Gifting agents, managers, the assistants, etc. is always a hot topic at this time of year. Since Holdon Log and PerformerTrack are the standard business tools used by the Performing Community worldwide we are asked every year what our thoughts are on gifting.

Without any further ado – here’s what we think…

Gifting Your Agents/Managers

Be smart about gifting your Agents. Don’t make the fatal mistake of buying a $150 gift basket for the entire agency with a card that reads:

Dear XYZ Agency: Thank you for everything – you are all fantastic to have as my agents! Happy Holidays & Happy New Year, -Joe Actor

That is a lost opportunity when gifting. Not only that, but you have just thrown $125 of tax-deductible expenses for your business as a performer down the drain.

Why?

Because as a performer you are allowed $25 per person/per year to use as a tax deductible “Gift For Business” (see the Holdon Log article “Can Business Gifts Be A Tax Deduction?”). The IRS looks at a gift for the entire office as a gift for a single entity, thus losing out big-time when you do this.

Now, let’s turn a gift into an opportunity!

When you run your business smartly and efficiently through PerformerTrack you are logging and tracking your Auditions, Callbacks & Bookings throughout the year. In PerformerTrack you can also specify which specific Agent in the Agency was  responsible for getting you in the door for those Auditions, Callbacks & Bookings. Now the fun part, go back through your PerformerTrack account and assess what each rep has done for you and your performing business the entire year.  Spend up to $25 on each individual agent (maybe more if it has been a really big win financially for you because of what your rep  has accomplished for you).  Then write a personalized card attached to that gift that assess the year with them like this:

Dear Susan: What a great year we have had! Thank you for your hard work at getting me into 123 auditions (which resulted in 67 Callbacks and 14 Bookings by the way!). It is at this time of year I am especially grateful to have you on my team and can’t wait to see what you & I are in store for in 2012!  Happy Holidays, -Joe Actor

A note like this with your gift does a couple of things. It not only expresses gratitude for their efforts, but more importantly it puts into place clear benchmarks that your agent has to meet, beat or exceed the following year. When the New Year begins, it is more likely your agent will work harder on your behalf than someone who is aloof with their career.

By the way, when you spend money on that “Gift for Business” make sure to log that into PerformerTrack’s Expenses section.

Now, if you feel your representation isn’t getting you out (and your marketing materials are great) – then don’t throw money at them. Instead write a nice note in a holiday card wishing them well and say something like:

Dear Susan: Let’s schedule a meeting the  2nd week of January to discuss our attack strategies for 2012. Looking forward to making it a banner year for both you and I! Happy Holidays, -Joe Actor

Gifting Your Lawyers, Publicists, Business Managers, Etc.

It all comes down to the “Wow” factor… Remember, you pay these people upfront for their services. Unless they have “Wowed” you with what they have done (either made you BIG money or SAVED you BIG money), just give them a nice holiday card. Save your gift giving for a different time for these people (such as their birthday).

The Golden “Two-Ink” Rule Of Cards/Postcards

Don’t use those services that print your message in your “own handwriting”. It doesn’t fool anyone and your card/postcard seems disingenuous.

Instead, always make sure you personalize your card with REAL INK. We at Holdon Log believe in the “Two Ink Rule”. That means if the body of your message is pre-fabricated/or is a message printed on a label you have got to make sure you personalize it, with real ink, in two places. Once at the TOP where you say “Dear Bob”, “Hi Mary”, “Hello Mark”, etc. and at the BOTTOM where you say “Best”, “Regards”, “Talk Soon”, etc. and sign your name. Now your card/postcard has an authentic personal touch. Any other method is just plain wrong.

Gifting The Assistants

The assistants to your agents/managers should be given a gift/bonus from their bosses (the agents/managers themselves), NOT from the performer. The assistants are paid employees and are not getting a commission off of your bookings. Unless they have “Wowed” you in some BIG way – the practice of gifting them is not necessary.

You can of course include them in your card list and if you want to give them a token of appreciation in that card, a scratch off lottery ticket or $5.00 Starbucks gift card will do.

Gifting Casting Directors, Directors, Producers, Etc.

You should, of course, include these individuals in your holiday card list (and if you want, a token of appreciation in that card, such as a scratch off lottery ticket or $5.00 Starbucks gift card).

The best thing you can do when it comes to rewarding a Casting Director, Director, Producer, etc. is to follow-up with them AFTER you completed the job you just booked and give them a card & gift (again up to $25… or more if it is a big time booking).

What To Give

Don’t be generic. This is a relationship business! In your PerformerTrack account you have all of your Contacts at your fingertips – inside each one of these Contact’s pages you have the ability to keep Notes on them, such as their “Likes” and “Dislikes".  Spark up conversations with your representatives, directors, producers…. Find out what they enjoy. Do they have a pet, a favorite charity, a hobby?

When you are in their office, look around and be observant!  A good example was a time we wanted to gift a business contact (who “wowed us”) and recalled being in her office and seeing lots of pictures of giraffes and her knack for always fetching a fresh cup of tea. The perfect gift was finding a ceramic mug in the shape of a giraffe alongside a box of exotic teas (thank you Cost Plus!). She loved it because it showed we paid attention to what she likes!

Where Does The Money Come From?

When you have lots of people to gift at the end of the year it gets expensive! Be smart, plan ahead.

Inside PerformerTrack’s Income section you are able to set aside a percentage of every paycheck’s net income (ranging from as little as 2.5% to as much as 20%) through PerformerTrack’s one-of-a-kind tool called “PerformerTrust Tracker”.

This amazing feature allows you to stick money aside into your “PerformerTrust” that you then recycle back into your business to then use to move your performing business forward (for things such as new headshots, taking classes, purchasing marketing materials… and, of course, buying “Gifts for Business”).

Pretty smart huh?

In Closing...

Remember, it's not about spending the most money to be liked more, throwing money at something that's not getting you results, or breaking your bank.

It is about building a relationship, showing gratitude and being filled with the Holiday Spirit.

Stay tuned for more tips on "Gifting With Impact", not just during the Holidays, but throughout the year.