For gift companies, whether to meet the needs of customers for customized gifts is the key to the success or failure of a gift solution. How to make a plan that meets the needs of large customer gifts, even beyond the expected goals of customized gifts within a limited period of time? Needs analysis is the key, which is equivalent to before sailing, we must first find the direction, choose the most suitable route, so that the voyage can reach the destination smoothly and quickly. In general, gift companies need to do some analysis of needs:
First, understand the customer (customer through the gift of information)
Custom-made gifts are the medium that can be used to convey gift givers' information. Therefore, we must first understand the customer's information, including basic information (sometimes including the history of business development), cultural characteristics, brand information, product status, and market conditions. The so-called "know-you know each other, victorious." Only by fully understanding the customer can we understand that the customer wants to pass the customized gift information and make a plan that conforms to the customer's style.
Second, analysis of the use of customized gifts (customers use customized gifts to achieve the purpose)
The use of customized gifts is a key point. Custom-made gifts for different purposes have different goals to achieve, and they have different customization features. Generally speaking, according to the different needs of customers' customized gifts, gifts can be divided into four categories: business gifts, conference gifts, welfare gifts and promotional gifts.
Business Gifts Business gifts are gifts used by companies or groups to conduct business exchange activities, strengthen collaboration, and contact with each other. The recipients of business gifts are mostly external companies or groups and individuals, aiming at mutual assistance, cooperation, and mutual benefit. Therefore, the needs of values ​​and cultural characteristics are more obvious. According to the different needs of segmentation, business gifts can be further subdivided into two categories: iconic gifts and communicative gifts.
(1) Iconic gifts: It is mainly used for the display and promotion of brand image, and the business gifts for major external events can also be iconic gifts. This kind of gift is mostly a form of giving a group to a group, focusing on the corporate concept and using an image display. The iconic business gifts basically do not need to consider the gift needs of the recipient, but have a strong custom of corporate gifts. For example, a company needs to customize a gold model for a particular product, a jade seal with a group logo, and so on. (2) communicative gifts: This is a narrow business gift that we often say. It is mainly used for daily business communication occasions to enhance the gifts and relationships of gift givers and recipients. The recipients are mainly business partners. Customizing such gifts should focus on expressing respect and love for the recipients, and consider the recipients’ individual needs for gifts. More elegant and practical gifts are generally welcome, such as red wine, teapot, tea, and calligraphy. 2. Conference commemorative gifts Conference gifts Conference gifts are gifts used by government agencies or enterprises for various meetings, anniversary celebrations, or annual recognition. The recipients of the conference gifts are generally internal employees, business groups and conference guests. In addition to the exchange of meetings, the organizers hope to take this opportunity to express their concern and blessings to the participants. The recipient is mostly a participant in the event or event and determines the gift based on the needs of the meeting and the needs of the participants. The warm meeting commemorative gifts can be divided into three categories.
(1) Anniversary celebration gifts: It is mainly used for major events such as the opening of shops, the anniversary celebration of the company, and the opening ceremony. It makes the celebration more grand, setting off the atmosphere of the celebration, allowing more people to remember the celebration and commemorating the celebration. It is a vehicle to express the emotion of the celebration. It is hoped that the participants will not only be simple souvenirs but also be able to use them in daily life.
(2) Commemorate the conference souvenirs: It is mainly used for the annual meeting of enterprises, year-end recognition awards, and honors advanced figures. Mainly based on the internal staff of the feedback system, with close and practical souvenirs. Because the souvenirs were eventually taken home by the recipient.
(3) Souvenirs for business meetings: They are mainly used for forums and lectures to express gratitude, narrow relationships, and strengthen relationships. Most of the conferences are high-end seminars or semi-public high-end learning courses. Participants are professionals in the same field. Customizing such souvenirs should focus on quality and practicality.
Benefits Welfare Gifts Welfare gifts are also called welfare items. Welfare items refer to gifts used by companies or organizations for internal corporate cultural activities, internal relations, employee loyalty, or understanding of internal corporate culture. The recipients are internal employees and express gratitude and love. Welfare gifts may be divided into holiday benefit gifts and general welfare gifts according to specific purposes.
(1) Holiday Benefits Gifts: Gifts sent to employees during traditional festivals. It is also a matter of routine for condolences for retired cadres. For example, moon cakes are delivered on Mid-Autumn Festival and dumplings are served on the Dragon Boat Festival. This type of gift focuses on food or household items. It cares about employees paying attention to every detail. It is different from other gifts, but it is one of the value of the employees' hard work for a year.
(2) General Welfare Gift: This is also a narrow welfare product that we often say. It is mainly used for internal employees to carry out corporate culture dissemination, enhance cohesiveness, and improve employee loyalty and enthusiasm for welfare products. The practical needs of such gifts are most obvious. The most common commodities can be used as welfare goods as long as they have practical features.
Promotional Gifts Promotional gifts are gifts given to consumers for promoting products, increasing product sales, distributing brands, and increasing brand loyalty. The recipient is the consumer of the enterprise's products or services; the purpose of promotion, value-added, and brand communication; the expressiveness or persuasiveness of the gifts and the demand for customization are obvious; according to different promotion purposes to be achieved, the promotional gifts can be divided into Advertising gifts, gifts, points gifts.
(1) Advertising gifts: Mainly used for pre-sale brand promotion, product promotion, and promotional information marketing promotional gifts. The value of such gifts is relatively low, but they have good communication and display capabilities, can fully and accurately demonstrate the brand concept, and facilitate the large-scale distribution. For example, advertising fans, advertising towels, advertising umbrellas are all good advertising gifts.
(2) Gift gifts: In the sales process of products or services, sales of promotional products, promotional gifts accompanying products or services to consumers. This kind of gift has a good correlation with the product being promoted, and it is attractive, novel and extraordinary, which can make the target consumer identify with and potential consumers. It is often matched with corporate marketing activities. For example, when buying a certain type of brewed beverage, there are 5 sets of featured drinking cups. It is necessary to purchase 5 packs of the beverage to collect one set. This has played a good role in promoting the sales of products.
(3) Integral Gifts: The use of points gifts is not very extensive, but it is also the beginning of these two years. It is mainly for enterprises to set up a consumption points system to promote products and increase consumer loyalty. The gifts that consumers receive in exchange for points obtained after purchasing products or services are integral gifts. This kind of gift can be selected by the consumer, and the brand and practical requirements of the gift are higher, and the value range of the gift is more widely distributed. For example, the *** consumer points gift, the more practical the bank points gift, the higher the relative value, the more able to attract consumers to buy these gifts and choose the bank's *** consumption.
Third, understand the recipient's information (consumer demand for gifts)
Whether the gift can play the intended role, it is the response of the recipient. Whether the recipient can be satisfied or not, it is necessary to first understand the recipient's information, including the recipient's group attributes, consumer preferences, and so on.
Recipients of business gifts: mainly cooperative companies, groups, or persons in charge of the company or group. When the recipient is a company or a group, most of them only consider the cultural and value of the gift. If the recipient is the person in charge of the business, the range of common preferences of such people should be categorized according to the recipient's age, gender, personality, cultural background, etc., so as to select elegant and practical gifts.
Recipients of conference gifts: mainly from internal employees or conference guests, or corporate leaders. The gifts for the conference gifts are taken in the midpoint opposite to the public. Gifts are too “subtle†and can’t help the kids. They can also be discriminated by individual recipients into widespread dissatisfaction. This not only fails to achieve gifting purposes, but also affects the giftee’s Reputation; and large gifts are pompous, both to reflect the generosity and strength of the donors, but also to surprise the recipient. A detailed analysis of the composition of the participants and their "better outcome" in order to maximize the value of the gifts.
Recipients of welfare gifts: mainly internal employees. The types of welfare gifts may be determined according to the age distribution of the employees, educational background, etc., or the types of gifts may be determined according to the industry nature of the company. Because the employees in each industry will have common characteristics. For example, employees in the IT R&D industry are mostly young and well-paid, so fashionable and practical items are more popular, and employees in the production industry like real life products such as health foods. .
Recipients of promotional gifts: can be simply summarized as consumers. The consumers faced with promotional gifts are the most difficult to analyze, and they are most in need of analysis. First of all, it is necessary to clarify what the target consumers of the promotion are. After that, it is necessary to refine their common characteristics in terms of cultural background, age, preferences, habits, and spending power, so as to find promotional gifts suitable for them.
Fourth, to understand the use of gifts for customers' competitors Since group purchase gifts belong to the field of gift marketing, it is necessary to consider market competition factors, so we also need to understand what customers’ competitors have delivered. For example, in the case of a daily-use chemical company, we need to understand which gifts Unilever has used in the same promotions when we make gift programs for Procter & Gamble, which can help our customers gain more advantages in the promotion competition. If time permits, we should be able to analyze in detail the gifts that our customers have made, the customers’ evaluations of past gifts, and so on, so that we can avoid repetitive solutions when we are doing projects.
Next, you can use the above analysis results to determine the plan to write. At this time, we also need to meet the special needs of customers for this gift. For example, the gift needs to have the concept of environmental protection and leisure, and the color must conform to the corporate standard color.
Customized gift demand analysis is not an easy task, requires a lot of analysis and experience, but also requires us to stand on the customer’s perspective. Therefore, if you want to make a difference in the needs analysis phase, you must have cross-position, cross-industry experience, and a high degree of logical reasoning to summarize capabilities. Currently, there are few talents in the gift industry that can do in-depth customization analysis, and they need to focus on training.
First, understand the customer (customer through the gift of information)
Custom-made gifts are the medium that can be used to convey gift givers' information. Therefore, we must first understand the customer's information, including basic information (sometimes including the history of business development), cultural characteristics, brand information, product status, and market conditions. The so-called "know-you know each other, victorious." Only by fully understanding the customer can we understand that the customer wants to pass the customized gift information and make a plan that conforms to the customer's style.
Second, analysis of the use of customized gifts (customers use customized gifts to achieve the purpose)
The use of customized gifts is a key point. Custom-made gifts for different purposes have different goals to achieve, and they have different customization features. Generally speaking, according to the different needs of customers' customized gifts, gifts can be divided into four categories: business gifts, conference gifts, welfare gifts and promotional gifts.
Business Gifts Business gifts are gifts used by companies or groups to conduct business exchange activities, strengthen collaboration, and contact with each other. The recipients of business gifts are mostly external companies or groups and individuals, aiming at mutual assistance, cooperation, and mutual benefit. Therefore, the needs of values ​​and cultural characteristics are more obvious. According to the different needs of segmentation, business gifts can be further subdivided into two categories: iconic gifts and communicative gifts.
(1) Iconic gifts: It is mainly used for the display and promotion of brand image, and the business gifts for major external events can also be iconic gifts. This kind of gift is mostly a form of giving a group to a group, focusing on the corporate concept and using an image display. The iconic business gifts basically do not need to consider the gift needs of the recipient, but have a strong custom of corporate gifts. For example, a company needs to customize a gold model for a particular product, a jade seal with a group logo, and so on. (2) communicative gifts: This is a narrow business gift that we often say. It is mainly used for daily business communication occasions to enhance the gifts and relationships of gift givers and recipients. The recipients are mainly business partners. Customizing such gifts should focus on expressing respect and love for the recipients, and consider the recipients’ individual needs for gifts. More elegant and practical gifts are generally welcome, such as red wine, teapot, tea, and calligraphy. 2. Conference commemorative gifts Conference gifts Conference gifts are gifts used by government agencies or enterprises for various meetings, anniversary celebrations, or annual recognition. The recipients of the conference gifts are generally internal employees, business groups and conference guests. In addition to the exchange of meetings, the organizers hope to take this opportunity to express their concern and blessings to the participants. The recipient is mostly a participant in the event or event and determines the gift based on the needs of the meeting and the needs of the participants. The warm meeting commemorative gifts can be divided into three categories.
(1) Anniversary celebration gifts: It is mainly used for major events such as the opening of shops, the anniversary celebration of the company, and the opening ceremony. It makes the celebration more grand, setting off the atmosphere of the celebration, allowing more people to remember the celebration and commemorating the celebration. It is a vehicle to express the emotion of the celebration. It is hoped that the participants will not only be simple souvenirs but also be able to use them in daily life.
(2) Commemorate the conference souvenirs: It is mainly used for the annual meeting of enterprises, year-end recognition awards, and honors advanced figures. Mainly based on the internal staff of the feedback system, with close and practical souvenirs. Because the souvenirs were eventually taken home by the recipient.
(3) Souvenirs for business meetings: They are mainly used for forums and lectures to express gratitude, narrow relationships, and strengthen relationships. Most of the conferences are high-end seminars or semi-public high-end learning courses. Participants are professionals in the same field. Customizing such souvenirs should focus on quality and practicality.
Benefits Welfare Gifts Welfare gifts are also called welfare items. Welfare items refer to gifts used by companies or organizations for internal corporate cultural activities, internal relations, employee loyalty, or understanding of internal corporate culture. The recipients are internal employees and express gratitude and love. Welfare gifts may be divided into holiday benefit gifts and general welfare gifts according to specific purposes.
(1) Holiday Benefits Gifts: Gifts sent to employees during traditional festivals. It is also a matter of routine for condolences for retired cadres. For example, moon cakes are delivered on Mid-Autumn Festival and dumplings are served on the Dragon Boat Festival. This type of gift focuses on food or household items. It cares about employees paying attention to every detail. It is different from other gifts, but it is one of the value of the employees' hard work for a year.
(2) General Welfare Gift: This is also a narrow welfare product that we often say. It is mainly used for internal employees to carry out corporate culture dissemination, enhance cohesiveness, and improve employee loyalty and enthusiasm for welfare products. The practical needs of such gifts are most obvious. The most common commodities can be used as welfare goods as long as they have practical features.
Promotional Gifts Promotional gifts are gifts given to consumers for promoting products, increasing product sales, distributing brands, and increasing brand loyalty. The recipient is the consumer of the enterprise's products or services; the purpose of promotion, value-added, and brand communication; the expressiveness or persuasiveness of the gifts and the demand for customization are obvious; according to different promotion purposes to be achieved, the promotional gifts can be divided into Advertising gifts, gifts, points gifts.
(1) Advertising gifts: Mainly used for pre-sale brand promotion, product promotion, and promotional information marketing promotional gifts. The value of such gifts is relatively low, but they have good communication and display capabilities, can fully and accurately demonstrate the brand concept, and facilitate the large-scale distribution. For example, advertising fans, advertising towels, advertising umbrellas are all good advertising gifts.
(2) Gift gifts: In the sales process of products or services, sales of promotional products, promotional gifts accompanying products or services to consumers. This kind of gift has a good correlation with the product being promoted, and it is attractive, novel and extraordinary, which can make the target consumer identify with and potential consumers. It is often matched with corporate marketing activities. For example, when buying a certain type of brewed beverage, there are 5 sets of featured drinking cups. It is necessary to purchase 5 packs of the beverage to collect one set. This has played a good role in promoting the sales of products.
(3) Integral Gifts: The use of points gifts is not very extensive, but it is also the beginning of these two years. It is mainly for enterprises to set up a consumption points system to promote products and increase consumer loyalty. The gifts that consumers receive in exchange for points obtained after purchasing products or services are integral gifts. This kind of gift can be selected by the consumer, and the brand and practical requirements of the gift are higher, and the value range of the gift is more widely distributed. For example, the *** consumer points gift, the more practical the bank points gift, the higher the relative value, the more able to attract consumers to buy these gifts and choose the bank's *** consumption.
Third, understand the recipient's information (consumer demand for gifts)
Whether the gift can play the intended role, it is the response of the recipient. Whether the recipient can be satisfied or not, it is necessary to first understand the recipient's information, including the recipient's group attributes, consumer preferences, and so on.
Recipients of business gifts: mainly cooperative companies, groups, or persons in charge of the company or group. When the recipient is a company or a group, most of them only consider the cultural and value of the gift. If the recipient is the person in charge of the business, the range of common preferences of such people should be categorized according to the recipient's age, gender, personality, cultural background, etc., so as to select elegant and practical gifts.
Recipients of conference gifts: mainly from internal employees or conference guests, or corporate leaders. The gifts for the conference gifts are taken in the midpoint opposite to the public. Gifts are too “subtle†and can’t help the kids. They can also be discriminated by individual recipients into widespread dissatisfaction. This not only fails to achieve gifting purposes, but also affects the giftee’s Reputation; and large gifts are pompous, both to reflect the generosity and strength of the donors, but also to surprise the recipient. A detailed analysis of the composition of the participants and their "better outcome" in order to maximize the value of the gifts.
Recipients of welfare gifts: mainly internal employees. The types of welfare gifts may be determined according to the age distribution of the employees, educational background, etc., or the types of gifts may be determined according to the industry nature of the company. Because the employees in each industry will have common characteristics. For example, employees in the IT R&D industry are mostly young and well-paid, so fashionable and practical items are more popular, and employees in the production industry like real life products such as health foods. .
Recipients of promotional gifts: can be simply summarized as consumers. The consumers faced with promotional gifts are the most difficult to analyze, and they are most in need of analysis. First of all, it is necessary to clarify what the target consumers of the promotion are. After that, it is necessary to refine their common characteristics in terms of cultural background, age, preferences, habits, and spending power, so as to find promotional gifts suitable for them.
Fourth, to understand the use of gifts for customers' competitors Since group purchase gifts belong to the field of gift marketing, it is necessary to consider market competition factors, so we also need to understand what customers’ competitors have delivered. For example, in the case of a daily-use chemical company, we need to understand which gifts Unilever has used in the same promotions when we make gift programs for Procter & Gamble, which can help our customers gain more advantages in the promotion competition. If time permits, we should be able to analyze in detail the gifts that our customers have made, the customers’ evaluations of past gifts, and so on, so that we can avoid repetitive solutions when we are doing projects.
Next, you can use the above analysis results to determine the plan to write. At this time, we also need to meet the special needs of customers for this gift. For example, the gift needs to have the concept of environmental protection and leisure, and the color must conform to the corporate standard color.
Customized gift demand analysis is not an easy task, requires a lot of analysis and experience, but also requires us to stand on the customer’s perspective. Therefore, if you want to make a difference in the needs analysis phase, you must have cross-position, cross-industry experience, and a high degree of logical reasoning to summarize capabilities. Currently, there are few talents in the gift industry that can do in-depth customization analysis, and they need to focus on training.
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