General consumers and corporate clients may share a desire for unique and functional goods within the personalization industry, but the two types of customer personas are reaching for different products when gift-giving.

Customization for Corporate Clients

Industry Veterans Provide Guidance on the Best Ways to Serve Corporate Clientele.

By: Stefanie Galeano-Zalutko

(Originally printed in the September/October 2024 issue of Insights.)

General consumers and corporate clients may share a desire for unique and functional goods within the personalization industry, but the two types of customer personas are reaching for different products when gift-giving.

While the personalized-gift sector specializes in the production of individualized and bespoke products for personal consumption or loved ones, gift-giving within the corporate market is hyperfocused on employee recognition, client-relationship building, as well as product, service, or event promotion.

“We’ve expanded well beyond the key chains, stress balls, and notepads of the past,” says Mike Clark, content marketing manager at Inktavo, the parent company of Printavo, GraphicsFlow, and SignTracker, a family of brands developing software to help print shops, promotional product distributors, and branded merchandisers.

“Thanks to the proliferation of more affordable tech goods and the influence of retail trends, you’ve got everything from personalized Bluetooth speakers and chargers to high-end drinkware and polos,” he says.

Staples such as gift baskets and soft goods like bags and blankets are still top choices among corporate clients, but overall expectations for products continue to rise. The plastic water bottles of yesteryear are being replaced with premium glassware and tumblers.

In contrast to the large amount of corporate items distributed in the past, nowadays there is mounting demand to present an extraordinary one-off gift capable of not only wowing but also “stimulating employee engagement and strengthening ties with customers,” according to Zion Market Research.

Understanding the distinction between what individuals and organizations want is critical if a business owner wants to attract corporate clients, says Michael Mullins, sole proprietor of Sonoma Laser Engraving in Roswell, Georgia.

“Consider an electronic-wine-opener kit or portable blanket made of parachute material as an example,” says Mullins, who has had some corporate clients even purchase and drop-ship their own products to his shop for laser-engraving services because they wanted specialty items. “You aren’t going to find these things readily available from any blank supplier on the market, yet more and more organizations are looking to gift these really cool products that are actually useful and relevant to their businesses—plus appealing to employees and clients.”

There is no question whether or not the market is ripe with opportunity, but shop owners need to study emerging trends, offer the right product mix, and market the business accordingly to sharpen appeal at the corporate level.

Market Chatter

Functionality is a clear priority among corporate clients, with traditional offerings being “reimagined” to serve double duty, says Lily Hsu at Topmost World—a supplier of crystal and glass awards, plaques, and trophies based in Montclair, California. She sees more companies gifting an attractive vase that can be easily repurposed as home decor instead of a more traditional award.

Mullins’s experience, the construction sector often customizes a tool or knife. While the product proudly dons company branding, it is both well-liked and used year-round—a win-win for the company and employee. He has found that the film industry takes a similar approach, personalizing useful items like portable wireless chargers or laptop covers—both of which are practical on set.

“Forward-thinking businesses are providing employees with higher-quality corporate gifts, which translates to how much they value those employees,” Clark says.

Hsu has noticed a rise in mixed-material products, from metal and wood to a decorative, multicolor glass vase featuring a solid crystal base that can be customized. Another movement is to substitute crystal options, which are quite challenging to laser engrave, with high-clarity glass or acrylic alternatives that mimic the real thing but personalize easier.

“I think it’s more important to be prepared to engrave anything, rather than watching the market for a rise or change in specific types of materials,” Mullins says.

Ongoing developments in digital printing, laser engraving, embroidery, and niche customization techniques allow business owners like Mullins to answer the call to personalize a wide range of versatile product offerings. Such was the case when he was contracted by the Federal Reserve Bank of Atlanta to fashion nearly 200 custom, VIP wallet-sized membership cards crafted from real metal with a gold finish. The purpose, he says, was to honor recipients with an exclusive gift, highlighting the employee’s name and years of service.

Custom VIP wallet-sized membership cards crafted from real metal with a gold finish
for employees at the Federal Reserve Bank of Atlanta.

Collaborating with the lead at the Federal Reserve Bank of Atlanta, Mullins submitted a design of the blank card, and worked alongside another local shop to create a clean proof. Upon final approval, he engraved every individual card according to specific employee data. His willingness to outsource the blank card but complete all the engravings in-house allowed him to tackle the project in a month.

“Now the Federal Reserve Bank of Atlanta has these very cool, heavy-duty gold cards to pass out to their employees,” he says.

Lay the Groundwork

Consider the steps needed to prepare to serve corporate clients. First, establish quality control standards and maintain product consistency across a wide range of customization methods—an integral part of conducting daily business. Once there is a solid shop setup and proven protocols in place—along with a desirable product selection and the right tools and equipment on-site—it is time to consider the cost of doing business with corporate clients. Mullins advises fine-tuning a tiered pricing structure to accommodate volume purchases and dedicating ample storage space for extra inventory.

“You don’t realize how much space 500 Stanley cups take up until they’re sitting in the middle of your shop,” he says.

While it can be tricky to accurately price a 500-to-2,000 piece order, Mullins assures fellow proprietors that corporate requests are rather easy to accomplish, at least compared to highly custom, one-off requests.

“It’s the same print or engraving on every single item, over and over again. So, you know what to expect. Take into account there aren’t a lot of modifications in the order,” he says.

Invest In the Back End

To be successful, a shop must have a comprehensive website that features e-commerce purchasing. Personalizing hundreds, if not thousands, of products at the same time requires a bulletproof logistics-and-fulfillment system—from managing the order to shipping and delivery.

Mass producing name tags at Sonoma Laser Engraving.
Images courtesy of Sonoma Laser Engraving

Many entrepreneurs within the personalization industry choose to integrate specialty design tools, third-party applications, and APIs to create seamless order processing, better user experiences, and improved workflow efficiency. Companies like Inktavo and Sage, for example, each feature an all-inclusive suite of products specially designed to handle industry-wide daily operations, from e-commerce and web stores to back-end business management and data analytics.

“The best way to stay competitive is to remain committed to providing more of a concierge-type service to corporate customers. Maybe you won’t be able to promise the same short turnarounds as these bigger companies. Still, you can provide next-level support and add-ons,” Clark says.

Listing all available services and showcasing admirable work samples on the website will help attract clients. Moreover, Hsu says to be hypercognizant of image quality, size, and placement, as well as product descriptions. Mullins also advises including close-up and group photos in an online portfolio. While individual snapshots highlight attractive details, group imagery shows prospective clients a shop is equipped to handle projects in larger quantities.

A shop’s website should clearly state that it caters to corporate accounts, from managing wholesale and B2B orders to issuing a discount for volume buys.

“It needs to be front and center, in black and white, clear as day,” Mullins says.

The same advice applies to a shop’s social media presence. From original and consistent copy to captivating imagery and clear target-audience messaging, these essential marketing elements set the tone and provide a peek at a business's capabilities.

Ready, Set, SELL

Mullins credits the building blocks above for his expansion into the film industry.

“I didn’t seek the sector out,” he says. “But when you have a reputable online presence, with a professionally-laid-out website featuring products and work samples, as well as positive reviews, and the SEO is in order, it really makes a difference.”

Ultimately, corporate clients are looking for someone who can see the big picture, alleviate their load, and turn the idea on a napkin into a reality.

 
Corporate clients are appreciating functionality with their gifts and awards. Images courtesy of Topmost World.

“They want the full-service experience. The more you can offer, from sourcing the raw material to completing the design, the more value you add,” he says. “Once you’re in, you’re in. Do a good job, and you’ll remain in the company’s Rolodex as someone who can get the job done.”

Shifting with the Market

For entrepreneurs in the personalization industry who are looking to increase profitability and expand their existing customer base, attracting more corporate clients presents numerous business opportunities. With corporate clients comes corporate climates, and successful businesses value the delicate balance of structure and flexibility.

“Sometimes you have to be willing to shift,” says Mike Clark, content marketing manager at Inktavo.

Despite vast market opportunities, a shop owner should expect tough times and not be discouraged if corporate revenue ebbs and flows, as seasonality and economics have an impact on the invoice.

“The volume of corporate gifts is directly related to how positive or crabby the economy is, so don’t expect a huge Q4 if inflation is running high. That’s when they start cinching up the pocketbooks—and falling back on that ballpoint pen or cutting board,” says Michael Mullins of Sonoma Laser Engraving. “The ups and downs aren’t always reflective of a business.”

Predictable and unforeseen challenges aside, corporate clients can be a great way to add to your customer base and your bottom line. It just takes some creativity, precision, and adaptability.

Stefanie Galeano-Zalutko leads Zalutko Business Services, Inc., a marketing agency based in central Florida. She can be reached at szalutko@zalutkobusiness.com.