"Corporate gifts is a good business for gift retailers with an identifiable niche to enter. It is important to be socially responsible and to offer creative gifts. Mugs and plaques will not suffice. Regional businesses are a good target for gift retailers including different types of clients, such as zoos, restaurants and museums.
When Billy Martin's restaurant seats a large group of good patrons, the table receives a complimentary bottle of wine -- and it's presented in a monogrammed Wine Butler tuxedo; a wonderful gesture. In fact, it's one of many creative layers of corporate gifting, which range from employee incentives to client ""thank yous.""
Creativity is key to the success of corporate gifting in the '90s. With company layoffs, corporate gifting can get touchy. Retailers can encourage companies to generate good will through corporate gifting. The strategy: by socially responsible; buy the right product to convey the right perception.
""For gift retailers, especially those with a strong, recognizable niche, there is a lot of potential,"" says Joanne Stone-Geier of America's Treasures Gallery, a corporate gifting specialist. And retailers can choose their level of involvement. Today's resources are making corporate gifting easy. Some offer almost turnkey operations that allow retailers and buyers to focus on the originality of the gift.
How to Promote Corporate Gifts
* Be aware of the occasions and celebrations your local businesses observe. Use pamphlets and flyers to promote the corporate gifts your store carries.
* Remind businesses that it is appropriate to gift staff members at least once a year, sometimes more. Secretaries' Day, Christmas, Hanukkah and Kwanzaa are special holidays for gift-giving.
* Encourage clients to consider employee incentives or appreciation gifts. Appreciation gifts are often awarded at five, ten, 15, 20 and 25-year intervals for service.
* Offer additional services that make corporate gift-giving attractive and convenient to clients, i.e., giftwrap, delivery, shipping.
* When suggesting corporate gift items to a client, remember to keep the personality of the business in mind -- not your own personal preferences.
These tips were compiled from information provided by Mornington Way.
Ask vendors what services they offer: personalization? drop-shipments? ""We encourage retailers to present our customized product as their own,"" reports Ron Mazza of Perfectly Packaged. The result: a bond of confidence between retailer and buyer.
Because competition for their business is keen, corporate gift buyers are getting incredibly savvy. Forget mugs and plaques. Stone-Geier advises, ""Don't hesitate to suggest unusual items. You might just entice one customer who appreciates your creativity and will remain loyal."" Corporate gifts must reflect a client's image and be subtle and politically correct. Logos are often discreetly incorporated.
A good place to start a corporate gift program: regional themes that are easy for clients to understand. Don't limit efforts to obvious targets; consider restaurants, realtors, museums, zoos, universities and hotels.
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