Giving gifts to your customers is a long-established way of advertising your business while showing your appreciation for their trade. Advertising business gifts run the range from imprinted key rings and rulers to expensive leather portfolios and laptop cases. Both inexpensive and exclusive executive gifts have their proper place, and choosing the right advertising business gift can leave the gift recipient feeling warm and receptive about your company.

There are some rules of thumb to keep in mind when choosing your advertising business gifts. One of the more important is the 80/20 rule – 80% of your business comes from 20% of your customers. That 20% should get special handling when it comes to gift-giving time, and there are many opportunities for giving gifts that show your appreciation of their trade. Among the occasions you might send a gift to your customers are:

• Holidays

• New Business Openings

• Acknowledgement of a Special Award

• Executive birthdays

In addition to occasions, there are a number of considerations to take into account when choosing executive level advertising business gifts.

How much should you spend?

The decision of how much to spend on a corporate business gift can be a tricky one. In some industries, personal gifts to executives or employees are frowned upon entirely, and in others, ethics dictate that the cost should be minimal. You know your industry the best, so your judgment is the best barometer for deciding on appropriate cost. Of course, your budget for advertising business gifts will also play a part. In general, special occasion gifts should have a high perceived value.

Gift the Executive or the Company?

Choosing a personal gift for the CEO, sales manager or other employee with whom you have a business relationship is one popular way of doing things – but many businesses find ways to show appreciation to the entire office. Gift baskets of gourmet goodies, candies or fruit trays are always appreciated by office staff, and offer an excellent opportunity to include a customized imprinted gift that will be used in the office year round. You might send a gourmet “coffee break” basket, for instance, that includes one or two pounds of gourmet coffee, a tin of specialty biscuits, and half a dozen promotional mugs imprinted with your company logo.

To Logo or Not to Logo?

When sending out promotional gifts, the question of whether to include your logo is a moot one – the purpose is to increase your business exposure. When the gift is an executive level special occasion gift, though, your best judgment is your best guide. If your gift is something that will be used every day – a leather portfolio, for instance – you can have your business name or logo discreetly embossed. In general, though, the more expensive the gift, the more likely it is that the recipient will remember your company without the name. In short, keep the logos and imprints for the cheaper giveaways and let more valuable gifts speak for themselves.