As event professionals seek new ways to connect with attendees and foster engagement, experiential gifting has emerged as a transformative approach. At PCMA Convening Leaders held Jan. 12-15 in Houston, we caught up with CI Group Experiential Gifting Division Founder Jenna Ovadia at a corporate event at the Four Seasons Houston to explore and discuss innovative gifting solutions. 

Read highlights from our conversation or watch the full interview from the Texas gifting experience here. 

Exploring Experiential Gifting 

CI Group, a 40-year-old privately held full-service brand engagement and marketing firm, has partnered with a number of corporate clients and events, including Google, Nutanix, Humana, Alcon, Spotify, Northwestern Mutual, ADP, Resorts World, Enterprise Events Group (EEG) and more. The agency handles everything from corporate incentives and branded merchandise to sales enablement and product sampling services. 

"We started this division within our company about a year and a half ago,” Ovadia said. “My background has been in promotional products, swag, and corporate gifting. We're really taking a look at how we can level up the corporate gifting experience." 

CI Group's focus goes beyond traditional gifting methods. By partnering with sustainable locally sourced products and brands, CI Group aims to create a unique experience for attendees. Ovadia explained, "It's not about handing out gifts from behind a tablecloth but focusing on creating connection amongst attendees." This approach can turn a simple gift exchange into an unforgettable experience, building a sense of community and connection. 

A Unique Experience with Boot Swag 

One of the standout gifting experiences at the event was the boot swag, created in collaboration with Houston-based Gillian Freede from C.Shel Shop who Ovadia discovered on Faire, an online wholesale marketplace for retailers and brands.  

Ovadia described their partnership and the creativity behind the boot bling: "Jillian was starting her business very small on Faire. She does a lot of beautiful intricate hat bars." For the PCMA corporate event, they selected boot swag, which serves as a multifunctional accessory, doubling as a necklace, exemplifying the versatility and creativity CI Group aims for in their gifts. 

Key Takeaways for Event Planners 

Experiential gifting is not just about the gift itself but the entire process and interaction it facilitates. Ovadia offered a crucial tip for corporate event planners: "The proper amount of planning is really important and understanding what the ROI will look like." For planners, the true measure of success lies in the engagement and authentic interaction attendees have with the brand. 

As she succinctly put it, "For an internal event, it's really about engagement and knowing that it feels authentic." This focus on authenticity and planning ensures that gifting is not merely an afterthought but an integral part of the event's success, she added. 

By embracing these innovative approaches to gifting, event professionals can enhance the attendee experience, foster meaningful connections, and ultimately, achieve the desired impact during their corporate events.  

Main image: CI Group Experiential Gifting Division Founder Jenna Ovadia at a corporate event at the Four Seasons Houston in January. Photo: Danica Tormohlen