Corporate gifts wrappedup

If you are looking to nurture relationships with valued business clients, or even reward your own staff, corporate gifts could be just the answer. But, as ANDY HOLLIS

reports, there is an art to effective giving

A beautifully wrapped package landing on your desk would brighten anyone’s working day, especially if it arrived out of the blue. But the jubilation could soon be shattered if the contents are not up to scratch. A well- chosen corporate gift will not only put a smile on the face of the receiver, but should also make a long-lasting impression. A bad choice can lead to disappointment, upset or even insult. In times of recession, splurging on clients may seem

impractical, but such an act of generosity need not be entirely selfless and could pay dividends in the long term. Cherished gifts are an effective advertising tool, especially if tactfully branded with your company logo as a constant reminder of your firm’s existence. Such gifts do not have to be expensive, but if chosen wisely could continue paying for themselves for years to come.

What makes a good present? If you are thinking of giving mouse mats, stress balls or key rings, then think again. Such gifts have had their day and would probably be swiftly dispatched to the waste bin. This would be a real missed opportunity to generate awareness of your business and increase its profile. Gifts don’t have to break the bank; there are lots of

inexpensive, functional goods available to make the right impact. According to Tracy Finn, Head of Harrods’ cor- porate service: “A successful corporate gift reflects grati- tude and respect for a working relationship. Quality is key over quantity. It is advisable to give an elegant and under- stated gift rather than an extravagant or flamboyant one which could be misconstrued in the business arena.

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“A well-received business gift is one that reflects thought and consideration. It illustrates the value of their contribution to your business. Personal gifts, such as clothes, handbags and shoes, should be avoided as they require a greater knowledge and understanding of the recipient’s personal tastes,” Tracy concludes. More lavish gifts, such as cars and luxury vacations, should be given only after careful consideration, as they could eas- ily be mistaken for a bribe.

Make it useful Pens, memory sticks and mugs are popular corporate gifts and research shows that more than five people will use a pen over its lifetime. Such items could also be branded with your company name or logo providing many opportunities to get your name noticed. Melissa Chevin, Marketing Manager, of promotional stationery firm Senator, said: “The product must have longevity and be quality driven, as its performance and the company that gave it will be synonymous to the recipient. Ultimately, a desirable item will stay with the recipient for a longer period of time, conveying the message of the brand and protecting its equity.” Baseball caps, woolly hats, scarves, ties, T-shirts and fleeces could also be made sporting your corporate branding, but they should be of a suitable high quality and tastefully designed or the receiver would probably never use them. The same is true for umbrellas. Avoid obvious self-promotion when giving expensive gifts or when you want the impression that the gift is coming personally from you.

CONTACTS

National Garden Gift Vouchers www.the-hta.org.uk

Filmology www.filmology.co.uk

Senator www.senatorpromotion.com

Red Letter Days www.redletterdays.co.uk

Harrods www.harrods.co.uk

Fortnum & Mason www.fortnumandmason.com