I remember the year of the alarm clock. The business sent these “thank-yous” to their valued clients during the holidays with thanks for a wonderful year, wishes for a continued future partnership, etc. The clock had a couple of cool features, but really nothing particularly special. To be honest, it was the kind of gift that made you say HUH? Of course, their name was engraved on it, giving it a promotional feel. But what to do with it? Bring it home to the bedroom? Keep it on a desk? Put it in the lunchroom? Plus, what did it say about the recipients – that we were never on time and needed a reminder from them to get to our meetings at the appointed hour?
Cards and gifts are a tried and true method to spread goodwill, keep your name top of mind, say thanks and build relationships and loyalty. It’s a marketing basic. But it must be done right lest it comes off as a promotional gimmick (such as logo pens), an insincere gesture (such as a non-relevant, one-size-fits-all message) or worse, an insult (such as a religious gift celebrating a different religion).
Here are some ideas to get you started.
- Something personal. Hopefully you have listened to your client enough to know something about them and can tailor a gift to their specific interest. But not too personal. This is a business relationship after all. Think a favorite sports team t-shirt or that new biography about their favorite person from history. A Pajama Gram – nope – not even if it’s a long-sleeved, monogrammed flannel.
- A food item that is exclusive to your part of the country or the state where your company is located. Oranges from Florida, maple syrup from Vermont are examples.
- An item that’s unique or new to their industry.
- Something for all the employees to share. Have lunch delivered to their office one day. Or skip the box of chocolates and send a Chinese food takeout box of chocolate-covered fortune cookies.
- An unexpected, totally distinctive find. Get inspiration from Oprah’s Favorite Things list.
- Charitable giving. Perhaps you could volunteer with a group that is dear to this company or donate to an appropriate non-profit in their name. Or you could select a gift from the World Vision catalog. They have items such as goats and chickens, bed nets to combat malaria and medicines. Who wouldn’t get warm and fuzzy feeling with a gift of soccer balls to children in developing countries who have never had a real toy?
Three other quick but important notes:
- Be thoughtful about when it’s appropriate to use your logo on the gift. There is a fine line between having clients remember your gift vs. a tacky “can you believe this” moment.
- Include a custom note (hand-written if possible) with specific examples of how you value the business relationship. Don’t forget to say THANK YOU – that’s the point of this exercise so put it out there is a big and bold way.
- Re-gift with caution.
And if you’re still stuck about what to give, grab an alarm clock. At least it has kept us talking about it after all these years.
Happy gift-giving,
Leisa Chester Weir
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