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Selecting the Appropriate Corporate Gift

The trick is to select appropriate items that will delight the recipient and also reflect the image you want to convey.

The business-to-business community has a long-standing tradition of gift giving for holidays, awards and other special occasions. In a very tangible way a present is meant to convey a message—be it a token of appreciation to a valued client, a gesture of gratitude for good service to an employee, or a "please keep us in mind next time" reminder to a current or potential customer.

Getting that message across is actually a two-part process. Since it comes from you and your business, you need to give serious thought to what you want to say, the way you want to represent yourself and how the gift fits in with your personal, business and marketing strategies. On the other end, you need to consider the recipient's reaction.

Delight not disdain is the name of the game here—aim to please, not offend. And while that may seem all too obvious, the "receiving" part of the equation might be more complicated than you think. Especially in this age of global enterprise and cultural crossovers within business communities, observing protocol is crucial. Following it demands thought, planning and sometimes soliciting the good counsel of protocol professionals within the corporate sector or cultural affairs organizations. You may also want to seek the advice of experienced corporate-gift specialists in companies that deal heavily in that market.

The selection process

Basically, gift giving falls into two categories. If you are selecting one gift item for your entire client list, you will need something that will be appreciated by men and women alike. Desk diaries with company imprints, for instance, are popular choices in this category. Or, you might try something a bit more original that may be more representative of your line of business—personal CD players stamped with the company logo, for example, if you're in the music business.

The second category involves more personal (and perhaps also more expensive) choices. Generally speaking, more knowledge of the recipient's tastes, likes and dislikes is required. Here, too, it's important not to offend inadvertently or give something that will not be appreciated at all. Smoking accessories, for instance, obviously are unlikely to be treasured by nonsmokers, alcohol by people who don't drink, or fancy chocolates by someone trying to lose weight. The choice becomes even trickier when giving to a person from another culture, which is where knowledge of cultures and customs, and perhaps some professional advice are warranted.

The relationship you have with the recipient of a gift has a large effect on your choice. Often, people prefer to select corporate gifts that are personal—well thought out or personalized or customized in some way—but not too intimate.

If you continue giving to the same person year after year, it's a good idea to keep a written record of gifts past so you can build on concepts and themes from previous years—giving sets of stemware, for instance, such as four champagne flutes a year until the recipient has a set of twelve. Or, think in terms of patterns, motifs or color, perhaps giving a scarf, fountain pen, handbag or briefcase to coordinate with those items from previous years.

Gift-Giving Checklist

While choosing an appropriate gift does require some thought, research and planning, following the few commonsense guidelines listed below will help you select an item that will communicate the desired intent and even allow you to have a little fun in the process.

• What kind of person are you choosing a gift for? Observe his habits, tastes, hobbies, etc., when considering what to buy. Also keep in mind your business relationship with the recipient and what message you wish to convey.
• What is the recipient's comfort level? Too inexpensive or too lavish a gift is inappropriate and may actually have the opposite effect of what you intend.
• How can you make the gift personal but still professional? Personalizing an item by engraving, etching, stamping, etc., shows that extra thought, care and time went into the selection.
• What is your budget? Set a budget for yourself early and think ahead. Especially for items ordered in bulk or ones that need to be personalized and individually packaged and shipped, time is of the essence. Also there is more of a selection if you choose early.
• Did you include an enclosure card for a personalized greeting? Never send a gift without one. Also, never send one that is not properly wrapped.
• How will the gift will be delivered or how will it be presented? Often stores specializing in corporate gifts can handle many of the packaging, gift-wrapping and shipping details for you at minimal extra charge. Be sure to work out details in advance, though—the specifics of timing, mode of delivery, packaging, enclosure card and payment. It's also a good idea to have a few extra gifts on hand—ones that would be generally suitable for most people on your list— so you won't be caught short at the last moment if you need to add someone to your roster.