Last-Minute Gifts: Whew, Just In Time!
November 05, 2007
Make the most out of last-minute business gift buying.
By Anne Marie D. Lee
As in all things business related, when you're giving a business gift, you want to be punctual. To celebrate the end of a deal, offer congratulations on a milestone, reward a project well done, or simply thank employees or clients for a successful year, you want to deliver your gift while the message is still hot. The holidays require even more sensitivity because of the religious aspect.
In addition to Christmas and Hanukkah, there are a few other religious and cultural holidays to be aware of that fall during the autumn months, many on the heavily tinsel-covered days of December. Even if your intention is to avoid religious sentiments, when sending gifts to a group of employees, in order to avoid tripping inadvertently upon a team member's religious observations (such as by sending a food gift during a time of fasting, or wishing them happy holidays weeks after their most important holiday has come and gone), both knowledge and timing are essential.
That said, the holiday season is a busy time of the year for many businesses, and for this reason last-minute holiday gift giving happens. Success for those racing toward the holiday finish line requires quick thinking and fast action. The goal is not to succumb to hasty decisions in spite of the pressure to find something fast. Although customization is an option that last-minute gift purchasers will most likely have to forgo, the general rules of gift etiquette apply. To assist time-challenged businesses that wish to express good will to all their clients and customers, Incentive presents a how-to on last-minute gifts, featuring a selection of showcases containing a diverse selection of high-quality gift options from reliable companies, bringing comfort and joy to the seasonally stressed.
Know Your Recipient
Disseminating presents blindly is not the way to go about gift giving, whether it's last minute or planned months ahead. For a gift to have an impact on a client or employee, it needs to connect with them on a personal level. This is why one of the top rules on gift giving is to know the recipient.
Before sending to clients, the first thing to know is their company's gift policy. Says Kathy Bromer, director of marketing for The Corporate Marketplace Inc, a product supply company based in Davidson, N.C. "I would check to make sure, as far as the customer is concerned, that they have a standard policy of accepting gifts. Usually just asking, 'Does your company have a policy?' And making sure that the gift you're giving falls within the guidelines."
At The Corporate Marketplace Inc, the purchase of gift cards can include a $1 donation to the charity of the gift giver's choice. Bromer adds that when giving to large groups, such as employees, it is important to offer variety and choice, so as to include something for everyone. "I think it boosts employee morale. I think you get a more loyal, dedicated workforce because you're really bringing it down to a more individual level versus basing them on a whole. And that's what a gift card can do or making donations can do. The focus is on you as the individual."
Of course, although tailoring gifts to the individual is recommended, you also want to be careful not to get too personal. Business etiquette expert Hilka Klinkenberg, founder of Etiquette International in New York City and author of At Ease…Professionally, warns against confusing personal gifts with personalization. "First of all you want to remember that it's a business environment, so you never want to get too personal. When you think of the person's interests, what their likes are, for instance if you know that someone likes to write with green ink, you get a pen with green ink. But a gift that's too personal is something like lingerie or perfume." Another important distinction is between gifts that address a need, such as penholders and organizational tools, and gifts that imply something negative, such as diet books. Says Klinkenberg, "The thought involved is very important. It's the holiday season, it's about positive relationships, it's about friendship, and it's about caring."
How Much to Spend
When figuring out how much to spend, while experts emphasize quality, they do acknowledge that it's all about budget. Says Klinkenberg, "The first thing you have to consider is your budget, what can you afford to spend? Then you have to consider whom you have to send gifts to and buying the best quality for that price. Instead of a huge bouquet of carnations, you buy a small bouquet of calla lilies. Instead of buying a lot of something cheap, you buy a little of something that's good quality."
Other experts take a more metrical approach to cost spending. "Historically, companies spend an average of $15 per year of service," says Bromer. "So let's say at five years the service award is going to be approximately $75 for dedicated, loyal service. A corporate gift would I think be within the realm of $10-$15 per year of service. Clients may take a little more of an emphasis, maybe $20-$25."
Another point to consider regarding spending is the importance of branding. Says Klinkenberg, "The name brand is very important. It's much better to buy a good quality, name brand of chocolates than cheap, no-name chocolates." At the same time, advises Klinkenberg, personalization trumps brand. So if you know that someone is looking for a hard-to-find jam, like rhubarb, actually sending them a jar of rhubarb jam from an Amish farmers market would mean a lot more to them than a high-end jam of a different flavor.
No Logoed Items, Ever
One tip that etiquette expert Klinkenberg is adamant about is that logoed items be kept completely separate from seasonal business gifts. "People perceive logoed gifts as advertising or promotion, as opposed to a gift. If you're going to give a logoed item, do it another time, not the holiday season." As an example, Klinkenberg points to the popular business calendar. "That's not a gift, that's a promotion. Send those out in November, but give your clients and staff a gift." She suggests the utmost discretion in placing a logo, if necessary, somewhere where it isn't openly visible. Preferably, the logo should be relegated to the card itself.
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