In another article (See "Marketing On The Cheap: Become a Joiner") I wrote about joining a service club to get exposure for you and your business. Those same organizations are always looking for speakers. Most, if not all, Lions, Kiwanis, Rotary and a number of other service clubs have programs during their regular meetings. They are always looking for speakers on any variety of subjects of interest.

Regardless of what business you are in, you can develop a program to fit needs of those organizations. However, you don't want to develop a program that is a blatant and direct sales pitch. You'll have to develop a program that is somewhat indirect.

If you're in insurance business, you probably don't want to do a 30-minute program on why everyone needs life insurance. Instead you may want to consider developing a presentation on ways small businesses can save on their worker's comp insurance. You may also want to think of developing a program that has nothing to do with insurance at all. A few years back a local insurance agent became talk of local "rubber chicken circuit" when he returned from a hunting trip to China. He put together an remarkable slide show that included incredible shots of local culture and scenery, but it included absolutely nothing about insurance at all. Of course, he and his business were listed on hundreds of agendas and program guides and mentioned during every introduction.

With a plan for gifting as part of cost of product you will never come up short in November or offend someone by getting a gift for one employee but not another. Gifting in terms of employees can even be figured as a part of income, like a benefit. You can even state that to your employees if it traslates into giving bonuses or extra days off with pay. But bottom line is that gifting needs to be planned, budgeted, and scheduled. When handled this way gift giving stress evaporates.

1. Why are you going to give gifts?

a.) to ensure customer loyalty b.) to build relationships c.) to create an image d.) to reward important customers e.) as a marketing strategy f.) to reduce employee turnover g.) to reward employee performance h.) to say thank you i.) insure good service by vendors j.) congratulations k.) to create goodwill

Establish what each of these areas might mean in terms of frequency. How often would you reward employees, how often would you give a gift to a vendor?

Do not confuse discounts with gifting. They are not same thing! Unless you have a product that you know recipient really wants, don't give your products as gifts. It is seen as advertising not as a gift!

Never use promotional products as gifts! These are viewed on an even lower scale! People see them as left overs from a trade show...that is NOT a good thing!

3 solid rules for gifts!

1. Do not give perishables! Apples and popcorn will be gone and forgotten in a matter of days! A beautiful picture frame will be on someones desk for years to come, Reminding them of your thoughtfulness!