“Here you go – take this freebie!” Could this ever be the way to give out a promotional gift that enhances your brand? But how often I have heard that and like it said. It shouts a disengaged salesperson!
Even if it is a $1 pen, it has cost someone something, somewhere! Having been a professional brand consultant for many years, I still recoil when I experience persons who by their mode of giving, denigrate their company brand. What steps can you and your sales team take for true impact gifting? The 3 following points will guarantee an increase in perceived value of a gift by the recipient.
1) Elevate the presentation and you elevate the recipient. Even if you feel your company has cheaped out on what promotional gifts they are distributing, don’t convey that to your recipient! Use such phrases as: “Can I leave with one of our company pens?” or “I wanted to make sure you don’t leave without taking some of our handy little notebooks” or “We want you to remember your visit, please be free to enjoy some of our logoed candies” They will feel that you are actually bestowing a benefit on them, creating a positive perception of your brand.
2) Romance the product. A phrase told me by a veteran in the promotional marketing industry, years ago. “You have to maximize perceived value in the branded item you give”. So tell them about it. Give them 3 bullet points on the benefits ….. for instance, let’s use a $2 pen: “I wanted to leave this Accent Group pen with you. Everyone loves them because they have an ISO approved ink refill that is made in Germany. It is guaranteed to write 3000 metres of writing (it’s true – Accent supply them) Also the mechanism has a lifetime warranty on it, so enjoy for many years!” So your recipient will go away with a glow in his heart, elated and elevated that you have bestowed such a gift on him!
3) Make it personal. May sound a bit of a cliché to say that. But for instance instead of having all your branded gifts visible at the front of your tradeshow booth, hold some better gifts back… I never forget when I had finished a discussion at a booth one time, the saleslady turned from me and said “One moment sir”, went to the back of the booth and returned with a little leather card holder. She said “I appreciate your interest in our company. We keep our better gifts back for those who we feel have a genuine interest in us. Would you accept one of our leather card cases with our compliments?”
As I walked on, I looked at the case. Expensive? – no, not really. Would I have taken one if they were thrown in a basket on the front desk? – probably not. But the fact that she had used this item to personally express appreciation for my interest, had exponentially increased my perceived value of her gift. I still use it!
--- Guy Magee, National Sales Manager, Accent Group Inc.