Rethinking Corporate Gift Strategies for Maximum ROI
For many companies, giving corporate gifts around the holiday season is a longstanding tradition, but most often it is not an integrated part of their marketing strategy. What’s meant to be a positive experience can often feel generic or disconnected from company values – and it often falls short when it comes to delivering ROI.
When approached as a core component of your marketing strategy, corporate gifts can become a powerful tool that leaves a lasting impact. In fact, a recent study by the Advertising Specialty Institute (ASI) found the average consumer prefers branded promotional products or gifts over all other forms of advertising.
By viewing corporate gifts through the lens of strategic marketing, you can form authentic relationships with your audience, reinforce brand values, and drive measurable outcomes. Whether you are a small business owner or part of a large corporation, now is the ideal time to rethink your approach to holiday gifting.
Set Clear Objectives
As with all marketing strategies, it is important to establish clear goals and objectives before the campaign is underway. Instead of simply doling out swag around the holiday season, consider how a corporate gift will impact your brand and what outcomes you hope to achieve. Does the gift represent a gesture of appreciation for customer loyalty? Will it serve as a segway into a future announcement or anticipated growth in the New Year? Or do you simply want to remain top-of-mind and reinforce your branding? Use these objectives to guide your gift selection, delivery process, and messaging.
Understand Your Audience
Understanding the physical, emotional, and lifestyle needs of your audience is an important part of creating a memorable gifting experience. Some companies may find value in segmenting audiences to further understand these nuances. For example, a higher-tier item may be more appropriate for long-term customers while newer customers may benefit from a broader selection.
Establish a Brand Message
Corporate gifts are a physical representation of your organization’s purpose and personality. Today’s consumers are increasingly drawn to brands based on shared values. When considering branded products, it is important to evaluate the item itself as well as how it is manufactured and delivered. For example, if sustainability is a key value, looking for products made from recycled materials and opting for carbon-neutral shipping can help to highlight your commitment to the environment.
Amplify the Experience
Personalized enhancements like a video brochure or printed collateral provide an opportunity to strengthen connections and communicate company information. Include a note from company leadership, offer a heartfelt thank you, or share an exclusive announcement. Stay mindful of your objectives to avoid turning this thoughtful exchange into an overly promotional experience.
Plan Early
The holiday season has a way of creeping up on us, and planning your corporate gift campaign now will help to ensure your success! By focusing on products that are value-aligned, inclusive, and personalized, corporate gifts become a powerful tool that can strengthen relationships and reinforce company values.
When you’re ready to kick off your holiday campaign, our team of in-house branding experts are here to help you get started! From quality branded products to curated gift boxes and unique experiences, Apex is the ideal partner to elevate your brand. Contact us to start a conversation.