Giving gifts to customers who support your corporation can have implications for the future of your organization. Many CEOs (80%, in fact) support the idea that “gifting provides positive and measurable ROI”. Corporate gifting supports the growth of emotional connections and relations between consumers and the companies they buy from. In fact, 66% of the clients you give gifts to will remember the name of your company a full year after receiving that gift.
How does gifting achieve this level of relationship-building? First, you are more likely to retain customers when they feel like you value them personally, which can be accomplished through gift-giving. Second, if your customers like the gifts you give them, they are more likely to spread positive word of mouth about your company. Finally, if you consistently engage in corporate gifting, you will keep your customers engaged with your company.
What constitutes a ‘good’ corporate gift, and why does the type of gift you choose matter? A good gift is one that represents your brand’s personality, which is important because brands who stick to a particular archetype are found to be more valued by customers. So what are the different archetypes, or tones, of brands? And once you know which archetype fits your brand, how do you choose gifts that reflect that personality to your customers?
Carl Jung came up with the idea that there are 12 archetypes into which brands can be categorized. These are The Outlaw, The Magician, The Hero, The Lover, The Jester, The Everyman, The Caregiver, The Ruler, The Creator, The Innocent, The Sage, and The Explorer. Choosing one of these 12 personality types to associate with your corporation is vital. 63% of customers express negative feelings about generic marketing, so if you use more unique brand messaging, you have the opportunity to create more personalized connections.
If your corporation values liberation, then The Outlaw might be the archetype for you. You are likely marketing to customers who consider themselves to be sophisticated. Therefore, a good choice for corporate gifts would be libation accessories. For example, a whiskey gift set would help you connect with clients by sharing your sense of rebellion.
If your corporation values mastery, then The Magician might be the archetype for you. You are likely marketing to customers who consider themselves to be unordinary. Therefore, a good choice for corporate gifts would be something unconventional. For example, a kaleidoscope would help you connect with clients by sharing your love for making reality seem more magical.
If your corporation values nobility, then The Hero might be the archetype for you. You are likely marketing to customers who consider themselves to be pragmatic. Therefore, a good choice for corporate gifts would be practical tools. For example, a versatile and professional backpack would help you connect with clients by sharing your sense of practicality.
If your corporation values intimacy, then The Lover might be the archetype for you. You are likely marketing to customers who consider themselves to be indulgent. Therefore, a good choice for corporate gifts would be something sensual. For example, a robe and slippers set would help you connect with clients by sharing your sense of luxury.
If your corporation values enjoyment, then The Jester might be the archetype for you. You are likely marketing to customers who consider themselves to be entertainers. Therefore, a good choice for corporate gifts would be things that are lighthearted. For example, a signature collection of games would help you connect with clients by sharing your sense of fun.
If your corporation values belonging, then The Everyman might be the archetype for you. You are likely marketing to customers who consider themselves to be quintessential. Therefore, a good choice for corporate gifts would be classic items. For example, a nice catch-all tray would help you connect with clients by sharing your sense of simplicity.
If your corporation values selflessness, then The Caregiver might be the archetype for you. You are likely marketing to customers who consider themselves to be homebodies. Therefore, a good choice for corporate gifts would be home goods. For example, a bamboo bento box would help you connect with clients by sharing your sense of duty to help others by preparing things for them.
If your corporation values power, then The Ruler might be the archetype for you. You are likely marketing to customers who consider themselves to be executives. Therefore, a good choice for corporate gifts would be office accessories. For example, a fancy keyboard would help you connect with clients by sharing your sense of leading with strength.
If your corporation values innovation, then The Creator might be the archetype for you. You are likely marketing to customers who consider themselves to be curious. Therefore, a good choice for corporate gifts would be related to crafts. For example, a custom puzzle would help you connect with clients by sharing your artistic side.
If your corporation values purity, then The Innocent might be the archetype for you. You are likely marketing to customers who consider themselves to be gentle. Therefore, a good choice for corporate gifts would be natural products. For example, an aromatherapy diffuser would help you connect with clients by sharing your sense of wholesomeness.
If your corporation values understanding, then The Sage might be the archetype for you. You are likely marketing to customers who consider themselves to be researchers. Therefore, a good choice for corporate gifts would be writing supplies. For example, a Moleskine Smart Writing Set would help you connect with clients by sharing your appreciation for journaling.
If your corporation values freedom, then The Explorer might be the archetype for you. You are likely marketing to customers who consider themselves to be adventurers. Therefore, a good choice for corporate gifts would be outdoor goods. For example, a Cuisinart Petite Tabletop Fire Bowl would help you connect with clients by sharing your appreciation for the outdoors.
