The Advertising Specialty Institute (ASI) data shows the average American owns 10 promotional products and keeps each one for about 8 months.  Why?  Because they come in handy.  Promotional products that are useful are more likely to be kept longer, thereby increasing the number of impressions for that logo, and building brand awareness.

The usefulness of the product depends on the audience, and the cost doesn’t necessarily reflect the value.  The brand message can be delivered to an executive group through a high end travel bag with the same clarity that a low-cost sling bag, phone holder or highlighter appeals to the student crowd.  But keep in mind, the recipient should be able to look at the product and understand what the company represents.  It wouldn’t make much sense for a trucking company to give suntan lotion to their customer base, but a stylus pen or an adhesive notepad would be useful items for the logistics managers that schedule their freight needs.

Below are a few other examples of useful items in different industries:

• Banking:  pen, lined journal, piggy bank, web key, flash drive
• Education:  dorm socks, backpack, tech accessories, travel mug, highlighter
• Healthcare:  hand sanitizer, pedometer, fruit infuser bottle, reflective running band, yoga mat

Of course, clever items can be useful, which would be a perfect marriage of practical fun.  However, if you’re giving away a witty item that promotes a smile, but goes into the trash after leaving the trade show, then the money spent to promote your brand will go with it.