It’s the thought that counts: That’s the gift-giving mantra that many of us embrace—and one that rings true when considering executive gifts: Putting thought and effort into the discovery process first is what helps us arrive at the right gift, for the right occasion, and at the right price.
|The “Gold Watch” gift is rare today!|
Here are my 5 essential steps to gift-giving success:
- Vet your client list. Consider there are many organizations that cannot accept gifts from their clients and vendors. It’s important to vet the client/recipient list so that the gift campaign does not work against you.
- Identify your demographic. Think about who the gift is going to and then, how will it arrive—wrapped? In original retail packaging? Personalized with your logo? Will it be shipped, hand-delivered or presented at an event?
- Consider the occasion. Is the gift commemorating a holiday? An anniversary? A thank-you gift?
- Identify how the gift will be used. Do you see your gift sitting on your client’s desk? Is it a lifestyle product that you hope makes it to your client’s home? An impact piece? Something that has a short shelf life, such as food?
- Establish a budget. Does that include packaging and shipping?
These discovery prompts lead to solid gift-giving solutions. For example, one of my customers wanted to spend $50 on an apparel item for a client gift—but was worried that putting their logo on the chest might prevent the client from wearing it. The solution: We imprinted the customer’s logo on the lining of the jacket, which gave a nod to their brand without making the gift feel too self-promoting. My customer was pleased with the result—his gift was the right product, presented in the right way (with subtle branding), and at the right price.
|Shamrock jackets using the subtle 3-ring version of our logo.|
Some customers start the gift-giving process backwards—starting with the item first. But to get it right, it’s more about knowing your audience than picking the right product. Using this discovery process as a guide, you’ll find that you arrive at the ideal gift.
What’s the best executive gift you’ve received? I’d be interested in your feedback firstname.lastname@example.org