How to give a business gift that cultivates stronger, mutually beneficial, relationships
Sarah Welle //November 27, 2019//
How to give a business gift that cultivates stronger, mutually beneficial, relationships
Sarah Welle //November 27, 2019//
As we enter the holiday (and gift giving season), you may find yourself faced with the tricky business of buying gifts for clients and employees. After being immersed in the business gifting industry for the past six years (I run a locally based ecommerce company that curates unique local gifts), I’ve come up with tips for gifting within a business context.
First off, consider the primary reason a business gift is given: To help cultivate stronger, mutually beneficial, relationships. In order to achieve this goal, the most important gifting ingredients are creating a personal connection, being memorable and being authentic.
Contrary to popular belief, high-impact gifts do not need to cost hundreds of dollars. Instead, try brainstorming with your team and see what you come up with. When you focus energy on a gifting strategy, your thoughtfulness will shine through and you’ll be well on your way to making a great impression.
In recent years, significant trends and research in business gifting have emerged. Here are five of the biggest trends to keep in mind when gifting this holiday season.
Research shows that what individuals (and companies) value in a business gift are subtly shifting to include:
If you hit one, or even a few, of these consumer values you'll be well on your way to giving an impressive gift. Especially if you manage to tie it in to your brand story and use it to create a personal connection.
Memorability and personal connection help create stronger business relationships, which is the primary goal of business gifting. Think about how you can tell a story, share a part or yourself and create a personal connection through your gift. Some examples include:
While some subtle branding can elevate the overall look of a gift, it can also easily go wrong.
To start, consider that logoed gifts are the least desired of all business gifts, making recipients feel less than appreciated and resulting in lower levels of satisfaction. Why? Recipients perceive these items as marketing collateral rather than gifts. The impression these items give is that you’re saying, “think about me and my company,” rather than saying, “this is how much I value you as a client and partner.”
Companies may feel compelled to put their logo on gifts so that the recipients ‘will remember them,’ but ironically the data shows just the opposite.
A tower of treats might sound appealing, but current gifting trends indicate a preference for quality over quantity.
Additionally, people associate gifts with a level of luxury they might not ordinarily splurge on for themselves. A lower quality gift can even create negative feelings when the recipient inevitably purges it in the future.
Quantity, however, does work. Most recipients will appreciate the opportunity to create a memorable experience by sharing a gift with colleagues or family and friends.
First, a disclaimer: There is no perfect gifting formula. If after reading the above four gifting strategies ideas are springing to mind – take your ideas and run with them. The fact that being thoughtful about your gifting strategy will be demonstrated to customers and partners in a big way.
However, if you’re not so sure what direction to go in, you’re not alone. And in fact, I started my business because I needed a way to send gifts that had great style and were personal, but still offered wide ranging appeal. So, I’m partial to gift baskets as a vehicle to give high quality and unique, yet affordable, gifts.
But the typical old school gift basket just won't get the job done. In my experience, there’s a gifting formula that works well for this type of situation:
Sarah Welle is a co-founder of Colorado Crafted, an ecommerce business that specializes in creating modern gift boxes by curating artisan-made products from around Colorado. For more information, contact: [email protected] or 206-910-9988.