What is the motivation for creating a Welcome Kit?
The idea behind a gift like the one pictured above is simple: create a tangible symbol that not only represents the qualities of the company itself, but sets the tone for a successful partnership going forward. In the case of Ogilvy Mather’s box, the quality of the presentation, its organization and careful selection of objects sends a nuanced, detailed message about the company culture, its processes, its expectations and its overall philosophy. While there is great value in taking a new hire aside to say “Welcome,” the addition of a concrete marker can create a lasting, positive impression.
So whether your company has a shoe string budget or one where the sky is the limit, the principle of the new hire kit is the same: keep it simple, make it relevant and execute it perfectly. Below are a few suggestions gleaned from 30 years of creating programs and products that bond individuals to a brand:
- It’s all about the “Blue Box.” The lion’s share of Tiffany’s sales take place at a price point below $100. However, the company’s little blue box is its real hero. Tiffany has been so successful with its branding that it almost doesn’t matter what’s inside. The takeaway: packaging and presentation is key. Contents should be artfully assembled with products that have been flawlessly decorated and presented.
- Gifts that are branded and personalized show planning and are always appreciated, no matter how small.
- Products that are useful and remain at the office work best.
- Printed collateral with facts, maps, tips and important company contact information is always helpful,
- Ogilvy Mather included a book by its founder. But any short work that coincides with philosophy is a nice touch.
- A personal note from the employee’s manager and CEO are key
