For many industries and organizations, summer is the often considered “the dead zone.” Employees take vacations, clients don’t respond to your emails, and many travel for conferences and tradeshows. This is often an excuse to sit back, relax, and let your whoever matters the most to your business fly under the radar. We often think “we’ll get in touch with them once summer is over” or “they’ll come by a month or two after fiscal year ends.” We may even think our clients or employees “need a break.” In reality, many of those individuals who you think are too busy or uninterested in the summer are often doing exactly what you’re doing—nothing. What does this mean? It means that summer could be an untapped opportunity to strengthen relationships with your top prospects, clients, donors, and employees.
When it comes to business-related gifts (client gifts, employee gifts, donor gifts, etc.), most people feel the need to give one around the classic milestones or holidays (Christmas, when the client signs up, an employee work anniversary, etc.). The downside of giving gifts within these typical milestones is that they are often expected. Furthermore, many of the recipients will be receiving gifts from other friends, partners, and organizations during these times. So, if you’re looking to make an impact on the individual and differentiate your brand, it will be more difficult during these “crowded moments” in the recipient’s life.