Meaningful Connection

Some companies don’t give gifts and others don’t even recognize the holidays. Others treat gifting as a year-end checkbox, giving generic items that evoke no emotion—not even appreciation. The best brands see it as an opportunity to create emotional connection, reinforce brand values, and spark lasting loyalty.

1. Know Your Audience

Who is this gift for? Is it for your employees, your clients, your customers or your prospects and leads. Customize the gift for the recipient; giving everyone the same thing doesn’t demonstrate effort or a meaningful relationship. Take time throughout the year to collect info about what your recipient enjoys. Use conversations one-on-ones or group activities to learn how to customize your gift perfectly.

2. Tell A Story

What message are you trying to communicate? Gratitude? Sentimentality & Warmth? Excitement? A gift is the opportunity to share a brand story that can be held in their hands. From the gift wrapping to a handwritten note, the small details matter. People remember how you make them feel, especially when the gift is special and unexpected. This can build long-lasting affinity for you and your brand. Consider a local audience: they may take delight in locally-made items that support local artists and businesses; these same gifts may have less meaning to out-of-towners. A well-chosen $50 gift that builds loyalty can have far greater impact than a $500 ad spend; that’s a ROI that is hard to beat.

3. Consider Gifting Outside The Box

Experience marketing can both create strong emotions and connection, and can also introduce this powerful idea to clients as a tool that with your help, they too can use with their own audiences in the future. Consider a curated box of local attractions, an upcoming special event or a charitable donation in the client’s name.

Surprise And Delight

To sum it up, thoughtful holiday gifts that are custom and intentional will have immeasurable impact on your target audience. Not sure where to start? Give us a call at Bergman Incentives and let us help. We’re the experts.

We help brands take shape—even from a distance.

Cheers!