The Price is Right

Raising the perceived value on your holiday gifts just got easier

COME ON DOWN!

OK, don't get excited. No one in a sparkly blazer is actually calling you to be a contestant in this crazy bidding war we call the promotional products industry. Yet, it does feel a little like everyone's favorite game show sometimes, doesn't it?

Of all the things Bob Barker and Co. have taught us* (he'll always be the host in this writer's heart, no matter who they get to replace him), one thing stands out: You can never overestimate price—or undercut it, for that matter.

At holiday time in our industry, this pearl is especially applicable. For clients looking to make their mark, finding an item that carries the weight of expense and luxury without the cost is a game-changing move. In other words, it's all about high perceived value. But you knew that already. What you might not know, however, is just what raises the stakes on your favorite holiday choices. Read on and get ahead for this year's holiday push.

*To be fair, he's also taught us that, yes indeed, it is a new car behind that proscenium arch, but we're in a recession, people. Let's think slightly smaller, shall we?

Set to Go

Since the holiday season is the one time of year the miraculous is celebrated and fostered, the "wow" factor is rooted in incredulity. By extension, holiday giving is all the more remarkable when recipients are left wondering how they deserved so nice a gift. One way to accomplish this is turning to gift sets as a way of maximizing your spending power. "It is impressive to get more—something more special that stands out compared to other giveaways," said Julie Spear, president of Thousand Oaks, California-based Semco Specialties.

While we're not necessarily preaching sheer quantity over quality, there's no denying sets are practical, particularly at holiday time. Companies are more apt to spend on seasonal gifts, and end-buyers feel they are getting more for their money, Spear noted. Not to mention, "When purchasing these items individually, it would be much more expensive," she added.

Semco Specialties' cookware sets have been successful in past holiday seasons, but all the more so these days, when a desire to spend wisely keeps people staying home for dinner. "Yes, people are eating in more, and everyone loves to entertain with family and friends," she explained. Plus, the fact that there are more pieces to imprint means more marketing reach for logos.

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