New Leighmans.com Research Shines a Light on Corporate Gift Strategies

The latest poll carried out by corporate gifts specialist Leighmans.com shows that 75 per cent of UK companies are continuing to increase corporate hospitality spend to enhance relationships with key contacts. The move comes despite the continuing economic crisis.

The poll gathered the views of more than 1,000 people and revealed that 60 percent of companies now spend more on marketing and promotional items. From this 60 percent, 37 percent admitted to having upped their expenditure by more than one fifth.

The poll also showed that when thinking about what items to give to clients and partners, such as personalised custom 15mm lanyards or sponsored Rainham conference bags with logos on the inside – 45 percent of companies would go for personalised items over standard ones.

Dr Ashley Weinberg, senior lecturer in psychology at the University of Salford, commented: “In sales ‘we buy from people we like’ and so, at a very basic level, some potential consumers may well feel a little emotional boost from an organisation offering them something without charge.

“Even for those who decline the offer of a gift or hospitality, there is some perception that the organisation who offered it is one that we’re likely to be more open to in future.

“In this case, we have created our own unwritten understanding – or psychological contract – that raises our expectations of the organisation and means we may be more positively disposed to them.”

The research was carried out by leading promotional gift specialist Leighmans.com, the company which supplies incentives as well as corporate printing and gifts, and also showed that companies have spent more on gifts in the past year than through 2011.

Leighmans.com founder, Darren Leigh, said: “Far from the pre-conceived notion that marketing and entertainment are the first things to be cut when the going gets tough, it actually appears  businesses are investing more into the development and maintenance of relationships through entertainment and effective promotions.

“Building business relationships is vital. It can be done through meetings and entertaining and also through carefully selected gifts to existing or potential new business leads. It’s appreciated because it not only represents a financial investment, but also shows empathy and the fact you have invested time into trying to get into the other person’s head to give them something they want. That helps to create and build relationships, which are vital for ongoing business.”

Speaking of human behaviour, Dr Weinberg said: “Perhaps somewhere in between feeling really positive and just as negative, is the vague notion that we might feel indebted, as this organisation has already given us something which is of value. It is not quite an obligation, but it can certainly affect that psychological contract when we come to deciding where to buy from.”

Bury-based Leighmans.com provides a wide range of high-end gifts and gadgets for hundreds of clients, including major blue-chip companies such as Deutsche Bank.

For further information, please visit www.leighmans.com.

Media contact:
Lucy Wray or Ellie O’Connell at Peppermint PR
T: 0161 941 4252
E: lucy@peppermintpr.com  or ellie@peppermintpr.com

Notes to editors:
• Celebrating its 10th anniversary this year, Leighmans.com was established by Darren Leigh, a serial entrepreneur with over 17 years of experience in business.
• Leighmans has worked with a range of clients, from major blue-chip companies including Deutsche Bank, to household names.
• Product lines include wireless laptop mice, 3D paperweights, clothing, speakers, headphones, portable chargers and many more.

About Leighmans.com

Leighmans.com Ltd was formed in 2003 as a Promotional Merchandise Provider. Leighmans are now a multi award winning company with household name PLCs as Key Accounts. The core business are derived from website sales often providing new and repeat business via customer recommendations.

For consecutive years, Leighmans have finished in the top 3 (finalists) for Top Distributor of the Year, as voted for by BPMA members (British Promotional Merchandise Association) beating over 3,000 competitors. Leighmans are Key Partners with our supply chain thus being able to offer better pricing and lead-times to our clients. Leighmans do not consider their company to be product providers but more marketing support suppliers.