Pub. 2 2019-2020 Issue 4

18 G ifts can have a strong, positive effect on the recipient. The right gift at the right time is a delightful experience that can seal the deal for a business relationship and build a trust- filled, reciprocal relationship. One survey found that 80% of potential customers said they are more likely to become customers of companies that provide them with the gift of personalized experiences. Gifts tell people that you or your organization cares about the recipient enough to do something nice for them. They can also be a great way to strengthen your brand image. If you create an emotional connection to your brand with someone, the lifetime value of that brand connection increases by 306%. Even something as simple as sending mail can make people feel valued. If you’ve ever looked into an empty mailbox, you know that the experience is very different from looking in and seeing a well-chosen gift sitting there. Here are some other facts about mail you may not have realized: • 81% of people look at it the day they get it, even if they discard it. • 79% think direct mail is more convenient than email because they don’t have to go online to see it. • 75% open direct mail. • 40% of campaigns with direct mail succeed in acquiring customers, and 27% sell more goods than campaigns without it. • 38% of recipients respond to how well the mail has been done. Something of good quality reinforces the brand. Unfortunately, gifts can also be complicated. An inappropriately expensive gift, a low-quality gift or a gift that offends someone can all cause damage. Keep in mind; a gift is not the same as an incentive. There are no preconditions; if someone has to reach a goal to get something, then whatever they get is a reward and not a gift. If it is part of an agreed-to benefit package, it is also not a gift. Gifts from an organization can be divided into two kinds: those for customers or potential customers and those for employees. Start with potential customers. Inexpensive gifts are often handed out at events or in return for someone’s email address. At a convention, a company might choose to give away all kinds of brandedmerchandise to whoever stops by the company’s booth: caps, hoodies, stationery and even bottles of water are all possibilities. In exchange for an email address, it’s common for companies to give away digital goodies such as short books, informative infographics or white papers. Corporate Gif ting