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Introduction to Corporate Gift Giving 101

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Corporate gifting… Businesses usually give gifts to three groups of people: their clients, their employees and the people they’re trying to woo – a.k.a – prospective large clients. Gifting is a must, so it should not be seen just as an expense but rather as an investment. You invest in building a relationship with clients and you invest in the happiness of your employees. It is possible to work gifting into your marketing budget and given the right tools you can potentially see some return on investment from the gifts.

Gifting can help establish strong client and employee relationships that can lead to client and employee retention and ultimately loyalty. All gifts should have one thing in common à they should be customized and tailored to the recipient. The better you know your client, the more special your gift will be to them.

Example 1: Bob just spent another couple thousand dollars with your company. You have many competitors that offer the same rates and give the same awesome service. Why does Bob keep coming back to you? What your competitors don’t know is that the last time you worked with Bob, you found out Bob was in the middle of moving to a new area. Rather than sending Bob a typical thank you gift, you send him a gift basket with his favourite snacks, gift certificates to restaurants, grocery stores and markets near his new home, merlot infused salt and a bottle of wine that his wife loves.

Example 2: Sarah has worked at your company for two years. She is amazing at her job and is a top-notch employee who never misses work. Other companies and headhunters are also constantly scouting her. One day Sarah’s cat dies. As her employer, you send her a basket containing flowers, a Chicken Soup for the Soul: The Cat Did What? book, a soft and cuddly blanket, a donation to local cat shelter in memory of her cat, plenty of goodies to eat and other items that Sarah loves. How do you think Sarah sees herself in terms of value in the company? Would Sarah want to leave a company that cares about her and knows her so well?

To understand the examples above and to utilize gift giving strategically, one must understand the Law of Reciprocity. The Law of Reciprocity basically states that when someone does something nice for you, you have a deep-rooted psychological urge to do something nice in return. You may even reciprocate with a gesture more generous than the original good deed.

By thanking your client with an amazing custom gift, they are more likely to refer you and talk you up whenever your services are mentioned. Word-of-mouth is one of the most powerful tools you can have. Also, if you leave a referral card in the gift or a light reminder to leave a positive review, they are more likely to be pleased to do so.

The concepts above can also be used to landing meetings and potential clients.

If you would like to learn more, please visit www.speciallymade.org or call 587 988 0866 to speak to Specially Made.


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