From the consumer point of view, walk into any department store in December to see the special offers and incentives, from t-shirts with perfume purchases to teddy bears with electrical products.

The power of the Christmas gift is that people remember what they receive – even more so if extra effort and thought is being put into what is being given. In an age where companies can have their own personalised branded scent of perfume produced for their employees, gifts are becoming more sophisticated and competitive. Christmas also presents marketers with ideal opportunities to pull out all promotional stops. Companies need to give something of real value, with 'staying power' that will not be passed onto someone else, but rather a gift that is retained, utilised and appreciated.

Organisations giving away Christmas presents must take note that these gifts will not only reflect their brand, but instill a lasting impression on how they are viewed. Attention needs to be paid to selecting gifts which are synonymous with the brand, yet have value to the recipient – this is the key challenge when it comes to Christmas gifts.

Quality leads the way

Consider this: quality and health are two themes proving to be increasingly important when it comes to merchandise and promotions, especially at Christmas time.

In the BPMA's London Business School Research 2006, one FMCG buyer commented that she has changed her strategy to more of a CRM (customer relationship management) approach and favoured bespoke products that were attractive to niche groups. Also, when asked: "What are your key considerations when purchasing goods?" suppliers consistently ranked quality as the highest consideration and value for money as the second highest consideration. The next key considerations when purchasing goods were appropriateness for target and innovation, followed by brand relevance, reliability and the correct timing. People no longer want disposable products.

Lifestyle related promotions are the new buzz concept. Imagine a picnic basket or rucksack, packed with a £10 bottle of wine (yes, people are becoming educated on wine quality) with special china and an embossed company logo on a leather strap, or even something simple and inexpensive such as a quality branded corkscrew. Upmarket vouchers for spas or massage treatments or possibly a pair of mini binoculars for Wimbledon are all items which will be valued, enjoyed and retained.

Corporate Christmas parties also present numerous possibilities where everyone will need to leave with something, whether the top prize, or for simply being there. This will surely influence how people remember their Christmas party to a large degree.

Variety is the word

Beyond gifts, vouchers are assuming an omnipresent role when it comes to giving and receiving. They offer flexibility for the recipient to purchase exactly what they please. Travel vouchers, upmarket store vouchers, luxury treatment vouchers are taking an increasing role in gifts for Christmas. All of these vouchers can be branded for clients and even individuals.

This is just an example of the many advances in the wide variety of mediums in which companies choose to give praise and thanks at Christmas time.

In terms of the BPMA, we've worked out that between our 720 member companies, you will be able to find every conceivable product that you would in a hotel suite, top class restaurant or department store, ranging from bath robes to chocolates and toiletries, champagne glasses, branded pepper grinders to themed shopping bags.

How to source

If you're wanting to select the most suitable promotional/gift company, we urge you to to approach the BPMA for guidance, but in the meantime here are a few tips to take note of when dealing with a promotional goods company:

• Ensure you have a precise brief in good detail
• Have a shortlist of the most suitable companies to approach (best to go through an organisation such as the BPMA, see website: www.bpma.co.uk)
• Make sure you have the most relevant sales person as your primary contact.
• Communication is key to the success of any order. A good sourcing company or manufacturer will always stay in touch with the client every step of the way, keeping them on track with the status of the order. Over communication is always better than under communication. Bargain products from China or the Far East are no good if they've missed your Christmas deadline.
• A company that is responsive in every way will always be a winning bet for future orders.
• Find a trustworthy supplier

There are thousands of potential suppliers of products but when buying from a BPMA member company, you can be sure you are purchasing quality items from a professional and reliable manufacturer. All BPMA members must supply trade references and demonstrate a suitable financial history before they can join. They must also sign up to a code of conduct. The BPMA sets the standard, not only to protect the end user, but to give companies the confidence they are buying from a reputable manufacturer, supplier or distributor. Endorsement of members' professionalism is given through the use of the BPMA logo and code of conduct.