This article tells about the steps how to choose right vendor for corporate gifts and how to use corporate gift as a tool to increase sales.

1. How to use corporate gifts to increase sales???
We all know that sales primarily depend on various factors and it cannot be achieved if
you are blindly following just few methods which directly benefit you. There are several
indirect methods which can be used to increase sales; one of them is corporate gifting.
Many people don’t understand the importance of corporate gifting and they just keep
limiting it as a behavior of ethics. There is a direct relationship between sales and
corporate gifting. The more you give, the more you will get formula goes here.
Steps in corporate gifting
Relationship between sales and corporate gifting
Research
Planning
Implementation
Feed back
Analysis

2. We will cover this article in following segments :
1. Relationship between business expansion & corporate gifts
2. How do companies make budget for corporate gifting
3. How to choose the right vendor
Corporate gifting covers every part of business. There are three aspects of that. We
have majorly divided it in three groups’ i.e. employees, clients and market. If you want
to know how to identify right kind of gift read our another article about how to identify
unique corporate gift
Employees: Employees recognition is very important in any organization. Employees
always eagerly wait for corporate gifts and by providing right kind of gift you can make
them happy and a happy employee would work efficiently.
There are several kinds of corporate gifts available for employees like awards, trophies,
mugs, sippers and they are pocket friendly also.
Clients: Corporate gifting is important for clients as it gives them a brand recall.
Whenever there is any meeting with your important clients and you don’t want them to
forget about your company easily you can give them customized gifts like power banks,
pen drives etc so that they can remember you for the long time.
Now there are two types of gifts that are available for clients which are old kind of and
new kind of
Old kind of gifts includes:
 Calendars
 Diaries
 Pens
New kind of gifts includes:
 Power banks
 Pen drives
 Gift sets( that includes key chains, pens, diaries )
Obviously new kind of gifts are more appealing and trending in the market as it
increases the value of the firm’s in the eyes of clients.
Market: Market includes the third most important sector for any organization i.e.
consumer. Corporate gifting, again, can give consumer a brand recall.

3. For example hoarding might cost you around 2-2.5 lacs per month for advertising and it
is also an indirect way of promoting your brand. But in case of corporate gifting you can
promote your brand by spending 5 times lesser amount than hoardings and it also leads
to direct contact with the target audience.
So, all these factors show the relationship between corporate gifting and sales, and also
explains the role of corporate gifting in any business organization.
How do companies make gift budgets?
Now there are three methods by which any company decides its budget:
ATL Marketing Definition
'ATL Marketing' stands for 'Above The Line Marketing'. This kind of marketing is the kind
of marketing that has a very broad reach and is largely untargeted. Think about a
national TV campaign, where viewers across the nation see the same advert aired across
the various networks.
This kind of marketing is mostly used for building brand awareness and goodwill.
An example of Above The Line marketing would be a television campaign run by a
cereal company. The ad would be aired across the nation, with every viewer seeing
the exact same message. As mentioned above, this kind of marketing would be used
to build general brand and awareness of the business and/or it's products over the
long term as well as goodwill.
BTL Marketing Definition
'BTL Marketing' stands for 'Below The Line Marketing'. This kind of marketing is the kind
of marketing that targets specific groups of people with focus. For example, a leaflet
drop in a specific area, a Google Ad words campaign targeting a certain group or a direct
telemarketing campaign targeting specific businesses.
This kind of marketing is best for conversions and direct.

4. The same cereal company could also run a direct marketing campaign in a large city,
targeting commuters on the way to work. They might offer free cereal samples along
with vouchers that could be used in a local store. This would be a strategy designed to
target a specific group of people and to try and encourage quick purchases, or
conversions.
TTL Marketing Definition
'TTL Marketing' stands for 'Through The Line Marketing'. This kind of marketing is really
an integrated approach, where a company would use both BTL and ATL marketing
methods to reach their customer base and generate conversions. It might seem obvious,
although not all marketing campaigns are like this - some are ATL only and some are BTL
only (it would be much more common to see a BTL-only marketing campaign in practice
though).
This kind of marketing delivers both a wide reach and a focus on conversions.
In this example, a pizza company could launch a nationwide Youtube campaign that
would show different video ads to different users according to where the users lived,
featuring a promotional code for a discount on purchases made at their local outlet.
Are they relevant to small businesses?
It would be relevant to small businesses, depending on the business, the type of
product they have and the target audience they have in mind. For example, BTL
marketing can sometimes be the best solution for a small business serving a local
catchment area.
However, the most ideal solution for the average small business owner that's trying to
serve a wider area, then TTL marketing is the most relevant idea these days.
How to choose right vendor?

5. Before doing anything in rush, it is always preferred to do some research work first and
there is an important aspect in corporate gifting i.e. choosing the vendor. There are
several factors by which a firm can choose the right vendor by going through these
points. To make sure the vendor you choose is the best one to provide the service or
product you need, use these steps.
Proximity: Nearness in location is important while selecting vendor, as there are several
benefits if the vendor that you are dealing with lives within 10 kms from your office
location.
Benefits:
 Easily accessible
 Delivery on time
 Can meet whenever you want
So location is a vital factor whenever you choose a vendor.
Samples: Before finalizing any vendor you must carefully observe the quality of the
samples given by vendor and you can also ask them about the customizing process.
Samples also tell about the type of material that the vendor is going to offer.
Behavior and promptness in reply : The behavior of vendor also determines the
worthiness of his selection. If he is taking the things for granted then he is not the
one you should select. The vendor should be humble, polite, down to earth and
responsible. Always an important part of any relationship. What is the availability
of ordering and help staff? Are they cordial, professional and easy to contact. No

6. one likes hanging on the end of the phone being told by a machine, “your call is
important to us”!
How much quick response do the vendor give also helps you to decide whether you
like their services or not.
Feedback of vendor:
Another tool you can utilize with suppliers is a self-assessment questionnaire. The
supplier self-assessment can be used to identify performance gaps, as well as
discover how the supplier understands their own operation.
In addition to audits and assessments, it also is beneficial to monitor informative
metrics that direct value to the business. You should discuss and select the
appropriate metrics with suppliers to receive their input and understanding of
purposeful measurements. Examples of these metrics include rejected lots, perfect
shipments and documentation errors. The metrics selected should measure the total
cost of ownership, as well as improve performance toward the maximum finished
product performance.
Experience: It is right that new business gives new techniques and new ideas, but it
involves risk also and does not provide certainty about future transactions.
So, rather than experimenting on new vendors with less experience, firm should
always go towards companies which have more experience , like gifting bazaar has
experience of over 13 years in providing corporate gifts to institutions.
Ability to constantly supply products or services: You need your products and
services on a regular basis. A vendor that has supply issues will affect your
ability to supply your customers and this is an important factor when selecting a
vendor.
Flexibility: All businesses need to change their orders sometimes – if your vendor
heavily penalizes you for doing this – perhaps they are not the one for you and you
need to move on with selecting a vendor.
How do companies make gifting budget?
The PRIDE approach that was discussed in previous article was the best approach to
determine what to buy for different types of people having different requirements.
If you haven’t read the article then click here, to know about the type of corporate
gifts and their price range.
Measuring the success

7. Now after you have spent money, done your research work and have completed all
the tasks related to the campaign successfully, it is the time for you now to measure
your success and you can do it by following these steps:
Employees feedback: Since all the campaign was done to keep the staff satisfied, it is
the time to get reality check and ask them about their feedback of the gifts so that
you can get an idea whether you might to take that gift again or was the amount
spent is equal to the utility that employees get.
Clients review: As employees are important, so are clients. Firm should ask them
whether their gift gave them brand recall or not. Also whether they liked the quality
of gift or not, it will help you to decide your vendor next time.
Conclusion
The whole article suggested how we can use corporate gift as a tool to increase our
sales. By precisely choosing our vendor and by planning these steps accordingly success
could be achieved .These tips should help when looking to get a high-value return on
your corporate gifts. In today’s business climate you should take benefit of every
possibility to build and reinforce your business. And no person can afford to spend
money on corporate presents without seeing a positive outcome on their investment.
So getting it right business surprise is even more important.
Planning
How do
companies
make budget
How to
choose right
vendor
How to
choose right
gift
Measure the
success

8. Author is a marketing professional in India, Delhi NCR’s leading corporate gift suppliers.
www.GiftingBazaar.com . Write to the author on Feedback@GiftingBazaar.com or contact on
+91.98188.88926.
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