Barron shares tips on how to ensure that your corporate gifting strategy is on point, appropriate and does justice to your intent to thank those important people for their valued support and efforts throughout the year.

It’s fast heading into year-end and the season for giving is in full swing. Corporate gifting is a thoughtful way for businesses to express appreciation to clients, employees, suppliers, partners, and other stakeholders, and to build and reinforce those valued relationships. However, it’s crucial to approach corporate gifting with thoughtfulness and consideration to ensure the appropriateness and effectiveness of the gifts.

Corporate Gifting Strategy Tips

Compliance: familiarise yourself with any corporate policies or regulations regarding gifts, as some organisations have strict guidelines to prevent conflicts of interest. When sending gifts to clients or prospects, check with any relevant policies or laws in advance of sending your gift.

Budget: determine your budget for corporate gifting and stick to it. This will help you choose appropriate gifts without over or under-spending.

Recipient preferences: understand the preferences, interests, and needs of the recipients. Consider personalising gifts where appropriate, which can go a long way in showing that you value the relationship.

Company Culture: consider your company’s culture and values when selecting gifts, and that of your recipients. Ensure they align with your brand image and messaging.

Occasion and timing: be aware of the reason for the gift and its timing. Whether it’s a holiday, a milestone, or an appreciation gesture, the occasion can influence the choice of gifts.

Branding: decide if you want to incorporate your company’s branding or logo on the gift. Subtle and tasteful branding can help reinforce your company’s identity without overwhelming the gift.

Quality: always choose high-quality gifts that reflect positively on your brand. Avoid items that may be perceived as cheap or of low value.

Ethical considerations: investigate the ethical and environmental aspects of the gifts. Sustainable, eco-friendly, and ethically sourced gifts can demonstrate your commitment to responsible business practices and ESG principles. Most brands are looking for branded products that reflect their commitment to societal and environment initiatives.

Cultural sensitivity: be aware of cultural differences and sensitivities when giving gifts to international clients or employees, and be mindful of cultural and professional norms. Some cultures have specific taboos regarding gifts.

Packaging: thoughtful packaging can enhance the overall presentation of the gift, enhance the perceived value and make it more memorable.

Practicality: select gifts that are useful or meaningful to the recipients. Practical items are often appreciated more than novelty or decorative gifts. If your recipient is going to find regular use and application for your gift, it can only mean greater recall and top of mind awareness for your brand.

Record-keeping: keep a register of the gifts you’ve given, including the recipient’s name, date, and value, for future reference and compliance purposes.

Thoughtfulness, consideration, and a genuine appreciation for your recipients should guide your choices. In navigating the minefield of gifting options – from quality to budget to appropriateness to ethical considerations – work with an experienced merchandise reseller who is adept at aligning your corporate gifting strategy with your business and marketing objectives.