Giving a corporate gift

By ROZIE JUMA

Most of us have received or given gifts. The core reason for giving gifts is often to make the recipient happy, but improper, routine or careless gift-giving can cause more harm than good.

Always remember that gifts are not a substitute for a caring attitude, good business practices, goodwill or company manners. They should also never be given as a bribe or be misconstrued as one.

When a corporate organisation gives out gifts, chances are that it will enhance its image and improve customer relations. A corporate gift must reflect the image of the company, while considering the recipient.

An ideal corporate gift would be the company’s product, creatively packaged to make it interesting; perhaps by adding something fancy that can be used in conjunction with the product. For instance, a wine maker might give a selection of wines with a wine glass featuring the company logo.

If the company’s products target a particular market based on sex, age or interest, then consider varying the gifts. Men may not appreciate a set of electric rollers any more than women would appreciate a shaving machine; the latest travelling iron box could, however, be appreciated by everyone.

If you issue tickets to an event, ensure the recipient has an interest in whatever activity is taking place.

If you have been entrusted with issuing gifts for your organisation then here are some suggestions: Pens, calculators, car sun shades, clocks, watches, glassware, desk sets or baskets of fruit. Desk calendars and diaries are also a good idea, but ensure they stand out and are of good quality.

Any useful and practical gift will always be valued as long as it is appropriate for the intended receiver. How, for example, could you give the chief executive of Kenya Wine Agencies Limited a bottle of wine, yet this is part of their core business?

Caution: Do not send the same gift every year; try and vary the items, otherwise they will be taken for granted.

If you have to put your organisation’s logo on the gift, do so with discretion; the gift must be of the highest quality and in good taste. Keep the logo small to avoid making the gift look like it is a corporate advertisement.

There are some organisations that, with time, develop a close relationship with certain clients. If you have such a client, then their gift should be more personal than the standard logo item or the generic gift bought by your organisation.

If you hope to get business from such a client, make an effort to buy a gift that shows you care. ‘It is the thought that counts’ does not just mean remember to buy a present; it means taking time to think about an appropriate gift.