In all honesty, I went for much more than the free goodies - but that was part of the fun. It was a geek gadget fest, what can I say. And since then, I've often thought about whether I should have my own swag to give away. I don't usually do trade shows as an exhibitor but I do enjoy having a few potential items to give clients and prospects, and I use the services of Cafe Press for these occasional items. But perhaps you're considering having promotional products developed to market your business - so, let's take a look at what you might consider.

I freely admit that marketing wasn't on my mind when I was filling my goody bag - other than being aware that whoever provided the bag was One Smart Cookie. After all, everyone in the convention was essentially walking around with that companies brand swinging at their side - brilliance! But how many of the products I grabbed were really effective? How many had a clear message? How many survived a week in my office before they either became a cat toy or land fill?

Ask yourself what your goal is with your giveaway or promotional item. Do you want to be remembered? Communicate a message? Build your brand? Turn people into a human billboard? Or, simply say "thank you"?

What has impressed you, in a promotional product? Hey, I have a magnetic dry erase board hanging on my refrigerator outside my office (yes, I work at home, this is one of the perils) which carries the message of a local promotional products company (Hi Alan). That thing has hung there for THREE years! I like useful items obviously - although I've been known to keep unique and whimsical products as well. So, think about your audience, your market, and what they might find useful.

Who is going to receive your product? All your clients? Your best clients? Every bi-ped who walks by? Perhaps you should consider a different product with different price points, for each target.

How can your giveaway tie into your brand and your marketing plan? Will you print your logo on it - and does it matter if its full color or can it be one? Hey, this might be the time you wish your logo was designed professionally in multiple variations! Will you be able to put your phone number or web address on it, or will you be paying by the letter?

Speaking of paying - what is your budget? You will need to know your budget as well as your goals in order to determine the quality, quantity and specifications of your promotional product.

What action do your recipients need to take to get your product? You really should think twice about leaving promotional products out for the taking - they aren't going to remember you in the morning. If you want to draw people like flies, try individually wrapped candy instead (uh, make it a variety, as I will fight a mob for free peanut butter and chocolate but turn my nose at hard candy). Then, plan to get their business card, engage them in a demo, or an interesting conversation, before giving up the goods!

You don't need to spend a lot of money to have a give away either. Just as attractive, you could give away a nice discount coupon or redeemable certificate that draws them back to you at a later date. In fact, that's what I did recently when I had less than 48 hours to prepare to intrigue an audience.

After all this, whatever you do, don't forget to track your giveaway goody! Code it, note it, tag it, survey it, somehow watch how it performs in the wild. How did people receive it? Were they excited by it - drawn in - or walk by your table with eyes rolling (okay, I'm guilty of this behavior).

One final suggestion: If you have a chance, visit one of your local promotional products companies - you will be fascinated and amazed at just how many things there are out there to give away besides key chains and pens. I had a blast roaming the store room aisles investigating these things - it reminded me of those shows at the Javitts and I even got a cool magnetic whiteboard out of the visit!


Eileen Parzek is an award winning graphic designer and writer providing both digital and print graphic design and web design services. Always found at the intersection of information, creativity and technology, her business, SOHO It Goes! (www.sohoitgoes.com) helps small businesses make a big impression.