A short talk by Michael Evans about strategic gifting for marketing: prioritize superfans and influencers, and give highly personalized, unique gifts that become part of the recipient's identity rather than generic items like signed books. Emphasizes customization and low cost.
Is really strategic gifting. Now the thing about gifting is that you first want to understand who you want to give these gifts to and you want to give gifts to A, your superfans if you have them because they're more likely to spread things and B influencers in your space. So people have a following. Now what is this gift exactly? The important thing is that the gift is unique to them. It's actually completely personalized to them. It's unique for them. It's not just a sign book because think about it, everyone's offering influencers signed books and yeah, super fan of yours will want a signed book but is that really unique? Is that something worth talking about? Not always. It is for a lot of super fans but not always. But something really unique is something that literally becomes a part of their life, part of their identity because it's theirs. It's unique to them. So we're talking about a customizable gift that's cheap.
