As customers, we love to get caught off guard by sudden and personalized gifts.

Surprising gifts are strong and bright symbols, and they are a great tool to build trust and fascination.

They stand for some of the most important things we want and need in life:

- Friendship
- Love
- Attention
- Interest
- Something for nothing
- Possessions

As marketers we use gifts to:

- Build habits
- Generate trust
- Put the counterpart into action
- Indirectly demonstrate another asset
- Engage people
- Viralize the experience through mouth-to-mouth
- Puzzle and leave people guessing, thinking and remembering
- Construct a standard
- Influence

Gifts generate an emotional memory of whatever youâ019re putting the subtle spotlight on.

Gifts generate the strong need to give something back to the source. Whereas the value or size of the thing we give in return is irrelevant.

Gifts should always fit into context and never leave your counterpart guessing for criptical reasons to your actions.

Base your gifts on friendship, honesty and the will to plant an improvement into someoneâ019s vista.

The timing should be either ripples of staccato freebies - or waves of larger impact.