Over the years, I've been the recipient of some mighty
crappy holiday gifts from business associates. There was the
heartfelt card from the CEO, thanking me for my one year of service
(I'd been with the company nearly three years); the bottle of
scotch (never touch the stuff, but an excellent regifting
candidate); and endless promotional tchotchkes (Happy Holidays!
Rejoice the birth of our Lord with our emblazoned logo!). The
nicest gifts have not been high in monetary value-a wreath for the
office door, homemade cookies, a brilliant poinsettia-but were
appropriate for the business relationship and my personal tastes. I
don't expect a vendor to present me with a Coach bag, but I do
appreciate it when some forethought is shown.
Giving holiday gifts to your clients and employees is tricky,
expensive and fraught with faux pas potential. But there are plenty
of relatively simple solutions. Dottie DeHart, 34, principal of
Rocks DeHart Public Relations in Hickory, North Carolina, came up
with a unique solution to the gift conundrum for the 1999 holiday
season. Since many of her clients are quite wealthy, DeHart decided
to go for the personal touch by giving gift baskets. Her staff
picked out tins, and each member of the team came up with a
contribution to the baskets. While DeHart baked chocolate chip
cookies, other associates added homemade fudge, party mix and
potpourri. If their clients had children, the group also included
goodies for the kids. DeHart added personalized cards to each
basket and shipped them to arrive ahead of all the other holiday
gifts.
"Our clients loved it and thought it was extremely
thoughtful that busy professional women took the time to fix a
homemade basket," says DeHart. "We got personal calls
from everyone, thanking us for all our creativity and hard
work."
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If you're struggling to come up with fresh gift-giving
ideas, ePromos.com can help. The New York City company provides
promotional products to midsized businesses and is adding a section
devoted to selecting gifts appropriate for any clientele. Founder
Jason Robbins, 32, says it's extremely important to recognize
clients on an individual level. "A nice holiday card just gets
lost in the pile," says Robbins, adding that it's a
mistake to give just one gift without considering other people at
the company who are involved with the account. And although he owns
a promotional products company, Robbins also discourages gifts that
are "too much of a billboard for the giving company."
Still feeling mystified? Never fear: We spoke with etiquette
maven Dana May Casperson, author of Power Etiquette: What You Don't Know Can
Kill Your Career (AMACOM), to get some simple do's and
don'ts of holiday gift-giving:
How important is it to give holiday
gifts to clients?
Dana May Casperson: It is
important to acknowledge your clients and express appreciation for
your friendship and association with them. Make your clients feel
special, cared for and valued by you. A gift, no matter how small,
is an expression of appreciation. The value is in the heart behind
the gift.
How much should a business owner
spend?
Casperson: The
"value" depends on your business, your budget and your
association with the client, and how involved you are on a regular
basis.
What are some common mistakes of
holiday gift-giving?
Casperson: You blow your budget
needlessly trying to impress your clients; your gift is too
personal (as in intimate or perceived as such); your gift is really
an advertisement (has your logo and name all over it); your gift is
your idea of a joke (but is not perceived as funny).
Is giving liquor OK?
Casperson: Not unless you are
in the liquor business. With [many people] struggling with
addictions, you [won't] know if your client is a recovering
alcoholic. So avoid the issue by giving another type of gift.
What makes a great
gift?
Casperson: Something edible-I
personally make and send peanut brittle, locally made chocolates,
fa-vorite local bakery goodies, products made or grown in my area,
gift baskets that reflect my service/product, or a CD of music
about my region or by someone I know.
Any other insights?
Casperson:
Plan early, and budget for your gift-giving.
Make all the gifts the same value unless you have
distinctive levels of clients.
Make sure the gift is appropriate and reflects the
service you provide.
Ask yourself "Will my clients accept this as a
token of our relationship?"
Be sensitive to your clients' [religious
preferences]; emphasize the message of appreciation without a heavy
religious message (unless you are known for your
spirituality).
Think through your gift-giving; use common sense;
send yourself [that gift], and decide [whether you like it].
Be absolutely sure the gift reflects you and your
company image!
So as you run down your list of clients and ponder what to give
them this holiday season, keep in mind how you feel when you get a
gift that obviously hasn't a shred of thought behind it.
Remember the individual you are buying for and the significance of
his or her business. And know that giving good value year-round is
more important than any gift. The snazziest fruitcake in the world
won't eradicate shabby service.
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| |  Need more ideas on how to make the most of the
holidays? Check out
Holiday Central, our seasonal guide for small-business
owners. | | |
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Kimberly McCall is the president of McCallMedia &
Marketing Inc., a marketing, public relations and business
communications agency in Portland, Maine. Contact her at (207)
761-7792 or visit www.marketingangel.com.
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