The Art and Science of Gifting: How to Wow Your Clients in 2024

Client gifting is both an art and a science. The art is putting thought, creativity and care into selecting memorable presents that will resonate with each individual. The science is having a process and strategy to ensure your gifting program delivers real ROI for your business relationships.

When done well, a client gift is so much more than a nice gesture. It‘s a powerful touchpoint to build rapport, express appreciation, and strengthen loyalty. A study by the Advertising Specialty Institute found that 81% of recipients keep a gift for more than a year, and 40% of recipients are more likely to do business with a company after receiving a promotional gift.

However, corporate gifting has also become more challenging in our increasingly remote world. You can‘t always give a gift in person or treat a client to a nice dinner out. Digital gifting has become more common, but can feel less personal. And with so many generic gift options out there, how do you find something that will truly stand out?

The key is to approach gifting thoughtfully and strategically. Don‘t just go through the motions of checking client names off your list. Put care into curating gifts that will make each client feel understood and valued. Here‘s how to master the art and science of client gifting in 2024.

It‘s Not About You, It‘s About Them

The first rule of great gifting: It‘s not about you, it‘s about them. A gift should be focused on the recipient‘s interests and tastes, not your own agenda.

Far too many companies fall into the trap of sending overly promotional items covered in their own branding. The reality is, a gift emblazoned with your company logo is not a true gift—it‘s marketing. While there‘s nothing wrong with some subtle branding, the emphasis should be on giving something the client will genuinely enjoy.

"A gift with your logo on it is not a gift at all. It‘s promotion," says John Ruhlin, author of Giftology. "If you want your gift to have impact, it has to be about them, not about you getting your brand in front of them."

Statistics back this up. According to a survey by the Advertising Specialty Institute, 63% of people said they would be more likely to do business with a company that gave them a gift that was "interesting, useful, or fun" versus something covered in logos.

Instead of defaulting to logoed swag, take time to learn what your clients are passionate about outside of work. Do they love to travel? Cook? Play golf? Collect art? Use your CRM to keep notes on personal details they share over the course of your relationship. Check out their social media to see what hobbies and causes they post about. Talk to their colleagues or EA to get added insights.

Then select a gift that aligns with what you‘ve learned. For example:

• For the world traveler: A scratch-off map to track their adventures or a travel journal
• For the foodie: A cookbook from a famous chef or a gourmet cooking gadget
• For the golf enthusiast: A dozen personalized golf balls or a golf history coffee table book
• For the art aficionado: A framed print from a local artist or tickets to a gallery opening

"The best gift I ever received was a mug with a photo of my puppy on it," says Vanessa Quigley, co-founder of Chatbooks. "It was so thoughtful and personal. They had clearly been paying attention to my life outside of work."

The more you can zero in on a client‘s specific interests, the more meaningful your gift will be. Resist the urge to send the same generic gift to everyone on your list. Take a customized approach.

Make It Memorable

Beyond aligning with a client‘s interests, great gifts have a "wow factor" that makes them extra memorable and special. Look for items that have a unique story behind them, a touch of luxury, or an element of surprise and delight.

Brendan Kamm, CEO of gifting company Thnks, recommends sending gifts that are consumable, experiential, or tied to a memory. "Consumable gifts, like a nice bottle of olive oil or box of artisanal chocolates, are enjoyed in the moment," he says. "Experiential gifts, like tickets to a show or a gift card to a favorite restaurant, create a lasting memory. And best of all is a gift that reminds them of a past shared experience, like a photo book from a trip you took together."

Some other ideas for memorable client gifts:

• A private virtual cooking class with a celebrity chef
• Noise-cancelling headphones for the frequent flyer
• A leather briefcase or wallet that can be monogrammed with their initials
• A signed copy of a book by an author they admire
• A subscription to a wine, beer, or cheese of the month club
• A high-tech fitness tracker for the health nut
• Beauty products curated for their skin type and preferences
• A donation to a charity they‘re passionate about in their name

"One of my favorite client gifts was a custom commissioned painting of their headquarters," says Sreedhar Peddineni, CEO of gifting platform &Open. "It took some behind-the-scenes coordination, but the surprise and delight when they opened it was so worth it."

Experiential gifts in particular have become more popular in recent years. A study by the National Retail Federation and Prosper Insights & Analytics found that 29% of respondents planned to give experience gifts in 2021, up from 23% the previous year. In an era where many people have an overabundance of "stuff", gifting an experience creates a memory that lasts longer than a physical item.

Packaging Matters

When you‘ve selected the perfect gift, don‘t overlook the importance of presentation. How a gift is packaged and delivered can enhance the impact and memorability.

"The packaging is an opportunity to tell a story and build anticipation for what‘s inside," says Val Fishbain, CEO of corporate gifting company Alyce. "Include a handwritten note that speaks to why you selected this gift for them and the thought behind it."

Ideally, deliver your gift in person if you can, so you can see the client‘s reaction and further the personal connection. If that‘s not possible, consider sending the gift to yourself first so you can wrap it before shipping to the client. Include a handwritten note and other special touches like high-end gift wrap, ribbons, or a wax seal.

"Getting a beautifully wrapped gift with a handwritten note in the mail is so much more exciting than receiving something generic that was clearly shipped straight from Amazon," says Fishbain. "It shows you put extra time and care into the gesture."

If you‘re sending a gift virtually, like a gift card or Uber Eats credit, don‘t just email it without context. Record a quick video message expressing your appreciation and why you thought they would enjoy this gift. Or send a physical card in the mail letting them know a digital gift is on the way, building anticipation.

Small touches can go a long way in making your gift feel extra special and thoughtful to the recipient. Don‘t skimp on the packaging and presentation.

Organize Your Outreach

With the thought and creativity that go into great client gifting, it‘s important to also be organized and strategic in your approach. Haphazardly sending one-off gifts throughout the year won‘t be as effective as a structured gifting cadence.

Start by segmenting your client list into tiers based on the size of their business, length of the relationship, or other priority factors. Your A-list clients should receive the most high-touch, premium gifts, while newer or smaller clients might get something less frequent or extravagant. Create a rough quarterly gifting calendar aligning different client tiers to different occasions.

For example, you might send your top tier:

• A special delivery on their birthday
• A mid-year ‘surprise and delight‘ gift
• A high-value end-of-year holiday gift

While your next tier receives:

• A personalized gift after completing an annual business review
• A holiday gift

Map out your plan and set aside budget to cover your estimated gifting costs across tiers and quarters. Use a tool like Giftagram or Reachdesk to organize recipient addresses, personalized notes, and tracking all in one dashboard.

Having an organized gifting strategy ensures no client gets overlooked and you‘re maximizing the relationship-building ROI of your efforts. It also helps you proactively gather gifting intel and ideas to fuel your program as you interact with clients throughout the year.

Measure the Impact

While the goal of client gifting is to build relationships, not drive immediate sales, it‘s still important to measure the business impact. Track key metrics like client retention rates, referrals, and upsell revenue among frequently gifted clients compared to a control group. Sending an NPS (Net Promoter Score) survey after a gifting touch can also gauge if the gesture moved the needle on customer loyalty and advocacy.

"We‘ve found that customers who receive at least one gift from us have a 20% higher retention rate," says Thnks‘ Kamm, "and those who get a gift within the first 90 days of the relationship are even more likely to stick around long-term."

Anecdotally, keep a pulse on the responses and feedback you get to spot signs your gifting is making a difference. Did a client hop on a call just to effusively thank you for a gift? Did they post a photo of your gift on social media? Did your contact rate, meeting set rate, or deal velocity increase after sending a gift? Make note of these signals of impact.

Conclusion

Corporate gifting has evolved from sending logoed paperweights and pens to an opportunity for authentic relationship building. It‘s a way to reach through the screen and connect with clients on a personal level, even in our digital-first world.

The keys to effective gifting are being recipient-centric, thinking outside the gift basket, and adding meaningful touches that will surprise and delight. It‘s worth investing the time to get to know your clients and curate gifts that reflect their interests and your partnership.

At the same time, gifting shouldn‘t be a shot in the dark. Organize your efforts and measure your results to continuously improve your approach. By artfully selecting gifts and scientifically tracking your impact, your gifting program can be a powerful driver of client loyalty and advocacy for years to come.

The most memorable client gifts are an expression of how much you value the person and pay attention to the little things. A great gift isn‘t about the price tag, it‘s about the thought behind it. What will you send to show your clients some love this year?