The holiday season is the perfect time to remind your customers how much they mean to you. A well-planned holiday gift program enhances your relationship with your customers, distinguishes you from your competition, and continues to have an impact after the holidays are over. Your first decision is whether you want to give relationship gifts to your top customers, give holiday gifts as a marketing promotion, or do both.
Relationship Gifts: These gifts show your top clients that you recognize and appreciate their role in making your business what it is today. While choosing the right gift is more important than how much you spend, a typical budget can allocate up to 1-2% of the net profit you made from the client. Once you have a recipient list and a budget you can start thinking about what gifts would have the biggest impact. Here are some general guidelines:
Since you have a personal relationship with these clients, personalized gifts are ideal.
Holiday gifts are a unique opportunity to bring your brand into the home of your top clients, creating a positive association with your brand on a personal level. Consider gifts they will appreciate outside the office, such as wine sets or golf accessories.
Selecting a brand-name gift is one way of insuring a high perceived value.
If your budget is tight, make the thought count: find something unusual, or something that relates to your line of business in a creative way.
Gifts as Holiday Marketing: Using small holiday gifts to reach out to customers and prospects is a valuable multi-purpose sales strategy. While these gifts aren't going to be as expensive as those you give to your top clients, getting the highest perceived value for your budget is important. When selecting an item, keep both of your primary goals in mind: thanking the customer, and keeping your brand on their mind. Consider these options:
Pick desktop items to reinforce your brand in the place where your clients make buying decisions.
Think about how you'll be distributing them. If you're mailing, pick something will minimize your postage costs. If your sales staff are dropping them off in person, order early so they have time to do so.
Have fun with a tight budget: games and toys can provide entertainment value at low price points.
Food gifts are a good choice when you're sending something to an office rather than an individual.
Enhancing Your Gift: Getting the right packaging is an inexpensive way to maximize the perceived value of your gift, and including a card signed by your staff is all but mandatory. Choosing a gift set, or adding accessories to your gift are also great ways to increase the impact of your holiday gift program. Here are some tips:
Get a simple card with your logo: you'll steer clear of religious references and have something that comes in handy year-round.
Gift bags are inexpensive, offer lots of space for imprinting, and are much easier than gift wrapping.
Pens are a perfect accessory for desktop items. Order extras and you can use them for promotions and mailings throughout the coming year
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