Humanity today is the product of thousands of years of interconnectedness, of relying upon one another to live a fulfilled life- it is the complexity of human society is what has enabled us to evolve and survive as the world has changed, for we have found security and strength in each other when everything else seemed so uncertain. A willingness to give ensures continuation of these universal processes, and remember that such giving does not have to be something physical; a kind smile, a compliment, a good deed and beyond are all acts of giving that strengthen faith in others.

Gifting is very similar to the first law of conservation in physics, a law that states no energy can be created or destroyed, it can only be transformed from one form into another. The cycle of reciprocity and gift exchange is a continuous universal transfer of good intentions and voluntary debt from one person to another. It may sound entrapping, but it’s not; it continues a societal exchange that has been going for centuries and protects humanity through stimulating connection.

This reciprocity is a social norm we are conditioned to respect from birth. ‘Tit-for-tat’, ‘an eye for an eye’, ‘you scratch my back and I’ll do yours’- these adages are born from the principle of reciprocity and the universal understanding that by giving, one expects the act to be returned in one way or another.

Take a child’s birthday party for example; the more people attend the more presents one will receive, and so all classmates are invited to the special occasion. When another child’s birthday comes around they will be sure to return the invitation of their peer. In this way they will have reciprocated the gesture of inclusion, and will most likely be reimbursed financially by receiving a present similar to the one they had gifted at the previous event. This simple example shows that in order to receive one must give, and this creates a cycle of reciprocal exchange.

Corporate gifting can be viewed as the adult version of these children’s birthday parties. It takes the principle of reciprocity and creates a refined marketing technique that addresses brand promotion and customer relations in one neatly packaged go. So by sending gifts to employees, existing, and potential clients, what can a company achieve?

A corporate gift… removes geographical boundaries

By sending gifts one can reach audiences much wider than their immediate vicinity; gifts can be emailed, sent, or delivered anywhere in the world. International clients or employees can feel a ‘part of’ as corporate gifting demonstrates they are not forgotten even if they are not nearby.

A corporate gift… generates leads

Putting a branded corporate gift out there is a subtle yet effective way of gaining recognition and generating leads by initiating a drip campaign. Exchanging a gift for an email address or free trial incentivises people to build a positive relationship with your brand, therefore making them more likely to maintain this relationship as time passes.

A corporate gift… nurtures relationships

Nothing shows appreciation more than a thoughtfully given gift. Even something small shows that the recipient is being thought of and generates positive associations with your brand. When giving gifts to existing clients, potential clients, or employees there will be different factors to consider, but the end goal is to nurture and strengthen that relationship.

A corporate gift… is an effective method of brand promotion

Spending a little extra to personalise or brand a gift may seem unnecessary, but in the long run it serves as consistent marketing without you needing to get involved! You are once again generating leads and promoting your image- 23% of the top corporate gifts feature company branding- in a way that benefits both you and your recipient.

A corporate gift… promotes brand loyalty

Clients and customers with an emotional connection to a brand have a 306% higher lifetime value- that’s a significant statistic. Especially with employees the giving of branded gifts has been shown to improve attitudes and strengthen loyalty, thereby creating a workforce that really cares about what they’re doing. In addition it’s unlikely that your brand is the only one your client interacts with, but by using gifts your brand can be the one they value most.

Personalising gifts amplifies the desirable effects that corporate gifting initiates, be it through personalising for the recipient, or with company branding. Personalisation is a growing trend within corporate gifting, and experts in the field predict this trend will only grow in coming months and years. The sincerity of a customised gift may just be the thing to win that next big contract and set your brand ahead of the competition.

Corporate gifting is an invaluable tactic to set your brand ahead of the competition. Offering gifts of any shape or form can positively impact upon your brands status and development externally, and maintain communication channels, recognition, and respect for employees internally. In giving gifts your brand isn’t only helping itself, but playing a vital part in the universal processes that have allowed humanity to thrive; corporate gifting is merely a representative microcosm of the reciprocal exchange that keeps the heart of the universe beating day by day.