Business Gift Giving

A business gift can convey power, sophistication, knowledge and interest. It can enhance or harm a company’s image. Most corporate gifts do not match the recipient’s needs or tastes and many find it hard to accept a large glass ashtray with a logo on it with genuine pleasure.

However, giving the right gift can produce results. The Specialty Advertising Association found that 47% of companies giving gifts thought executive gift giving was either "effective" or "very effective." The reasons most businesses give gifts are 1) to express appreciation and 2) to develop business by achieving goodwill. The most sophisticated businesses realize that corporate gift giving is an ongoing aspect of communication, not one just done at the holidays.

Guidelines for Corporate Gifts

Gifts are not a substitute for goodwill and good business practices. Some "blanket" gifts repeated annually may lose their effectiveness because they are taken for granted. When possible, give a gift that is useful or practical. Wrapping, presentation and the thoughtful personal message on the enclosure card are of great importance. Use business gifts wisely and judiciously. The fact that the client is remembered is more important than the magnitude of the gift. The most appreciated business gift, like the personal gift, is as selective and individual as possible.