Corporate gifts are a critical link between businesses. They construct goodwill, enhance relationships, help secure business, and are top-of-mind amongst others. That being said, just having great corporate gifts is not enough; you need to market them correctly for them to have their desired effect. Applying strategic marketing methods toward corporate gift-giving opportunities should yield significantly higher ROI. In this article, we will detail 5 key strategies to help make the most of a corporate gift-giving initiative.
#1 Find out your audience
Any kind of marketing campaign, whether corporate or not, requires the understanding of your target audience. Do your research first before any decision is made on the customized gifts you wish to promote as it will help in knowing more about the person to whom you will be gifting. For a more personal touch, cater your corporate gifts according to what your recipients need or what they like, using various elements to personalize the gifts is crucial, for instance, custom stickers with logo, etc.
Again, depending on how you segment your audience, purposefully make your gifts entertaining or educational. For example, use the insight from segmentation to provide potential customers with an individualized product tour, which will help them make an informed buying decision and also build brand loyalty.
#2 Leverage Social Media
Let’s not underestimate the power of social media, which can be one of the most helpful tools for the visibility and branding of corporate gifts. Make your gifts the stars of your posts and accentuate their unique selling points. You can do this in many ways e.g. by creating engaging blog posts, stories, and videos.
A good way to go about this is to encourage recipients to share their user-generated content across social media, thereby extending reach and improving brand credibility. Having said that, get people talking about your corporate gifts by organizing giveaways or social media contests. In turn, this will increase engagement and exposure.
#3 Utilize Email Marketing
Another effective way to promote corporate gifts can be through email marketing. Pinpoint your emails towards individual recipients, addressing them specifically by name (or if you have information on what they’ve engaged with in the past). Images and calls-to-action give emails an edge, are more effective, and attract more clicks. Be sure to follow up with your recipients to display the success of your campaign and garner feedback that will help them in the future as well.
#4 Partner with Influencers
Influencer marketing can also significantly shift the dynamics of corporate gift campaigns. You can partner up with influencers from similar or relevant industries to drive corporate gift marketing within their community. The key is authenticity and engagement; influencers can create original and appealing content that communicates your corporate gifting initiative to wider and varied platforms.
#5 Measure and Optimize
A major role in how effectively you are executing corporate gift marketing will be whether you are optimizing to what your recipients are truly enthralled by with the message they dictate. You need to measure the performance of those marketing campaigns, and based on that measurement for sure optimize where you can. Being able to tweak and pare allows you to maintain your focus when needs to be and make an offering that will render a favorable return for your organization.
In conclusion, good corporate gift marketing should encapsulate all this understanding, together with some other factors: namely, how to maximize its impact using seamless, robust procedures; rooting deeper relations with prospects; and upholding the reputation of the company you work for.
