You found our ultimate guide to the best marketing gift strategy.
A marketing gifting strategy is a promotional strategy for customer engagement and lead retention. As a way to promote a product or brand, the system involves giving gifts or promotional items to customers or people who might become customers. Examples include referral programs, limited-time offers, charity donations, and gift cards. The ideal marketing gifting strategy aims to increase brand awareness and customer loyalty and drive sales.
You can get some of these options from corporate swag vendors.
This list includes:
- What is marketing gifting strategy?
- What is the purpose of marketing gifting?
- What are the elements of good marketing gift strategy?
- What are some examples of gifting marketing campaigns?
- What are some tips for sending marketing gifts?
Let’s get to it!
What is marketing gifting strategy?
A marketing gifting strategy is a plan for distributing promotional products and thank you presents. This blueprint is an important part of the organizational marketing plan because it helps achieve long-term and short-term business goals. The strategy is tried and true, and it works. Here are some types of gifting marketing campaigns that companies use for brand promotion and customer engagement.
1. Referral Programs
Referral gifts are a type of marketing campaign that gives current customers a reason to tell their friends about a business. The referral campaign can effectively increase brand awareness and customer acquisition. The program encourages existing customers to share their positive experiences with friends and family, effectively promoting the business through word of mouth.
These incentives can be discounts, cash rewards, or even free products or services, which the referrer or the new customer can redeem. Overall, referral gifts are a cost-effective marketing strategy for businesses.
2. Loyalty Reward Program
Customer loyalty reward programs reward customers for their repeat business. The system is a customer retention strategy that keeps you one step ahead of the competition. These programs, offer discounts, free products, or exclusive access to special promotions.
An Accenture report shows that over 90 percent of businesses have loyalty reward programs. A typical loyalty reward system works by tracking purchases and offering rewards based on certain milestones or levels of spending.
With the loyalty reward campaign, you can tailor the rewards to target groups of customers by offering exclusive benefits. Again, loyalty program rewards create a loyal customer base and improve long-term revenue by providing tangible benefits to customers who engage in repeat business. Loyal reward programs may reward customers based on points, tiers, rewards, frequency, community, games, or a hybrid.
3. Limited Time Offers
In a recent report by Statistica, about 88 percent of customers in product research look for discount codes. Fortunately, limited-time offers establish a sense of urgency to attract customers. These offers typically have a set expiration date that creates a sense of scarcity and encourages customers to take action.
Limited-time offers can get your customers to act quickly. Consequently, the strategy is appropriate for promoting new products or services. Furthermore, this approach can solve the problem of old inventory or even generate buzz around your business. The most popular limited-time offer in the world, Black Friday, incentivizes customers to make purchases by offering a gift, a discount, or a bundle deal. Overall, limited-time offers are a sure way to attract new customers and encourage existing customers.
4. Holiday Gifting
This marketing strategy helps businesses connect with and appreciate their customers while building stronger relationships during the holiday season. An important factor to consider is that the result depends on your approach. For example, sending a personalized coupon or a small gift during the holiday season will make your customers look forward to each holiday.
You can also use holiday gifting to attract new customers by offering a special promotion or discount exclusive to the holiday season. Additionally, your business can generate leads by offering a gift or a discount to customers who sign up for a newsletter or attend an event. Holiday gifting can be a powerful way to create a festive atmosphere and positive brand association. The gift should align with the values and interests of the recipients. Also, be sure to choose the right holidays and ensure timely and professional delivery.
5. Subscription Boxes
Subscription boxes have become a marketing trend in recent years. These boxes are a recurring delivery service where customers receive a box of curated products regularly, monthly, or quarterly. These boxes typically contain various products that best represent the receiver’s preferences and values.
The boxes generate recurring revenue and create a sense of excitement and surprise for the customers. Many businesses use these boxes to introduce new products, increase brand awareness, and create a sense of community. If you are in the beauty industry, consider beauty and grooming boxes with skincare, makeup, and hair care products. Similarly, food brands may consider food and drink boxes with snacks, ingredients, recipes, and beverages.
6. Charity Donations
Charity donations can be an effective way for companies to give back to the community, build a positive reputation, and increase customer loyalty. Usually, organizations explore different approaches.
If you want to donate a portion of the proceeds, the percentage of the profits or sales goes to a specific charity or cause. A partial donation shows customers that the company is socially responsible and cares about positively impacting the world. Companies that donate a product or service to a charity connect with people on a different level. This approach helps the recipients fulfill a dream, vision, or desire. People often remember these deeds.
If you opt for matching donations, you will encourage your customers to make a greater impact. You can partner with them, reaching more potential clients and spreading brand awareness. A great approach to donations is hosting charity events. These include fundraisers, charity runs, or silent auctions. A charity event is also a great way to bridge the gap between you and your customers.
Charity donations as a marketing gifting strategy are a win-win situation, as they build a positive reputation and impact the community. Customers are more likely to support and spread the word about a company they believe is positively impacting the world.
Vendors like Gifts for Good enable you to send charity gifts.
7. Free Samples
Providing free samples as a marketing strategy can effectively introduce potential customers to a product or service. You can work this system out by giving consumers a taste, a sneak peek, or a free small sample.
A major advantage of using free samples as a marketing strategy is that it allows consumers to try a product before they commit to purchasing it. That can be especially effective for new or unknown products, as it can help to build trust and credibility with potential customers. Additionally, free samples can help to generate word-of-mouth advertising, as satisfied customers are more likely to recommend a product they know.
Furthermore, free samples can also be an effective way to target specific demographics. For example, your company can give free samples to business personnel at trade shows or conventions to attract potential partners or investors. Similarly, free samples can be part of events or in-store promotions to target specific geographic regions or age groups.
However, a potential drawback to using free samples as a marketing strategy is that they can be expensive. Additionally, samples can harm your brand’s reputation if recipients do not enjoy them. Nevertheless, free samples are a powerful and efficient marketing strategy in the right hands.
8. Gift Cards
Gift cards are like prepaid debit cards with monetary value. Customers use the cards to purchase goods or services at a particular store instead of physical cash, making them a versatile and convenient gift option.
If you opt for gift cards as a marketing gifting strategy, your best shot is encouraging customers to continue shopping at discounted rates. Additionally, gift cards promote special sales that enable customers to shop during a specific period. Again, customers favor gift cards because they are easy to use. Customers usually do not have to worry about expiration dates, hidden fees, or restrictions. You can customize the cards with your business name, logo, or even their names.
Note that if gift cards stay inactive or unused, they can be a high cost to the business. Additionally, if they are lost or stolen, you cannot replace them easily, and your marketing technique has lost its value. Your organization may consider implementing online tracking measures.
What is the purpose of marketing gifting?
Marketing gifting can support overall marketing efforts. Furthermore, promotional gifts may also serve as part of a larger marketing campaign. A good approach to marketing gifting is lead generation and sales. Lead generation is a great way to collect valuable information from potential customers and nurture them into sales.
Marketing gifting strategy is applicable in both B2B and B2C contexts. For B2B, gifts can strengthen relationships with existing clients or generate leads with new prospects. In contrast, B2C gifts can be a reward to retain customers and increase brand loyalty.
When using a marketing gifting strategy, consider the cost-benefit ratio, the appropriateness of the gift, and the target audience. Also, it helps to have a clear message and call to action to make the most of the marketing gift strategy.
What are the elements of good marketing gifting strategy?
The following are some important elements of a good marketing gifting strategy.
1. Target Audience
A good marketing gifting strategy should consider the target audience. The gifts should aim at the specific demographics and interests of the intended customers. Tailoring your gifts to the right audience will increase the likelihood of good reception and use, thus building brand awareness and loyalty.
2. Clear Message and Call to Action
Your preferred strategy should have a clear message. In addition, the message should end with a call to action that aligns with the marketing efforts. That way, you encourage future business, generate leads, or even promote a new product launch.
3. Brand Identities
Your gift should feature your brand identities, such as a logo or tagline. This approach ensures you are marketing yourself wherever the gift goes. Again, these gifts should be timely. For example, special promotions or events should come before promotion dates, and “Thank you for shopping with us” deals are great post-purchase gifts.
4. Quality Over Quantity
Most well-meaning customers will choose quality over quantity, so ensure that the gifts represent value. That singular approach will help to ensure that customers and potentials feel appreciated. Sending quality gifts increases your chances of generating more positive brand awareness.
5. Follow-Up
The cost of the gifts should tally with the potential benefits of the strategy in terms of brand awareness, customer loyalty, and sales. Similarly, a follow-up action should occur after the gifts reach your target audience. You can consider a survey to gauge the effectiveness of the strategy. However, another option is an email campaign that nurtures leads or a special offer for repeat business.
Again, you want to avoid giving the impression of corruption or bribery. Therefore, the gifts should comply with legal or ethical regulations such as the Foreign Corrupt Practices Act or local laws.
What are some tips for sending marketing gifts?
Here are some tips to consider if you are trying to send marketing gifts or souvenirs.
1. Use Interactive Digital Catalogs
The main advantage of interactive digital catalogs is the ease of use and accessibility. This feature makes them a cost-effective option. Interactive digital catalogs also allow for more personalization and customization. These catalogs include interactive elements such as videos, animations, and links to social media and e-commerce platforms, making them more engaging and interactive for the customer.
Additionally, interactive digital catalogs make tracking analytics such as clicks, views, and shares easy, giving you an idea of how well your shopping catalog performs. This information can improve your catalog and overall marketing gifting strategy. Furthermore, interactive digital catalogs are environmentally friendly. The catalogs are easy to update and modify, allowing you to keep the content fresh and relevant.
2. Personalize the Gifts
Personalization makes your gifts more memorable and increases the chances of use. When people have their or a personal message on a gift, they become attached. Also, choose the right gift and make the packaging attractive and eye-catching to create a positive first impression. The packaging can be as important as the gift itself.
3. Measure Results
After sending the gift, track and measure the results. Be sure to follow up with the recipient to gauge their reaction and feedback. A follow-up will help the company understand the gift’s effectiveness and make adjustments for future campaigns.
What are some examples of gifting marketing campaigns?
Marketing campaigns that incorporate gifting can be strategic and rewarding.
Each of these successful campaigns effectively leverages the power of gifting to build lasting customer relations:
1. Starbucks
Starbucks runs a ”Give a Gift, Get a Gift” campaign, where customers who purchase a gift card for a friend or family member receive a gift card for themselves.
2. Amazon
Following the charity donation strategy, customers purchase a gift card for a charitable organization and receive a discounted gift card for themselves at “Gift a Smile.”
3. The Body Shop
In the “Gift with Purchase” campaign, customers who purchase certain products receive a gift.
4. Godiva
During the “Gift of Chocolate” campaign, customers received chocolate gift boxes for friends, family, or clients.
5. Old Navy
Customers enter a sweepstake in the “Gift Card Giveaway” campaign to win a gift card or discounts on their next purchase.
Conclusion
Developing a marketing gift strategy effectively increases brand awareness, generates leads, and improves customer engagement.
The important elements of a successful marketing gift strategy include:
- define your target audience
- set clear goals
- choose the right gifts
- create a budget
- develop a distribution plan
- measure the effectiveness of your strategy
- personalize the gifts
- create a follow-up strategy
- monitor the ROI
By following these steps and continually evaluating and adjusting your strategy, you can improve your chances of achieving your desired results and building stronger customer relationships.
Next, check out this list of promotional product companies.
Angela Robinson