Why is Corporate Gifting Important?

What Is Corporate Gifting?

Corporate gifting is the process of using a gift to establish a connection with staff, customers, or potential customers. This can be done by offering a non-physical gift like an eGift card or an experience (like concert tickets or practical swag), or it can involve giving a physical item like edible treats, personalised clothing, or practical swag.

Read More: corporate gift cards for employees

What Makes Corporate Gifting Crucial?

Receiving a gift is a powerful experience that may lead to good connections with a person or company and a sense of connection to the giver. Businesses and marketers have long depended on the power of gifting to foster stronger bonds with both current and prospective customers and to express gratitude for their business. Gifting may be a very successful strategy in terms of ROI and employee happiness when it is integrated into your overall marketing or staff retention initiatives.

The Way Corporate Gifts Are Psychological

The psychological effect of a present on the receiver is highly correlated with its efficacy. You’ve seen this effect firsthand if you’ve ever received an unexpected gift or surprise (in person or via direct mail). This is partially because, according to a research on the benefits of gifting on business outcomes, physical touch with a present causes the Endowment effect, which is a sense of ownership over an object that translates into an individual valuing it more highly. It also affects trust and a sense of reciprocity. The outcomes of marketing and gift-giving in a number of typical corporate gifting situations demonstrate this impact.

For Potential Clients

Giving gifts to those you don’t already have customers might encourage them to do so. In fact, according to Instapage, 80% of customers feel they are more inclined to do business with a firm that delivers individualized experiences. Prospects may be encouraged to perform a desired action, such finishing a purchase, signing up for a service, or scheduling a discovery call, by receiving the appropriate gift at the appropriate moment.

For Customers

Gifts given at the right moment might also help clients. It may reassure customers that their business is important, motivate them to stick with you or become brand ambassadors, and, in situations when it has been a while since your previous communication, it can help your business regain their top priority. A retail survey found that customers who feel emotionally invested in a brand had a 306% greater lifetime value.

Regarding Workers

Businesses have to think about more than just their customers and potential customers. Great customer outcomes can stem from much closer to home. In fact, according to a research, 57% of respondents said that getting mail helps them feel more important. This statistic refers to presents sent by direct mail, but if you’ve ever received well-made, branded clothing, you know that it may also benefit your employees.

These presents give you the impression that your company values you and help you feel like a part of the team, especially if they are well-made and personalized. These emotions influence how staff members carry out their responsibilities and the caliber of services they offer to clients, prospects, and other stakeholders.

Personal Events: Moving to a new house, completing a degree program or certificate program, welcoming a new family member, or accomplishing other goals.

Company Events: Years of service, service level recognition, milestone years, or the accomplishment of skill-enhancing, industry-specific training programs.

Special Recognition: Honoring situations in which a worker rescued the day or went above and beyond to support a colleague or a company objective.

Data on Corporate Gifting

Corporate giving works well for a variety of reasons. Direct mail garners consistent and focused attention, positively impacts recipients broadly, and elicits psychological and emotional reactions from its receivers. Let’s examine five related statistics and how giving is related to them:

81% of individuals regularly read or skim their mail. (Very few people throw away letters without first reading it).

Approximately 75% of individuals scan direct mail at least once; this is probably because they become quite emotional when they get something that was meant just for them.

For 79% of customers, checking mail is more handy than using the internet. It is, after all, waiting right there!

According to 38% of respondents, the physical characteristics of mail affect the recipient’s perception of the sender. Deeply and naturally, a physical mail piece’s production values may reaffirm a brand’s core beliefs. Consequently,

Compared to campaigns without mail, direct mail marketing have a 27% higher chance of delivering top-ranking sales performance and a 40% higher chance of delivering top-ranking acquisition levels.

The Endowment effect—a person’s sense of ownership over a thing that causes them to value it more highly—is brought about by physical touch.

Trends in Corporate Gifting

The development of corporate giving is expected to continue throughout the upcoming decade. Many of the experts we surveyed believe that sending and direct mail marketing will continue to expand, and they have identified some sectors in which they believe this will be the case:

In general, corporate giving and direct mail marketing will persist, yielding returns on investment that can reach ten times the initial outlay. The B2B industry will see the most of this expansion.

According to experts, there will be a greater integration of prospect and employee giving programs into a single marketing campaign, which will enhance brand perceptions and awareness.

It is anticipated that giving would become more prevalent in sectors other than marketing, such as customer service and human resources.

Growth will be driven mostly by more automation and customisation, along with a move toward more inclusive and environmentally friendly gift options.