There is an art to saying thank you. Sometimes the words are enough, but other times a card, a handshake, a small gift or even a trip out to dinner is needed to properly express gratitude. How we determine how to say thanks best is based not only on social guidelines and the size of the debt owed, but also our understanding of what the person would like in return. You don’t thank a neighbor for feeding your cat while you’re away with a pair of Yankees tickets if you know he or she prefers the Red Sox, and you don’t give your mom a Conan the Barbarian DVD box set for Mother’s Day (unless you have a really cool mom). This is where the artistry of gift-selection comes into play—finding that one perfect item that will make the recipient happy and grateful enough to understand how appreciated they really are—and it’s an art that’s doubly important in the promotional industry.
In a business where all of the talking is done through physical items, it’s very important that if a client is trying to say thank you, you’re able to help them find exactly the right “words.” From crystal awards to emblematic jewelry and other reward-worthy items, below are some pointers on finding the best way to say thanks.
AWARDS
Visually dynamic and easily connected to themes of achievement or appreciation, a good award, trophy or plaque can be the perfect choice for a recognition program.
On picking the right award:
There are a lot of factors to consider when selecting an award. Audra Lehnert, marketing coordinator for Crystal D, St. Paul, Minn., pointed out recipient preference, award theme, corporate brand and even the setting of the awards ceremony as possible elements influencing design. “If the event is a black-tie occasion, choose an award that is equally elegant and majestic,” she said. “On the other hand, if the event is an outdoor picnic choose an award that is lighthearted and playful in nature.”
On communicating meaning through design:
Like any other piece of art, it’s possible to convey any number of emotions through an award’s design. “Tall and heavy awards make a powerful impression on the recipient,” said Lehnert. “Awards with straight lines and sharp angles have a contemporary feel,” she added. “Color adds vitality, excitement and energy to an award. Add color when the recipient exudes those same characteristics.”
On securing repeat business:
“The most important tactic that a distributor can use to ensure repeat business is to understand the purpose of the recognition program,” explained Lehnert. “By understanding and internalizing the clients’ business objective, the distributor can provide meaningful advice and timely product recommendations.”
JEWELRY
Not only is the prestige delivered by a high-quality piece of jewelry hard to match, a successful piece will be saved for years and worn repeatedly by recipients. For any program, recognition or otherwise, it can be hard to find an item that would be appreciated more.
On picking the right piece of jewelry:
“Jewelry is very personal in taste,” said Neil Berman, president and owner of Stylecraft (Adventure Specialties Co. Inc.), Cranston, R.I. That said, Berman noted several steps distributors could take in order to make sure their jewelry is appreciated. He advised keeping any corporate iconography on the piece subtle and subdued, and if the item is meant to appeal to a diverse selection of employees, it would also be important to keep the design balanced enough to please everyone.
On engraving:
Considering the nature of jewelry, it should be no surprise there can be some small issues with engraving. “Plated-base metal jewelry can be a bit dicey when engraved,” said Berman. “Anything gold-plated must first be nickel-plated to allow the gold to adhere to the piece. Chipping can often occur and the engraving must be carefully done to preserve the quality of the finish.”
On successfully selling a recognition or awards program:
“Recognition is an old concept which doesn’t need to be sold,” said Berman. “90 percent of American companies have some form of a recognition program well in place. … Simply take advantage of the relationships that exist and expand upon them.” He recommended using your pre-existing connection with a client to offer to look at any safety, rewards or recognition programs they are running and see where you can improve them either with your creativity, access to better products or ability to lower their overall cost.
PREMIUMS AND INCENTIVES
Lacking a better name, “premiums and incentives” are the last and sort of catch-all category for recognition programs, made up of items like televisions, MP3 players, luggage and related high-end miscellany that are so often given out as corporate gifts or sales awards. They can be a great choice for a client looking to provide luxurious-yet-practical gifts.
On selecting the right item(s):
“Knowing the budget, demographics and reason for the award are key factors in selecting the correct award,” said Jessica Erdman, sales and marketing manager for Top Brands Inc., Oshkosh, Wis. “Some categories of products are better suited for a broad demographic. Electronics and luggage are two examples of categories that tend to cross gender lines.”
On attaching a logo to premium items:
Some items are easier to print on than others, especially when dealing with the high-price-point products in the premiums and incentives category. This is why occasionally, alternative methods of logo placement are required. “We understand that some companies want to personalize each reward that goes out on their behalf,” said Erdman. “To satisfy that need we offer the option of inserting custom cards for items that are not able to be imprinted directly.”
On setting up an incentives or rewards program:
“The most important factor in selecting merchandise for a program is to understand the audience and what will motivate them,” said Erdman. “For many people the most common mistake is they tend to [pick] products that they would like for themselves rather than what suits the participants.”
