TWELVE | Gifting your own products and services — resourceful and thoughtful... or just pure advertising?
Gifting is one of the best, and most time-consuming, festive activities.
It’s so much fun finding presents for your loved ones — and watching their reaction as they tear off the wrapping. But there’s also nothing worse than the dreaded last-minute store run, or trying to pull off a $10 Secret Santa for someone you don’t really know.
Gifting can be especially difficult when it comes to clients and co-workers, if you have them. Here, you need to toe the proverbial line between fun and appropriate, while figuring out the right price range to stick to.
And what are the rules on giving your own products or services as gifts? Is it resourceful… or is it tacky advertising?
The truth is, there’s no right or wrong answer to this conundrum, as it’s often so context-specific. But the following set of questions should help you figure it out.
What are you offering?
Think about what you make or offer as a business. Is it something that would make a thoughtful, entertaining, or useful gift? Pretend for a moment that it’s not your company — could you picture yourself buying your goods or services for this person anyway?
Let’s say you have a jewelry-making business, for example. Jewelry is almost always an excellent gift, so you’re in the clear. But if your business answers a niche consumer need, or you’re targeted as a B2B — like helping creatives start their own podcasts — the relevance and suitability might not really be there. And when your “gift” falls into this latter category, it’s looking more like self promotion than genuine gift-giving.
These are obviously extreme examples, but hopefully they give you some clarity.
Does it meet the criteria of a good gift?
As I’m sure you’ll know, there are a couple of things to keep in mind when choosing a gift for someone.
Do you think they want it? You want the receiver to open their gift and immediately feel special, like you’ve taken the time to think about them as a person and chosen something that suits them in particular
Will they use it? Not every gift has to suit a purpose, but it shouldn’t be a waste of time or effort either. You wouldn’t give someone who lives in NYC a voucher for a restaurant in LA (unless they were visiting on vacation). And you wouldn’t give a fitness tracker to a self-confessed couch potato.
Does it appear cheap or tacky? Great gifts are about more than monetary value. But when a gift looks cheap, it tends to stand out. This is one to watch when shopping for clients or employees — you want your gift to reflect your appreciation for them, right?
Assess the gifts from your business with these criteria in mind. Would your products or services be considered a good gift for that person? If yes, go ahead. If no, look elsewhere.
Can you make it personal?
People love personalized presents. So if you do end up gifting someone a product from your company, be sure to somehow tailor it to them. Maybe a handwritten note referencing something specific about them or how they can use the product, just so they know you’re thinking of them and that it’s not just a generic “I couldn’t be bothered” gift or a slice of self promotion.
Think about how you’re packaging the gift, too. A box emblazoned with your business’s logo could definitely come off like an advertisement. And the same goes with any gift-wrapping or cards. Avoid too much in-your-face branding to make sure it still feels like a personal gift and not a corporate freebie.
Can they even accept a gift from you?
Friends and family are fine, of course, but clients and vendors might not even be allowed to accept gifts thanks to strict human resources rules. It might be a good idea to check with clients before you even start figuring out what to get them. A coupon or voucher for your company, however, could be a good way to get around a “no physical gifts” rule.
It would also be prudent to make sure it’s all legal on your end to give gifts to staff and clients. Read up on the tax laws in your country or state around business gifts, and whether they can be claimed as deductions.
Keep in mind the reason for gifting, and you can’t go too far wrong
Hopefully this short guide has helped you navigate the tricky landscape of gift giving as a business owner.
When in doubt, ask yourself how you’d feel in the recipient’s shoes. To some, a gift from your company might look like free advertising — even if that wasn’t your intention!
