Practice Lab: Giving gifts that bolster your brand

(July 2008) Promotional items are smart investments that can benefit your business in many ways, especially if you give them to clients. Here are some tips on how to select good, affordable gifts.

1. Choose the right promotional company.

When searching for the right promotional company, definitely ask your colleagues, friends and family about companies they have had positive experiences with. Look for an established company that’s interested in long-term relationships and takes the time to understand your situation. Of course, getting a good price is important, but working with someone who can help you make a decision may save you time and frustration, even if it costs a bit more. If the company has knowledge of your industry, that is a big bonus. It will have a better understanding of what your clients appreciate, and if you have segmented your clients, it can recommend appropriate gifts for each segment.

2. Give a different gift for each segment of your client base.

If you know who your ideal “A-list” clients are, you want to do your utmost to look after them. Giving them a nice, useful gift that stands out will go a long way. The goal is to create and maintain loyal clients, which will hopefully translate into your getting similar clients.

Let’s use a mug as an example. You might give your A clients a stainless steel travel mug, while B clients might receive a lesser-priced travel mug or possibly a ceramic mug. A good quality travel mug on its own will not create advocates. But having a referral program in place and incorporating the promotional gifts into your program will contribute to building the right client base.

3. Know your brand.

Your promotional items must absolutely fit the personality of your business, and they must be consistent with your brand. That means the look, feel and nature of the item must mesh with your brand theme. Everything from the colours to the slogans and descriptor on your promotional items must be consistent with your brand.

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For example, one of the brand themes we developed for an advisor is the Great Blue Heron, a majestic bird known for its patient, focus and adaptable qualities. The advisor’s office reflects this aura, as it is adorned with cedar and heron art, photos and sculptures, providing a brand feeling that is warm and natural. When the advisor went to a promotional company with that information, that helped it determine what the client needed. Within two days, the promotional company came back with a cedar-coloured binder that had an embossed logo, exuding a warm and natural feel. This perfectly reflected the advisor’s brand theme. The client immediately loved it, and the binders continue to both reinforce the brand with clients and build sales.

4. Choose the right product.

Many advisors randomly pick an item that’s the best price. They just want something that has their name on it. Before making any quick decisions, make sure that whatever you select lines up with your ideal client and the message you want to communicate. If your clients are successful business owners, you don’t want to give them a cheap pen. That is reverse branding and will push your ideal clients away.

Cards can be effective promotional items. They are a great forum for keeping in touch and can set a tone about your style of communication. For instance, funny cards will let clients see you have a sense of humour. If your cards are elegant and peaceful, clients will look forward to your communicating with them in a warm and caring fashion.

Some advisors customize gifts by matching them with the personal interests and hobbies of their clients. Although this can be time-consuming, it will be greatly appreciated by clients, and they will remember you by this gift — great for relationship building.

Remember, the promotional item must communicate your brand. Having a brand in place will streamline your decision-making process when picking a promotional item and will help you keep focused on your message. For instance, one of our clients has a brand theme about mountaineering. A nice gift for his clients may be a compass or binoculars. Another client has balance as a theme. Her promotional item is a desktop pen that balances on a triangular base.

A promotional item is a way of showing your appreciation and thanking clients for their business, loyalty and support. Moreover, it is a warm way of introducing potential clients to your services.

Fortunato Restagno is an advisor brand specialist with The Personal Coach.