FEATURE
CORPORATE CHRISTMAS ’Tis the season of giving…
Christmas offers the perfect opportunity to show your appreciation to those who you care about and value. And while it is probably a given that you’ll lavish gifts on your nearest and dearest, have you considered the positive impact of giving gifts to your clients? A corporate gift can help nurture long-standing and valued client
relationships and will certainly make a better impression than a generic Christmas card or email. But how do you pick the perfect gift?
PLANNING AND BUDGETING If you do plan on giving gifts to your customers and clients this year, don’t leave it until the last minute. You will need ample time to compare and choose a supplier, and factor in the time it will take for branded gifts to be produced and distributed. Corporate giving should be seen as a business investment. Implement
and stick to a budget, as you would for any other investment, and keep the value of the gift in proportion to what your client spends with you. While you’re hardly likely to make a lasting impression or prove your appreciation with a cheap bottle of wine or a generic box of chocolates, it’s also important to make sure you don’t overdo it. Gifts that are seen as too expensive and lavish can imply that you’re trying to buy business from your customer. It’s important to strike the right balance, as there is a fine line between a thoughtful gift and a bribe.
MAKE THE GIFT USEFUL A quality gift is more likely to be used and kept for longer than a cheaper item – think of how many cheap corporate gifts you may have discarded or lost over the years. With that in mind, it’s important to put some thought into the gift to
make sure it won’t just end up in the bin by New Year’s Day. What are your client’s likes and hobbies? Would they value a Christmas hamper over a new sports bottle? People make deeper connections with a brand that speaks to them on a personal level so try to choose a gift that will suit your clients’ needs, demonstrating that you care about them as an individual and value your partnership.
CREATE A CLEAR MARKETING MESSAGE Many options for corporate gifts will have a dual purpose – a useful item that the recipient will appreciate that also serves as a practical marketing tool for your business.
Branded gifts are a popular option, especially around the holidays; by
simply adding your logo, icon or a subtle brand message to the gift or its packaging – or even by implementing your brand colours – you are raising brand awareness. But don’t go overboard, or your effort at self-promotion could distract from the gift itself. There is also the option to personalise gifts with the recipients’ logo – a
thoughtful gesture that is sure to impress. Finally, adding a call to action, such as a phone number, website or even a social media hashtag is a great way to reach people and make sure you’re remembered.
CONSIDER HOW YOU SEND THE GIFT If you are sending your gifts via the post or a delivery service, make sure you factor delivery time in your initial planning, as Christmas is a very busy time for the postal service. For your most important clients, do you have the option to deliver their gift in person to make it really special? No matter the delivery method, you’ll find that including a handwritten, personalised note will go a long way in helping strengthen personal relationships.
YEAR-ROUND APPRECIATION While it’s natural to think of sending gifts during the holiday season, is there anything that is stopping your business from appreciating your clients all year round? Other cultural holidays can also be celebrated with tasteful tokens of your appreciation, and if you send gifts when your clients least expect it, you’ll certainly stand out from the crowd.
‘It’s important to put some thought into the gift to make sure it won’t just end up in the bin by New Year’s Day’
54 business network September 2019
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