When it comes to corporategifting, it usually goes one of two ways: a nondescript food itemor a tchotchke with your company's logo slapped on it. We all wantto make an impression by sending clients thoughtful gifts, but thetruth is most of us are doing it painfully wrong.

Fruit arrangements. Fancy cookies. Gourmet popcorn. A logo-ladenmug. You just send something that's quick and easy to show you'vemade a gesture, but it's nothing meaningful or memorable. Fiveyears from now — heck, even two weeks from now — it'll never crossyour client's mind.

Who hasn't been on the receiving end of an insurance company'sbranded golf shirt or phone charger? The shirt might be nice andyou could always use an extra charger, but does this generic giftshow that the company is thinking about you specifically? Anyonewho's spent 10 minutes with me knows I don't golf, but I am a hugeOrioles baseball fan. It doesn't take a lot of time and research tostart customizing your gifting to make a profound impact on eachrecipient. In a few minutes, you can understand where your client'sinterests truly lie.

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