Hello SOTGC community,
We have now drilled into your heads how important a brand (especially on social media) is to customer communication. One strategy to take your brand to the next level with consumers is with gifting. We have discussed before that sending gifts to editors for the holidays, birthdays, engagements, etc. is a great way to stay in constant contact with the press, but gifting your biggest (or soon to be!) fans is just as necessary.
As a marketing tool, gift giving can be key to upping your social media game. When someone gives or receives something lovely and unexpected that is packaged beautifully and looks impressive, they are likely to want to show it off. First they go to their cubicle mates and show them their newest snag, then their barista at their 3 p.m. coffee break, and finally all of their roommates. If that’s not enough bragging, they can take your gift straight to your social feeds with a touch on the iPhone. Suddenly you have more than ten people who find out about your brand in just one day, and you’ve made the customer want to come back over and over for more!
When deciding on exactly what to gift, remember that the more customized the gift, the more your customer will love it. Of course, you may not know your customer personally, but thanks to the fact that you are a small brand, you should have some idea about whether a customer prefers rings to bracelets or black pens to blue based on previous orders. If you can’t send anything individualized, definitely stray from sending anything that is merely promotional, such as notepads with your logo on it. Those things take away from the special feeling of receiving a gift. Also try not to make the gift holiday specific. Stay away from anything religiously affiliated so you don’t make mistakes that could seem insensitive or rude.
Remember, the gift shouldn’t drain your bank account! As a small-business owner, the budget you’re working with for gifting purposes is far from limitless – decide beforehand how much you are willing to spend on gifts, including cost of shipping. It may be helpful to have a tiered gifting system. For example, customers who spend more than $50 on a purchase would receive a different gift than those who spend more than $100. In the same vein, don’t skimp on the gift either. Try to show off your best product while being cost effective. The point is to impress your customers and have them spread the word about how great your product is!
Whatever you decide to gift, make sure it represents you and your brand! The gift should be a positive reflection of what your business has to offer! Most importantly, it needs to, quite literally, be picture perfect!
Let us know in the comments if you have tried gifting as a method of marketing and how well it worked for you!