You’re in a conference hall with a lot of people. Like celebration streamers, lanyards hang down. A water bottle with a logo rolls under a chair somewhere. All of a sudden, you see a tote bag with bright colors and a sharp logo. People rush to get one. That’s what makes promotional merchandise so attractive.

You might think pens and mugs are overused, but there’s a reason they’re so common. Give someone a pen, and you’ll see it move from desk to desk and hand to hand. It’s not only ink for writing. It’s low-key marketing that rides along in someone’s pocket. Think about the coffee cups that everyone picks up in the morning. Who do they want to see their logo? The one that makes you happy or makes you laugh. It matters.

Let’s zigzag into clothes. These aren’t simply pieces of fabric: t-shirts, hats, and hoodies. They are like walking ads. A catchy slogan or picture that is well-placed won’t be forgotten in a drawer. It goes to the gym, the farmer’s market, or it becomes the shirt you wear to run errands. Great swag fits right into your daily life without any effort. The more imaginative the design, the more people talk about it. “Where did you get that shirt?” gets more attention than a thousand banner ads.

Have you ever given someone a notepad and then seen it months later, all worn out but still loved? That has staying power. The trick is to choose things that will last. No one wants a calendar that only lasts until February. Or a keychain that breaks before lunch. It’s not just an afterthought; it’s the full game. Less is sometimes more. A few good, unforgettable things are often better than a suitcase full of forgettable gimmicks.

Timing can also be very tricky. Are you launching a product? Add some new swag that fits the mood. Holidays? There are a thousand ways to make classic gifts more fun. And let’s not forget about being eco-friendly. People who care about the environment don’t just like eco-friendly products. Without uttering a word, they say a lot about values.

Companies make mistakes when they try to be “safe” yet end up being “blah.” Don’t only think about dull. Scented stress balls, plantable pencils, phone holders shaped like avocados, and socks that actually fit are all things that can get people talking. Pay attention to what’s popular, but don’t just copy it. What would really astonish your audience if you spun the wheel?

Smart brands don’t try to get as many customers as possible at trade exhibitions; instead, they focus on the treasure hunt. A USB drive with an unusual shape might appear strange, yet it stands out among boring fliers. That’s the sweet spot: being memorable without coming across as desperate or out of place.

A short story about a coffee shop: There was a travel cup with a hidden pocket that was great for tea, sugar packets, or extra change for parking. People talked about it for a long time. Half of them came back to inquire where they could buy more. That is marketing that won’t stop.

Let’s finish it up. Forget that; let’s keep the story going. Your brand isn’t yelling every time someone uses that pen, drinks from that mug, or wears their garment to the store. Over and over, it’s saying, “Do you remember us?” And let’s be honest: sometimes a whisper lasts longer than a yell.