Stop using gifting to promote your brand
As a manager, we all have been so finicky about our brand logo and colours. We want them to be precise and perfect on the gifts we plan to give to our clients. And rightly so!
But have you considered being on the other side of the table? What’s your reaction as a receiver of a wall clock with a company logo printed right in the center? Did you use the premium leather wallet embossed with your client’s logo? Or wear that branded promotional T-shirt given at a dealer event?
Most often, the answer is no.
When we put our logo on gifts, we convey that we want to promote our company through the gift. It doesn’t have anything to do with the recipient at all. When we give a gift that’s all about us, it ceases to be a gift and becomes a promotion.
A gift needs to be about the recipient and involve an element of personalization. This mindful thought makes all the difference between being transactional and relationship-driven.
Sustainable businesses need a solid foundation on which relationships are built. A badly-timed or inappropriate gift could start you off on the wrong foot. And no one wants that. Which is why strategic gifting is information intensive and consistent. Choose to gift strategically, choose to gift better!