Research by the “Journal of Marketing” (USA) indicates that 68% of all customer defections are as a result of indifference or lack of appreciation from suppliers. It is therefore not surprising that most savvy companies will provide a gift of some sort to their clients come the end of the year. There are of course many products to choose from, but two of the most traditional and long standing are the bottle of booze and the personalised diary.
However, many suppliers never put much thought into why they do one or the other. They should!
Longevity
At the time of receiving the bottle we will definitely be appreciative of it. So we take it, sincerely thanking the giver, before putting it under the desk along with the rest. Once brought home the small gift tag with the givers name is quickly removed, and by the time the contents are gone, so too is the memory of who gave it to us.
Not so with a diary. Unlike the bottle with the gift tag stuck on the side, a diary has your name and contact details permanently branded on the cover. This will be seen by your customer for at least 12 months as they use the diary on a daily basis to help organise their lives. Not only that, but companies can even insert additional pages of information inside the diary to really get their message across.
We often assume that everyone loves a tipple. But in our increasingly health conscious world, that is not always the case. Giving a non-drinker a gift containing alcohol could actually have an adverse effect on the business relationship, as they could take offence. This isn’t going to happen with a diary. It’s useful, practical, and with the potential to be highly personalised, it will always be appreciated.
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