On the spectrum of how much thought is devoted to various business strategies, corporate gifting is closer to the decision about what coffee should be supplied in the lunchroom than how marketing can be effectively aligned with sales or what AI tools are most important to build into the current sales process.
Gifting just hasn’t been able to shed the image in many businesses of being a nagging “because we’ve always done it” task that gets handed off to a middle manager or an executive assistant. This is likely due, in part, to the nebulous ROI of gifting at so many companies.
However, research does exist that reinforces the significant impact of corporate gifting. A survey by Sendoso, a corporate gifting and direct mail platform that integrates with CRM, showed that 83% of respondents felt closer to companies that sent them corporate gifts within the past two years.
As one LinkedIn poster on the topic stated, corporate gifting strengthens business relationships, enhances brand recall, boosts employee morale and fosters loyalty among workers, channel partners or customers.
As with any business strategy, gifting is only worth doing if it’s done well. No matter how much thought you devote to your corporate gifting approach, here are some tips to keep in mind.
Gifts must be desired and have value. If what you’re calling a corporate gift is branded with your company name or logo, it’s unlikely to have high perceived value. The same Sendoso survey found that only 6% of recipients of branded merchandise feel any real connection with the giver. In fact, it’s wise to adopt the mindset that branded merchandise can accomplish many marketing goals, but it does not fit into the gift category.
Don’t get hung up on stuff. Some of the most impactful corporate gifts aren’t easily wrapped. Travel vouchers, subscriptions, workshops, entertainment and the full cornucopia of entertainment are viable gifting options.
Surprise often comes via timing. It can be smarter to gift outside of the holiday season for a bigger impact and increased memorability.
Put the work into personalizing. It’s easier to select the same gift for all your recipients, but that’s a sure way to imply that you’re not putting much thought into it. Learn the tastes of each gift recipient and tailor the gift to that. If that’s not practical, at least write a personal note to express why the recipient is important enough to receive the gift.
Gift should reflect your brand image. Although it’s mostly unwise to put your company name and logo on a gift, every gift should reflect your corporate brand, ethics and values. Along the same lines, avoid overly intimate items (perfume, jewelry) and think twice about gifting alcohol or food that may not align with recipients’ dietary restrictions.
Pay attention to presentation. Many companies have a third party provider fulfill their corporate gifts, which frequently takes the custom touches that can make all the difference out of the giver’s control. Conversely, most boutique gift fulfillment companies offer extravagant gift wrapping and other presentation touches that can add value and memorability if you’re not able to.
Be aware of recipients’ gifting restrictions. A gift that has to be returned, or worse yet, tossed or donated, is a missed opportunity that comes with a cost. Know your recipients’ gift policies, especially when sending higher-value gifts.
