Giving as a marketing strategy is based on one universal truth: People like to receive gifts, and so giving is good business whether you’re marketing to build a loyal clientele or to keep your employees happy.While hard ROI data isn’t available on the practice, here is a simple question: You enjoy getting a gift, don’t you? Well, your giftees will too. That’s why seasoned corporate gifters have embraced gift marketing, and perhaps you should as well.

The Why Behind the Giving

The optimistic view is that your generosity and thoughtfulness will put your company ahead of the competition with clients and potential clients as well as with talent you want to keep working for you. The pessimistic perspective is that you’ve got to do it just to stay in the game.

While hard ROI data isn’t available on the practice, here is a simple question: You enjoy getting a gift, don’t you? Well, your giftees will too. That’s why seasoned corporate gifters have embraced gift marketing, and perhaps you should as well.

Here are five ways your company will benefit from providing the right kind of corporate largesse.

Corporate Giving Affirms a Relationship

Surveys show that current clients are the top gift targets while employees are second. The gift reminds the recipient that they and your company have a good thing going, and it sprinkles in the question, “so why would you make a change?”
Unless your company is truly unique, your clients know that there are others places to find the goods, services or information you supply. Your employees know other companies offer competitive packages and appealing career opportunities. Gifts keep the pasture green, so to speak. The relationship is solidified, and clients and the company’s talent stays securely in the fold.

Gifts Entice Potential Clients to Look Your Way

Gift marketing to those you’re not currently doing business with is a way of saying that you’re available should their current source of what you offer fails to meet expectations. Timely and regular generosity demonstrates enthusiasm and a commitment to exceed expectations. It keeps you fresh in their mind. One slip up from the competition, and you just might get a phone call to hear what you’ve got to offer.

Beneficence is Good Branding

If you’re in marketing, then the importance of branding isn’t lost on you. Successful branding gets the client or employee to buy into the partnership. Their terminology when discussing the company becomes, “my, our, we.” Gifting is branding. It creates a sense of permanency in the mind of the recipient – you’re here to stay, and they can continue to rely on you to meet their needs. Your company and what you provide stay top of mind.

Presents Express Appreciation Which Creates a Bond

Give someone a “pat on the back,” and they’ll do what it takes to get another one. When you give a gift and say to a client, “thank you, we appreciate your business,” or “we value the partnership we share,” that client will want to repeat the experience. Giving the gift to a prospective client is a way to say, “here’s how we treat our customers, and there’s more where that came from when you do business with us.

Telling an employee, “we appreciate what you do to make all of us more successful, so here’s a token of how much we value you,” creates or strengthens an emotional bond they’ll gladly embrace.

Giving to Those You Buy from Has Benefits Too

This one is outside the box for many companies. When you’re the customer, for example of a supplier, and you give a gift, you’re saying, “we paid you for what you delivered; this gift lets you know how much we appreciate the quality, service, prompt turnaround,” etc. You can be sure that the supplier will remember your present and want to outdo themselves on future work for you.

The companies that reap the greatest benefits from corporate giving are those that develop a strategy of giving during expected times such as the holidays and also at unexpected times when the gift really stands out. Secondly, they find a supplier that can provide them with a varied selection of gifts to keep it fresh. In conclusion, someone should be in charge of managing the program for your company or each division of the company to make sure that a steady stream of gifts is presented to the right people at the right times.