Success criteria for corporate gifts
By: PRAVEEN SAMRA

Corporate gifts, also known as business or executive gifts, are intended to foster customer goodwill and retention. Representing the premium end of the promotional products market, both in terms of price and quality, corporate gifts reflect a company or brand’s image and ethos. It is therefore essential to select a gift that will convey the right message.

There are several key factors which determine whether a Corporate gifts will be successful. The first step, unlike in mass marketing promotions, is to carefully select and vet the target audience to ensure that corporate gifts are delivered to the right person. It is then essential to choose a gift that is not only stylish and of high quality, but also relevant and appropriate to the profile of the target market. A mismatched gift will at best elicit no response, at worst it will result in negative publicity.

Matching the recipient’s lifestyle and interests will help ensure maximum impact and positive brand recognition. The most popular corporate gifts are aspirational ones – something that recipients would love to own but unlikely to buy for themselves.

Another major contributing factor to the success, or otherwise, of corporate gifts is the sensitive matter of branding. As the prime objective of Corporate gifts is to show appreciation and to develop long term relationships with key customers, any branding should be discreet or non-existent. It is all too easy to devalue expensive and tasteful corporate gifts by the inappropriate use of a company logo, rendering them too embarrassing to be used or worn.

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