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5 Steps to Creating a Successful Corporate Gifting Strategy

a person receiving a corporate gift

If you’re looking for ways to improve your relationships with clients, partners, or employees, you’ve probably come across a strategy called corporate gifting. It may sound too simple – can offering presents really do that much for your company? – but there’s science behind why thoughtful gifting can help strengthen professional relationships.

Research shows that gratitude – which involves both giving and receiving gifts – helps people connect with each other and build stronger relationships.

But when it comes to grate gifting in particular, it’s not enough to get generic mugs or chocolates – to really enhance your professional relationships, you need to have a solid corporate gifting strategy in place. Not sure where to begin? Read on because in this article, we explain exactly how to create such a strategy in five easy steps.

The Benefits of Corporate Gifting

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Here is why every company aiming for high productivity, good professional relationships, and long-term success should take time to develop their own corporate gifting strategy:

  • Strengthens Relationships: Sending a thoughtful gift to your employees, partners, or clients on important dates or milestones shows that you value your relationship and care about the recipient’s well-being. This simple (and more often than not, inexpensive) act of kindness can lay the foundation for stronger relationships, which are essential for long-term success in any business.
  • Improves Brand Perception: When you give your clients and partners (and sometimes loyal customers, too) thoughtful gifts that align with your brand values and identity, you can help boost your brand awareness and reinforce already-positive perception of your company.
  • Boosts Morale and Engagement: Employees love receiving gifts, too! When you reward your high-achievers, it can be an incredible morale booster as it shows you appreciate their hard work. This, in turn, can lead to higher productivity and engagement.
  • Enhances Partnerships: Sending gifts to your business partners, suppliers, or vendors shows you care about your relationships. This can reinforce mutual trust and goodwill and is likely to enhance any future collaborations.
  • Increases Customer Loyalty: Clients and customers who occasionally receive gifts from their favorite brand are much more likely to stay loyal to that brand. A gift, after all, is an expression of gratitude for your customers’ business and, equally important, it’s a reminder of the value you provide.

Creating an Effective Corporate Gifting Strategy

Okay, so corporate gifting clearly has numerous benefits. But how do you create a successful gifting strategy that has tangible benefits for your company, specifically? It’s pretty easy, actually, if you follow these simple steps.

Define Your Objective

The first step is a no-brainer – defining your goals – but you’d be surprised at how many companies send out gifts willy-nilly, hoping to somehow reap benefits. Don’t be one of them; instead, clarify your objectives. 

Do you want to boost employee engagement and satisfaction, strengthen client relationships, or create a memorable brand experience? This step is crucial because there are many types of corporate gifts and you really don’t want to send a fun but ultimately silly employee gift to a sales prospect. Which brings us to the next step…

Know Your Recipients

Before you even think about investing in any kind of gift, take a moment to understand your audience, a.k.a. your recipients. For example, if you plan on gifting a diverse group of employees – different ages, cultural backgrounds, and interests – it’s best to opt for a selection of items that appeal to a range of tastes and lifestyles instead of buying one generic thing (looking at you, fruit basket) times 20. Likewise, if you’re gifting to clients in a specific industry, choose gifts that are relevant to their business or professional interests.

Set a Budget

To make sure your gifting strategy is actually cost-effective and beneficial for your company, determine how much you can and are willing to allocate for corporate gifting, and then stick to that number. When establishing a budget, factor in not only the number of recipients and the quality of gifts you wish to offer, but also any additional expenses, such as packaging, shipping, and customization.

Personalize Your Gift

If you want your gift to stand out – and of course you do – make it personal in one way or another. You can do this by adding a handwritten note, incorporating your giftee’s name or logo, or simply by selecting gifts that are tailored to their interests. The goal should always be to give either something personal or valuable – something that shows you took time and effort to understand the recipient. This is what makes your recipients feel valued and appreciated.

Wait for the Perfect Time

Finally, wait for the perfect time to send out your gifts. While holiday seasons are always popular, there’s no need to do it only on those occasions. Send your gifts to celebrate milestones, birthdays, or achievements, such as after a successful project completion or a significant business deal. This can greatly enhance their impact.

Published: March 19, 2024
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