Pitfalls of Holiday Corporate Gifting and How to Avoid Them
Planning your company’s holiday corporate gifting program should begin sooner rather than later. Some companies make the mistake of waiting ‘til the last minute and then they are scrambling to come up with a plan, which results in lackluster gifts. This is not the best way to cover your company’s gifting needs.
Reinforcing relationships with your customers encourages them to continue purchasing products or services from you. By giving small tokens of your appreciation, you can provide customers with a tangible reason to buy from you instead of from your competitors. Sending these gifts also results in more repeat business.
Below we’ve provided some dos and don’ts for companies looking to establish an effective corporate gifting strategy this holiday season (and beyond).
Don’t: Always Give the Same Gift
If you have a corporate gifting strategy already in place, congratulations! You are one step ahead of the curve. However, if you give the same gifts year after year (or the same typical gifts everyone else gives) with little thought or effort, you could be causing more harm than good to your corporate image.
It’s important to keep the items you send to your customers fresh and exciting. Nobody wants the same thing they’ve received a thousand times before. If you gift your audience with items that are unoriginal and tired, your gesture of holiday cheer may end up at the bottom of a garbage can. Keep it fresh and gift thoughtful items that show you really care about your customers.
Do: Remember Your Employees
The holidays are not just about saying thank you to your customers: you should also be thanking the people who help keep your business running all year. An employee’s satisfaction has a huge impact on their productivity and job performance, so taking the time to say thank you goes a long way. Be sure to factor in this important audience when developing a corporate gifting strategy.
Although it might be tempting to give your employees a cash bonus, this doesn’t tend to be as effective as giving a product from a high-end brand that everyone loves. People will forget where they spent the cash come New Year, but they will be able to use the non-monetary reward for months or years to come.
Don’t: Send Gifts Nobody Wants
It’s important to know your audience and deliver a gift that conveys appreciation and fuels loyalty. Let your audience know they are valued and that you understand their wants and needs by sending gifts that are both original and useful and fit their individual preferences.
The more practical and useful the gift is, the more it will reinforce the relationship. One of the many reasons corporate gifting is important – whether the item’s cost is large or small – is that your customers will think of your business every time they use your gift. Understand what retail items are hot and gift your audience trending merchandise that motivates them.
Do: Consider Sending Year-Round Gifts
Although most people immediately think of the holidays when it comes to corporate gifting, there are huge benefits to sending gifts year-round. Treating your customers to an unexpected and pleasant moment tends to be more memorable than receiving a gift during the holidays. At the end of the year, many companies receive a pile of gifts from their vendors and suppliers; this makes it appear as though the giving is obligatory instead of personal.
The benefit of sending small offerings throughout the year is that it helps build strong relationships by showing your customers you appreciate them and are thinking of them regardless of the season.
Don’t: Give Gifts that Reek of Self-Promotion
Gifting someone an item that relates to your business may seem like a great idea, but be careful not to make it overtly self-serving. Remember, it’s the season of giving, and your first priority should be giving gifts that your audience will use and appreciate. Leave the logoed tchotchkes behind and give a gift that truly resonates.
Do: Offer a Merchandise Incentive Event
The intent behind corporate gift giving is to demonstrate your appreciation for your customers’ continuing business or your employees’ great performance. You can maximize impact by offering in-person rewards events that offer a selection of in-demand products across a variety of categories. These interactive rewards events give customers and employees an opportunity to hand-pick the rewards that matter most to them. These events leave a lasting impression that fuels loyalty and commitment to your brand.
If you are looking to create an effective year-round corporate gifting strategy, Rymax Marketing Services can help. We develop customized corporate gifting strategies to help maximize performance and grow your business. Contact us today to get started.
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