Corporate gifting is more than just a nice gesture; it’s an important part of many businesses’ relationship-building strategy. And when done well, it can also help boost the bottom line.
Whether you’re thanking an existing client for their business, fostering a partnership with a new prospect or congratulating a team member on a milestone achievement, corporate gifts can be a great way to show that your company cares about its associates, customers and community. However, there are a few pitfalls to avoid. A few simple tips can make the difference between an ordinary corporate gift and one that leaves a lasting impression.
While there is no hard evidence linking corporate gifting directly to increased business activity, most marketers agree that a carefully planned gift program can provide significant relationship-building benefits and help generate measurable results. The trick to success is to ensure that the gifting program is tailored to each client’s persona and seniority level.
For example, a C-level executive is likely to respond better to a more luxurious gift than a junior-level prospect. Additionally, a gift can have the added benefit of raising your brand image in the eyes of prospects when a personalized message is included.
It’s also important to consider the impact that your corporate gifting will have on your recipients’ inner circle. For example, a fishing trip or sporting event tickets will take your client away from their family and friends and could leave them feeling guilty about the amount of time they’re spending on work. If possible, try to limit the number of items that require your client to be away from home or on the road.
Finally, while it may be tempting to save money by purchasing your corporate gifts in bulk from a wholesaler or reusing gift bags that you’ve previously purchased, these types of gifts often have a poor impression on your recipients and will fail to leave a lasting impact. A high-quality, custom-branded gift bag with a handwritten note is the best way to deliver a thoughtful, personal message. This will ensure that your gifts make the right impression and are a positive reflection on your company.