A successful organization thrives on high-performance, dynamic culture. The key is to build a base of people, at all levels that will critically scrutinize their own practices and voluntarily ask themselves if they are doing all they can to their full potential. The mindset needs to be changed, though! But how to make this happen, you must be wondering! This is where gift certificates come into play.

If you want to encourage loyal and hard working employees and are keen to hold onto them, you need to increase their motivation levels and learn to recognize performance with timely presents like gift certificates.

You may consider the following types of incentives and rewards for your employees:

• Create an attractive incentive structure. For example, give an opportunity to your employees to win a gift certificate equaling a certain percentage of their total sales achieved.

• Set up a ‘points’ ladder, which allows them to win certificates of higher value for increased levels of sales.

• Offer gift cards as part of yearly bonus rewards plans so all team members will encourage each other to improve their productivity. For instance, announce that the team that records the most sales, manages to get the highest customer satisfaction index rating, and completes the most projects on time will get large denominations of gift certificates to the store of their choice.

• Give gift certificates to those employees who exhibit effective leadership skills, brainstorm outstanding solutions on key projects, go an extra mile to help a co-worker or come up with a money saving strategy for the company.

Let the employees select what gift certificate they want to keep from a variety of gift cards options from bookstores, music stores, shopping malls or restaurants. The customized and personalized format of the giveaways will sure motivate the staff to contribute valuable inputs to its growth.

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A popular form of a gift card is the one issued by retail establishments. A retailer will give a card instead of a voucher. This type of card is an improved version of a gift voucher, as it allows multiple transactions to be carried out. Landmark, for instance, has similar cards on offer.

On such occasions, shopping reaches its peak across India. A festive season is obviously one for shopping clothes, accessories, furniture, gadgets and much more as there are lots of discounts, cool deals and offers available during this period. Keeping this in mind, gift certificates are ideal for grand festive occasions like Diwali, the festival of lights that brings a large family, a group of friends or even a work unit together. And obviously when a group of people meets at one place during a major festival, there is bound to be some gossip, partying as well as exchange of wishes and gifts…

Gift vouchers are in keeping with the tradition of gifting during a festival as part of the time-tested ritual of wishing each other joy and prosperity as well as exhibiting the spirit of sharing and caring. Every person, who looks to make a gifting gesture, also makes an effort to save money. From this angle as well, a gift voucher is a smart corporate gift option. An individual can present it to family members, friends, colleagues, employees and relatives.

Gift vouchers are widely presented on festive occasions as they entail a lot of benefits. First of all, they would enable the receiver to buy a gift of his or her own choice. Next, they also enable the receiver to save money that would have been spent in buying their choice of gift anyway. On the other hand, gift vouchers allow the giver to save the hassle of customizing a gift. Whichever way you look at it, a gift-voucher is a smart way to gift during a festive occasion. So what are you waiting for?

To sum up, keep in mind the following keys to successful gifting:
1. Define the Purpose of Giveaways

2. Set Your Budget and Quantity

3. Logo or no long and personalization

4. How will you distribute? - In person, mail, trade shows

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A well-executed corporate gifting program serves as a the most effective way of expressing your heartfelt emotions that are pivotal to any business related or organizational activity. Brand building experts have realized the immense value that corporate gifting carries in terms of building a strong brand as well as developing relationships of trust and loyalty amongst the internal and external stakeholders.

Catchy gift ideas remind the customers and business associates of the fact that you are grateful to them for their cooperation and you value their association with your organization. Corporate gifts are also given to both current and potential customers as well as the employees to build lasting and trustworthy relationships.

Generally such gifts are brand promotion tools since they have the company’s name or logo engraved on them in some way or another, so that the recall value is extremely high whenever the gift comes into view. The careful selection of gifts based on who is the potential recipient, is extremely important. It is not only a mere object of appreciation but a part of your company’s identity that will stay with the people for a period of time.

Corporate gifting is actually an old marketing technique which has been found very effective and therefore companies these days are willing to invest in these gifts because the benefits they reap and at the end definitely outweigh the costs involved. The ultimate aim is to achieve higher profits.

In the current business marketing dynamics, the concept has come a long way. Today the corporate gifts are not regarded as mere objects of publicity or ornamental showpieces. There is a lot of thought that goes behind choosing the right kind of gifts for a specific audience, so that a gesture of thankfulness is embedded into it in order to strike a chord with the potential clients or business stakeholders in the future. The relationship formed thereby would take the essence beyond the mere existence of a gift to personal and professional trust and faith.

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When giving a corporate gift it is of utmost importance to incorporate the branding in the right manner thus highlighting your organization. Like business cards and corporate event signage your gift should reflect your organization through strategic positioning of the logo.

1. First and foremost, understand the difference between a promotional giveaway and a gift. The former is given when introducing the product, when publicizing a product whereas a gift is given to recognize the company’s top clients or to commemorate a top deal or a big project. In such cases the branding can be simple because the recipient is already aware of your company/ brand/ product. So logo need not be elaborate or prominent. In any case, it is always advisable to have a smaller logo, placing it in the corner.

2. A corporate gifting program is mostly run to create a favorable brand identity in the minds of its prospective clients or immediate stakeholders. Expectedly and rightfully, it’s the major clients who will be given priority in the corporate gift program, and will get bestowed with most precious business gifts. After that it’s the turn of employees and then obviously prospective clients.

3. While branding a gift, it is important that the placement of the brand is subtle and effective. Mostly high end corporate gifts are suitable for imprint methods such as embossing and laser-engraving. For apparels, bags and promotional clothing embroidery is the best way to have your logo put with. Another way to have your logo create an impact is by printing your logo in the same shade as the gift itself.

4. Then there’s the vexing issue of whether to courier the gift or present in person. If the relationship warrants it, the idea of sending it to the recipient’s home can be considered to add a personal touch, especially when the gift commemorates your corporate friend’s personal occasion coinciding with a festival.

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‘It is not the size of the gift that matters but the size of the heart, which gives it!’ - Quotation in ‘The Angels’ Little Instruction Book’ by Eileen Elias Freeman

‘Tis blessed to bestow, and yet,
Could we bestow the gifts we get,
And keep the ones we give away,
How happy were our Christmas day!’
- Carolyn Wells

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One thing that will differentiate a sub-standard vendor from a quality one is the value addition the latter can bring to clients. The process is not just restricted to manufacturing, purchasing, or disturbing the gift. A winning and long-lasting association with the clients is possible only by striking a rapport and understanding their psyche. It requires a great deal of insight and sensitivity on part of the vendors.

An understanding of factors such as budget constraints, timeliness of a gifting plan, correct choice of occasion, relevant theme for gifting is essential. The success of a corporate gifting business is not merely about the “art of selling’. It’s more to do with discovering the ‘joy of gifting’ them. Packaging ideas also matter a great deal (not to forget ‘out of the box’ gifting products!)

A unique selling proposition will help to transform the gift into a motif of relationship-building. This again is never an easy task. First study what a bunch of business players around you are doing and think how you could do it better. Before you push forward with your gifting business plan, be clear about its focus. You then can sell the idea itself.

The logistical issues will then come into play as you will need to explore things such as distribution & partnerships, and work out establishing relationships with a host of corporate gift representatives to market and sell your product portfolio to their corporate clients.

It may not be always easy to approach end-users directly when you are likely to compete with an entity that has almost everything else on its side, including a strong sales relationship with your potential customer-base.  Before you make a move, get some sense of the market dynamics and what exactly you are up against!  This is critical to make foray into the domain of corporate gifting business successful.

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Shining and sizzling silver has an uncanny knack of adapting to every fashion trend - traditional to bold and dramatic; classic to contemporary. Silver signifies faith and purity as a color, and is as glamorous as gold. The metal is not looked upon as a mere luxury symbol world over. The Chinese, for instance, believe a silver locket around a child’s neck would drive away any evil spirits, whereas the Incas of Peru have called it ‘the tears of the moon’.

You can make your choice from a wide array of designs, and even personalize your jewelry and accessories in silver. While going for a gorgeous gift for your loved one, you can buy cufflinks, buckles, hip flasks, collar stays or key rings that make a perfect fashion statement.

Gifting of silverware is an idea that jells perfectly with Indian tradition. Silver thalis are now a must-have at ceremonies. Cute silver boxes are there for holding mouth fresheners and silver coins are now commonly presented in embroidered bags. While silver watches, belts and jewelry are more suitable as generic presents, utensils in silver are ideal for traditional or festive occasions.

The mellifluous metal signifies status and wealth. It is perceived to fetch good luck. Importantly, it can indeed get cool and fashionable. An elegant pendant, opulent choker, or handsome hair ornament of traditional white or pastel colored pearls set in sterling white metal will make a fashionable gift to suit one’s tastes, style quotient and sentiments. Attractively colored pearls set in sterling silver will make an exquisite, glittering gift! Even the men’s jewelry is now getting popular. New-generation uber-cool men now flaunt to love accessories! For men, you may also consider stick to watches, silver coins or a silver household object.

One indeed is spoiled for choice here!

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There is a definite link between festive corporate gifting and tangible increase in business. Should this proposition be enough to give you the confidence to make specific RoI (return-on-investment) projections in your marketing plan? Well, several surveys conducted on corporate gift giving indicate that vendors who come up with innovative gifts were twice as likely to enhance their chances of being contacted by customers as those who didn’t have a well-thought gift program.  In this context, here are some key aspects of a festive corporate gift program that are often overlooked:

Understanding the “Occasion” and “Theme”

Creative ideas are desirable when it comes to the “theme” and the “occasion” of gifting to clients, employees and trade partners. It becomes imperative for the vendor to develop innovative themes and packaging ideas that not only suit to the occasion but also encapsulate the corporate identity.

Based on a peculiar scenario, a manufacturer/vendor automatically makes some assumptions like:
a. The gift cannot be perhaps too expensive if the recipients are large in number.

b. The target audience has focused domain knowledge; therefore give something that would help the receiver in his or her work.

c. It has to be something really meaningful as stakeholders are evangelists of the firm in question.
To put a logo or not?

Many businesses prefer customized gifts, which carry a logo, hoping to create a lasting impression in the minds of recipients. When the item is a utility one likely to be used on day-to-day basis like a calendar, or coffee mug, there is a tackiness quotient to consider. The customized items with a logo may make great trade show premiums or perfect leave-behinds, but they could never be considered deeply heartfelt gifts. It makes sense to indulge in blatant self-promotion.

Make it a ‘personalized’ present

One simple thing you can do is composing a nice personalized, ideally handwritten note or card. It will create an impression that it’s personal gift, and not a generic one! This gesture can be as meaningful as the gorgeous gift itself, since it conveys to the recipient your genuine, non-business-like intentions and also the sincerity of your gift giving act.

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While talking about corporate gifting, it is vital to understand the whole process from the perspective of a vendor. It becomes inevitable for a vendor to understand the dynamics of corporate gifting, its main objective, the diverse organizational cultures and also the psyche of target audience during the gifting process.

• Breaking into the competitive corporate gift industry is easier said than done! It is all about conceiving innovative and creative ideas to win over prospective clients. No doubt, corporate gifting is a highly competitive and crowded field.
• A start-up business might have a range of generic products to be given as a corporate gift. But it should ideally be built around a unique proposition. End-users should be able to recognize and identify with your core product range. It will act as your USP.
• From a vendor’s perspective, it is critical to grasp the basics of corporate gift industry. It may seem easy. But the task process demands immense business acumen. Cultural aspects also matter when suggesting an apt corporate gift idea.
• In a vast country like India, where different festivals and occasions are celebrated with great fervor, gifting plans need to be ever-evolving and all-encompassing. They need to match the joy and spirit of important regional festivals.
• Remember, it’s the spirit of the occasion and not the price tag that counts! This is where the research and knowledge factor comes into play. A smart vendor, who possesses an insight into the organizational and regional culture, will capitalize on every such opportunity to suggest and to ‘sell’ a corporate gifting plan. It’s a win-win situation for everyone, isn’t it?
• It is very crucial for a vendor to understand the “purpose” or the “objective” of gifting by a particular organization for a specific occasion. There are so many ways in which captivating corporate gifts can be designed. A client may not have the time and energy to think all these things.

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Corporate gift giving is undoubtedly a serious business. As part of a well-devised program, it can help in establishing or enhancing critical business relationships and, in the process, serve as a cost-effective mode of imparting an element of goodwill to your business. We shall consider the many issues and ideas relevant to the corporate gift program’s success.

There can be multifold reasons for conducting a corporate gift program. For example, you may wish to thank your long-standing customers for their contribution to your business or recognize efforts of a committed employee for working overtime to meet a deadline. Mostly, the idea is to affirm relationships and subtly enhance the personal connection between a gift giver and recipient. It’s important to understand that gifts are different from incentives.

Customizing is a critical element for the success of a corporate gifting program. We have already checked some basic guidelines to follow for corporate gifting during festivals. Of course, these may vary based on your company policy. It needs to be decided whether to go for personalized packaging with special notes inserted in them. A nice note accompanying the present can reduce a sense of obligation, if any, on part of the recipient.

Ideally, the gifts should be given sans a precondition or a hidden motive. Of course, it would be naive to believe that there’s no bottom-line benefit to be drawn from corporate gift giving, but that aspect should be secondary.  Even though it’s an integral part of marketing strategy, corporate gift program should be subtly aimed at building bonds and a sense of long-term partnership with valued associates to make a gifting program successful.

The whole exercise should be planned well in advance well before the festival season sets in. This will give you enough time to negotiate the price for the gifts you are looking for and also to avail of attractive discount offers. Inputs from experts are very essential in this regard.

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