by Tony Vidler
How much do clients really value the corporate gift?
The gesture is nice, and appreciated usually. But there is a limit to the level of gratitude that can be achieved with a set of barbecue tongs or tiny box of chocolates isn’t there? There is also a very limited memory of the gift usually….it is relatively fleeting and rarely something which creates a lasting impression for the client.
We really have to ask ourselves if the corporate gifts are worthwhile from a marketing perspective. If it is a relatively high cost per client to achieve very little in the way of lasting impressions or any particular feeling of special treatment on the part of the client, then it is probably largely a waste of money. That becomes a gift that gives nothing much to anyone involved….for the giver there is little discernible return….for the client is little that is memorable or special.
As a general principle though one can change that bey giving “experiences” instead. Experiences create memories because they generate emotions and involvement on the part of the clients. Half an hour having fun on a Go-Kart track is a memory that lasts a fair while, and gets people talking about their experience – and costs about the same as a set of barbecue implements.
Instead of thinking corporate gifts, think of creating client experiences. Get people involved….create an opportunity for them to be emotionally engaged, and have fun, and have something to talk about….that is powerful and effective relationship building. It is also gifting that gives back to the giver…and that is effective marketing.
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