In a competitive marketplace where companies try to differentiate themselves in the minds of clients, holiday gift giving might not distinguish you from the pack. The truth is that your gift will be one of many a client receives—or remembers receiving for that matter. For this reason, consider spending your gifting dollars periodically throughout the year instead of on one large, traditional holiday gift.

Intermittent gifts are sure to exceed your client’s expectations and generate more reverberation than the obligatory holiday gift.

At Brand Fuel, every day is a holiday when it comes to corporate gift giving. We have invented our own holidays like Rocket Day and Festifuel for the purpose of client appreciation. With a mixture of creativity and thoughtfulness, you too can be sure to take advantage of opportunities throughout the year to develop and strengthen client relationships.

There are an infinite number of reasons to gift your client throughout the year. Here are a handful that we use at Brand Fuel:

Anniversaries. Whether it is the anniversary of a client’s first order with you or your client has reached a company milestone, it pays to recognize special dates. Birthdays and wedding anniversaries are also gifting opportunities.

Referrals. When clients go out of their way to refer you business, they deserve nothing short of love in return. After all, that referral was one less cold call or presentation you had to make.

Just Because. Gifts given around the holidays are commonplace. Gift a client mid-summer, for example, and the gift will not only be remembered, but it will also exceed a client’s expectations.

Leave-Behind. Leaving behind more than a business card after meeting with a prospect assures that the prospect not only has your contact information, but also has something that will remind them of you daily. Leave-behinds also create great gifting opportunities to show appreciation for your established buyers.

The Important Order. There’s no denying it, large orders have helped all businesses stay afloat and have contributed to overall well being. Thank your clients for those orders. Chances are a simple thank you may generate another big return down the road.

The Apology. Orders will go south, and when they do, be sure to show your client how sorry you are for the error with a tactful gift and handwritten note.

Congratulations. Promotions, retirement, company achievements and reaching sales goals are just a few reasons to congratulate a client with a gift.

What’s Up. Haven’t heard from a client in awhile? Small gifts serve as reminders that you are there to help them and show that you appreciate the business.

VIP Program. Your key constituents need a little more than the hoi polloi. Consider something that will live on at your client's office such as a potted tree or unique gumball machine. Subtle branding is okay. This will create an everyday reminder that you are different. You are a partner, a consultant, and an advocate rather than simply another vendor.

The Feel Good. Trying to impress a client, pitch an idea, or express appreciation when you're up against a corporate policy that prohibits the giving of physical gifts or gifts of a certain value? The “Feel Good” gift is your answer. Alternatives to the traditional like taking a client to a sporting event, entertaining with lunch-n-learn presentations, and post-work drink socials are sure to make your clients feel special.

The reality of these suggestions is that gifting clients is simple and worthwhile…and almost any reason will do. Just keep in mind that while we all love free stuff, the “stuff” itself is a reflection on the relationship you have with a client. Putting a lot of consideration and creativity into the process will be the reason a relationship grows stronger with the lifeblood of your business, your deserving client. So, HO HO HO all year long.