Gifting at events has come a long way, from generic and thoughtless items to creative and hyper-personalized giveaways.

In a recent video session, Austin Sandmeyer, Head of Growth and Customer Marketing at Sendoso, shared insights on how personalized gifting can strengthen relationships, foster customer loyalty, and make events unforgettable for your attendees. 

This article summarizes the key insights from his session.

The formula for successful events

Austin shared a simple formula for creating successful events: the right audience, valuable content, and a memorable experience.

"It's about the who, the what, and the how—the right audience, valuable content, and a memorable experience."

Right audience: Know who you're inviting. Segmenting your audience based on data such as job titles, interests, and seniority can help ensure you're targeting the right people for your event.

Valuable content: Your content should align with your audience type and their interests. For instance, the content of a trade show will differ significantly from that of an executive dinner. The key is to offer relevant value to your audience through presentations, workshops, or interactive experiences.

Memorable experience: Create an experience that people will remember. From how you invite attendees to how they interact during and after the event—every touchpoint matters. As Austin pointed out, even simple things such as personalized note cards or customized agendas can make a big difference in how people perceive your event.

Why relationships matter

“People buy from people. People interact with people they like.”

Relationships are not just about transactions; they’re about trust and connection.

Austin touched on this foundational concept by referring to Chewy, a company known for its exceptional customer service. He emphasized how the brand focuses on building customer relationships, influencing everything from retention to loyalty programs.

In fact, Harvard research shows that improving customer retention by just 5% can increase profits by 25% to 95%.

Furthermore, this highlights the importance of fostering authentic relationships. When done thoughtfully, personalized gifting is a solid way to nurture and strengthen authentic bonds with your attendees.

The new era of gifting powered by personalization

Gone are the days of generic giveaways, as personalized gifting takes center stage.

Imagine attending an event and receiving a gift tailored to your interests or preferences, like a dog water bowl for someone known to be a dog owner or something relevant for an outdoor adventurer. 

This kind of thoughtfulness has a much greater impact than handing out generic branded t-shirts that will likely end up forgotten in a drawer.

Personalization shows the recipient that you have considered their individual preferences, which ultimately helps deepen relationships and can lead to your desired outcomes.

Personalization in action: Thoughtful gifting at events

As a reference point, let’s talk about a VIP dinner.

Personalized gifting can be integrated into various stages of an event:

Pre-event

• Custom invitations—personalized messages from your sales representatives, CEO, or other relevant, high-level stakeholders
• Customized agendas and itineraries
• List of fellow attendees

During the event

• Custom menus considering individual dietary preferences
• Handwritten welcome notes from your team
• Themed gifting relevant to the event
• Celebratory gestures for milestones

Post-event follow-up

• Custom gifts based on interactions
• Personalized follow-up messages to continue the engagement

"The message, the gift, and the follow-up are what make personalized gifting truly special."

Remember: Gifting isn’t just for new prospects; it plays a key role throughout the entire customer lifecycle. From initial engagements to celebrating customer milestones, thoughtful gifts help reinforce relationships.

The future of gifting at events

Looking ahead, the new era of gifting is moving towards greater personalization. 

Austin encourages marketers to think outside the box when it comes to gifting at events, suggesting personalized gifts that show thoughtfulness and care.

"You learned something about your attendee, and you turned that insight into a gift. This personalization can build a lasting relationship."

For more insights, watch the complete video session.