The holiday season is always a whirlwind in the promo industry. At Wild Card, its one of our favourite times of the year because it means we get the chance to collaborate with our clients on bringing their festive fetes to life through fun gifts and branded touchpoints. But amidst the hustle and bustle of the season, it's easy for gifting strategies to fall into a "tried and true" approach. With tight deadlines, packed schedules, and so many to-dos before you put your OOO on, even the most creative teams can default to easy street. With that in mind, we're talking "Emotional ROI" and sharing some insights into thinking beyond the gift to the emotional experience it delivers.
When it comes to gifting, I'm sure we've all experienced a "meh" moment. On the flip side, we've all felt that spark of joy when a gift hits all the right notes. Both ends of the spectrum are memorable, but what makes one gift a delight and another a disappointment? Whether it's retail campaigns, customer appreciation, or employee recognition, let's unpack the psychology of giving and receiving and how to make the most of those holiday budgets.
Emotional, Not Transactional
Didn't our mothers used to tell us "it's the thought that counts"? At it's core, gifting isn't really about the thing - it's about the feels. Neuroscientists have found that receiving a thoughtful gift triggers the brain's reward system, releasing dopamine, thereby making the recipient feel happy. That's why the first rule of emotional ROI is avoid being transactional. Don't just tick the box of "we gave a thing". Instead, make it feel personal and relevant to the recipient. Even on a small budget there are many options to choose from.
Gifts Should Reflect The Giver
It goes without saying that any time you're doing a branded giveaway, it's important to consider what it says about your brand. In your personal life, you might often think "this gift says a lot about the giver and what they think of me". The same is true of brands and corporations. A gift should be an extension of the giver's personality and values. If it's cheap and generic, that can signal a lack of value. On the flip side, a quality gift speaks volumes about your commitment to excellence. Think about your company mission/vision/values when deciding on gift items. For example, if your company touts sustainability as a value, you should avoid giving gifts that don't line up with your eco-consciousness.
The Element of Surprise Matters
This is a great one for brands! There's a reason marketers refer to the addition of a free value-add item as "surprise and delight". Shelling out the big bucks on something flashy is often less effective than doing the unexpected. You might think that expensive gifts would be more impactful, but research shows that surprise often outweighs monetary value. When a gift is unexpected or has a clever twist, this creates a stronger emotional reaction. Adding an element of humour can go a long way. Also consider unconventional packaging: a unique unboxing experience can create a lasting impression.
Personalization = Connection
This one is no big secret. We all feel more appreciated when someone takes the time to tailor a gift or experience to us. Whether it's tailored to us by name, preferences, lifestyle, or unique traits, it makes the experience all the more memorable. For employee recognition, consider segmenting your gifts based on departments or roles: a great way to do this is by choosing personalized books based on interest groups. While it is more challenging to do this on a grand scale, personalization does not have to be limited to the internal team. By leveraging data and technology, brands can tailor holiday campaigns to specific audiences through things like dynamic QR codes that link to customized messages, exclusive content, or interactive experiences. It's all about making the recipient feel seen and valued.
Utility is Key!
It should go without saying that no one wants to receive a useless gift. A gift's utility plays a significant role in how it is perceived. Think beyond novelty and go for something that will serve a purpose. If the gift is used regularly, it keeps your brand top of mind and reinforces positive associations long after the holiday season is over.
In need of a little inspo? Check out our last blog where our VP of Sales, John, lists his top picks for holiday gifts that don't suck, or reach out to us and we'll help steer you in the right direction.
Bonus Tips to Avoid Gifting Fails
As someone who has spent years crafting promotional strategies, I've seen my fair share of fails. Here are a few to avoid at all costs:
Overbranding: Even if marketing and brand awareness are your goals, if it's being positioned as a gift, subtlety is key.
Skipping Presentation: Packaging matters. How your gift is presented is the first impression, so make it count.
Timing & Context: Plan ahead for the biggest impact. Aim for delivery in mid-December, bonus points for tying in to a key moment or event. Demonstrating foresight only serves to deepen the connection.
Gifting is more than a seasonal tradition - it's an opportunity to build meaningful connections. Focus on thoughtful choices to create emotional ROI and make the most of your gifting strategy. The countdown to Christmas is upon us, but there is still plenty of time to get gifting. Whether you're looking to surprise clients, inspire employees, or make your brand stand out from the crowd, our team is here to help you create gifts that will resonate this holiday season and for years to come.
Comments