Corporate Gifting – “The art of appreciation through promotion”
It is so simple to bring a childlike smile on anybody’s face by presenting a gift, may it be an expensive indulgence or just a beautiful flower. Gifts surely have their own ways of expressing multitude of emotions. And these human emotions are a pivotal target for any organization.
Marketers have realized the immense value that a concept like “Corporate Gifting” can generate in building a strong brand as well as developing relationships of trust and loyalty amongst the internal and external stakeholders.
So what are Corporate Gifts?
Well they are gifts given to other companies, in order to remind them that you are grateful for their business and appreciate their association with your organization. Besides these, corporate gifts are also given to both current and potential customers as well as the organization’s workforce. This is done to build long lasting and trustworthy relationships with people directly or indirectly attached to the organization and giving them a feeling of pride to be a part of it.
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 corporate gifts based on who is the potential recipient, becomes extremely important for the company. It is not only a mere object of appreciation but a part of your company’s identity that will stay with them for a period of time. The idea is to create a lasting impression in the conscious mind of the consumer.
The gifts can range between anything from a pen set, a calendar, a diary to more expensive items such as plaques, personalized consumer products, crystal ware and so on. These gifts are not normally confined to individuals but make a visible impact on surrounding groups.
Appreciation imbibed in promotion is the key factor that drives corporates to the practice of corporate gifting. The practice works in favor of both the client as well the customer, primarily because it helps the client build his goodwill and in turn make the customer aware of the organizations generosity.
Corporate gifts break all barriers of expressing appreciation since they reach out to people of all ages and are well received by everyone. Gifts are welcomed on any occasion and also most importantly without any special occasion. Whether it is in sickness, in appreciation, to convey happiness or to offer condolences, there is a right gift to convey all these sentiments no matter in which form it is presented.
Conclusion – 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 in giving corporate gifts is to achieve higher profits. (source - isnare)
We see that in the current business marketing dynamics, corporate gifting has come a long way. Today these gifts are not regarded as mere objects of publicity or ornamental showpieces. There is a lot of effort and thought that goes behind the right kind of gift for a right type of audience, so that a one-time gesture of saying “Thank you” is churned into a potential business or customer relationship in the future.
The relationship thereby born would take the essence beyond the mere existence of a gift to personal and professional trust and faith, from the life of the gift to the minds of the consumers.
Related links – The Philosophy of Corporate Gifting & The ideology of Promotions.
Tags: art of gifting, corporate gift marketing, corporate gifting india, corporate gifts india
