While it may seem counterintuitive due to increased corporate spending, giving gifts to customers is a surefire way to boost corporate success and profitability. Many CEOs have observed higher and measurable ROIs following corporate gifting, suggesting that this is a powerful tool in connecting with consumers.
How does corporate gifting work? It creates a sense of authenticity, which pulls in audiences. It motivates and encourages customers to come back to certain brands, while also boosting word of mouth on and offline. Corporate gifting is also helpful because it builds constant touchpoints, keeping the corporation in question at the forefront of customers’ minds.
Corporate gifting reaches its full potential when companies pair it with their brand archetype, also known as the personality and voice of their brand. Brand archetypes are drawn from a list of a dozen major personality traits that pop up again and again throughout history. Each archetype has its own ideals that the company should mirror; for example, the lover archetype values intimacy.
These archetypes and their associated values should be reflected in the items that companies select for corporate gifting. This creates a real and personalized brand, which is a desired quality for 90% of customers. Once a company knows what archetype it falls under, it can institutionalize those values in its marketing and gifts.