Gift Like Google
How the information giant created a holiday craze among top channel partners

Watch the video ⇒

In this edition of CultureBuzz, we take a look at building a holiday gift program that resonates with your key audiences by learning from Google’s outrageously successful holiday gift technique.

Corporate holiday gifts are big business for good reason. Wise companies use the holiday season as an opportunity to thank loyal audiences for their dedication to the company and drop a subtle hint about their desire for continued partnership in the new year.

Few companies have mastered the art of gift giving like Google. With more than three months to go until the holidays officially arrive, recipients of Google’s gifts from previous years are already lighting up message boards with speculation about what Google has up its sleeve. Google “google holiday gifts,” and 3.57 million results appear.

Give a computer accessory kit ⇒ Give a digital frame ⇒ Give a USB card & holder ⇒

Google began sending holiday gifts to top-performing AdSense partners in 2005. Catering to their tech savvy crowd, Google chose a branded mobile gadget kit complete with mini mouse, USB hub, USB flash drive and headset with retractable cord. The kits were well-received and widely publicized across the web, as recipients took to their blogs to praise Google for the cool gift. In 2006 the company continued its gift-giving with a wildly popular digital photo frame mailed out in a custom box and holiday card presentation.

In 2007, AdSense partners were so excited to receive their gifts that one exuberant recipient even filmed and posted the opening of the package on his blog (click the screenshot above to watch). He walks viewers through his favorite elements of Google’s unique packaging before unveiling Google’s most unusual gift to date: a leather business card holder with the Google logo tastefully debossed on the corner, with a 2GB credit card USB drive tucked inside. The custom holiday card that accompanied the gift also included a $100 gift card for DonorsChoose.org, allowing recipients to pick the education program that would receive their donation.

In 2008 the Google holiday hype reached near pandemonium levels when, as of Dec. 14, no gifts had been received. Some AdSense partners were concerned that Google no longer fully appreciated their contribution to the company’s bottom line. Discussion spread via forums and message boards questioning whether or not Google would send the much-loved holiday gifts. Because of the overwhelming response from the community, Google was forced to issue a statement saying that, as a result of the weakened economy rather than a lack of appreciation, the company would not be sending holiday gifts to AdSense partners.

However, reports and rumors of gifts being sent to select top performers popped up online, and it appeared that even a tough economy would not stop Google from rewarding its star partners.

This year, the AdSense community waits with bated breath to see what Google will send for the holiday season. Google’s holiday program has created both goodwill and a childlike sense of anticipation among recipients in years past. In 2009 many loyal partners are betting on (and hoping for) the triumphant return of the Google holiday gift.

Four Steps to Start Your Own Gift Craze

1. Know your objective.
   When buying on the company dime, it’s important to ensure your program is associated with a clear business objective. In Google’s case, a specific community was being thanked for its revenue contribution while being thoughtfully encouraged to continue participating in the AdSense program.
2. Know your recipients.
   What are the distinguishing characteristics of your audience? What are they likely to use on a daily basis? Will they value attention to detail, like beautiful design or clever packaging? Should one group receive a different gift than another? Share your demographic information with your Boundless brand expert to find a solution that will please your audience.
3. Know your budget
   A study conducted by BizJournals.com shows that on average businesses spend between $25 and $50 per recipient on holiday gifts (but often much more for top accounts and VIPs). Establishing a budget is an important step in getting the most bang for your holiday buck. Make sure to include room for packaging and holiday cards. Remember, the holidays are an ideal time to let your clients and partners know that you truly value their continued relationship. A gift goes a long way.
4. Know your gifts.
   Carefully chosen, relevant gifts that show off your brand are always well-received, but this never rings more true than at the holidays. Imagine if Google had decided to send pens instead of a digital photo frame, or fruitcake instead of a cool credit card USB. Choosing a gift that is both thoughtful and relevant is essential. Speak to your Boundless brand expert to devise a plan to wow your audiences with your holiday gifts.