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Holiday Corporate Gifts: The Investment That Keeps on Giving (Kent Middleton Commentary)

3 min read

The long-awaited holiday season is upon us. Already, many of our desks are filling up with gifts from trusted partners and those hoping to gain our company’s business in 2019. 

These gifts, often known as promotional products or swag, are the bread and butter of many businesses’ marketing strategies. But do they really work? And how can they be leveraged to our advantage — not just during the holidays, but all year round?

According to industry studies, corporate gifts are a proven way businesses can reinforce brand awareness while building goodwill among customers. In addition, these items have been shown to help generate sales, referrals and new clients. In fact, a recent report showed 83 percent of respondents were more likely to do business with a brand after receiving one of these products. Eighty-one percent kept the items for more than a year — ensuring long-lasting and favorable impressions of the senders. 

That’s not to say all corporate gifts are created equally. You can’t simply buy any run-of-the-mill item, slap your logo on it and expect results. To make the most of your business’ investment, follow these four gifting tips:

  1. Play to your recipients’ interests: Reports show gifting alone won’t improve customer relationships. However, as Inc. magazine noted, “giving the right gift at the right time does.” When selecting corporate gifts, consider what your audience will actually want to use. Studies show recipients are more likely to keep gifts if they are “fun, functional and trendy.” Another 70 percent said “uniquely picked gifts would encourage them to continue to do business with a company.” Instead of the same old branded pin or keychain, consider purchasing popular items like inverse umbrellas, phone charger banks, insulated drinkware or personalized stationery.
  1. Keep the advertising to a minimum: When it comes to corporate gifts, don’t overdo it. While these items should be included in your overall marketing budget, they shouldn’t become an avenue for selling new products. Forget the gimmicky and impersonal promotional inserts and focus instead on showing your clients appreciation.
  2. Don’t be afraid to spend a little money: The corporate gifts you select can say a lot about the value you place on your customer and their business. Whether you opt for freshly baked goods or embroidered apparel, you want the items you pick to be the highest quality possible. Work with your vendor ahead of time to see, feel or taste samples so your gifts are made and delivered exactly as you envisioned them.
  3. Check that list twice: With the ubiquity of data-driven marketing, there’s no excuse for your gifts to not make it to the desired recipient. Review your customer lists and then use segmentation, targeting and tracking to ensure your gifts arrive on time and on budget.

The holidays can be stressful. But corporate gift giving doesn’t have to be. By investing your marketing dollars in the right promotional products, you can help your company meet its goals during this season and all year round.


Kent Middleton is co-owner and chief executive officer of Magna IV, a more than 40-year-old print and marketing business in Arkansas.
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