PROMOTIONAL CORPORATE GIFTS
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BEST PRACTICES: PROMOTIONAL CORPORATE GIFT GIVING OVERVIEW
Every company, regardless of its size or the industry in which it operates, should have a reasonable Promotional corporate gifts giving plan. Promotional corporate gifts giving is an art, not a science. But its principles and challenges are easy to master. The purpose of this brief article is to help you develop an appropriate plan for your company.
Challenges/Opportunities
Promotional corporate gift giving may have surprising impact, helping you meet the following challenges:
• Enhancing relationships with and improving loyalty of customers
• Improving the service level of suppliers
• Developing greater employee goodwill and productivity
• Increasing top-of-mind awareness among prospective customers
• Improving relationships with government agencies
• Fostering good relationships with the press
Impact On The Bottom Line
Contrary to incentives or awards, which are based on merit through past or expected future performance, promotional corporate gifts are generally given expecting little in return other than enhanced relationships with the recipients. The benefits are a little harder to measure but will nearly always be realized, often with very positive bottom line results. When you or your company are perceived in a more positive light, and when key people feel like they are recognized and appreciated, then goodwill, service, productivity, and loyalty improve. Other benefits may include more sales, lower costs, reduced employee turnover, and higher profitability.
Even if your intentions are purely altruistic (for example, giving a holiday gift just because “it’s the right thing to do” or because you want to reward your faithful employees), appropriate Promotional corporate gifts giving produces a favorable return on your investment.
As a matter of fact, the more unselfish the promotional gifts appears to be, the higher your ROI may become. This type of promotional gifts giving will produce its own benefits, not only improving your bottom line but making the business more enjoyable for everyone involved.
Give Emotional Value
The most effective promotional gifts, with the highest ROI (in terms of enhanced relationships), are those that provide emotional value beyond the market value of the promotional gifts. In fact, some of the best promotional gifts have a very small dollar value, but generate powerful positive emotions that make them very impactful.
For example, the promotional gift of a turkey at Christmas costs just a few dollars, but arouses wonderful nostalgic feelings and memories associated with that traditional Australian holiday. Few would not be warmed by memories of Grandma’s house, the aroma of roast turkey in the kitchen, and being surrounded by beloved family and friends.
Other examples are turkey or ham for Christmas or Easter, and the traditional gold watch at retirement. Food especially carries high emotional value for special occasions and is almost universally appreciated. Let family and cultural traditions work for you!
Appearance Is Everything
Because the highest ROI comes from emotional value, imprints of promotional advertising slogans or logos, etc., on the gift may actually decrease its impact. Self promotion of any kind included with the promotional gifts makes you and your company look selfish and cheap. Leave this for promotional pens, promotional hats, promotional cups, promotional golf balls, and other promotional items and merchandise that serve entirely different purposes.
The food items you give on special occasions should have perceived high quality or you will be perceived as being cheap. Private label items and gift certificates to mass merchandise stores also carry a low value perception and should be avoided. Stay with well respected brand names.
Regardless of how convenient they may be, cash or cash equivalents should rarely if ever be considered as promotion gifts to employees, and NEVER to customers, vendors, or others outside your company.
Value Recognition
The value of the promotional gifts, both emotional and market value, is primarily recognized at the point of giving by both the giver and the receiver. For example, an employer who gives a gift certificate for a holiday turkey to an employee is better appreciated and fondly remembered whether or not the employee actually redeems the certificate. The retiring employee appreciates the gold watch whether or not he actually wears it. The employer has realized much of the benefit regardless of what happens after the point of giving.
However, you can maximize ROI by giving promotional gifts that will also have recognition value at other points in time, such as the point of use and the points of recollection. This is illustrated by the theoretical model on the following page. The Y-axis shows perceived value. The X-axis shows the passage of time, with points of value recognition indicated. Three examples are shown by the lines representing gifts of a Christmas turkey, a gold watch at retirement, and a cash gift. The area under each line represents total ROI (enhanced relationships) for that type of gift.
The cash gift carries the lowest ROI. Even though it may have a high market value at the point of giving it carries little emotional value and is quickly forgotten as it becomes mingled in the pocketbook with other cash. Most of the time the recipient will not even remember what was purchased, so the cash carries little recollection value. Note: Generic gift certificates and gift cards redeemable for any of a broad range of products are generally perceived the same as cash.
The gold watch is appreciated at the time of giving and is fondly remembered for years thereafter. But if the recipient chooses not to wear it there is little value at point of use.
The Christmas turkey has the highest ROI of the three examples because it carries high emotional value at the point of giving as well as at the point of use and the point of recollection. Recollection value will be especially high if the employee receives the turkey year after year. Note: Gift certificates which can be applied to only one type of item (for example, a turkey or ham) are generally perceived the same as the item itself and will produce similar results.
Gifts vs. Give-Aways
As mentioned earlier, promotional incentives with logos or advertising slogans have no place in a corporate gift giving plan. They may be important, but with entirely different objectives. Usually they are used as forms of promotional advertising, intended to increase brand awareness. Generally they do little to improve personal relationships.
Gifts of trips, restaurant dinners, and tickets to sporting events often also have different objectives and are usually considered as on-going incentive promotional events tied to past or expected future performance. We recommend they be included in your company’s promotional gifts giving program only when your company’s management or sales representatives will accompany the recipient to the event, thus maximizing the potential for enhanced personal relationships.
Timing of gift giving
Promotional Gifts should be appropriate to the occasion and to the relationship. Too frequent gifts reduce their perceived value. Consider limiting significant promotional gift-giving to special occasions like holidays, birthdays, anniversaries, etc.
Liquor and Wine
Although this type of promotional corporate gifts has been a traditional favorite in some circles, it is becoming less popular. It may be offensive to some whose religious or personal standards preclude liquor consumption. Never consider liquor or wine as a corporate gift unless you are absolutely certain it will be appreciated by every recipient.
Government Agencies
Gift giving to government officers to promote goodwill towards your company or industry carries its own set of potential legal and ethical problems. Make sure your plan is carefully developed and reviewed by the attorneys and the CEO before proceeding. Avoid any appearance of impropriety.
News Media
Proactively developing good relationships with the news media is a good idea that may come in handy during a public relations crisis. But most media companies have strict policies about accepting promotional gifts. Generally your promotional gifts should not be given to a specific individual, but rather should be something that can be shared by everyone in his office. Go the extra mile to avoid any appearance of offering a bribe.
Check the Tax Laws
Check with your accountant or attorney about the tax implications of the promotional gifts you are considering. In some situations high value Corporate gifts to employees must be treated as taxable income to the employee or may not be deductible by the employer. If the employee must pay taxes on the Promotional gifts it may cause him enough frustration to negate the emotional value of the gift.
However, if the dollar value of the Corporate gifts is relatively low and it is given infrequently it may qualify for the “de minimus benefit”, would be non-taxable to the employee, and would be deductible as a non-wage business expense by the employer. this could include holiday promotional gifts, occasional tickets for entertainment events, and flowers, fruit, books, etc., provided under special circumstances.
Gift Certificates
Not only may gift certificates enjoy some important tax advantages for both the giver and the receiver, they are nearly universally appreciated as equivalent to the item they are good for. So they carry most if not all of the emotional value of the item. They are also significantly more convenient for both giver and receiver. For food gifts, certificates also avoid handling problems and costs, as well as food safety concerns with perishables.
As you consider gifts certificate suppliers be sure to explore these important issues:
• For employee promotional gifts, the certificate should be good for only one type of product, rather than a cash-equivalent certificate good for any of a broad variety of items. This will qualify it for the ATO de minimus exclusion, making the gift non-taxable for your employees.
• Make sure the certificates are redeemable at any retailer carrying the items, not just at specific stores. The broader the reach the more convenient it will be for your recipients, especially if they are spread out across a wide geography.
• The supplier should have a proactive retailer pre-selling program in place to make sure retailers will accept his certificate. This may dramatically reduce the frustration of your recipients having to search for a retailer who will accept it.
Wrap It Up
We hope this brief guide to promotional gifts giving has been helpful.
Logopo is your number one supplier for Promotional Corporate Gifts. We have been in business since 1998, so you can be confident that you're dealing with a trusted name in the industry.
Everyone loves a free promotional product and Corporate Gifts, and by providing your customers and clients with a product featuring your company logo , name, or message, you can be sure that your company name will always be on their mind!
We offer a great selection of Corporate Promotional Gifts, all of which meet our strict criteria for outstanding superiority and value. Looking for something a little more creative and expressive? We've got just the right Corporate Business Gift for you. Customers will appreciate the high quality of the promotional Gift you provide them and you'll appreciate our expedient, top-notch service!
Feel free to browse our Promotional Corporate Gift collection to find the personalized product that best suits your needs. We will imprint it with your company logo, name or message and have them at your door sooner than you think!
If you have any questions or comments whatsoever, please do not hesitate to call us at CONTACT US NOW or send us an email at sales@logopro.com.au . We look forward to hearing from you soon.
More Information
Promotional gifts for executive clients
 When choosing what type of products you want to use for promotional purposes, to hand out as free gifts to valued clients and potential new ones, it is important to bear in mind that all the other businesses they are dealing with are doing exactly the same thing. While there are lots of different types of products that you can use for your general marketing purposes to get your company name in the public eye, we feel that the gifts you give to businessmen that are looking to deal with your company, should be of a higher standard. Corporate executive gifts that are obviously well made and not the cheapest items you could find, will communicate to your clients not only that you are a company that believes in delivering quality products, but that you value each and every client that does business with you. No matter what industry you are operating in and the status of the executives you are doing business with, they will appreciate the extra thought and consideration that goes into presenting them with something that is truly useful and of good quality. So many items that are given away as marketing tools in the commercial world, end up forgotten at the bottom of a bag, or worse, discarded in the nearest bin, no sooner than the recipient is out of your office door. We feel that if you choose carefully from our range, you can ensure that your gifts do not meet the same end
Gift sets
 When you are looking for Christmas corporate gift ideas to present to your most valued clients, we think that our selection of gift sets will have something just right for your company. Not forgetting that many businessmen have their own families, and all of them have a life away from work, we have chosen items that can be used around the home and that will be attractive to all members of the family. These are an especially nice gift to give if you are acquainted with the family in question and even if you are not, show that you are able to view your clients as individuals rather than just a means to an end. At Christmas time a wooden cheeseboard with accompanying stainless steel utensils, is not only a nice present to receive but one that can immediately be put to good use over the festive holiday period. Branded corporate Christmas gifts need not be soulless articles with no thought put into them, as we hope you will agree when you have had a good look through our selection. If you are not totally sure of the marital status of an executive that you would like to present with a gift, then you should probably steer away from family orientated ideas and choose something that will be of use to anyone, no matter whether they are married with children or enjoying the freedom of a bachelor’s lifestyle. A stylish pen and pocket knife set could be a good choice.
All work and no play
If you would like to present your clients with something that can give them hours of amusement as well as function as a token of appreciation for their continued business, then have a look through our great choice of games aimed at the corporate market – we think that they are some of the best personalised corporate gifts online that you will come across. For important associates that like traditional games there is a silver and gold plated chess set in a presentation box complete with a board. For clients who like more modern games there is an electronic Sudoku game, in a stylish matt silver case. There are also various card game sets to choose from, and even a mini magnetic darts game or a set of mini boules for the more active executive. All these gifts can of course have a discreet company name or logo imprinted, as we do not forget that however much you value your clients, the promotional items that you choose to give away are there to serve an additional purpose, as well as communicate to your customers that they are important to you. We also aim to provide you with the most competitive quotes in the industry as we understand that marketing and sales departments have budgets to adhere to like anyone else and our corporate logo gifts are selected to offer you value for your money, as well as fulfil their function as a high quality present that will be appreciated by anyone.
Food for thought
Something that we find always goes down well as a gift in the run up to the Christmas holidays is a decent hamper, and we have a select range from which to choose. One of them is aimed at chocolate lovers, with lots of goodies such as macadamias in milk chocolate that will go down a treat with customers who have a sweet tooth. Other hampers combine a sweet and savoury mix including favourites like mango chutney. If you have a client who you know is concerned with the effects of industry on the environment then you may like to have a look at our eco friendly corporate gift items as an alternative to the more traditional items on offer. There are a number of pens and pencils to choose from that have bodies formed from recycled paper, or we also offer stylish tote bags that are made from non woven polypropylene that is fully biodegradable and can be either recycled after use, or disposed of by incineration without releasing harmful chemicals into the air. Although they are not on the same level as the items discussed earlier, they will be appreciated by those who place a high importance on minimizing the impact that they and others have on the natural world. We have done our very best to make sure that among our range of items there is something that will be gratefully received by your clients, whatever your business and whatever type of person they happen to be.
Promotional corporate gifts Australia
With over a decade of experience in providing promotional marketing solutions to the business community in the Southern Hemisphere we can offer you our knowledge of what works and does not work in the local markets, to help you formulate a winning strategy and avoid expensive mistakes. Many clients know exactly what they want when they contact us, whereas others are in need of some direction as to which is the best way to go. We can work with your marketing department or any outside agency that you employ, and help you to come up with a plan that has the best chance of producing the results you desire. Once you have decided on a budget for promotional materials then you can have a look around our site and familiarise yourself with what we have to offer. The most important thing to bear in mind when choosing personalised corporate gifts pens or other items, is to think about who your intended audience is and then try to match your proposed gifts to these prospective customers. In the past, many companies used promotional goods as a kind of afterthought and did not take full advantage of the excellent advertising possibilities that they offer. When you compare the cost of this type of marketing effort and compare it to advertising in print media and on radio or television you will find that you are able to get your company name in front of a lot more people for longer with our products.
Tying it all in
Something else to consider when deciding on your best approach is that whatever you do with regard to promotional giveaways should complement rather than contradict your current efforts in other areas and any future plans you may have for marketing and advertising. If you have a team working on a company slogan at this very moment for example, then you may wish to hold on and see if you can use it as well, in order to present a more unified image to the world at large. In the world of business corporate gifts Australia has many companies that may appear to be ideal partners for any venture you are considering but you should be careful with your choice as not all companies can offer you the same standards of professionalism that we can. We are a member of the Australian Promotional Products Association and strive to provide you with the very best advice and service at all times. If you have a quick look at the testimonials section of our website you will see that many of our clients come back to us again and again and we like to think that this is down to our high standards and work ethic. We always value our customers above everything else as without them we would be nothing. We will never recommend that a client uses a product that may not be the best one for them, simply to help ourselves offload old stock, as some other companies may do.
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Logopro Promotional Products supply Corporate Gifts and Corporate Merchandise all over Australia, Brisbane QLD, Sydney NSW, Melbourne VIC, Perth WA, Darwin NT and all regional cities in between
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