Feature: Corporate Christmas
‘Tis the season of giving…
James Biggin (pictured), Managing Director at Steel City, shares his top tips for nurturing relationships with your clients this Christmas
C
hristmas is a time to show your appreciation to those who you care about
and value. Even though it has become quite a commercial holiday, there is a certain delight in seeing loved ones open a gift you have hand-picked for them, not to mention receiving something that is just what you wanted or needed. In fact, as humans we are hard wired to respond when
we receive a gift, to reach out and say thank you – and it is the same in the corporate world. Giving a well thought out branded gift to your clients is an extremely effective way to nurture and retain relationships. Let’s face it, there is more choice than ever available for
your clients at a touch of a button, and even if you do have excellent service and a brilliant product, it is often not enough. Often overlooked as a marketing tactic, a personal gift will surprise and delight your clients. At this time of year, many companies send out a corporate
Christmas card or simply email or call their clients with a well wish. Some companies may opt for a last minute bottle of wine or box of chocolates. However, by taking time to choose a useful, meaningful gift, you are much more likely to have a genuine exchange and enhance your relationship. Living in a virtual world with a growing global economy,
it is often difficult to really engage and build trust with clients. Receiving a branded gift in the post or even in person will encourage a more personal, tactile presence with your client and will allow for a closeness that you just can’t replicate digitally. Choosing the perfect corporate gift can be a tricky and
sometimes arduous, but don’t feel overwhelmed. Professional promotional product sourcing companies who are working with brands daily will be able to guide you to a business gift, well suited to your client base.
A branded fruit infuser along with a leaflet about the benefits of keeping hydrated and reducing plastic waste
Here are my top five tips for choosing the perfect
corporate branded gift: 1. Make the gift useful What are your clients’ likes and hobbies? Are they office-based or on the road? Do they value healthy lifestyles or are passionate about environmental issues? We make deeper connections with a brand that speaks to us on a personal level so try to choose a gift which will suit your clients’ needs and demonstrate you care about their business.
2. Consider the quality of the gift A quality gift is more likely to be used and kept for longer than a cheaper item. The amount you spend will also reflect your brand image. However, don’t overdo it - keep the value of the gift in proportion to what your client spends with you.
3. Create a clear marketing message By adding your logo, icon, a subtle brand message, or even by having the gift in your brand colours, you are raising brand awareness. If you want your clients to respond to you, make sure you include a call to action like your phone number, website or even a campaign hashtag.
4. Consider how you send the gift Could you give the gift in person to those clients’ that are really special? Make sure the way you package the gift is also thought out. A brightly coloured package (ideally matching your brand colours) is far more likely to be remembered.
5. Timing Christmas is a key time to send corporate gifts, but by incorporating interesting, useful branded gifts into your marketing strategy, you will make your presence known throughout the year. Anniversaries, birthdays, referrals; there are so many opportunities to create a meaningful touch point with your clients with a branded gift.
Corporate gifts are also a great tool to motivate and encourage morale in a team. Studies have shown that happy employees are far more likely to be productive at work and are also less likely to call in sick; so it makes business sense to invest in and nurture a work force. By giving a branded gift to your team, not only will they
feel appreciated but if they really buy into the brand, they can endorse the company and become brand advocates. So why not give meaningful corporate gifts this
Christmas to those who you care about…’tis the season of giving after all!
Summer 2019 CHAMBERconnect 59
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