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Gift giving big in IT industry

MANY new economy organisations are embracing old-fashioned marketing strategies, with the simplest ideas often proving to be the most effective.

During the 1990s, the humble corporate gift progressed beyond logoed pens and coffee mugs to include outlandish attention-getters.

Xpedior Australia regional manager for WA Hamish Jolly said his company, the Australian arm of US-based e-commerce giant, had branded fortune cookies, slinkies, stainless steel travel mugs, tattoos and basketball hoops.

Mr Jolly said Xpedior had inherited its corporate gift-giving culture from its US parents.

“Promotional gifts are very big in new economy companies and IT generally,” he said.

“It is as effective with the staff as it is with customers.”

Xpedior Australia creative director Jack Jones said in the US, logoed promotional items weren’t so much a marketing strategy as a “must have”.

“Americans are a very patriotic race of people – just count the stars and stripes down any one street,” Mr Jones said.

“This trait has obviously migrated to business and team building.

“Within the new economy industries, where building awareness is paramount, it seems even more apparent.

“Primarily managed by a large percentage of Generation X-ers, the lure of gadgets and promotional material is very much a part of the culture – I sometimes think T-shirts and basketball caps are developed before the business plan.”

Xpedior recently took its branding to new heights by obtaining the naming rights for 218 St George’s Terrace, Perth.

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