Secrets of successful gifting strategies to build bonds with customers and consumers

In the following paragraphs, let’s try to understand finer aspects of gifting depending on to whom they are presented. Here we shall unravel secrets of successful gifting strategies to build bonds with customers and consumers.

Customers
Gift StrategiesWith today’s added and pronounced emphasis on corporate ethics, it is imperative that you not only scrutinize the gift and its recipient but also the mode of the presentation. Carefully consider the points below before you make your choice:

  • The first key thing is to finalize a list of those who you believe won’t mind accepting gifts
  • Once you have done so, carefully make the gift choice.
  • It is also crucial as how you are going to package and present them. For example, if you choose to ship gifts, you do away with a great opportunity of reinforcing the bonding between your customers and your sales force.
  • The point to be underlined here is that gifts have the maximum impact when they are presented in persona with a customized touch to make the receiver feel privileged.
  • The gift in itself and its worth may not matter so much if it’s dispatched and given in an impersonal manner. What enhances its worth it the way you opt to present it.

Consumers
Creative gift strategiesAt the outset, let’s be clear about that fact noncash awards or merchandise offered to consumers generally fall under this particular category of awards or premiums that come with games and sweepstakes. Now, let’s understand a bit more about the concept.

  • The motive is to add an element of surprise for the customer
  • Another purpose of giving noncash awards or merchandise is building long-term loyalty.
  • The key factor in successful employment of using consumer gifts as a relationship building strategy is to have a specific goal and focus in mind. This, in other words, means, targeting customers whose volume you are in a position to track over time.
  • Let’s take a practical case. A supermarket chain wants is looking to boost usage of its preferred-customer card scheme so it will be able to track their purchase patterns more accurately. It has given incentives to get consumers to sign up and make use of the card. However, its usage has begun to trail off. As part of its effort to keep alive interest in the preferred-customer card, the supermarket dispatches a surprise gift with a nice thank-you note from the president to all those who have actually used the card to purchase goods of say 1000 rupees in a month. This will result in mouth publicity and popularity of the scheme, thus fulfilling its end goal.

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Corporate Gifting Interview With Nitika Kariwala

Hello Readers,

Today, we are glad to bring you an interview with Nitika Kariwala, Content developer, Corporate trainerCentre for Personal and Professional Excellence to state the marketers point of view with regards to corporate gifting. Marketers of corporate gifts have to make a choice. They have to make a decision about what gift should be delivered to whom and when. They are the one’s who facilitate the happenings within the corporate gifting world. And certainly..

It is important for marketers of corporate gifting to know what other marketers think, why and how? Here’s a little questionnaire that gives a brief about a corporate gifting marketers viewpoint.

Questionnaire For Marketers

1. Does Your Company do Corporate Gifting?
Yes

2. How much on an approximate basis does your company spend on corporate gifting?
30000- 50000

3. What is the most unique gift that you have come across?
A Bonsai plant.

4. As a promotional tool does corporate gifting impact sales? If yes can you give an example?

Well sometimes it does. If the gifts are radical like a plant which people keep on their desk it makes sure that  we are always on their mind. Even after years when u see them with the plant it gives immense satisfaction.

5. What are the type of gifts you would normally receive? Which one has been your favorite?

Well I have received small clocks with company logos, planner diaries with my name printed, a nicely packaged box of spices and honey etc… My favourite has been a  personalised qoute book.

6. What are the occasions on which you gift your clients? And what is the gift?

Diwali and New years. Mostly they have been honeyed dry fruits packed in nice boxes which can later be used for keeping knick  knacks.

7. Do you read blogs or go use Social networks like Orkut? Which one?

Well, yes I do. Social networking sites are Orkut and Facebook.

8. Do you know that Giftex has Corporate Gifting Blog which talks about latest gifting trends in India? (Blog.giftex.in)

yes, I do.

9. Now that you know, would you visit the blog?

Oh yes, I have already visited the blog. It has some good information.

Thank you Nitika for giving us your views on corporate gifting with a marketers perspective. We are glad to hear from you.

If any other marketers/companies/sales people wish to tell us their views on corporate gifting, you can contact us by leaving your email ID and comments below.

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Looking a Gift Horse in the Mouth

Looking a Gift Horse in the MouthIn ‘America’s Sweetheart’, Billy Crystal’s character, super-publicist Lee dishes out pearls of wisdom on promotional strategies to his underling. One of them is this:

“Survival Rule no. 3, kid, you’re not here to love anybody, you’re here to promote a movie, that’s it – period. Say you’re here and you got word that your mother died, got hit by a bus or something. You go downstairs, shed a tear and say…It’s a shame, she would’ve loved this movie.”

And that’s how the cookie crumbles. Everything is about promotion and everybody wins in the game. The magazine editor wins with baskets of freebies, the movie producer wins with free merchandise that makes his characters look hip and the company wins with rising sales figures. It all began rather innocuously some time ago but burst in everybody’s face with Dil Chahta Hai where an MRF tyre was shot at close range from a stylish angle. Quite an ad.

Today it is all about selling the product, and boy does bollywood sell! Think ‘Bunty aur Babli’ when Rani Mukherjee’s patiala salwaars made sales shoot up. So clothing brands immediately latched on to what they rightly saw as a great promotional strategy. If Farah Khan wanted to sell Om Shanti Om, Shopper’s Stop wanted to sell its clothes; the two teamed up and the clothing brand stocked the movie’s clothing line, which ignited the 70s craze in Indian fashion. Kareena has donned a new look altogether for Globus and is all set to launch her own line of clothing through the company.

Today brands are in on the PR formula. Widespread advertisement through films (for a price of course) and goodwill promotion through corporate events is the best deal a brand can strike up, and the best way a corporation can reach out for mass appeal. It’s not for nothing that ABN Amro teamed up with fashion’s enfant terrible to design credit cards! Notepads do the best business for one is always needed at PR events to give to journalists. On a more strategic note, companies would do well to tie up with brands for their promotional schemes. Say, the editor of a new fashion magazine can easily rope in any company she wants for her launch party where several celebrities and socialites will be given gift baskets. Once the celebrity falls in love with the product she will definitely visit the store for more.

This is any company’s best bargaining tool. Whether it is a watch or a tyre or a shoe or a dupatta, the gifting strategy has more lanes and bylanes than the New York gridline and at the end of it all, everyone’s a winner.

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