As business owners, we all recognize the importance of nurturing the relationships that drive our success—whether they be with clients, partners, or even within our internal teams. And while the year-end holiday season often provides the perfect opportunity to show our appreciation, it can also be a time of overwhelming to-do lists and way too many rushed efforts. Too often, the act of client gifting becomes just another item on a checklist that doesn’t receive its appropriate thought and planning, if it gets done at all.

But what if we shifted the way we think about holiday gifting? What if we approached every touchpoint with our clients—whether through gifts, emails, or conversations—with the goal of laying the foundation for a long-lasting relationship? Social psychology shows us that relationships are built on three perceptions: understanding, validation, and care. When clients feel understood, when their current experiences and aspirations are validated, and when they know you genuinely care about their well-being, they are far more likely to develop loyalty and trust.

At The Expressory, we’ve built our engagement strategies around this understanding of social psychology. Let me tell you a story that showcases how this principle, combined with our experience around the storylines that make your touchpoints engaging, can make your holiday appreciation efforts a powerful relationship-building tool.

The Dammit Doll Experience

Susan Baier, CEO of Audience Audit, came to The Expressory with a challenge. As a fast-growing business leader, she knew how crucial it was to stay connected with her clients, but the traditional holiday card or gift just wasn’t cutting it anymore. And given her desire for something more strategic, she had no capacity to design something in-house. This time around the team wanted something that aligned with her brand’s playful, approachable personality, while also acknowledging the unique stress her clients were under. The end of 2022 was particularly difficult for many, with so many lingering uncertainties around the economy, work-life, and the ongoing effects of the pandemic. Susan wanted a gift that would speak to those struggles but in a light-hearted, uplifting way.

Together, we brainstormed ideas and settled on something very unexpected: the Dammit Doll. For those unfamiliar, the Dammit Doll is a quirky, voodoo-style doll designed to relieve stress. It comes complete with a poem that encourages the recipients to slam the doll against their desks or furniture to release frustration—a much needed cathartic solution to the stress many were feeling.

But it wasn’t just the doll that made this campaign so memorable. It was the thoughtful, witty message that accompanied it. Here’s what the message said:

The economy. The elections. The winter surge. Having to do MATH.

Don’t yell at your spouse, your colleagues, your accountant, your clients, or your TV. This doll can take everything you can dish out.

While we hope you get some restorative time this winter, when things get rough, we’ve got your back. (Especially with the math.)

This message tapped into the shared frustrations of the time, allowing recipients to feel understood, validated, and cared for—all critical elements of a strong, lasting relationship.

The Power of Strategic Storylines

The Dammit Doll wasn’t just a gift—it was a strategic tool designed to foster engagement, build deeper relationships, and create memorable experiences. Its success can be traced back to the Six Strategic Storylines that The Expressory has developed to increase engagement. This particular gift pulled in three of the six (and yes, the more you can use the stronger the emotional connection). Here is a breakdown of the three storylines used for the Dammit Doll experience:

Shared Experiences: Susan’s gift message cleverly addressed the frustrations her clients were feeling, from economic uncertainty to the simple pain of doing business math. By acknowledging these shared experiences, she was able to validate what her clients were going through, making them feel seen and understood. In social psychology, this validation is a key factor in building trust and emotional connection. When people feel that you "get" them, they’re far more likely to engage with and stay loyal to your brand.

Relationship Related: The Dammit Doll wasn’t just a funny stress-reliever—it became a symbol of the Audience Audit community. Clients started sharing stories of how they used their dolls to relieve frustration, sparking conversations that went beyond the initial gift. This created a sense of shared experience and helped deepen the relationship between Audience Audit and its clients, creating a lasting sense of belonging. In fact, the gift continued to be a topic of discussion for over six months after it was sent. It became a visible representation of the connection clients had with Audience Audit, strengthening that relationship in many ways.

Symbol of Transition: The Dammit Doll represented a shift—a transition from frustration to laughter. It became a tool for clients to manage their stress and frustration in a humorous way. In doing so, the gift became a symbol of transformation, which is a powerful psychological anchor. Every time a client reached for the doll to release tension; they were reminded of the positive experience they had with Audience Audit. This kind of symbolic association helps solidify brand recall, making the business top of mind.

Element of Surprise: While not one of the Strategic Storylines, this added element of the touchpoint was one of the most effective aspects of this gift. Surprise factor is always a bonus. No one expected to open a nicely wrapped package and find a quirky, slightly odd-looking voodoo doll. The surprise created a sense of excitement and intrigue—two emotions that are powerful drivers of memory retention. In business relationships, moments of positive surprise can elevate your brand in the minds of clients, making the experience more memorable.

The Role of Social Psychology in Relationship Building

At the core of the Dammit Doll campaign were the principles of social psychology. Susan Baier’s approach to client gifting worked so well because it hit all the key elements that make relationships flourish—understanding, validation, and care.

Understanding: People want to feel understood. By tapping into the collective challenges that business owners were facing in late 2022, Susan’s gift showed that she wasn’t just aware of their struggles—she understood them on a deeper level. This kind of empathy strengthens relationships, as it builds the emotional connection that people crave in both personal and business relationships.

Validation: The message that accompanied the Dammit Doll didn’t shy away from the frustrations of the time—it embraced them. It acknowledged the reality of what her clients were going through, showing them that Audience Audit was in tune with their world.

Care: Finally, the act of giving a gift itself is an expression of care. But more importantly, when you tailor that gift to reflect what’s important to your clients, you show them that you’ve put thought into their needs and experiences. This sense of care deepens emotional bonds and fosters loyalty.

Crafting Your Brand-Centric Holiday Experience

As you approach your holiday appreciation efforts this year, remember that every touchpoint with your clients is an opportunity to build a stronger, more lasting relationship. Here are a few key steps to ensure your gifts resonate:

Understand Your Brand: Make sure your gifts reflect your brand’s personality, whether it’s fun, serious, innovative, or caring.

Know Your Audience: Understand what your clients are going through. What are their pain points? What are their aspirations? How can your gift reflect your understanding of these?

Create a Memorable Experience: Don’t just send a gift—create an experience. Align the gift with a message that speaks to the emotional journey you want to guide your clients through.

Track Engagement: Monitor how your gift is received and gather feedback. This will help inform future efforts.

At The Expressory, we specialize in crafting personalized, meaningful experiences that strengthen relationships. If you need help strategizing this holiday season, join us for an upcoming Q&A session or schedule a one-on-one consultation to talk through strategies related to your brand. 

You can also download a copy of the full case study presented in this blog by clicking here.