Promotional Gifts—It’s The Thought That Counts…actually!

With businesses vying for that prime estate called the ‘buyer’s mind,’ promotional gifts bloom and blossom in advertising campaigns where they are least expected, more often than not in forms the end-user least wishes for! If that is the net effect of these promotional strategies on their target audiences, one wonders at the end of the day if these business gifts are effective at all?!

Most businesses orientate their promotional giveaways around their own marketing strategies and schedules rather than their clients’. This has been the undoing of one too many marketing campaigns. Promotional items given around New Year would seem ideal to most, but that’s just when everyone is getting back to work after a long holiday season! So an otherwise welcome gift just turns into an unwanted reminder of a year’s worth of work ahead!! Think of the client first!

Promotional giveaways needn’t be like a blanket email sent out to everyone, irrespective of the demographics, because then they get the same response that blanket emails do—to be trashed! The more personalized the gift idea, the more it is cherished by the end user. A gift needn’t be extravagant or just limited to special events, but rather a gesture that expresses that you thought about them and hoped they would like the gift.

Such personalized business gifts speak for themselves and show that the giver isn’t just looking to get something from the recipient, that it’s not the sale the giver is interested in. People seek and cherish relationships and a sale does not necessarily forge long-term relationships. The gift must hold some meaning to the recipient, some significance that he/she can relate to.

Further, the corporate gift only lasts as long as it does—till it is consumed, used, or put away—but the relationship is what remains long after. It really is the thought that goes into the gift that counts more than anything else. It has to be seen as more than a promotional item, transcending a marketing strategy to elicit sales, and rather as a personal statement of your keenness to build a relationship.

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