Corporate gifting is all the rage.
Nearly 50% of businesses plan to increase their corporate gifting frequency, creating a record $242 billion industry in 2021.
It’s easy to see why so many companies choose to spread the love. Corporate gifts provide a tangible benefit, with 80% noting gifts improve business relationships.
They’re powerful, so don’t fall prey to a faux pas.
How Do You Give Gifts the Right Way?
That said, businesses are spending more and more time deliberating the nuances of the gifting experience. Considerations like branding, gifting frequency and seasonal timing can turn the gift-giving act into an anxiety-inducing ordeal.
Before you send that first package, take time to ensure your gift’s presentation reflects your company’s intention.
To make the process easier, we’ve compiled best practices to help guide your corporate gifting. We’ve also called out some of the most common mistakes that gift-givers make.
Happy gifting!
1. DO Ensure Your Gift Reflects the Nature of Your Relationship and Holds Meaning for the Recipient
Reflect on the nature of the business relationship between your brand and the gift recipient when considering what to send.
Anybody can stuff a bag of popcorn into a gift box and call it a day. Tying a gift to your shared experiences and values can turn every unboxing into an unforgettable event.
In our 2020 Business Gifting Report, we found that 78% of Packed with Purpose gift recipients felt that the gift boxes or baskets strengthened their relationship with the sender’s business. In turn, this facilitates productivity and strengthens bonds already in place.
If you’re connected with a client because you align on your environmental, social and governance (ESG) values, make your gift match. Choose a gift that reflects these values and underscores your commitment to environmental and social change.
Think about how your recipient measures value. Select a gift option that complements that value and makes the grade.
2. DON’T Overbrand Your Gift or Frame It as a Transaction
Limit presentation if you want your recipient to remember who sent them a thoughtful gift. Don’t inundate them with an overwhelming array of brand colors or an oversized logo.
Overbranding can make your gift seem insincere or arbitrary. Don’t be afraid to let your company take a backseat to the substance of your gift!
Support your shared experiences with a profound, deliberate display of professional appreciation, not an advertisement for your brand.
Overused or cliché items with no sense of intent behind them, such as gift cards or branded pens, may actually hurt your professional relationship. Trite or otherwise stale items can make your gift seem like an obligation.
It turns a valuable relationship-building opportunity into an anticlimactic bore.
You want your recipient to feel as if they’ve received a one-of-a-kind gift from a close associate, not the leftovers from your company’s swag closet.
[Related: Your Guide to Gift Ideas for Prospective Clients]
3. DO Send Gifts Throughout Your Business Relationship
Gift outside of the customary corporate events. There’s rarely an inopportune time to surprise recipients with a thoughtful gift box.
That holds true whether you’re prospecting for a new client or celebrating the anniversary of your inaugural collaboration.
A gift can translate into a multitude of sentiments for any occasion. Contract renewals, project checkpoints or even the end of a business relationship can warrant a curated selection of gratifying goods.
Gifts let your recipients know that they’re always top of mind for you and your team.
Consistent and consequential gift-giving allows your company to show your commitment to your business partners. And that gives them a tangible measure of your intent — along with the pleasure of unwrapping a tailored gift.
By selecting the best gifts for clients, you can further build relationships and make a lasting impression.
4. DON’T Wait Until the Holidays to Send Gifts
Don’t press snooze until the holidays roll around.
You’re fighting an uphill battle if you want your gift to stand out and make a bold statement. Your package likely gets lost in a pile of holiday-themed presents, trinkets and doodads.
Don’t wait until Mariah Carey’s “All I Want for Christmas Is You” starts playing to show your clients and employees how much you care.
Sending gifts at unexpected or nontraditional times can infuse it with an added sense of surprise and personality. This gives the recipient breathing room to fully appreciate your sentiment.
Of course, nothing’s wrong with sending out a box of Christmas cookies or a platter of Valentine’s Day sweets. You might even find a more niche holiday that gives you an opportunity to show your gratitude.
Still, don’t feel pigeonholed in your gifting by sticking to upcoming holidays and seasonal goings-on. Spontaneity can stand out more than a tinsel-covered package under the right circumstances.
Seize every opportunity to spread joy, regardless of the date on the calendar.
[Related: How Much Should You Spend on a Client Gift?]
5. DO Send a Thoughtful and Personal Message With Your Gifts
Make your gift unique with a heartfelt note.
Let’s say you’ve landed on the perfect gift. Don’t forget one of the most significant aspects of the gift-giving experience — your personal message to the recipient.
Your gift message is the most valuable real estate in the gifting process, so choose your words wisely.
Use the message space to express sincere gratitude and further personalize the experience. Your recipient knows you’ve put real thought into their note.
The right message can enhance your original intent and clarify your commitment, allowing you to get personal in a professional yet warm manner.
Think about how you can turn “Happy holidays!” into “You’re the real MVP.” Thank your recipient for helping your company ring in another successful year due to their invaluable dedication, skill set and teamwork.
6. DON’T Leave a Generic Message
Make sure your message strikes a chord.
Just as a personalized message can build connections with your recipient, a lackluster or generic message can flatten your package.
Write from the heart if you want your gift to stick in your recipient’s memory. Speak to the specific parts of your relationship that prompted you to order a gift in the first place.
Generic messages undercut your efforts, leaving the impression that you’ve given this gift to countless others. Don’t miss the chance to create a distinct, relationship-building opportunity.
In short: Don’t waste your limited number of characters on a copy-pasted platitude.
[Related: Make the Most of Sales Kickoff Gifts]
Contact Packed with Purpose for Thoughtful Corporate Gifts
Keeping these best practices in mind can make the difference between sending a package and giving someone a powerful, memorable gift that reminds them of your relationship’s continued value.
If you’re feeling a bit overwhelmed or need help actualizing these tips, look no further than our corporate gifting concierge services.
A Packed with Purpose gift concierge helps you focus your efforts and streamline the more complicated aspects of gift-giving. They’ll advise you on matters like choosing the right shipping method and compiling delivery addresses.
Connect with a gift concierge now to get started on your gifting journey!
