Great article on tactics in using gifts to build relationships. 

I agree with the main point, which is to personalize any gift you're going to spend time giving:

Stephen Ross, owner of the Miami Dolphins, just gave $200M to the University of Michigan. That is a lot of money and it wasn't only because he loves education. He wants his name on the buildings so his legacy is carried on. Everyone's name is important. Make sure every touch point with clients, employees, and prospects, is personal. Cut out mass emails. No generic box of chocolates or polo shirts with your logo. Make it about them. Put their name on the gift. I know its extra time, effort, and money, but the entire effort is a waste of resources if you don't address this one detail. So either take the time to make it personal or don't waste your efforts.

That's right, it's more important to get this detail right than spend a lot of money.

Getting this detail right demonstrates thoughtfulness.

I also agree with the point that the spouse matters a lot:

If you want to take being personal to another level, involve the spouse. Executives are being flown in private jets, taken to Pebble Beach for $1000 rounds of golf, and given $500 bottles of wine. You have to spend a lot of money to be memorable for more than five minutes with an executive. They have seen all the dog and pony shows. And yet, time and time again, we avoid the person that has the most influence day in and day out on that executive--their spouse. The executive trusts that person and his or her judgment.

In most cases it's better to spend time and resources on the spouse than on the executive.

Good point, but I have a different slant on it. When I worked for LEGO I had a *lot* of business meetings but I would bring gifts for their children, not for them. Making someone's kids happy is the best.