Mad 4 Blog

Last week, we answered some tough questions about handling gift-giving to clients and affiliates during the holiday season. Here are two more frequently asked gift-giving questions answered, with ideas and examples to help spark your imagination.

How can my gift stand out among many others during the holiday season?

Don’t Google “unique gifts for clients.” Seriously—now it is critical to think outside of the box. And you’ll also want to think very strategically about what gifts make the most sense in particular for your type of products and services—as well as your type of clientele. Just sending a gift, any old gift, serves as a mere token. It won’t get you the attention, fond remembrance and return business that you’re ultimately seeking. And trust us, if a high-ranking website told you about the coolest new client gifts for 2010, your recipient will probably already have four of them by Boxing Day.

How can I promote my business through my gift?

Practical gifts are especially useful when they’re doubling as a promotional tool. Every time your client reaches for your gift, he or she will think of you. Of course, you’ll have to go beyond branding a ballpoint pen. If its not practical, anything that’s exciting enough to make your clients tell someone else about the gift—even if it’s just their spouse or hairdresser—will get them talking and thinking about your brand.

You should also consider double-personalizing a gift. Instead of just embossing your company’s iconography on an item, add the recipient’s name and logo, too. This extra measure doesn’t just remind them of you—it reflects your partnership. Companies are more likely to hold onto the gift because it displays their name. And it shows that they’re a special client to you because you took the time to tailor a gift to them—rather than sending over one of a hundred generic, single-branded, you-centric items.

Two examples …

These days, technological gifts go a long way and are a little more exciting and cutting-edge than non-digital counterparts; for example, earlier this year we discussed the USB Insert. This flat device is an inventive way to share digital art, games and other media as a combination of advertisement and gift–and fits perfectly inside a card for easy shipping.

Our favorite recent gift was last year’s desktop Ecosphere, from Blue Ocean Press. We still enjoy watching these critters play around in their habitat, and it’s a great conversation-starter when clients visit our office. Plus, the long-lasting present ties in perfectly with the company’s brand name—bonus points!

Next week, we’re discussing the idea of giving the gift of charitable donations, including the benefits and opportunities available with e-philanthropy. Don’t miss it!

It’s tradition for businesses to reach out to affiliates and clients during the holiday season to say thank you for one more year together. It is also a prime time to prompt communication, especially if it’s been awhile since you last stoked the existing relationship. And of course, the gesture shows generosity and gratitude. But there are always some questions that come with the process of promotional gift-giving.

What if clients have a no-gift policy?

Receiving gifts from certain work partners may challenge ethical boundaries. Sometimes, companies would prefer just a card. Other times, a company won’t accept tangibles but will welcome a donation to a charity in its name. You may wish to check gift-giving policies with someone like an office manager in advance. This can be done subtly by simply calling to check the address and hours for sending a holiday gift.

What if I can’t afford to give gifts to all of my clients?

Instead of choosing one kind of gift and then deciding who should receive it, you may want to choose three kinds of gifts in varying price points and then break up your client list in terms of priority. Priority can be determined by the amount that the client has brought you during the fiscal year or by the weight of their name and association; it’s up to you to decide. Staggering price points is one way to stretch your gift-giving budget and reach out to more people. Just be on the lookout for clients who are in close contact with one another who may compare gifts. And be sure everyone at least receives a nice card.

What if I’m not sure who should receive the gift?

A related concern is who to address the gift to if you’re working with numerous people from one office—but don’t want to send eight gifts for one client. Sometimes, sending communal gifts like a food basket or an item for the office itself—such as a kitchen gadget or wall ornament—is the best way to handle this situation. Another idea is treating the office to some kind of group experience, such as seeing a show or going out together. It can even be turned into a group event between your office and theirs for networking.

Next week, check back for more of Mad 4’s advice on client gift-giving.

An increasing number of colleges and universities are updating their business school curricula to include social media training. These changes are reflected both in undergraduate programs, such as a Bachelor of Business Administration (BBA), and graduate-level programs such as the Master of Business Administration (MBA). It seems that those in charge of preparing the next generation for success in the business world at large are formally acknowledging the growing importance of social media. It’s not just something that would be good to know, or a field of specialty–it’s necessary for all grads going forward into the modern business world.

According to BusinessWeek, Columbia and Harvard are among the prestigious schools strengthening their social media agendas. This, of course, is in response to the growing demand by employers that their incoming hires have social media backgrounds. Harvard University’s program cuts straight to the chase, offering a course called “Competing with Social Networks”–after all, it’s all about standing out in a viral crowd. Students not only learn the basics about social media–they find out how to do it better than the guy sitting next to them. This also helps those who expect to compete in a global market. And the U.S. isn’t the only one with this bright idea–leading business schools in such competitive markets as London and Paris are also developing social media business school plans.

Schools don’t just teach Facebook and Twitter. Students prepare to use emerging digital tools to stay at the forefront. Throughout their studies, they complete co-ops and internships wherein they work with leading businesses–ranging from Coca-Cola to Google–to analyze and implement social media ventures and gain real-world experience. They also study how people think about social media, how it affects decision-making and its changing role in society. They analyze psychological and historical perspectives as well as simply mastering what one INSEAD professor called ‘the new media landscape.’

What does this mean for business?

First of all, it means that a bulk of pressure is being taken off 20-something interns, upon whom the heft of social media helming often falls. “They’re young, they must know technology, right?” Instead, more businesses will have in-house specialists who understand the basics to launch a comprehensive social media platform. Major corporations like Sears, AT&T, Panasonic and Citigroup have already hired full-time social media directors. Another important benefit is that businesses will be interacting more with their clients and prospective customer base. They’ll have greater access to the thoughts and wishes of their audience, without only reaching out in order to sell. Building relationships and securing long-term involvements is easier than ever—and based on responses from worldwide business schools, it’s also simply status quo. That’s why the single most important value in learning about social media in business school is the fact that it introduces tomorrow’s leaders to foundational terminology and techniques to keep up with technology as it continues to evolve. This is a clear-cut message that social media is no longer considered the cutting edge—it’s the baseline to professional survival.

The height of marketing power right now may come in the smallest of forms; in fact, small enough to fit in the palm of your hand. Although marketers have been employing cell phones for years—via call surveys and even text message campaigns, for example—the newest and smartest way to engage on-the-go customers is now by creating mobile applications that smartphone users can download immediately and use indefinitely.

Can’t They See My Website Online?

Yes, but mobile apps load faster and provide a much more user-friendly experience for someone who’s viewing your data on a small screen, with the range of buttons available to them (as opposed to a full keyboard and mouse). With a mobile app, your menu can be tailored to services that people are most likely to be seeking while out-of-home. For example, your main page can reflect your directory and a map to your location. Or you can offer one-click sales without all the flash and graphics or the dense text information that’s available on your website. Plus, you’ll be listed among their favorite and most-used programs on their phone. It’s an automatic bookmark and frame of reference so they’ll never forget your name—or that cute little logo or icon that reflects your brand.

What Perks Does a Mobile App Offer?

The greatest single advantage to offering a mobile app is that you can interject your business at any time, anywhere and give your customers—or prospects—an immediate, direct connection to your products and services the moment they think of needing them. Besides that, constantly seeing your application and thinking of your brand keeps you top-of-mind. At the very least, because mobile apps are so prevalent, if you don’t have one, it’s probable that your competition will make one first.

How Can I Stand Out in the Crowd?

There are numerous jokes being made about the number of apps out there in the world; but the answer to making a big statement with yours is actually quite simple: Target your key audience. It’s not like your account is going to be the new Facebook and show up on the face of every cell phone; not every single person will want a direct route to your business information. But there is a group of niche individuals who will. The greatest task with mobile applications, as with most forms of marketing, is identifying and getting in contact with those who will benefit the most by communicating with you. Once the app is downloaded, it’s all downhill from there.

By tying in your mobile app with a comprehensive marketing campaign, you can direct interested parties to your mobile app and keep them connected. Once someone has you listed among their collection of valued apps, you can offer incentives that are only available through your mobile app and then consistently reward prospective customers for having it on their phones and checking in on a regular basis.