What firms must consider while giving corporate gifts

dubai - It is necessary to understand the culture and tradition before you gift something.

The art of gifting is not about how expensive the gift is, but in understanding the connection between the gift and the receiver. It is only then that your gift will have a personality. There is a lot enveloped in that single wrap, which consists of thought, value and love.

Corporate gifting should also set the thought process running, even if it's an ordinary promotion. Here are a few guidelines for a thoughtful gift.

Gifts need not be expensive
We live in a society where people take the pleasure of gloating. It may be the finest of gifts, but may have no relation to the organisation it represents. People should be able to connect what they receive to the organisation in order to remember what the company stands for.

Packaging
This plays an important part as first impressions matter. The subtlety of the logo on the gift is important. You don't want the brand to be in your face.

Environment-friendly gifts
It is rather difficult to incorporate this all the time, but the possibility of substituting certain products can be given a thought. For example, if the company chooses to give a pen with branding on it, there are various pens which are made of recycled material. There are some which has a seed at the end of it that can be potted. Notepads of recycled paper, organic T-shirts, jute bags instead of laminated bags, are a few such products.

Occasion
A gift should never be out of context, unless it's a personal one. On the professional front, the purpose of gifting should be kept in mind. This could be a promotional event, a product launch, a conference or any festive occasion. The idea behind it all is the same; brand awareness. Now that the festive season (Eid) is just round the corner, it's a reminder for your company to strengthen that bond with customers. Gifts that communicate the culture or the festival is a very thoughtful gift.

Gifting your employees
Your employees are the backbone of your company. Keep them happy and they will provide you success. It's not always the numbers and targets that should be achieved in a company. It is the relation and benevolence which will drive employees to these targets. Gifting is such an act of benevolence. If you are looking for customer loyalty, it should begin with the strong loyalty of your employees.

Gift for a cause
Sponsoring a campaign for a cause is one of the best marketing strategies that can be used. It not only brings brand awareness but also has a human touch. For instance, a cancer awareness programme sponsored by a company can give away a gift kit which consists of a note pad with the hospital and check-up details, stress relief products like a stress ball, lapel pins, etc. A company sponsoring a yoga health campaign can give a gift kit containing T-shirt, towel, water bottle, etc., in a cotton string bag with the company brand on all products.

Cultural gifts
The UAE is known for its acceptance of various cultures. So, the gifts differs from each cultural heritage to the other. For instance, Arabs love the fragrance. Gifting them oud is a part of their culture. Beautiful bottles of perfumes and boxes of dates are a common giveaway among them. Meanwhile, Indians have a tradition of gifting sweet boxes for occasions. It is said that the Japanese never gift a clock even if it's a table piece. It symbolises that time running out.

It is necessary to understand the culture and tradition before you gift something. In my business of corporate gifting, I advise my clients to keep their thoughts open to such details. It helps them rethink possibilities of considering environment-friendly gifts and cultural aspects in gifting. The companies' marketing teams should be aware of these changes as the business of corporate gifting keeps evolving from time to time.

A gift turns into a mere throwaway item and is easily discarded by the client if it does not incorporate these qualities.

The writer is creative head and managing partner of Bowline Corporate Gifts. Views expressed are her own and do not reflect the newspaper's policy.