Corporate gift giving is more than handing out personalised pens and mugs

If your company is currently cutting costs or planning to do so, there's no better time than now to measure sales performance and check your marketing channels to ensure you're spending money on what works. These days, prospects receive countless emails, phone calls, and DMs, and to capture their attention, it's necessary to include offline communication into your strategy via strategic gifting. People feel closer to companies that give them gifts, as they feel valued and appreciated. Gift-giving can be a powerful tool to build stronger relationships with customers and build long-term loyalty.

Timing is everything when it comes to gift giving, but sending the right gift is equally important. A gift that is thoughtful and useful is the key to success. Pens, for instance, are super affordable and can be cherished for years to come if appropriately stored; we all have milestones in life that deserve to be crowded with a gift, such as signing the lease for a first apartment. Personalised items with company branding serve as a walking advertisement for the organisation. Gifts should align with company values and brand image. Are you playful and fun? Or serious and professional?

Corporate gift giving shows you value the relationship beyond just business transactions

As gift-giving plays such an essential role in our social fabric, we give gifts for many reasons, mostly to reinforce relationships. Giving personalised pens is a way to reconfirm or establish your connection with customers, even in the face of competition. It allows you to show how much their business means to you and transform a transactional relationship into a meaningful connection that keeps people coming back. Repeat customers yield three to seven times higher revenue per visit than regular shoppers. Business success lies in the ability to build strong, lasting customer relationships – past interactions often dictate the likelihood of future ones.

Building and maintaining good customer relationships is a bright and affordable strategy during times of financial belt-tightening. When people receive a gift, they naturally feel indebted and compelled to return the favour, such as a positive review post-transaction or continuing to purchase. Put simply, you can close a sale without having to offer additional concessions while potentially receiving a favour from customers. Purposefully cultivate and maintain connections to help sales and profits. Personalisation can enhance the value of your gifts, so tailor your offerings with your company's logo, colours, and message.

Always focus on the quality of the corporate gifts, rather than the quantity

Much like retail, corporate gifting sees a rapid increase during the holiday season, so ensure you and your staff members are mentally prepared for the intense schedule and increased overload. Maintaining an open line of communication is paramount. While gifting during the winter holidays is most common, there are countless other opportunities throughout the year where giving a gift can make a difference for the better. And finding those unexpected moments helps you stand out from the crowd. By way of illustration, the days leading up to Thanksgiving are the perfect time to surprise customers with a gift as a token of appreciation.

You must take the same approach you would with any other gift – ensure the recipient will genuinely enjoy it. Buying fewer gifts and focusing on quality over quantity helps save the environment, but it also spares your wallet, so you can weather this "storm" better. Gift baskets remain a beloved choice even though they're pricey to put together, and the recipient ends up enjoying only a portion of the inclusions. A simple yet elegantly designed ceramic mug will be highly appreciated for its usefulness. Personalised mugs offer a cost-effective way to promote your brand and leave a lasting impression.

Tastefully brand your corporate gifts to make a lasting impression in your customers' lives

Cheaply made items can reflect poorly on the company, and your thoughtless gesture can leave prospects disappointed. High-quality gifts, even if small, are better received, giving recipients more enjoyment and utility over time. There's a level of professionalism to maintain. You can still have fun, though. Get a bit creative and try something new, such as games branded with your logo and/or message. During the holiday season, your gift could be sitting next to that of another company, so add your personal touch to make the gift better than the average. To ensure your order arrives in a timely manner, select a reputable vendor that is easy to communicate with.

When it comes to corporate gifting, there's definitely a wrong way to do branded merchandise, so follow these suggestions for better decisions:

● Minimise the logo and branding: Many people don't want to be a walking billboard for your company, so it's best to let the gift have the spotlight. You can use a monochromatic palette for the logo or make the logo textural by matching the colour of the item. This way, you can maintain a presence without compromising the quality of the gift.

● Make the gift more about belonging: Being successful is less bout promoting your brand and more about creating a sense of community and belonging. Think about what your customers use on a daily basis before printing your logo on products. For example, you can distribute coffee mugs to medical practitioners. It's better to give customers a discount code to your store than sending random stuff.

Wrapping it up

In the world of business, gift-giving can be a double-edged sword, having both positive and negative effects. If used properly, it can help you strengthen relationships with key prospects and encourage repeat business, but gift-giving is governed by numerous rules, and if you get it wrong, it can damage your reputation. Having customers use your branded merchandise is a low-cost, word-of-mouth marketing. If you want to see an increased ROI, provide people an incentive to share your brand online or make a purchase.

Due to varying individual preferences, it can be challenging to identify appropriate gifts. No matter what you settle for, ensure the gifts become lifelong memories for the recipients by tailoring them to their unique characters.