Marketing Strategy in Journal

Marketing Strategy – The Art of Gifting

There are endless possibilities when it comes to marketing. How does one truly stand out in a world filled with ads, spam, and junk mail? Try a marketing strategy that includes gifts to create a unique experience.

Why Gift?

In any marketing strategy we can expect to see ads, direct mail, and email after email. The problem is we see up to 5,000 ads a day! And how many times do you toss junk mail or open an email from someone you may not know? It’s easy to get lost in the shuffle.

A sure-fire way to make sure you grab someone’s attention is by sending a well-thought-out gift. Not any gift. A gift that is reflective of your company or the recipient’s interests. This survey found that 88% of respondents that received corporate gifts would exchange it for something more suited to their interest. Finding the perfect balance is key.

A solid corporate gifting strategy can have huge potential and returns. Especially if you are looking to identify high-value clients. These decision-makers are not the easiest to reach. It can be vital to get something in front of them. Get creative and offer incentives to get them on the phone. For example, let’s say this person has expressed an interest in exploring a specific region on social media. Try sending them a box of delicious snacks from that region. Then offer to extend this box to their team members if they will set up a phone call. At Batch, we can even create hometown boxes that source local goods. Keep in mind the idea is to personalize the experience as much as possible.

Tracking Gifts 

Something else to consider if you are looking at gifting as part of a larger promotion is tying it to a customer relationship management system. These are great at tracking when a gift is offered, received, and the potential outcome. This could be as simple as giving folks an incentive to fill out a survey and then offering a gift. This gift could even be digital. The benefit of this marketing strategy is that it can be automated and tracked with a CRM system.  

Timing of Gifts

Also, consider sending gifts outside of the holidays. The majority of corporate gifts are sent during the holidays, which makes it easier to go unnoticed. It can be just as important to send a gift after a meeting. This makes it even easier to pick up on one’s interests and create a more personalized gift experience. As the old adage goes, timing is... everything.

Pricing of Gifts

Lastly, the price of the gift is not nearly as important as the meaning of the gift. A client won’t do business with you simply because you bought an expensive gift. Moreover, it’s about the value proposition. Make it easy for a potential client to understand a problem that your company can solve and include a hand-written note or custom message. Spend enough to make them take a moment to consider your proposition. 

Meaningful gifting doesn’t have to be hard. We are happy to work with your team to find the perfect approach and can customize gift sets to your client’s interests. Check out our full collection of business gifts here.