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Give Big or Go Home

Filed under: Members, News About ASI, Using Ad Specialties

The results of ASI’s just-released corporate gift-giving survey show six in 10 companies plan on thanking clients and employees with holiday gifts this year. What’s most surprising to me is that the number isn’t 10 in 10. Smart business owners know the best way to keep clients coming back – or to court new business – is to show appreciation.

Gifts don’t have to be extravagant, but according to Advantages magazine annual “Gift Guide,” gifts that are thoughtful, cool, unique or useful will provide the greatest ROI.

While I admit I lingered over the celebrity robotic avatar offered in the Hammacher Schlemmer catalog (asi/59444) for a mere $345,000, a more reasonable choice for clients might be titanium luggage tags from Eddystone Designs (asi/51666). They’re terrific – indestructible, color laser-printed and shimmery to boot. I expect to own mine forever.

According to our survey, the main goal of giving gifts to customers is to express appreciation and develop relationships, as well as to generate good will and increase company awareness. I know whether I receive a Swiss chocolate tower, etched bottle of wine or a bacon-scented iPhone alarm clock this year, I’ll remember the giver for months, if not years – especially if it’s logoed. After all, phenomenal advertiser recall is what promotional products are all about.

For 2014, survey respondents told us that when choosing a gift, they consider an item’s attractiveness, durability and usefulness above all else. This year, nothing says “useful” like an imprinted power charger – a high-tech item that’s riding the rage wave. Give it to clients and they’ll carry it everywhere they go, from home to office to airport lounge.

Sure, you might consider giving a few top clients a case of lobsters or a branded (and memorable) Adirondack chair from AAA Innovations (asi/30023). But our survey results show most companies plan to spend an average of $43 per customer or prospective customer, with food/beverages, desk accessories, writing instruments and calendars topping the list.

When it comes to rewarding employees, most companies are spending about $50 per worker, with gift cards, food/beverages, apparel and cash bonuses as the most popular choices. Here at ASI, we thank each of our full-time employees with a check at our annual holiday party. You might consider a high-quality optical crystal slanted block clocks from Best Deal Awards (asi/47791).

If you’re still unsure what to give, or what to suggest to clients planning their holiday orders, here are a few tips culled from the pages of ASI’s magazines:

  • Don’t overlook packaging. There are all kinds of custom options available from suppliers, from playful to sophisticated. Plus, even though food and beverages go quick, if they’re packaged in a nice basket, bowl or imprinted wine carrier, it’ll be front and center all year along.
  • Remember the branding. This year, according to our survey, 68% of corporate gifts will sport a company logo.
  • Give the gift some real thought. One client raved to Advantages about receiving a custom pink superhero cape imprinted with her company logo, which made her feel like Wonder Woman. Another company gave employees a custom skateboard designed by the agency’s own creative team to symbolize their company’s “ride into the future.”
  • If it’s a client who loves quality, consider artisan items made with glass, fabric or leather, which can all be personalized.
  • Consider reliable standards like calendars. Triumph by BIC Graphic say that while some may consider calendars “old fashioned,” 74% of recipients remember the name of the advertiser who gave them a calendar and a whopping 75% of all households still rely on colorful kitchen calendars.

The bottom line is that people love gifts. When we asked survey respondents about the best corporate gift they ever received, answers ranged from days off, gift cards and a donation made to the recipient’s favorite charity all the way to fishing rods, Cincinnati Reds tickets in the corporate suite, blown glass insulated beer glasses and a weekend stay at a resort – with babysitting included.

Finally, even though December is the biggest gift-giving month of the year, you could set yourself apart from the crowd by sending your gifts out on, say, Penguin Awareness Day on January 20.

Let me know your gift-giving plans by posting a comment or emailing me here. I’m also on Twitter and LinkedIn.


Get Ready for the Wearable Tech Revolution

Filed under: Guest Blog, Using Ad Specialties

Clearly, wearable technology is arriving. Fast. Four years ago, the U.S. wearable tech market was about $6 million. This year, it’s expected to clock in at over $5 billion. These devices are starting to suffuse our society, from fitness bracelets to smartwatches to Google Glass. What started as a snowball is turning into an avalanche.

ASI’s recent cover story [http://bit.ly/1uqlw30] for Wearables® magazine on the wearable tech revolution examines every facet of the coming tech boom. We have articles on nanotechnology, designers who are using 3-D printers to make apparel, activity trackers that are being used in corporate wellness programs, Google Glass and other eyewear tech that can transform the workplace, and much more. Most important, our cover story looks at the big picture of wearable tech. How will this change our lives and the way we do business? And how soon will it happen?

Not to burst the bubble, but despite the rapid growth of the market, wearable tech still has some growing up to do. The products so far have been limited in scope, accessories that mostly act as companion pieces to our smartphones. Just now are we starting to see garments with full-fledged functionality: a shirt that give us a snapshot of our health, for example, or garments that feature dynamic LED displays. In the pic at top, OMSignal is a new shirt that can read your vitals and give you a complete picture of your health. The tshirtOS at bottom features LED lights embroidered into the fabric, creating a dynamic display that can be changed with a cell phone.

The hurdle is that these innovations need equal input from gadget geeks and fashion virtuosos – collaborations that are just beginning to form. (Apple hiring the CEO of Burberry last year is just one example.)

As a result, wearable technology is still in its infant state – much like the cellphone market before the iPhone refined the category in one swift blow. It’s no surprise that the Apple Watch is being looked at in the same light, with the hope that Apple can reprise its role. The results will be interesting, to say the least. One research report predicts that smartwatches will comprise 40% of wrist devices by 2016.

I think the potential for wearable technology is vast. Just look at the promotional apparel industry that we cover. Shirts are printed with a message, and that image remains. Now imagine apparel with electronic displays that can be controlled with a cellphone or tablet – and then deployed to be worn by brand ambassadors and devotees. Innovations like those are just starting, and you will see a lot more in the years to come.

The impact on our lives will be far greater. We are already attached to our computers and smartphones nearly every waking minute. Practically every key metric of our lives is kept in a digital record. But we do put our cellphones down (occasionally). And in those down times, wearables will bridge the final divide.

Connectivity will be seamless and ever-present. They will hand over the one thing that data can’t touch – ourphysical bodies – and give us a completely new picture of our health and how we live our lives. Ultimately they will erase the barriers of interaction (admit it, thumbs on a cellphone screen are still clumsy) and allow us to access the resources at an instant, even by mere thought.

And I didn’t even mention the really out-there stuff. Did you know researchers are toying with temporary tattoos that can read your vocal cord movements when you think and transmit them as complete thoughts to another person? In other words, telepathy. Holy crap.

In short, there won’t ever be an “offline.” That may thrill you, or it may horrify you. Either way, I believe it will be our new reality. The items we include in our cover story [http://bit.ly/1uqlw30] may seem radical, but it’s just the beginning.

–C.J. Mittica, pictured at center, is the editor of ASI’s Wearables magazine