If you define marketing by its most basic definition – anything and everything you do to make, and keep a customer – it’s easy to grasp “making a customer” piece of the equation. It’s all strategy and tactics to drive lead generation.
But far too often the “keeping a customer” piece of the marketing equation is overlooked. Sleeping on the “small stuff,” all the intangibles that help retrain customers and generate repeat business is an all too common marketing misstep.
Holiday gifts are a prime example. A simple gesture of acknowledgement and appreciation, like a holiday gift, goes a long way toward engendering goodwill (AKA “keeping a customer”). So client holiday gifts are a must, right?
Well, for small businesses this proposition isn’t always cut and dry…

Operating on a Tight Budget

Most small businesses don’t have a big promotional. So when it comes to client holiday gifts, how much do you spend? And on which clients? These questions always come to the fore in this situation.
Here are a few guidelines to help you navigate the holiday client gift-giving process.

Setup a Holiday Gift Budget

Determine how much you’re comfortable spending. With that figure in mind, take a look at your gift recipient list and consider where it makes sense to put your dollars.

Establish a Gift-Hierarchy

Establishing a holiday gift hierarchy is good way to allot your gift-giving dollars. Decide which clients get gifts, which get cards and which get eCards.
Gifts
Clients that consistently hire you, frequently refer new prospects, and are a joy to work with definitely deserve a gift.
-Gift baskets are always great, especially if you’re gifting an entire office. That way, no one feels left out.
-Wine is a classy and tasteful individual gift.
-For REALLY GOOD clients, sports or event tickets are a GREAT gesture.
Cards
No money for gifts? Or want to recognize clients that don’t quite make the top tier? Cards are a great option. (Remember: It’s the THOUGHT that counts.)
–Brookhollow offers a great selection of preprinted holiday cards.
-Local printers can also print custom cards and envelopes for a very affordable price. (I recently helped a client print 300 cards and envelopes for less than $300).
eCards
Really no money in the promo budget? Or have long list of clients you want to recognize? eCards are a solid choice.
–Paperless Post is a great option for eCards. They offer tons of gorgeous pre-designed layouts and custom design options, all at very affordable rates.

What About You?

What are some of the most unique and interesting business holiday gifts you’ve received? Drop by my Google+ page and share.