Holiday Gifting for the Execs and VIPs on Your List
We love, use, and keep our branded
promotional items. Whether it’s the humble pen, graphic t-shirt, or logo-bearing
mug, recipients keep promotional products in their offices, gym bags, hearts,
and homes for
as long as 10 years.
Now, how can an integrated marketer combine
that kind of marketing magic with a holiday gift that’s fit for the VIPs and
executives on their lists?
Focus on the Connection
Promotional products guru Michelle Williamson
writes that a gift should build or underscore meaningful connections, and that,
Brand Love oftentimes has to do with an experience, an understanding of which
kind of experience a customer may appreciate.”
gifts should focus more on the recipient and your professional relationship and
less on your company. For example, if you know they’re an outdoor enthusiast,
try a rugged, functional backpack. Your promotional products vendor likely
stocks a variety of quality items for even the most accomplished golfer: you can
put together a handsome package that includes apparel, tees, balls, and other
Logos should be included but presented in a tasteful,
understated fashion. The branding should subtly reinforce the connection – as
opposed to screaming, “Hey, look at my gift!”
Give Gifts with Higher
According to Williams, gifts that are more ‘retail-like’ have
a higher perceived value, and for high-end clients, it’s preferable to give products
that look like they came directly from a store’s shelf.
not sure of what kind of personalized gift to give, look for products that are unexpected,
appealing, or valuable. Tech
products check at least two of those boxes. Wearable
perceived as high-value, and with the new year (resolutions) right around the
corner, it makes a seasonally appropriate statement. These C-suite
full of unexpected goodies – some practical, some whimsical – that will surely
surprise and delight your recipient.
vendor will be a helpful resource for identifying top-shelf products as well as
potential price breaks.
Brand the Experience and Turn Swag into Gifts
No matter how much a gift costs, integrated
marketers can elevate the experience with luxe, branded packaging materials.
Items such as custom boxes, gift bags,
wrapping paper, and ribbons transform branded merchandise into standout gifts.
Even if they’re not especially high-end, also include traditional promo
products, such as pens, note pads, and other utilitarian essentials with your
gift. Ship your gift in a cost-effective, yet unforgettable
package because when it comes to standing out, presentation is everything!