Corporate Gifts: Brand Image Results in High Perceived Value

Corporate gifts are a wonderful way to give back to customers and employees who give so much to them all year. With the holidays approaching, companies can increase brand awareness while building relationships that are guaranteed to last. Technology products such as speakers, chargers, wireless headphones, and leather cases are some of the hot items in the corporate gift category, while chocolate remains a mainstay in this sector of the market.

According to John Bates of PCNA, the three things that consistently come up in conversation when clients are looking for a corporate gift is mobile technology, brand names, and gift sets. “Mobile technology has seen a resurgence due to wireless Bluetooth earbuds, wireless charging, and smart home products,” he comments. “All these products are very popular right now in retail and companies want their brands associated with what’s trending. Brand-name products like Cutter & Buck, Cross, and Kenneth Cole are frequently asked for when clients are looking for corporate gifts because a high-end retail brand immediately elevates their end users’ brand.”

There is also a tremendously high perceived value associated with a gift that has a retail brand attached to it, Bates continues. “Gift sets, especially in the holiday season, are requested because of the nice packaging and multiple items within one gift…not to mention the multiple branding opportunities in each set.”

Top trends in corporate gifts tend to follow the general retail market, Kirsten Logan at Clava also maintains. “There may be a slight delay from retail to corporate but nothing like it has been in the past when there could be several years’ lag,” she states. “Because we are predominantly a leather company, our products are more of a niche, boutique type items and trends for our items may not always correlate with the market in general. That said, many clients are looking for utility-type items to hold electronics, iPads, iPhones, etc.”

Gwen Brey of Beacon Promotions agrees that leather items make popular corporate gifts. “It’s a quality product that gets better with time,” she comments. “We keep an eye on trends and styles and offer a variety of leathers and materials to match the trends and price points people want. Electronic items are very hot right now—especially Bluetooth®. Wireless is very popular now because some of the new phones do not have headphone jacks.”

Beacon also sees a great deal of interest in all brands of watches in addition to items from Bose, Tumi, Weber and Stanley,” she states. “I believe these brands are attractive because they have universal appeal.” She adds that tumbler-style mugs have become very popular in the market because they keep beverages hot/cold for a good length of time.

Retail-inspired products are also on point at BIC Graphic, Carrie Lewis reports. “Items backed by a retail brand have a higher perceived value and ensure product quality,” she says. “Brand names matter when it comes to giving corporate gifts that both reinforce a brand image and show recipients they are appreciated.

“Technology items are always popular but thinking about how the recipients will use the gift can make the item even more special,” she continues. “For travelers, a power bank, laptop accessory, or ear buds can prove useful while on the road.”

As employers continue a push toward overall health and wellness for employees, items related to de-stressing and self care are growing in popularity, Lewis adds. “A yoga mat for balanced exercise or a sound machine to improve sleep quality shows recipients you not only appreciate them but also care about their well-being.”

Brookelynn Miller at Origaudio speaks to the importance of corporate gifts remaining neutral to fit several different categories, such as use, gender age, job title, etc. “It has to be functional and 'different', as most people come to us saying "Ohhh, we did that already!’" she explains. “As you can imagine, finding something a huge corporation gifted hasn’t done before is an exciting challenge.”

Tom Riordan of Maple Ridge Farms also sees an increased demand for high quality chocolate that he attributes to the popularity of companies such as Ghirardelli, Godiva, and similar chocolatiers.

Reusable, sustainable products such as stainless-steel straws are extremely popular corporate gift items thanks to new state and city legislation banning plastic straws, Jake Peterson of Webb Company states. He says that the demand has been absolutely incredible.

Aprons are popular corporate gift items for smaller- and medium-sized restaurants that wish to upgrade the appearance of their servers and staff with goals of refined image and the associated benefits to brand awareness to their business, Pam Pennington of Aprons, Etc. affirms.

With the wide variety of brands, products, and price points available in unique and functional promo items, promotional products suppliers are confident that there is a gift that will work for everyone. On the mobile technology side, PCNA’s Bates shares the item that is generating the most buzz is the 7198-49 Jill Bluetooth Speaker with Wireless Powerbank that features a wireless charging pad to juice up a smartphone.

Clava introduces new items annually and is continuously looking at what its line might be missing or how a gap can be filled in its offerings, according to Logan. This year, the company concentrated on leather pouches of different sizes that can be used for electronics accessories or iPads/tablets. “We also introduced many smaller crossbody styles that have detachable straps and can be used as small pouches within larger bags,” she says. “They are very versatile and travel friendly. Luggage tags always sell well as they are a lower price point for our line. However, the quality of the product, the stitching and hardware, make our pieces substantial. And a luggage tag can travel the world—what better way to get a logo out there and visible.”

BIC Graphic has added the KAPSTON® Natasino Duffel, made of stylish PU leather with a large zippered main compartment and interior pockets to keep the user organized. “The debossed imprint, padded shoulder strap, top carry handles and PU leather hang tag elevate this duffel from a nice weekend bag to a highly desirable gift,” Lewis comments.

The Titleist® Pro V1® Golf Ball Std Serv is consistently a top-selling corporate gift, year after year, Lewis continues. “Imprinted golf balls can showcase a brand for months and can have a much farther reach than just the recipient. The Pro V1® balls are the number one ball on worldwide tours and coveted by golfers, making this a desirable gift that conveys appreciation and quality.”

Beacon Promotions has added some new brands—Dyson, Keurig, Nike, and Ray-Ban—which Brey at Beacon Promotions maintains always creates excitement. “Nike and Ray-Ban have had the most reaction right out of the gate,” she enthuses. “As for the brands we’ve carried for years, electronics is always popular because it’s something either gender can use and appreciate,” she comments. “Watches are used for a lot of anniversary or retirement gifts. There are so many models and features on watches for the recipients to choose from.”

The Mission Pack is Origaudio’s best-selling corporate item. “Backpacks have been a real winner this year for corporations because they are always useful and great for brand awareness,” Miller maintains. “We just sent a huge order out to Microsoft (20,000 quantity) on our Mission Pack and they loved it. We are planning on coming out with a few more ‘corporate’ backpacks next year since the demand has been so high.”

Foodies will love receiving Chocolate Sea Salt Caramels, which Riordan at Maple Ridge Farms has deemed an incredible hit. New this year in Chocolate Sea Salt Cashews, which he says have been extremely well-received. Samples sell, Riordan asserts, leading to an almost-certain order which makes a great self-promotion.

Stainless steel straws have been debuted by the Webb Company, with the following features: food-grade 18/8 stainless steel, dishwasher safe, and laser-engraved imprint. They come in six color options and two styles (straight or bent). Peterson reports the straight straws in silver and blue are the most popular. A cleaning brush is included in each set and the colors can be mixed and matched.

Aprons Etc.’s Kitch Style aprons feature premium fabrics including textures, colors, denims, and 100 percent cotton fabrics in earthy and popular colors; and come in bib aprons, half waist aprons, and bistro styles. Pennington details that all fabrics and trims in these aprons are able to be cared for in a home wash environment, so there are no worries associated with similar aprons that may be non-washable leather trims or details.

Recommending corporate gift items to clients is a matter of truly understanding who is receiving the item and why they are receiving it, Clava’s Logan explains. “Of course, budget and timing work into the equation but the better understanding one has into the project, the better fit you can find for a product and it will be more likely to be chosen,” Logan says.

According to Lewis at BIC Graphic, the most popular corporate gifts are going to be high-end items because a higher value gift conveys a higher level of appreciation. “That doesn’t mean a corporate gift program has to break the bank,” she elaborates. “One way to give a meaningful gift and stay within budget is to be sure the gift is appropriate to the recipient. Try to think of items that will be useful day-to-day, are relevant to their industry or are on-trend.”

Name-brand products are great for business gifts, service awards, performance incentives, and recognition awards, Brey of Beacon Promotions maintains. “All of these events are more memorable with a quality name-brand product that represents high quality, pride, and craftsmanship,” she comments. “Anyone who receives a name-brand product will always remember and appreciate the person who handed them the gift.”

Case Studies

Jake Peterson, Webb Company

Stainless steel straws have been popular in a variety of verticals. Businesses of all types, large and small, are purchasing as giveaways items and gifts. Individual sales people are using these as self-promos—almost like a business card. Since they are in the $1 to $2 range, they are a great item to include in custom gift baskets and can be paired up with most drinkware! Getting more impressions with a small investment!

Brookelynn Miller, Origaudio

Brandvia focuses on creating brilliant corporate gifts to strengthen brand engagement and believes that corporate swag needs to personify corporate identity, brand and culture. Juggling lots of big names in the tech world, Brandvia needed to find the perfect gift for LinkedIn’s internal CFO Summit to leave a lasting impression. With features that include an RFID-lined pocket, laptop sleeve, and an insulated cooler pocket, the Mission Pack checked off all the things the client was looking for.

“The Mission Pack gift was a huge success,” Eric Nelsen at Brandvia states. “Everybody absolutely looooooves these backpacks! Months after the event has taken place, I keep hearing from the client that it’s one of the nicest pieces they have ever received. Between the one-of-a-kind designs and multitude of features and tech components, this couldn’t have worked any better. The bags look amazing and they have been a BIG hit.”

Gwen Brey, Beacon Promotions

A manufacturing company has numerous salespeople. Each year they give a year-end gift to their top five performers. They chose the CY175B Sabino Canyon Briefcase with its stylish standup design. The briefcase has a padded laptop sleeve and an adjustable double snap closure to accommodate the varying fullness of the briefcase. The beautiful full grain pull-up buffalo hide leather makes an impression with the debossed company logo. The sale staff will carry this briefcase proudly!

An oil company was holding an invitation-only golf outing for their top customers. The Bose Soundlink Micro Bluetooth speaker was the gift for all those attending. The speaker comes in three different colors. Equal numbers of each color were ordered and randomly given out. Amongst the recipients you could hear the bartering going on for certain colors. The speaker was a huge hit with all the customers, because it’s a great quality brand and universal appeal.

Tom Riordan Maple Ridge Farms

For about five years we have been doing a program for a major bank. Each week the bank sends the distributor the names and addresses of new commercial clients. The distributor forwards the list to us and we send an incredible chocolate assortment to each new client. We include a welcome note from the bank. I don’t have any statistics on the results, but I guess if they have continued to run the program for five years it must be working!

Carrie Lewis, BIC Graphic 

An insurance firm had a particularly prosperous year and wanted give employees end-of-year gifts to show their appreciation. They liked the idea of not only a stylish mug, but also a nice coaster (#25039 JAFFA® Round Zinc Coaster) with the company branding that employees could keep at their desks.

The firm placed the coasters, mugs, and a gift card on each employee’s desk during the New Year break. Employees came back to a pleasant surprise and the gifts help inspire the team which continued YOY growth during the first quarter. The firm loved the visual in the office of the branded coasters lining the employee’s desks and also purchased additional coaster sets (#25164) for each of their conference rooms.

John Bates, PCNA

A healthcare company was looking for a $20 item to provide as a gift for a large team of executives that were traveling in for a conference. They really wanted to focus on desk-related items so that they could be reminded of their trip. Typically, when most people think of desk items they think of mouse pads, pen cups, you know, the boring stuff. Fortunately, the AE that I was working with was open to all ideas, so I pitched Mobile Tech and lead with the 7198-49 Jill Bluetooth Speaker with Wireless Powerbank. To me, this is the perfect desk item….a speaker to play your favorite tunes and a wireless charging pad to energize your smartphone—all in one item! The great thing about this item is that even if the ultimate recipient does not have a phone with the wireless charging capabilities, it is still a fantastic speaker and well worth the $25. Once the AE presented it, the budget increased, and the sale was closed. The key was the dual functionality of the item as well as keying in on the mobile tech trend in retail.