The novel coronavirus (COVID-19) outbreak disrupted businesses during the first quarter of 2020 and will likely continue to have an impact for the rest of the year. In an attempt to reduce the spread of the virus, many trade shows, conferences, and conventions have been canceled until further notice.
This poses a problem for businesses that count on trade shows for staying top of mind among clients and prospective customers. If you cannot meet your clients in person, it’s more difficult to keep people aware of your business’ brand and services. Marketing gifts offer a solution, so here’s how to use promotional gifting to keep your company at the forefront of your clients’ minds.
Personalized corporate gifts
It makes financial sense to purchase marketing gifts in bulk when you’re planning a large promotional gifting campaign. When you’re wooing corporate heads, however, it’s best to tailor gifts to each executive’s interests. If six out of ten gift recipients love the high-end Double Eagle Gift Kits you sent, what about the four who don’t golf? At best, you’ve given them a nice regift for someone who may have nothing to do with your business, but you’ve also indicated you don’t know enough about them as people to personalize your promotional gifts.
Tailor your corporate gifts carefully. One client might appreciate a rugged Carhartt jacket. Another couldn’t care less about outerwear but lives and dies by the contents of her business journal. Take the time to learn about your clients’ preferences and you can wow them with your corporate gifting game, especially if you tie their interests to the latest 2020 trends.
Corporate gift ideas include:
Surprise clients with promotional gifts
Promotional gifting can be predictable. Clients, especially high-value clients, often come to expect seasonal gifts. Marketing gifts show up with sales brochures, and corporate gifts often accompany contract renewals. That’s not to say such gifts aren’t appreciated, they are. It’s just they’re not really surprising.
Staying top of mind is a little like a romantic courtship — it’s the surprises people remember. Flowers are expected at Valentine's Day, but it’s a dozen roses that show up without warning that produce lasting memories. This year especially, mix things up by sending promotional gifts as unexpected thank-yous for a client’s business.
Keep promotional gifting proportionate to client importance
This advice would normally be met with “Well obviously. . . .” but 2020 is an unusual year. With an uncertain economy comes the temptation to go big on corporate gifting in an attempt to secure as many clients as possible. This isn’t advisable. A gift of a $550.00 Duluth Pack Leather Backpack makes sense for the client who brings you $25K of business a year, but for the client who only spends $2K, it’s overkill. Don’t let the fear of losing clients tempt you into overspending on them.
Be helpful
Staying in mind doesn’t always mean spending money on gifts. Whenever possible, be helpful to your clients. This can take many forms. You may have access to a written resource they need. Send it to them. Share white papers and industry blogs you think provide value to their business. Address their pain points with suggestions. Post relevant thoughts and resources to your social media channels to help as many clients as possible.
Be proactive with specific clients. Make arrangements to talk to them about the challenges they face, and suggest ways your services can help solve those issues. At the same time, ask for feedback on your product or business. Show clients they’re important enough you want to improve to help them grow.