We live in an increasingly digital world, and physical products have never been more impactful. Rather than mailing a card, we send an email or post on Facebook and instead of a well-thought-out gift, we defer to a gift card. I don’t mean to hate on anyone for taking theses shortcuts during the holidays (I’m definitely guilty of this at times), but when it comes down to it, the best gifts are never about the thing itself – they’re about the thought behind it.
We’ve all heard that phrase a million times… “It’s the thought that counts”. The funny thing is that that’s exactly what promotional products are meant to do – convey thoughtfulness. With proper strategy, we use tangible goods to evoke an intangible response: a feeling, action, idea. Promotional products give the recipient a message that they are worth your time and money. Beyond just showing gratitude, gift giving enacts a quid-pro-quo mentality that if you give me something, it’s my turn to give you something too. For most of us, it’s culturally ingrained in our social behaviors. Have you ever gone to the grocery store, tried a free sample and then felt like you needed to buy (or at least pretend to consider) the product you just tried?
We’re conditioned to feel the need to exchange. A pessimist might say it’s calculated, but I’d like to think it inspiring – giving promotes giving.
Here are a few ways to elevate your giving strategy:
Self-promos
It’s time to drink our own Kool-Aid, people! The most ironic thing I’ve noticed in this industry is our under-use of self-promotions. I get it…most days, we’re fighting to keep our head above water and launching an aggressive marketing campaign easily falls down the priority list. We have the tools and expertise at our fingertips – it’s time to care for ourselves in the same way we do our customers.
Use Personalization
We love to see our name on things. It sounds conceded (and probably is), but people react positively to it. In Dale Carnegie’s famous book, How to Win Friends and Influence People, there’s a section that lists “Six ways to make people like you” one of them being: “Remember that a person's name is to that person the sweetest and most important sound in any language.”
Even if you don’t choose to personalize it with their name, including a hand-written, personal note can go a long way. Here, you’re giving them something valuable and hard to get: your time and attention.
Print & Packaging
One of my favorite print facts is that we’re seeing a revival in direct mail because many young people love getting physical mailings. Most of our bills are paid online, so mail usually means a special offer, greeting card or something fun and surprising. According to Printing Industries of America, USPS found that over 40% of Millenials read their mail compared to 18% of non-Millenials. I know this differs for everyone, but I’m 27 and personally, I feel a spark of excitement when I have letters waiting in the mailbox without the little clear window pane (those are usually the scary ones). Bottom line: don’t underestimate the power of print.
The second part to this is the importance of packaging. Because that “retail feel” is such a popular, overarching trend in the promotional products industry, packaging is going to become one of the most important elements of our business in the coming years. Packaging transforms a product into an experience. Usually, my favorite part of unwrapping a present is the 30 seconds it takes to open it. We should be giving this experience to our end-users as often as possible.
Give back to your community
I know this isn’t really a “tangible” gift, but our time has real value and meaning. What are you worth an hour? Start thinking about your time in dollar value, and your contributions will begin to feel much more substantial. We can give the gift of ourselves to worthy charities all year round. This not only boosts your goodwill in your community but can be a great opportunity for networking and prospecting – especially if you do a lot of business locally.
Bonus: if you have a significant customer, find out what charitable organizations they care about and invite them to volunteer with you. This can help align your values, strengthen your relationship and demonstrate that their interests are important to you.
Remember that once the holidays are over, the gift-giving season isn’t finished. There are so many occasions we can reach out to customers all year-round! Maybe it’s a birthday, work anniversary, new location opening, or you just want to show your appreciation for them – give your customers love, time and sincerity and they will return it to you. Also, don’t forget about the people who help support your success every day – your team, business partners, family, friends…there are countless ways to tell the people around you that they matter. Never stop doing it.
Taylor Borst is head of communications and public relations for American Solutions for Business. Joining the print and promo industry in 2015, she specializes in social media, promotional products, and supplier relations. Taylor is currently a Sous Chef with PromoKitchen, on the Networking Committee for PPAI SPARK and is an advocate for education and youth involvement in the industry. Connect with her on Instagram and LinkedIn.