Google Maps points the way. "With 250 families a year buying school uniforms and needing directions, that's a huge number of phone calls we don't have to take," Jerry says. Social media, including YouTube videos, further engages and educates consumers about their services. And Google Apps for Work makes it easy to share information in one central location. "Gmail and Google Docs opened up a whole new ballgame for us," Keith says. "We can access them from any device and work anywhere."
The company has nine employees with plans to hire more, so the Mayotte family can focus on growing the business. They now build and host custom online stores for schools and businesses who want to sell custom-printed apparel within their organizations. They're planning to launch a mobile-friendly website and use AdWords, Google's advertising program, to expand into other states. "I can’t imagine how expensive and time-consuming running our business would be without the Internet," Jerry says. “If you’re going to be taken seriously, you need a good website that shows up on Google.”80% of business comes from their websitelink www.redbrickclothing.com