THE DILEMMA: Do Planners Give Gifting Short Shrift?
As featured in Ignite Magazine.
CLICK HERE if you prefer to read from the original magazine spread in PDF.
I’ve been in the corporate gift and promotions game for a long time—25 years, in fact. So what I am about to say is an observation, not a criticism:
Event planners do not know how to close on a promotional product sale.
Their clients expect gifts to be part of a program, but planners often assume their client will take care of this additional task in-house. So they leave gifts out or do them at the last minute without enough creativity or foresight.
The reason for that is two-fold: It’s as if they’re afraid to appear “sleazy” or too aggressive. The promo and gift business has come a long way from trinkets and trash (I detest that phrase). The second reason is that it’s the Canadian way of doing business. We’re just too damn polite. Gifts reinforce a memorable event or achievement in the recipient’s mind—companies allocate money for this type of expenditure. So if you don’t make gifting an integral part of your program, you’re leaving money on the table.
But that doesn’t mean adding to your already-full plate. Think of your gift supplier as a partner and get them in on the process early. Here’s how:
TAKE ADVANTAGE OF THE SUPPLIER’S EXPERIENCE: That’s what they’re there for. Ask for their help in planning a gifting program. Solid strategy leads to success. If the supplier isn’t enthusiastic, chances are they will be detached from you and your order.
ASK FOR PRODUCT SUGGESTIONS: As professionals in the promo/gift business, they should know what’s hot and what’s not. If they don’t forward suggestions, or they can’t, find someone else. You are not obligated to do their job, and they ought to be sharing information to make you successful. If they send you a dozen links to peruse, will you be happy with this kind of self-service? How much time do you have to visit a number of websites? The whole point is to make it easy for clients, not stressful.
COMMUNICATE: If you have a wish list or an item you desire, let the supplier know in advance. This will help in going down the right path and avoid wasting precious time.
GET DOWN TO THE NITTY-GRITTY: Does the supplier offer cross-border shipping or drop shipping? Do they offer special packaging? Can they find the gift in the country where the event is taking place to avoid additional charges?
PLAN FOR EMERGENCIES: Does the supplier offer an after-hours contact number for an emergency? Voicemail will not do at this time!
BE A GOOD PARTNER: Ensure all contact info is forwarded to the supplier as soon as possible and alert them immediately of any changes. Strong business relationships make everyone successful! There is nothing more satisfying than happy customers and repeat business.
KNOW THE RISKS: Ask about potential shipping issues, particularly if the items have to cross borders. Remember there are duty and brokerage fees that can blow the whole budget. When the final invoice arrives, those fees may be on your invoice. Who is paying for these hidden fees? You or the supplier? Also, if the product fails or a supplier mistake occurs, will they step up and resolve the error?
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This article was featured in Ignite Magazine's June 2019 issue. Joanna Wiseberg has been the owner of Red Scarf Gift Company for the past 30 years as of 2024. Red Scarf provides quality promotional products/gifts and incentives with the goal of leaving recipients a memorable experience.
Learn more about our Red Glove Service or reach a Gifting Innovator today by calling 647-224-0990.