A CONVERSATION 



WITH MR. KRIS KRINGLE, KRINGLE ENTERPRISES, INC. 



Holly Daze 



THE APPROACHING HOLDDAY season brings 

 with it an unparalleled shopping frenzy the likes 

 of which is never seen any other time of year. To 

 gain a better perspective on this phenomenon and 

 to fully appreciate the marketing opportunities pre- 

 sented, I've asked Mr. Kris Kringle of Kringle Enter- 

 prises, Inc. to share with us some of his thoughts 

 and observations. 



Q. MR. KRINGLE, WOULD YOU PLEASE DE- 

 SCRIBE YOUR BUSINESS FOR US? 

 A. Basically, Kringle Enterprises is a giveaway 

 business. It's a huge loss leader marketing enter- 

 prise supported by manufacturers worldwide. It's 

 great publicity and visibility for them and I handle 

 the entire distribution network, saving them all the 

 logistical headaches common during the holiday 

 crunch. Furthermore, the marketing is targeted at 

 kids, a segment of the market which has billions 

 of discretionary dollars. We reach them when 

 they're young and stay with them throughout their 

 formative years. 



Q. MR. KRINGLE, WHAT CHANGES HAVE YOU 

 SEEN IN THE WAY YOU DO BUSINESS NOW 

 VERSUS 20-30 YEARS AGO? 

 A. The holiday season has become BIG business. 

 I remember when my business concept for the holi- 

 days started in Europe with just some simple gift 

 ideas: apples, nuts — that sort of thing. Now it's a 

 multibillion dollar worldwide enterprise employing 

 thousands of people. While I no longer maintain the 

 direct approach in all facets of the operation, I must 

 understand the ramifications of a global economy 

 and how it will affect my business. These floating 

 currency rates alone can kill me! 



Q. WHAT ARE SOME MAJOR CHALLENGES FOR 

 BUSINESSES IN THE 1990'S? 



A. Government regulations are beginning to play a 

 larger role. In my holiday business, there's workers 

 compensation, worker protection laws, OSHA regs 

 due to seasonal elf housing, groundwater protection 

 and a myriad of others to consider. I believe in be- 

 ing proactive, not reactive, in meeting these regula- 

 tory and environmental concerns. For example, we 

 compost all our reindeer manure, food wastes, old 

 wrapping paper, soiled corrugated cardboard from 

 shipping containers and any other compostable or- 

 ganics we might generate. We've named it Kris' 

 Kompost and it's been a popular side business for 

 us the past 5 years. What might have been a nitrate 

 leaching problem from animal manures has instead 



become an environmental asset. This compost op- 

 eration dovetails nicely with our efforts to research 

 alternative energy sources. We've been able to cap- 

 ture the methane and heat from our compost opera- 

 tion and reindeer stables to heat over 70% of our 

 corporate headquarters. I'm very proud of the fact 

 that our monitoring stations show no degradation of 

 the polar ice caps near our North Pole headquarters. 



Q. HOW DO YOU STAY CURRENT ON THE 

 LATEST TRENDS IN THE HOLIDAY GIFT 

 TRADE? 



A. I'm glad you asked this question. It seems so 

 simple, yet I've talked with distributors who con- 

 sider this a nasty topic unfit for human conversa- 

 tion. My answer is to travel, attend meetings, read 

 trade journals and visit your competitors' busi- 

 nesses. As you know, I travel worldwide in Decem- 

 ber. Other times of year, I like to head south and 

 combine business and pleasure by attending shows 

 such as the Holiday Gift Show and the Fancy Food 

 Show in New York City. New products and ideas 

 are continually being introduced to the consuming 

 public and those who don't keep up will likely drop 

 out. We try to see change as exciting, not some- 

 thing that interferes with our day-to-day 

 existence.These shows also allow Mrs. Kringle and 

 myself a much needed break from the rigors of 

 comanaging our large family-run business and we 

 both enjoy the excitement of the big city. Besides 

 which, we're able to deduct our trip as a business 

 expense. 



Q. ANY FINAL THOUGHTS FOR OUR READING 

 AUDIENCE? 



A. Well, I think it's important to be very clear as 

 to your purpose in running any business. The con- 

 cept should be well stated and fully understood by 

 the entire work force. Refining your business as the 

 years progress will be necessary. I've worked hard 

 to develop name recognition worldwide and I think 

 I've been pretty successful. My manufacturers know 

 that their products will receive maximum attention 

 due to my marketing techniques and that means 

 real sales for them in the future. And speaking of 

 the work force, I would be remiss if I didn't men- 

 tion my fine associates. I must say that motivated, 

 happy workers are my best asset. Take care of 

 them, inspire confidence and trust, and they'll be 

 the cornerstone for any successful business. 



Holly Daze is Extension Specialist, International 

 Marketing Trends, UNH Cooperative Extension. * 



December 1992 &. January 1993 

 25 



