Keely Lords
Brand Manager
Imagine this: A prospect opens your intro email to find a sleek, branded gift from your marketing team. They’re impressed. Then, after booking a demo with your sales team, they receive the second part of the gift—an item that completes the first. By the time they sign a deal, customer success adds onto the gift with another item they can use with the first.
Sounds like a well-rounded, cohesive experience right?
Multi-step gifting is all about building anticipation and reminding your customers they matter in a time of “in between-ness” or silence with your business. It’s not just about sending a single gift—it’s about creating a narrative, a gift-giving journey that mirrors the client’s experience with your brand. By involving multiple teams in the process—marketing, sales, and customer success—you create a memorable experience that sets your brand apart.
Let’s break down how to craft a multi-step gifting strategy that wins hearts, minds, and deals.
Marketing: Step 1 - Grabbing attention
The first gift is all about sparking curiosity and creating a memorable first impression. When your marketing team reaches out with a well-timed gift, it can inspire the prospect to want to learn more and see what the gift can turn into. It doesn’t need to be mysterious or gated to spark curiosity, in fact something obvious can build the most excitement!
One of the most successful examples we’ve seen is sending a branded EMPTY Airpod case with a custom mailer that has a QR code to book a demo or take an action. Receiving an empty case automatically sparks wonder if there’s a possibility that you’ll get the coveted Airpods to put in the case. Often, the prospect is willing to move to the next step for the coveted prize.
Sales: Step 2 - Reward the engagement
Once your marketing team has sparked initial interest, your sales team can step in to deepen the relationship. The second gift in the multi-step journey should build on the first, offering something complementary and relevant to the first. This gift can be a little higher priced since it’s likely that not every marketing touch will look to have a conversation with sales.
Building on our first example, we’ve seen brands offer Apple Airpods after a demo with sales in order to put in the Airpods case. Odds are that when your prospect receives the gift, they’ll use your branded case they received in step 1 to protect their new prized possession. Every time they use their new favorite gift, they’ll be reminded by your logo!
Customer Success: Step 3 - Celebrating the Partnership
Once the prospect becomes a customer, it’s time for your customer success team to step in with the final gift. This should be the most personalized and premium gift of the journey—something that celebrates the new partnership and makes the client feel valued.
A fun option building on the theme of music is to send a custom vinyl record with your new customer’s name and company logo in it as a fun piece of art for their office. It’s a great way to recognize them, and even though your own company logo isn’t on the item, you’ve created a memory they’ll appreciate every time they look at the gift. Sometimes a subtle ode to your brand is more effective than an in-your-face logo moment.
A Gifting Journey
Multi-step gifting isn’t just a fun and creative way to engage clients—it’s a strategy that works. By involving marketing, sales, and customer success in the process, you create a cohesive and memorable experience that keeps prospects engaged at every stage of their journey.
Ready to craft your own multi-step gifting strategy? Book a demo with Postal today, and let’s get started on creating a gifting journey that wins hearts and minds.
