Importance of Corporate Gifting
Ugh. It just sounds stuffy
and dull. When asked to write a blog on corporate gifting, I won’t lie. My
inner child threw herself on the floor kicking and screaming in an epic tantrum,
“Noooo! I don’t wanna! It’s so
boooooring!” But it’s my job and my assignment so I mentally pulled myself
together and a-googling I went. Boy, was I surprised by what I found. Y’all.
It’s a BIG. DEAL. Seriously. And when done right, corporate gifting can have a
tremendous positive impact on your business!
Benefits and Why It
When hearing the term “corporate gifting”, many probably have the same
initial reaction I did and think of trivial keychains, coffee mugs, pens,
mousepads, and other knick-knack objects adorned with a corporate logo. Most of
these items are functional, sure, but eventually end up in the back of a desk
drawer, left on a shelf, or worse – tossed in the trash. It is vital for
corporations to recognize the opportunity gifting provides to grow business,
increase brand awareness, strengthen external and internal relationships, and
Most people enjoy receiving gifts. When an individual is recognized
personally or professionally, it triggers feelings of value and worth. When a
client is recognized, their business is acknowledged as valuable and worthy.
These abstract reactions can easily morph their way into concrete results such
as enhanced productivity, increased revenue, and an improved image for your
company as gifting provides extrinsic motivation for an employee to continue
excelling at their job, a client to boost interactions and transactions with
you, or a vendor partner to expand their relationship with your company.
Corporate gifting done well can propel your company upwards towards
intended goals by intensifying good first impressions, influencing decision
making in your favor, and winning over customers. Many corporate businesses
tend to focus on numbers and statistics, forgetting the human element that
exists within the business. Gift-giving can help develop that human connection
by engaging with and impressing clients, turning “numbers and statistics” into
“people”, and creating stronger relationships between you and your clients.
Corporate gifting done well sends a dynamic and compelling message to the
recipients that: “We care about you.”
Now that we have the big picture of why gifting matters, we need to
narrow focus down to the main objective. The best way to do this is to “work
backwards”. What is your end goal? To engage and retain? To develop a
relationship? To say “Thank You”? Determining the objective will help structure
the preceding process of gift giving. The strategy of gift giving is also
important to ensure the recipient will focus on the idea that you care enough
about them to remember, recognize, and acknowledge them for a special reason
and you are not just after them for their business.
All relationships, both personal and professional, require nurturing
in order to flourish. Letting those with whom you do business know that their
relationship with you is of prime importance and something to be cherished is
paramount to maintaining the bond and advancing the rapport between you.
Prospective clients or customers want to be wooed into doing business with you.
A well-timed, well-thought gift may provide the push needed to prompt an
introductory phone call to learn more, schedule a meeting to discuss options,
or even finalize a pending sale. Current clients and customers shouldn’t be
taken for granted nor neglected and need to be occasionally reminded that their
relationship with you is just as valuable now as it was when you starting
We all know the statistic that bad news travels twice as fast. What if
you could get good news to travel even faster than that? When people are
treated exceptionally well, they like to talk about it. When a person feels
valued, they like to share that experience. When a person receives
acknowledgement, rewards, or gifts, they like to brag about it. Authentic and
genuine corporate gifting includes all these elements and puts your company and
your brand into the forefront of what your recipients discuss.
A note of warning – giving too many gifts too often will diminish the
value of the gifts and have the opposite desired effect. Creativity and
thoughtfulness along with a well-planned schedule of gifting will generate the
biggest impact and greatest potential results.
Choosing the Gift
Now that we know the “where, when, why, and how” of gift giving, let’s
take a look at the “who and what”. We’re not just talking stress balls and
paperweights, y’all. It’s important to cater to the individual needs of the
gift recipients whether they be internal employees, meeting or program
participants, or sponsors. Research corporate profiles, study business trends,
recall personal conversations, and use the information to ascertain what kind
of gifts will be relevant and useful. Remember – the last thing you want is for
the gift to be forgotten, lost, or trashed!
Having a large stash on-hand of “the usual” gift may be convenient and
– let’s face it – cost-effective, but you’ll lose that little extra something
that goes along with a unique and deliberate gift. By giving a gift that the
recipient will find useful in their daily lives, you’re not just advertising
your company via the logo stamped on it, but you’re advertising your company’s culture of observation, consideration,
awareness, and tact. If your company can put that much thought and effort into
a simple gift, how much more thought and effort will you put into the business
relationship with the recipient? This is the mindset you want the recipient to
have every single time they choose to use, or even just look at, the gift you
For larger groups of recipients, choosing a personalized gift for each
one may not be feasible, financially or otherwise, but that doesn’t mean it
can’t still be thoughtful. Try to find what the majority has in common and work
from there. It could be a similar job type, a geographical area, or even the
average age of the group. For smaller groups, start the same way by finding a
common trait among the majority and then find a way to make each gift as individualized
as possible, even if it’s as simple as a name engraving or including a
hand-written personal note.
Think back to one of your favorite gifts you ever received. Chances
are it was presented to you in a way that made the presentation itself just as memorable
as the actual gift. Multiple studies have shown that gift recipients place a
higher perceived value on gifts that are wrapped or presented in a creative way
versus gifts that are simply handed over with little-to-no fanfare. Now think
back to one of your favorite gifts you ever gave.
Remember the anticipation you felt as
the recipient received the gift, wondered what it could possibly be, then the
dawning realization as the gift was revealed and the recipient favorably reacted?
Part of the fun of gift giving and receiving is the anticipation and curiosity
that builds as a wrapped gift sits in plain view, yet hidden.
Consider the “Voila!” moment
a magician has when they sweep their cape around to reveal whatever they have
made appear – or disappear. Hiding the “trick” is what creates the mystery and
builds the expectations. If we could see how the magic trick is done, all the
surprise and wonder would be gone and is wouldn’t be any fun to watch. Wrapping
a gift creates the same feelings of drama and excitement until that big “Voila!” moment when the gift is finally
When it comes to corporate gifting, considering what kind of first impression
you want to leave with the recipient is just as important as the lasting
impression left. A great gift presented in a sloppy manner will not be
perceived as high-value as a mediocre gift presented fabulously. Adding an
extra personalized touch will also instantly make the gift more attractive,
memorable, and valuable to the recipient!
So there it is. Corporate gifting in all its glory. Turns out it’s not
so stuffy and dull after all. It’s a great idea and should be a part of every
corporation’s policy but most companies have higher priority tasks to focus on
than profiling other businesses, surveying options, and shopping for memorable
gifts. If this is your dilemma, contact the experts to help you establish a
customized plan that aligns with your business strategy.
At Galactic, we live by our founder’s motto: “People do business with
people”. We believe corporate gifting should be used to show business partners
that they are seen as individuals and not just numbers on a spreadsheet.
Because it is an established part of our own business practice, we have
developed vendor relationships with various companies nationwide that provide
negotiated pricing and preferred shipping rates. We have customer service
experts that will assist in selecting your gifts, promoting your brand,
delivering your message, and making your recipients feel valued, all of which
will help you keep your business booming!
You can successfully keep your company front-and-center in the minds
of your clients, customers, and sponsors, drive your business closer to
prosperity, and see higher profits by letting us help you create and develop
your corporate gifting plan with smart and strategic gifting practices.
Contact Us Today!