While most businesses focus their energy on their corporate gifting strategies for the fourth quarter (Q4) of the year, capitalising on out-of-season campaigns from July to September is a great way to make a more impactful impression. In fact, you’ll put yourself ahead of your game.
Read on to find out why it’s a beneficial approach and get our professional insights into how to frame your proposition effectively.
The marketing perks of business to business (B2B) gifting
Consumers, as we know, give each other gifts to celebrate auspicious occasions, express affection and show generosity towards their nearest and dearest. However, there’s a far more strategic element to this on the corporate playing ground:
1. It fuels brand awareness
Giving you the perfect opportunity to make an impression while showcasing your brand, personalised gifting is now considered one of the most powerful marketing tools available.
2. It builds relationships
Acknowledging your customers fosters loyalty, trust and a need for reciprocity, creating stronger bonds that are likely to stay the course.
3. It increases staff morale
A great way to recognise staff achievements, milestones, hard work and dedication, they show that you are invested in your people and stand by their growth.
4. It encourages product engagement
If you gift your own product ranges, it motivates people to try them out, giving you a head start on word-of-mouth advertising and user-generated content (UGC).
Why summer gifting has an impact
At a time when inboxes are less crowded and the fierce competition experienced during the festive season has eased off, an unexpected parcel, especially when well branded, has a high chance of becoming unforgettable. In fact, it allows you to:
- Stand apart from your rivals (because they’re not doing it).
- Capitalise on a more cost-effective time of year to express gratitude.
- Surprise and captivate – which are the keys to making lasting impressions.
- Express your company values (especially if you gift sustainably).
- Create a stronger brand association (because there’ll be less external marketing noise).
- Make your staff feel valued, thereby increasing mid-year productivity.
- Connect with past clients by reopening quiet conversations.
- Enhance your negotiation skills and propositions.
- Encourage repeat business, brand visibility and additional mid-year sales.
It also shows appreciation without expectation. In other words, you’re not just spoiling your clients when new contracts are due to be signed. And that counts for a lot!
How to strategise your corporate gifting campaign
Aside from making a splash, it’s important to get your game plan right. Here are some simple pointers:
From a recipient’s perspective:
Tailor your gifts to suit your audience
To facilitate this, base the contents and unboxing experience on factors like industry, job title and engagement (or relationship) level.
Plan in advance
This will ensure that each giftee gets their parcel on time, and that your campaign isn’t overridden by bank holidays, summer vacations and other chaotic occasions.
From your brand’s perspective:
Create synergy
Your gifts should align with your brand identity, culture and values. Find something that creates a link without the need for overt marketing.
Think out of the box
This is an ideal time to design limited edition packaging that highlights your seasonal or artisanal stock. If it’s a hit, you’ll be setting a trend.
Capitalise on social media
Share your campaign on your socials because, if you’ve done a great job, they’re a surefire way to encourage UGC and increase your visibility.
Track your return on investment (ROI)
Measuring the reach and efficacy of your gifting strategy is key to refining any future endeavours.
From an etiquette perspective:
Don’t overspend
You don’t want to create a sense of unease or obligation, and no gift should seem like a bribe. So stick to protocol and budget for around £50 per head.
Be mindful of cultural differences
Some items may be considered offensive or inappropriate, so make sure you’re giving something neutral.
Get personal
Each gift should be accompanied by a personal message or expression of thanks.
From a corporate gifting company’s perspective:
Use it as an opportunity to test-run fresh concepts
This is the time to experiment with new ideas or sustainable gifting lines as well as different suppliers and logistics so that you’re on track and confident ahead of the festive season.
Get ahead of your storytelling goals
Be proactive, start thinking about the brands you represent, and play around with new narratives that will hit the mark later down the road. These can, again, be trialled in a quieter off-peak season and may even open the doors for new clients.
5 On-trend summer gifting ideas that raise the bar
Before you pick suitable gifts, consider things like seasonal relevance, presentation and useability. If you want your campaign to be a hit, every aspect of the unboxing experience should be purposeful, current and beautifully presented. And brand what you can – it’s the key to great marketing.
Here are five concepts that people love:
Personalised hampers
Fill them with luxe food and drinks items fit for a summer picnic or barbeque, pop in some branded barware... and remember to up the ante by creating visual appeal. Things like wood wool, printed tissue paper and personalised ribbons all add value to the proposition.
Experiences
From pottery classes and theatre tickets to cooking lessons and concerts, this is an offering that stands out from the crowd. Think about packaging the vouchers in a gift box along with some topic-related merchandise. For example, if they’re having a food adventure, why not include a branded apron to take along with them.
Fine wines
Let them celebrate UK’s wine culture by picking out a selection of the country’s top cuvées. Dress them up in an elegant wooden wine box or invest in carriers with removable dividers for a more relaxed approach. Both can be overprinted to enhance visibility.
Gadgets
Everyone loves a bit of tech, so think about SMART watches, headphones or the latest portable charger. And then create a memorable unboxing experience using bespoke packaging that resonates with your branding objectives.
Fabric bags
Sustainable totes are considered a must-have fashion accessory, especially when personalised with clever messaging that resonates with your target audience. While the bag itself is a cool gift, there’s nothing stopping you from filling them up with delicious goodies, spa accessories or your own signature product range.
Whatever you choose, the end result should tick all the boxes in terms of tactility, visual appeal and ease of unboxing. And remember, even the most modest gift will carry extra meaning if it’s unexpected.
How WBC can help get your summer gifting on point
As experts in the packaging, gifting and retail display arena, we have everything you need to make your corporate gifting rise above the rest.
Here’s what you can expect:
- A dedicated account manager who will learn your business objectives and make sure they’re met.
- Free access to our in-house design team for all your branding needs.
- A gorgeous range of gift containers and accessories to choose from.
- Next-day delivery.
- A bespoke service for your long-term goals.
Call us now or make an appointment to visit our Herne Hill showroom, and let’s make this summer exceptional.
