Promotion on social media is the order of the day, despite the high investment

Dmitry Shulman: Gift packages for employees in the IDF

“The chocolate business started with the second birth of my wife Julia, who was ‘grinding’ quantities of chocolate. So I decided to bring her and the chocolate team I made myself – and they went crazy over it. After a year we decided it was time to make our own chocolate. After, we sit on 500 square meters in Kibbutz Dafna, which includes a store that sells our chocolates in various flavors alongside quality products from the Galilee, such as wine and honey, and the only chocolate museum in Israel with human-sized sculptures, hollow 3D dolls and more. I take care of the raw materials I work with, so my chocolates only have cocoa butter from the Netherlands and beans from Ghana, for example. “

By the time Corona arrived, my two partners and I had ten employees in the various departments – sales, production and museum – but we realized that if we did not take them to the Khalat, we would not survive. “Part of the family. The museum is now closed, but the store is open and only my wife and I are here. We entered the media through marketing, including Facebook and friends. At the same time, I continued to be in constant telephone contact with customers.”

“During the closures, several moshavim and kibbutzim in the area began ordering gift deliveries from us – both to help us and to make their employees happy. So my wife arranged the deliveries, and I went out every morning to distribute them all over the country. I did crazy mileage, but it was the right way Make sure every customer got what he ordered.Now we are in Valentine’s Day, with his unique products – bears with hearts, chocolates on a stick, signs with love sentences and more. And in general, everyone in the heart must have love – for family, friends, employees and customers – Because only with her do things work out. “

The author is the owner of the “Schulman Chocolate Museum.” Kibbutz Dafna. Tel: 054-1037776

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Dmitry Shulman (Photo: Private)

Yaakov Omdi: Those who are not online – do not work

“I opened the flower shop in Ramat Gan about 50 years ago, and I am considered one of the oldest business owners in the country. Because all the shops have the same flowers and the same pots, the difference is in the person who sells – in his personal attitude, uniqueness and professionalism. “Under his hands. I make bouquets and arrangements of almost all kinds, except for weddings and events I never did, because I can not leave the store.”

“The Corona crisis did not adversely affect my shop. On the contrary. When the first closure started, the work only intensified. Look, when you close the people in the houses and they want to send flowers as a gift to someone, they will pick up the phone to the flower shop and order the delivery through it. I have been running two beautiful and accessible sales sites with impressive images for ten years. To promote the business I work with Google, which charges me per click. That is, as soon as the customer enters my site through Google and calls me, I have already paid them NIS 7-8 even if “There was no purchase at the end. It costs a lot of money. You can instead take a professional website promoter who will bounce your site, but it is also an expense that must be taken into account.”

“In the last closure, I continued the deliveries on the one hand, and on the other hand I put a table near the store entrance, with a placard with my phone number and an explanation to customers: ‘You are not allowed to come in – call and I will take the strangers out.’ “Does not work. This week the closure ended, and we are already deep in invitations for Valentine’s Day, International Valentine’s Day, when we allow customers to add treats to the bouquets as well, such as quality chocolates, macaroons, covetous bears, balloons and more.”

The author is the owner of “Prachi Chen”, Jordan 94, Ramat Gan. Tel: 8682479 – 050

Yaakov Omidi Prachi Chen (Photo: Private)Yaakov Omidi Prachi Chen (Photo: Private)

Shlomi Lahana: To excite and surprise the customers

Our need to experience, get excited and be surprised did not pass during the Corona period, but even intensified to some extent. As customers we experience a strong desire to compensate ourselves with small things about the difficult period we are going through. These are exactly the needs that are being addressed by the two businesses in this week’s section. Their challenge is clear – how to continue to excite and surprise customers during this period.

My main recommendation to them therefore is not to be afraid to enhance the experience – for Dmitri I suggest packing his quality and varied chocolates in impressive packaging and attaching unique greeting cards to them. Of course, an investment in the site is required that will lead to a high user experience that will make the customer intrigued, stop and order.

The same goes for Yaakov from the flower shop – you are welcome to showcase bouquets with special and unconventional designs, even at high prices. The idea is to use every element that can enhance the customer experience, thus distracting him, even for a moment, from the film he is currently living.

The author is a strategic marketing consultant and a lecturer in marketing at the College of Management

Shlomi Lahana Business Strategic Consultant (Photo: Private)Shlomi Lahana Business Strategic Consultant (Photo: Private)

Liz Azoulay: Prepare the business for the “day after”

Many small business owners have experienced this period of the corona crisis as challenging and characterized by uncertainty. Those of them who decided to leverage the crisis, showed flexibility, creativity, adapted to the new rules and made sure not to be left behind. Businesses where the sale was only frontal, created a new alternative and began selling in deliveries. In this way, they also kept in touch with existing customers, and even increased their customer base with those who were not in their immediate environment.

At the beginning of the crisis these initiatives came up as quick fixes for maintaining the level of revenue, but it is important to remember that it is not over yet. At this point, it is already clear that the changes that took place during the Corona period will remain with us in the future as well, so I recommend exploring how these quick fixes can be professionally upgraded and institutionalized. In other words, it’s time for an orderly business plan that will prepare the business for the “day after” in the best possible way. Have you taken the step? Share with your bankers the moves you are making, so that we can examine together if they need a proper banking response.

The author is the director of the business department at the Kiryat Shmona branch of Bank Hapoalim

Liz Azoulay (Photo: Private)Liz Azoulay (Photo: Private)

Against the background of the ongoing struggle in the economy with the Corona crisis, Maariv and Bank Hapoalim in a special section, which aims to reveal and accompany business stories from various industries, and provide knowledge and guidance for optimal coping in times of crisis and uncertainty. Every week we will present you business stories from different fields and regions, along with professional tools and tips on how to succeed in business and finance during this challenging period. The information is correct at the time of publication, and does not constitute advice or a substitute for advice that takes into account the needs of each person and is tailored to him personally.
The foregoing does not constitute a credit offer, granting a loan and / or deferral of payments subject to the approval of the Bank and its terms. Failure to repay the loan may result in a charge on arrears interest and enforcement proceedings.

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