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Corporate Gifts are an Important Tool in the Marketing Communication Mix


Guest articles > Corporate Gifts are an Important Tool in the Marketing Communication Mix


by: Paul Trevino


Corporate gifts have been always been a feature of business relationships. A gift can be given to both customers and suppliers but the same message is being provided; this relationship is valuable. There are a huge range of options when choosing a corporate gift; the choice is dependent upon the desired receiver. Small, mass-marketed gifts are usually the norm when attempting to attract new customers; a well established relationship may be rewarded with a larger or more unique gift. The purpose of the gift is to remind suppliers and customers of the presence of your business and provide them with something that will keep reminding them. Unfortunately words are easily forgotten.

Type of gift

There is now an entire industry which has sprung up to deal with the corporate gift. Pens, pencil sharpeners and other items of stationary are popular when attending an event. These items are fairly cheap to purchase and arrive in a large enough quantity to ensure a large number of people will receive the gift. These items are designed to attract potential new customers and place your business in their thoughts in case they ever need your services.

Larger gifts such as hampers, activity days or even holidays are reserved for those who you already have a good relationship. They will be the businesses who purchase a lot of products from you or the customer who has used you for years. The gift industry has grown massively in the last thirty years and is now seen as an essential tool for many businesses to both communicate and market them effectively.

Why give?

Perhaps the most important decision which needs to be made in regarding to corporate gift giving is to define the role of the gift. A gift can be given as a form of sales promotion; a free gift is given provided the customer purchases a specific item. Or, it can be used to advertise the business; a gift given today will remind the customer of the services offered in the future, when they actually need them. Finally, a gift can be given simply for the purpose of building relationships. It is often the case that a business which receives a gift feels a social and moral obligation to purchase something from the giver. This can quickly build into a reciprocal relationship which will grow stronger with each gift; provided they are given appropriately.

In many ways the corporate gift should be seen as an investment in future sales and customers.


Giving a gift may make you feel good but it is not necessarily the right course of action every time. This can be particularly true when dealing with a supplier with which you are building a relationship. An annual Christmas gift may be of far less value to them than a discount on their purchases, and the overall cost to the company will be of little difference. It is essential to know your supplier.

Logos are often added to the gift and this is certainly an essential part of gift for prospective new customers. However, when building relationships you should think carefully about the merit of having your business name plastered all over an item. The other party knows who you are and may not appreciate something with your name on which makes them feel they have an obligation to you.

A gift must be chosen with the recipient in mind. You should always be aware of what is appropriate and what is not. The stronger your relationship with a customer or supplier the more you will be able to judge what will be well received and what will not. A badly chosen gift can cause serious harm to any business relationship. The world of corporate gift giving is a complicated place and it is essential to be careful that your gift will not constitute a bribe. The standard gift should never be of an excessive value and particular care should be given when the recipient is from another culture. You must ensure your gift will be received in the right way by the recipient.

Corporate gift giving should be an essential part of your marketing and communication strategy and can be excellent at building relationships. You simply need to choose wisely!


By Paul Trevino and!

Contributor: Paul Trevino

Published here on: 23-Aug-15

Classification: Marketing

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