B2B Gifting Survey Finds Personal & Memorable Score ROI

Acculist USA supports many clients marketing in the corporate gifting space, with a focus on food and wine gift baskets and catalogs. We recently ran across some interesting data from a study by Knack, a Seattle gifting company, that should help gift suppliers to craft the most appealing packages and business gift buyers to maximize gift effectiveness.

The C-suite Believes in Gifting ROI

The good news from the Knack “Business Gift Satisfaction Survey” is that corporate gifting works well when it is done well: 57% of respondents said that “gifts can impact their opinion of a business partner both positively and negatively.” In fact, over 80% of C-suite executives surveyed said they believe that business gifts generate measurable positive ROI in addition to intangible benefits. Since there’s a huge investment involved annually, with the market for non-cash business gifts estimated at $125 billion, getting the most positives and fewest negatives is clearly vital.

Well-Packaged, Personal & Memorable Score Best

Return-on-investment for a business gift to high-value targets, such as C-suite executives, is highest if the gift tells a story and facilitates a deeper personal connection, per the survey. Quality is more important than the quantity spent to achieve that personal connection; the survey finds that the right amount to spend per gift is between $50 to $150. What defines quality? The best impression comes from good presentation/packaging and the kind of personalization that logo items and gift cards lack, per gift recipients. A memorable gift will seem selected just for the recipient; will include a personal message and will have “value attributes,” such as a handmade/artisan item or a gift supporting an appropriate cause, such as ecological sustainability or made-in-U.S.A.

A Fail-Safe Business Gifting Checklist

Based on 1,000 business gift recipients’ responses, here is the survey’s checklist for fail-safe business gifting:

  • Give a useful item, something practical and that everyone can use.
  • Surround the useful item with shareable items, such as gourmet food in line with the gift theme. Stress quality over quantity.
  • Aim for a “value attribute,” such as made-in-the-U.S. items. Specific causes might be polarizing but “Made in USA” is universally favored as a top value attribute.
  • Spend between $50-$150. Spend for junior-level business partners in the $50-$65 range and for most clients and manager/director-level associates in the $75-$100 range. Spend up to $140-$160 for C-suite execs, VPs and most valued clients.
  • Always include a personally addressed note with the gift! 

Get more details from the Knack study on corporate gifting.

New Marketing Trends Bolster Food Gifting Growth

One of AccuList USA’s areas of specialization is providing mailing lists, data services and marketing support for the food and wine gift market, and so we keep an eye on emerging trends in this growth industry. In fact, food gift sales will approach $20 billion in 2018, up 4% over last year, per the “Food Gifting in the U.S.: Consumer and Corporate” report for 2018-2020 by research firm Packaged Facts.

Holiday Sales Dominate, But New Trends Push Overall Growth

Marketing dollars will naturally focus on year-end sales, since, while consumers and businesses are giving food baskets across a wider variety of occasions today, ranging from anniversaries to graduations to birthdays, Christmas is still the food and wine gifting mainstay. More than half of the 130 million consumer food gifters purchasing in the last 12 months bought during the winter holiday season. But how can food gift marketers push sales growth year-round? One key factor will be continued innovation that creates exclusivity and artisanship, avoiding the commoditization that drains profit with discounting, notes the report. To support that kind of brand power, marketing efforts will need to embrace the kind of story telling that creates a sense of authenticity and uniqueness and builds a gourmet brand image. Capturing the high-end boutique buyer can require a softer sales approach that aims at building knowledge and trust, say via featured recipes as an example. Food gift marketers also need to continue expanding gifting occasions beyond holidays, not only for consumers but also for the lucrative corporate market, by pushing work anniversary and thank-you gestures for example. Finally, while the food gifting market is heavily dependent on older, high-income consumers, tapping into millennials will require a more omnichannel approach that takes into account millennial ordering preferences, stresses the Packaged Facts report.

Embracing Omnichannel Marketing Options

An omnichannel wooing of millennials will combine direct mail/catalogs with e-mail, social media and e-commerce strategies. While traditional direct mail continues as a food gifting workhorse, a strong online presence and SEO strategy is especially essential. Luxury biscuit gift company Biscuiteers provides an example of how it matters: The company increased their website traffic from new customers by 90% and SEO revenue by 77% in 6 months by optimizing category landing pages for different types of food gift buyer and season. E-commerce goes hand-in-hand with a good e-mail strategy. For example, the venerable Hickory Farms brand decided to improve the quality of its customer data and create a more agile e-mail campaign process by integrating its marketing and commerce tech to trigger consumer journeys and automated e-mail sends. E-mail inbox placement this year rose to 94%, almost 10% above industry standard, plus e-mail list growth improved. Hickory Farms CMO Judy Ransford explained to CMO magazine that the smarter list management “helps us deliver e-mails at the frequency customers want, and to make sure the content quality is better. This year we’ve seen a huge improvement and not such high attrition rates as a result.” Social media also has become a must-have for food gifting via leading platforms like Facebook and Instagram for consumers and LinkedIn for corporate prospecting. That should increase gift-basket marketer interest in AccuList USA’s Digital2Direct program, which is designed to link targeted direct mail with Facebook ads or e-mails to the same recipients.

Who’s Winning in 2018 Gift Basket Ratings?

By the way, marketers looking for successful food gifting models should check out Top Ten Reviews’ 2018 ratings. We’re happy to note that our client Wine Country Gift Baskets’ Gourmet Choice Gift Basket was awarded best overall value for 2018 in a test of 11 gift baskets from the leading gift basket companies. Top-rated winners delivered on value for the price in terms of food and wine taste; presentation; ease of payment; delivery speed, options and geographic coverage; range of baskets; special options such as kosher, vegan and organic; offers of extras such as add-on wine, tea, books, puzzles, etc; and, of course, quality customer support. To read more, see the review of best gift baskets of 2018.