The Power of Positive Reinforcement
The extra cost may not be worth it because the watches usually cover a large group of people. "The most popular program is employee service award," said Abels. Service awards usually cover a larger group, if not the entire company. Abels offered an example of such a promotion. "My favorite goes back to 2005 when a company was restructuring from Chapter 11. They gave watches to the 800 employees who survived the restructuring on the day they emerged from bankruptcy," he said. "I guess they were able to show the creditors committee the value of business gifts."
"Business gifts will always remain an important part of the business cycle," said Billy Bauer, marketing manager for Royce Leather Gifts/Emporium Leather Co., Secaucus, N.J. The benefit of leather gifts like the ones Royce Leather sells lies in the extended exposure. "[When] a corporate logo is beautifully debossed on a leather product, the logo is visible, providing marketing exposure for a very long time," said Bauer. He mentioned debossing, foil stamping and diamond engraving on brass or silver plates as popular imprinting styles on leather goods. Like Harper and Abels, Bauer encourages personalization on business gifts. "Adding initials and names to products clearly makes the product special, unique and individualized," he said.
Bauer listed a few promotions Royce Leather Gifts/Emporium Leather Co. did where personalization was key. "An envelope photo holder was used for a high-profile professional basketball player's dinner invitation with the basketball player's initials debossed on the envelope folding," he said. This idea works well for corporate event invitations to make the invite stand out. Another promotion he presented is fitting for programs that reward workers who travel. "Passport ticket holders were used as gifts for the executive crew for a high-profile movie launched in Italy from the movie star and director of the film."