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The unique power of promotional products is the ability to place targeted marketing messages in front of people during their everyday lives in a manner which produces less waste than traditional marketing methods, but keeps the messages top of mind with prospects.

A broad definition of a promotional item is as follows: any useful item which contains branding (like a logo, marketing message or contact information). The meanings of *useful* and *branding* have been stretched and expanded over the years, but the idea remains relatively simple.

For example, Google typically gives out tech-y items which are not necessarily related directly to their business. Some examples include: a mini-fridge, a lava-lamp, or a digital picture frame. These items are intended less for direct-response generation, and more to enforce their brand as a chic, retro-cool organization.

There are four attributes that your promotional products must possess in order to be successful:

Your promotional gifts must have four specific attributes to be successful:

1. They must feature an effective marketing message:
The call to action is one of the most overlooked attributes of a promotional product.

2. Audiences must be carefully selected for targeting and qualification:
Businesses just can*t afford to market to everyone. The goal is to get your promotional gifts into the hands of trusted and prominent industry personas.

3. Promotional items must be audience-appropriate:
The best case scenario of a mismatched product is no response, and the worst is negative PR! Imagine sending a sausage and cheese gift basket to a vegan group*

4. Timing is everything:
Even if your product, message and audience selection are perfect, it all falls apart with improper timing. The only difference between a grandfather clock and a log is timing!

Partnering with a person or firm who is experienced in the world of promotional products is a great shortcut to making sure these four objectives are fulfilled. Experience is the key to producing a well-timed, targeted, appropriate and effective promotional gift.