It's time to say thank you - corporate gifts

Nation's Business, Nov, 1987 by Sharon Nelton

It's Time To Say Thank You

As the holiday season draws near, business owners are thinking about gifts for employees and clients. If you're one of them, Paula Schauwecker has some advice for you.

As president and co-founder of Gift-Search, a Dallas "executive buying service,' Schauwecker has helped such companies as Ford Motor Company, Friot-Lay and the Southland Corporation (owner of 7-11) select gifts and incentives. She offers these ideas:

A gift should be a means of showing appreciation, not of soliciting future business. "It should cement a good relationship --especially during the holiday season--rather than create a new one,' she says. "This is the time of year just to say, "Thank you, we appreciate your business,' or "We appreciate your help.''

Go for high quality. That doesn't mean expensive. Schauwecker says well-made clocks, letter openers or address books can be found for as little as $5.

Convey your company image. If you're a high-tech company, a gift that looks high tech or has a high-tech function, such as a small, streamlined calculator, would be appropriate. If you're a very traditional company, a tasteful, personalized small wooden box might be more your image.

Avoid gifts that are too personal, such as items of clothing or certain personal-care items. You don't want to make the recipient feel uncomfortable. Keep in mind that your gifts will probably go to both men and women.

Do some investigating before giving liquor, an ashtray or a box of cigars. Some people don't drink alcohol; some companies have no-smoking policies.

Keep the level of employee gifts consistent. Generally, all employees should receive the same gift. But you might give something more individual to your secretary or to someone who has been with you for, say, 25 years.

If your company is on hard times this year, at least send a personalized card to employees. "They will understand if you can't spend the money for a gift, as long as they receive something from you that just says "thank you,'' Schauwecker says.

Employees would much rather receive a beautiful Christmas card than a gift that is not tasteful or that is of poor quality. "That does more harm than good,' she says.

Schauwecker estimates that American businesses now spend nearly $2 billion annually on gifts. And those who recognize their employees with gifts, she contends, stand a better chance of keeping them.

The safest gift? Probably food. "Food gifts are something that everyone can enjoy, and they're usually not too expensive,' says Schauwecker.