By Louise Doyle, Founder & CEO of needi
Corporate gifting was once considered nice to do, but it has now evolved into a strategic tool that can significantly enhance your brand’s reputation and visibility. At needi, we understand the power behind a well-chosen gift and how it can be leveraged to create meaningful connections with employees and long-term business growth.
Louise Doyle, Founder & CEO of needi, breaks down what corporate gifting truly means, why it’s more than just a nice gesture, and how investing in this approach for your business can pay off.
What is Corporate Gifting?
Corporate gifting involves the selection and distribution of thoughtful gifts to clients, employees, partners, or potential business prospects. Unlike generic, copy and paste marketing items, effective corporate gifts are personalised and aligned with your employee’s needs and your brand’s values. These gifts can range from sustainable and locally sourced products to high-quality branded merchandise or bespoke experiences. The key here is to ensure that each gift carries a personal touch and reflects the identity of your company.
So, what is the strategic value of corporate gifting?
Strengthening relationships
The heart of corporate gifting lies in nurturing relationships. By demonstrating genuine appreciation, your brand can build trust and loyalty among clients, partners, and employees. Thoughtful gifts remind recipients that your brand values their contribution and partnership, creating a sense of belonging and enhancing business relationships.
Studies indicate that 66% of recipients can recall a brand name one year after receiving a promotional gift (Soocial), highlighting the effectiveness of corporate gifting in enhancing long-term brand recognition.
Enhancing brand image and reputation
A well-executed corporate gifting strategy shows that your brand is considerate and goes above and beyond. This thoughtful approach boosts your brand’s reputation as it showcases your commitment to quality and attention to detail.
Companies known for their generous and thoughtful gifting, such as luxury brands that offer exclusive products or startups that send bespoke items representing their unique culture, often benefit from a positive perception that can set them apart in competitive industries.
Increasing visibility
Strategic corporate gifting is an effective way to spread brand awareness. Items that are memorable, useful, or visually appealing can serve as constant reminders of your brand. Branded merchandise, for example, not only delights recipients but also increases your brand’s visibility when used or displayed in public settings. This subtle form of advertising helps to keep your brand top of people’s minds, without the need for expensive advertising on time-consuming marketing efforts.
Fostering employee engagement and morale
In 2024, it’s so important to show appreciation to employees, the past few years have really disturbed employee morale. Recognising milestones, achievements, or even significant life events through well-chosen gifts can boost morale, enhance workplace culture, and increase employee retention. When employees feel appreciated, their engagement and productivity rise by at least 14%, benefiting the overall business.
Why Does Corporate Gifting Pay Off?
Investing in corporate gifting may seem like an extra expense, but it’s one that pays dividends in the form of loyalty, retention, and brand advocacy.
Gifting, whether we like to admit it or not, has the unique ability to evoke positive emotions and thoughts. Interestingly, how you deliver a gift is also very important. The gift can be smaller in monetary value, but if it’s delivered with a nice message, it leaves a positive impact than say a more expensive gift without a nice message. People remember how your brand made them feel, which in turn translates to increased brand loyalty.
A well-received gift can also lead to organic brand promotion. Clients and partners who feel valued are more likely to share their experiences or talk about your business when in conversation with others. In the age of social media, where working with influencers is so key to many brands’ reach and credibility, having your employees or customers as brand advocates is key.
Finally, personalised, sustainable, and thoughtfully chosen gifts signal that your brand is aligned with important values such as sustainability, diversity, and community support. This not only attracts like-minded clients but also reinforces trust among existing customers. It’s a win-win situation.
Sold on the idea? Here is how to implement an effective corporate gifting strategy
- Choose gifts based on the recipient’s preferences, cultural background, and professional relationship with your brand.
- Pick high-quality, meaningful gifts over generic items.
- Aim to ensure that your gifts are consistent with your company’s values and mission.
- Plan your gifting to coincide with special occasions, milestones, or holidays that are significant to your recipients, it’s all about timing!
Corporate gifting, when done right, is much more than an act of kindness – it’s a strategic move that can elevate your brand’s reputation and expand its reach. At needi, we are dedicated to helping businesses make impactful choices that reflect their values and strengthen internal and external relationships. Remember, the gift of giving is one that keeps on giving – for your brand, your partners, and your employees.
