Why Client Gifting Deserves a Strategic Approach
With the arrival of the new year, many businesses breathe a sigh of relief that they have finished with the year-end rush to get holiday cards and client gifts out the door. With the big push completed, now may be a great time to consider your client gifting strategy and explore business gifting approaches that increase the impact of each gift and make a lasting impression on your clients.
Unique Gifts Have The Biggest Impact
I think a unique gift will have a greater return on your investment. A few years ago, a client came to me because he said he wanted to give a gift to a customer who was also somewhat of a mentor. He presented me with some ideas about the customer’s likes and interests, gave me a price point, and, after some research, I was able to make a few suggestions, including a mask from an area that my client knew his customer was interested in. The result was even better than expected. The customer almost became emotional and specifically expressed appreciation for the thoughtfulness of the gift. The gift had a huge impact on my client because he took the time to make the gift unique and spontaneous. He gave some thought to the customer’s tastes, and he hand-delivered a gift selected with the intention of being meaningful. I don’t think a unique gift has to be expensive. Taking the time and effort to come up with a customized gift for your customer will have an impact that far exceeds the cost.
Put Your Budget Into Spontaneous Gifting
My client’s gift had an additional impact because the client gave it to his customer in February — it wasn’t competing with any other holiday gifts, and it clearly showed that a specific thought went into the gift. Even the best of client gifts can get lost in the shuffle at the end of the year when packages are arriving from all sorts of partners, vendors, and other business associates. While there is no reason to forgo the holiday gift altogether, consider a more spontaneous gesture. This will show that you have the client specifically in mind rather than checking a name off a list. A gift that doesn’t relate to an event or a holiday conveys the message that you keep your clients top of mind at all times.
A Generic Gift Can Backfire
The problem with a lot of end-of-year gifts is that they are purchased in bulk, and it shows. A bottle of wine or a food basket won’t be as effective as a personalized, unique gift for several reasons. First, everyone is doing it. Going the predictable route with your gifting will result in the gift being added to a pile of gifts from other businesses and possibly getting regifted. Second, the recipient may perceive that, for all the business they’ve given you, this generic gift doesn’t reflect much in the way of appreciation. Third, while unintended, a generic gift can convey the impression that you don’t know or care enough about the client to give a gift that you know they will like, particularly if the client doesn’t actually like the gift you gave.
Knowing The Etiquette of Gifting
A promotional gift is different from a “thank you ” or appreciation gift. For promotional gifts, the intention is to create additional customer awareness, so it is appropriate to increase brand visibility with a logo on the gift. However, if giving a gift to an existing client to express gratitude or appreciation, then it should not be a promotional item — it should be a gift demonstrating that you put some thought into the client’s interest and needs and came up with something that wasn’t sitting in your storeroom.
Gifts are an important marketing tool. The investment in a gesture towards a customer or client will help that client feel valued and understood. To achieve this outcome, approach your client gifting strategy thoughtfully and intentionally. A unique gift, timed to be noticed and given with care, will have a lasting impact in building customer loyalty.
Want to find that perfect, unique gift for a valued client? Contact us here for more information about working with VirtuArte.
