Fall 2009 - Marketing Dimensions from Felber & Felber Marketing

	Fall 2009

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Business Gifts - Why They Work

By Bruce J. Felber, MAS
First, let us explore what is a business gift. Business gifts can be defined by a few parameters. The perception can range from useful items to once a year food specialties. What is true for personal gift giving may also be said of business gifts.

We all give gifts as a way of saying thanks for being there all year and to spread holiday wishes to friends and relatives. We want our gift-giving to be remembered and, perhaps have long reaching impact throughout the year. Business gifts can also have the added benefit of advertising your thoughtfulness all year long. A recent study by the Promotional Products Association International (PPAI) describes business gifts as "logoed personal-use items given out to establish good relations and high retention rates with clients and employees." The most common reason, as stated in the study as to why business gifts were given was to "thank customers."

The PPAI study listed these business gift uses:

Objective
Percentage of Respondents

To thank customers
To build goodwill
To develop business
To recognize employee performance & longevity
To generate referrals
To influence purchasing
Customers expect them
Other 70.0%
65.9%
49.6%
49.6%
31.3%
21.6%
12.2%
7.5%

Still not convinced business gifts do not have an impact? 78 percent said they believe that business gifting was at least "somewhat effective" in achieving the goals that motivated the initial purchase. Also 91 percent effectiveness was reported by buyers who actually measured their gift-giving results.

Another PPAI study claims that the effectiveness of promotional products as an "advertising medium" has a greater ability to affect change more than any other media. The power of promotional products used as gifts at the end of the year not only expresses your thanks but has the ability to influence for many months throughout the year. Most people will remember who gave them a specific gift and when.

How to decide on the right gift? What items should you look at when making your selection? A recent information study of 1,005 average American households revealed that when it comes to creating a favorable impression of an advertiser or motivating the recipient to take a particular action, the following promotional product categories are
the most requested:

Gift baskets of food

MP3 players (other electronics)

Clocks & watches

Digital picture frames

Luggage

Apparel (T-shirts to polos)

Wallets

Tote Bags

Additionally these product categories ranked highest in advertising and message recall:

Pens

Calendars

Coffee Mugs

Magnets

Apparel

With so many choices available to fit almost every budget, promotional gifts can be the perfect tactic to elevate, motivate and thank your clients and customers the entire year.

Research data used with permission from PPAI.

To learn more about business gifts attend our show on November 17, 2009, or visit Promotional Products.

Bruce Felber, Creative Director at Felber & Felber Marketing is on the Board of Directors of the Promotional Products Association International and is a two-time past president of the Ohio Promotional Products Association.

Contact Felber & Felber Marketing at 330.963.3664 or info@felberandfelber.com.

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