subject: How to Get the Most 'Bang for Your Buck' With Executive Holiday Gifts [print this page] How to Get the Most 'Bang for Your Buck' With Executive Holiday Gifts
Was it always a conscious decision on your part or did it never occur to you that the recipient would feel a certain way after receiving your corporate gift? As you already know, all marketing aims at getting our emotional juices flowing - from fear and greed to guilt and salvation.
We all know the difference between need-driven and want-driven decisions. When you are hungry you need food for energy; when a child sees a candy bar packaged with cartoon characters the impulse drives the response.
For more than a century, advertisers from all walks of life have played on people's emotions in an attempt to sell more of their products - and when it comes to pairing down your promotional gift ideas make sure the item you choose has a desirable effect.
3 executive gift-giving tactics that actually work:
1. Timing is everything: When a gift is unexpected it can cause a heightened sense of pleasure for the recipient, resulting in a more favorable impression of the gift giver. This is because the brain releases dopamine, a naturally occurring narcotic our body readily produces when surprised. When the holidays come around, people (err, your customers) are expecting gifts. While it is customary to give an executive holiday gift, imagine the result if the gift was sent during June.
2. Get creative: The question of whether to go with a mainstream gift versus a personalized corporate gift always arises during the holidays. The conservatives out there always go with reliable choices like gift certificates, food towers for the office and small electronics. The rebels prefer to go with an item that is different, an inherently unique executive corporate gift that stands apart from what the competition does year in and year out. My only advice here is to go with your gut instinct. Ask yourself a simple question: What does this recipient mean to me? If a box of Willy Wonkas and a 'Thank you for your business' card just don't cut it anymore then maybe it's time to personalize a luxury corporate gift with the recipient's name.
3. Develop a powerful UGS: If you can clearly demonstrate how your product or service is different or better than the competition, and how this advantage benefits the buyer than you have what Rosser Reeves identified as a unique selling proposition (USP) in his book, "Reality in Advertising." When it comes to corporate gifts, the benefit for the recipient has to be strong enough to elicit certain favorable emotions. And to do this you need a Unique Gift Solution or UGS. There is nothing worse than receiving a corporate promotional gift that holds no inherent value or utility. Gifts like those are relegated to the trash. By stark contrast, a UGS can be used by the recipient to accomplish a task or make life easier. If you can save someone time or help them become more efficient than reciprocity is bound to come full circle.
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