Listen to the podcast here:
Grow Because Of Gifts
I have a special guest who is my daughter. She goes to Pepperdine. She’s going to be a centerpiece of the next podcast as well but for now, this podcast is perfectly in tune to the title of this podcast, Growing Business Today. This is centered around the power of gift giving around Christmas time. It’s about the psychology of why you would want to give gifts at Christmas. It’s not that you can’t give gifts throughout the year, but there is something magical and special about giving clients a gift around Christmas time. I’m going to go through some of the psychology of this and then it is going to be perfectly wrapped up with my daughter walking through one of the gifts that one of her employers is using. You’re going to get a lot of ideas for your own business from what Kaci is going to share.
The number one reason to give a gift at Christmas time is to show true thanks for them being a client. Just the bottom line, everybody knows a real sincere thank you lasts a very long time. Number two, a gift, especially when it’s mailed to their home and not a coupon thing that can be done online, but something that physically comes to them shows you care at a much higher level than a verbal thank you. Number three, it shows you’re listening. What I mean by that is if you’re a customer and you’re a client and you’re one of the 10% to 20% that goes on Facebook, puts a comment, goes on somebody’s website, puts a comment, a lot of times you’re finding in the corporate world that the gifts that come out around Christmas time ironically match the comments that come in throughout the year. The gift is in response to the true well-thought-out comments that come from the clients.
A real sincere 'Thank you' lasts a very long time. Click To Tweet
Number four, it creates separation. The best way to explain separation with gift giving is to talk about Zappos, which years ago was the fastest growing shoe company in history only to be replaced later by TOMS Shoes. Zappos created separation from everybody and anybody by gifting a slightly better delivery. If you picked three-day delivery, they gifted you a two-day delivery. If you pick two-day delivery, they gifted you with overnight delivery and they surprised everybody around Christmas time. It was very powerful. Number five, it reminds the customer that they are appreciated.
I’m going to bring something up that’s going to come out next podcast as well and that is, if you think about the top ten reasons employees stay at a company for longer than two years, the seventh reason is the pay. The first six have nothing to do with money. They are number one, their voice is heard. Number two, they’re part of the team. Number three, they’re appreciated and number four, it’s been proven they clearly matter. When you send a gift at Christmas time, it covers all of those. It shows they matter, it shows you care. Number six, if you want to hit the client in the gut in a great positive way, make a custom gift. Put their name on it so they know this only went to them, personalize it, make it special. Gifts go so far. I cannot tell you how many extra pieces of business we got in the first couple weeks of January because people responded to a little $40 gift we sent them. At this point, I’m going to turn it over to Kaci. She is going to walk you through what is titled, Ten Days of Giving. It’s one of her summer intern employers is doing through Christmas. I’m going to let Kaci start by setting the scene a little bit.
This is my internship when I was at Pepperdine in Los Angeles. My former employer, Michelle, she started an apparel company called Uprising and she’s strictly online. She makes everything in LA and because of that, she has to do a lot of pop-ups and pop-ups are portable displays. She set it up in hotels or stalls at malls. It’s a way for new people to walk by and take an interest in what she has to offer. She was gifted the opportunity to have a pop-up for free in Little Tokyo. I helped her set it up and it’s done well but because of the holiday, she does these ten days of share in which every day from the 15th through the 24th, she gives away something for free. By doing so, she uses the co-op partnership in which two businesses come together and they say, “If you buy this top from Michelle in Uprising, then you can get a free Boba,” which is milk tea. I’m going to share with you the ten days of giving that she has. The 15th is free stickers. The 16th was free Boba and that’s milk tea. The 17th is free latte art. The 18th, free backpack. The 19th, a free beanie. The 20th, free pins, the stuff that you put on backpacks and jean jackets. The 21st, a free cap, and then the 22nd and 23rd pick your own t-shirt and then the 24th is a surprise.
I want to repeat this because this is captivating. Some of you, loyal audience to this podcast, know that in the mid-‘90s, Kerri and I had a fast-growing chain of video stores. Our distributor was ETD, East Texas Distributor. They were the largest in the world. Every Tuesday, the first Tuesday of the month, the gal would come in from ETD with massive boxes of co-op advertising. This was the movie houses: Paramount, Universal. She’d come in with shirts and hats and expensive leather jackets. The more movies you bought, the more of this apparel trade where you would get for free with Universal’s name on it.
I always find it captivating and what we would do is we would turn around and we would then give it away to our best customers. It was a cool version of gifting. What I love about this is Michelle has an apparel line made in LA, made in the United States. She’s got her pop-up stand, which is temporary, but instead of her giving away something that she created, what she’s saying is, “If you buy this shirt or blouse or pants from me, I’m going to work with some of my business friends.” The local coffee and tea house, another apparel line, a hat maker, a t-shirt maker and when she’s giving away the gifts, she’s not even paying for the gift.
This is pure magic. Think about this. As Income Store, we spend five figures at Christmas time gifting the site partners that have trusted us with their money to go buy websites that generate revenue. We give some expensive stuff, but we have to pay for it. I’m going to get smart like Michelle. We’re going to bring in Kaci and she is going to bring a co-op advertising dollar from other vendors, which will be our site partners that need exposure. We can gift way more because we don’t have to pay for it. This is an amazing episode. I learned a lot and got reminded of a lot. Kaci, thank you very much.
I hope this helps. Take care.