We often get calls from our clients – usually at the last minute! – asking whether or not they should buy their customers corporate gifts when they’re running some kind of event.
The answer to this question isn’t actually as straightforward as a simple ‘yes’ or ‘no’.
Reasons could include:
Don’t just give a gift because you think you have to. And don’t fall into the habit of doing what you’ve always done!
The answer to this could help direct you in your decision as to what to buy.
If it’s at the venue of the meeting / event, will you have storage space for them during the event or will you need to keep them in your car. This can affect your choice in terms of size of gift.
Are you giving away ‘goody bags’ at a seminar – you can combine your brand message (on a re-usable bag for example) with a freebie and product literature. If you’re exhibiting make sure your bag has standout – if it’s large and strong, all of your competitors bags may be put inside yours – or even better – disposed of so that your brand is the one seen on the arms of your customers as they walk around the show!
Again, if you have an exhibition stand, think about where you will store your goodies – along with your product / company literature and bags / briefcases etc of your colleagues manning the stand!
Think about whether it’s better to give it out at the end of a presentation or, something that has worked well for a couple of our clients is to actually follow up the event with a personalised letter containing the gift. This gives you an additional reason to communicate your message to them.
Personally handing out the gift works well too – especially if it’s a quality gift that’s highly targeted at your decision makers. We did this once for a client. We bought very expensive items (but in small number) and picked the top customers we wanted to talk to. The senior sales team then had to go out and hand deliver them – they couldn’t leave them with the gatekeepers, so it got them in front of the right person too. It proved highly effective, but you have to have people who feel comfortable doing it otherwise you can spend money and not get the right message out there – or to the right person!
I’d always advise against buying a ‘cheap’ gift. Either reduce the quantity or revise your thinking. It can do more harm to your brand and cheapen you in the eyes of your customers / potential customers than not giving a gift at all/
Corporate Gifts are generally a good idea – as long as they are done well.
We always advise people to think about the answers to these questions before making their final decision – and then that’s when the fun really starts – what to buy…
Generally, I think it’s a great idea to give a gift… if there’s a purpose behind it. And if it adds value – both to your brand and to your customer.
