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Message you want to send should guide business gift decisions. by Perkal

he tradition of holiday gift-giving inspires Orange County companies of all sizes to recognize their colleagues and customers with a token of good cheer in the fourth quarter. While creativity counts, the common theme among givers is to thoughtfully show appreciation for a relationship that extends year-round.

At the Disneyland Resort, the largest employer in the county, the company treats workers and their families to a party. Last year, employees also received a commemorative holiday ornament. External clients often receive an invitation for a reserved seat at Disneyland's annual Candlelight Processional choir performance.

An Orange County bank president, who will go nameless to protect the surprise, plans to reward employees with a gift for their 2006 efforts and an early launch of the 2007 company wellness program. All 75 will get DashTrak fitness monitors from WalkStyles, a Laguna Hills company.

Ellen Brooks, an amateur but skilled photographer, chooses a photo each year from her global travels and turns that into an elegant card for her clients at Sagemark Consulting. The photo represents the holiday season in some way: One year, it was a wreath on a historical building; once it was gold stars on a float in the Carnaval parade in Rio de Janeiro. Brooks, a wealth coach, has seen the keepsake photos years later in clients' offices.

Whether it's a client or an employee, it's not how much you spend but the care you put into making the gift memorable.

Gift baskets of food are pervasive because they're the ideal way to recognize a team of people. Sharing the treats is part of the fun. But try to find a way to make your gift basket stand out, says Sheila Shechtman, CEO of Giftcorp Inc., otherwise, "You're just another truffle lined up at the door."

For high quality and personalized gifts, companies turn to a place such as Tiffany & Co. at South Coast Plaza.

"Think carefully about what you are sending to a client and what message you're sending to them," said Jeffrey Bennett, a Tiffany vice president. "Those are the people responsible for keeping your company in business."

Other companies try to stand out from the gift-basket parade by holding a holiday party. The Wine Artist, an event venue in Lake Forest where you can bottle your own wine, has 15 corporate events booked for the holidays, said Kathy De Santi, a co-owner with her husband, Leonard.

"It's a gift where people remember the experience," De Santi said. "It gives you the opportunity to interface with clients over a few hours. That's a lot of time when you might usually only get 10 minutes with them."

If you send food, make an impression with abundance and decadence. Never do meager.

People are willing to indulge at this time of year, said Shechtman of Giftcorp. Her company specializes in nonperishable gourmet food; desktop, branded items; and spa and gift certificates. Food is popular because it has immediate gratification and because it's one of the least expensive ways to show appreciation.

Wine and other alcoholic drinks typically are given to individuals that a person knows well.

Giftcorp food treats come in packaging that can be reused, such as a faux leather box perfect for holding DVDs. If a company wants its logo on the box, it will be placed discreetly so as not to look like a billboard.

"The fourth quarter is a time to show appreciation for business or to send well wishes," Shechtman said. "It's offensive to blatantly market with a logo at this time."

Spending is up on business gifts this year, she said -- a sign of a strong economy.

If you're constrained by spending limits and potential blunders -- who knew she was allergic to nuts? -- consider the safe alternative of making a contribution to charity in the client's name. Etiquette experts suggest you add a handwritten card that expresses your interest in that charity and your gratitude for the person's past business and friendship.

Joan Gladstone started doing this two years ago, making donations in a client's name to the Orange County United Way Women's Philanthropy Fund.

"Our clients tend to be philanthropic," said Gladstone, who owns Gladstone International, a public relations firm. "This is a more meaningful way to express our appreciation."

Shirley Quackenbush, at the Newport Beach office of Merrill Lynch, stopped hunting for and giving corporate gifts several years ago. Now, the senior vice president for wealth management sends a card with a photo of her children and a personal message.

"I get great response," Quackenbush said. "I also found that the donation I make in clients' names is more appropriate. -- When a client receives a card that says they bought a goat for a family in Africa or bought a warm coat for an orphan in Bosnia, the real spirit of the season is better reflected."

She gives more personal items for a client's birthday.

Customers are one thing, but what about the boss?

Jason Dunham, area manager for Volt, a staffing firm in Orange, said he is more likely to give the boss a gift if he or she is a close personal friend. He also picks up on clues from the boss: If Dunham doesn't get a note of thanks, he usually won't give that boss a gift the next year.

If you don't know the traditions in your workplace, ask two or three colleagues what the etiquette is regarding gifts for the boss.

An easy way to avoid misunderstanding is to ask everyone to pitch in $5 or $10 to buy a group gift. Try to make it thoughtful but nonpersonal. The boss's spouse might be dumbfounded if she gets a lacy negligee from the office staff.

Whether it's a group or individual gift, be sure to send a card expressing your good wishes and gratitude for the boss's work. Be sincere -- it's easy to see through someone who is just seeking favor.

Be generous, but don't go overboard. Quackenbush, the boss in her Merrill Lynch office, said it's uncomfortable when a direct report gives her a $100-plus gift. She tries to deflect this by encouraging the team to exchange gifts that are "thoughtful but inexpensive."

Employees like recognition, too. An American Express gift-card survey found that one in three workers would like to receive a gift card this year as a reward for a job well done. That's in line with the gift-card trend: Sales will surge to nearly $25 billion this year, predicts the National Retail Federation survey.

It takes the guessing out of gift giving. But you can't nosh on those gift cards when you open the envelope.

TIPS FOR BUSINESS GIFT GIVING:

Appropriate and sincere are key guidelines for business gift giving. Keep these tips in mind when selecting a holiday gift for customers or colleagues:

--Know your recipient. Don't send meat to a vegetarian or coffee to a member of the Church of Jesus Christ of Latter-day Saints.

--Know the company's gift policy and any monetary limits.

--Be aware of cultural norms. For instance, when the Chinese buy gifts, they often ask what you would like.

--Stay within budget and remain consistent. A $20 gift will seem cheap if you gave a $100 gift last year.

--Present the gift in person when you can, or at least enclose a handwritten note.

--Presentation makes an impression, but don't stuff it with filler just to make it look big.

--Give a gift that is both thoughtful and useful.

--Avoid personal gifts, such as perfume or cologne, but personalize a gift when possible, such as having the recipient's name imprinted on a pocket calendar.

--Give early so your gift doesn't get lost in the clutter of mid-December.

Sources: The Orange County Register, Giftcorp Inc., Office Depot Holiday Gift Survey

This article was published on Saturday 30 June, 2007.

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