There are many definitions describing promotional products and/or advertising specialties; one that rings in my head is something like this: Products branded with a company’s logo and or message that are given free with no obligation on behalf of the recipient.
It’s no wonder with that definition in mind that we, being a part of that, would be inclined to do the same. We want clients to have our branded products in their hands so when the need arises we are top-of-mind and they can order from us. This makes sense… or does it?
Corporate Gifting
I am a big believer in thanking clients through gifting but you need to know the rules. More than ever we live in a world where transparency is a must and due to a few bad eggs, our products are sometimes lumped in with flat screen TVs, exotic trips and pools being built in as a thank you to a client. There is this need to ensure that no one is being unduly influenced to do business with one company over another. A major action that has brought this to the forefront was the issue with pharmaceutical companies and the self-imposed PhRMA ruling on the use of promotional products. This has trickled down into local governments, and other major industries. If done properly, gifting is still a great option to say thank you to clients and prospects.
Branding
Most business owners have a burning desire to put their logos on everything, but sometimes less is indeed more. In speaking to a few colleagues in the European market, handing out a high-end pen with your logo on it sends a message that the recipient can’t afford that product. If you do happen to brand the piece with your logo, make sure it’s discreet so it doesn’t appear to be marketing or advertising, you may consider not branding at all and accompany the piece with a card. People will remember who gave it to them.
Know the Recipient
Other cultures have differences or superstitions. For instance, stay away from giving someone from China anything in “fours” like a set of four wine glasses; also, giving a knife or a letter opener is symbolic of severing a relationship. Therefore, it’s wise to research cultural meanings and significance of certain gifts. I had always instructed my sales staff to ask their clients what their corporate policy was on receiving gifts. I found that the majority of clients truly respected the fact that we asked because doing so avoids any uncomfortable encounters with a client, one that could jeopardize your relationship.
I began this process after I noticed something in one of my largest client’s waiting area. A poster announced that the company, “has a ZERO TOLERANCE POLICY for any employee to accept a gift.” Surely, this client didn’t mean a pen. I was wrong. The senior buyer told me that anyone taking a gift – no matter how small or insignificant, like a pencil – would be fired and the vendor would be banned.
Now, I always ask about policy.
Once you’ve cleared the way and understand if your clients can accept gifts, make sure you know the details. When I worked in the hospitality industry, the State of Maryland had statutes and limitations on the dollar amount of what a retailer could accept from their wholesalers in terms of gifts, signage or free product. It is always better to ask instead of assume.
Consider Alternatives
When I had an understanding of what I could and could not do, then I could make some solid decisions on how I would gift and say thank you. I never liked being mainstream and was always looking for alternative methods to express gratitude and touch clients in a unique way. Here’s an example.
Holiday gifts, most feel an obligation to send a gift, but most everyone does that – what could you do differently? I developed the practice of sending anniversary gifts. Depending on the classification level of my clients, “A” through “D”, would dictate the dollar amount I was willing to spend (obviously within the perimeters of what the client could receive). I initially segmented my list by the first month we had done business together and we would send an appropriate gift with a note wishing the client a “happy anniversary.” My largest client called me to thank me for the Golf Day bag I sent him but said his anniversary with his wife was not for another four months. When clarified that it was, essentially, “our” anniversary and explained the program he thought it was brilliant – so much so, he implemented the same program for his company.
Doing something different and unique especially after doing your complete due diligence makes the entire gifting process more special and memorable.
Until Next Month, continued Good Selling!
For more than 30 years, Cliff has been speaking, training and consulting internationally to associations and national business groups on more effective ways to market themselves, their products and services, as well as motivating their personnel. Recognized by PPAI for his creativity, he has won the prestigious PPAI Pyramid award 25 times, and the Printing Industry's PSDA’s Peak Award for creativity five times in three years. He has also received PPAI's Ambassador Speaker of the Year Award six consecutive years and was the inaugural recipient of PPAI's Distinguished Service Award. Named one of top six industry speakers and trainers, he also was recognized by PPAI in the book, "PPAI at 100," as having a significant influence in education. He has also been recognized by Counselor Magazine as one of the Top 50 Most Influential People in the Promotional Products Industry. You can engage with Cliff at http://www.myengagepage2.com/cliffquicksell.