the business gift market | France

1.1 Definition and scope of the study

Business gifts and promotional items are marketing tools which allow to create a direct contact with the intended target, whether it is prospects, customers, suppliers, partners or employees for example. They can be decisive in a company's marketing strategy as they can be used to thank customers, capture the public's attention, motivate staff, build a strong brand image, create a dialogue between the company and customers or prospects and accompany an advertising campaign. They can also accompany the launch of a new product or service, the opening or inauguration of an establishment, etc.

The market for business gifts and promotional items covers two very specific segments However, in many situations, they come together:

• Business gifts are defined as gifts, usually of medium value, to a customer or buyer to maintain good business relations. But the the business gift market generally encompasses corporate gifts in the broadest sense This is used to build loyalty and stimulate employees and is often done at the end of the year.
• Promotional items These are objects that generally include the name and logo of the brand and are offered to customers and prospects of the company. These objects are distributed as part of a global campaign. But the trend today is different from mass campaigns, since the niche of gift personalization is growing.

Generally, the buyers of business gifts and promotional items are companies, local authorities as well as independent employees.