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The cardinal rule for promotional items is, of course, that they be useful. There's no point in giving potential customers something that is going to sit in a drawer or get lost a mid the clutter on their desk, never to be found again. You want your customer's hands and eyes on something that makes their life easier and that serves them well when they need it. They will think of you and appreciate you as they jot a note down with the pen that has your logo on it, or take a drink from the cup with your website printed along the side.

But while simple usefulness is vital to your marketing campaign, a good marketing tool will work on other levels as well. It will say something about you, your product or your service, and the character and values behind them. It will further the personal connections between two people that are always at the heart of good business relationships. Best of all, it may leave your customer not only appreciative that you are connected to their life, but even grateful that you came along when you did.

A perfect promotional item for fostering this kind of business relationship is an accident kit. These are compact kits that carry items your customer will need if he or she is in a fender bender, has car trouble on the road, or encounters any other kind of emergency. They are usually designed for car travel, and come in a durable plastic case or a nylon bag, which is imprinted with your logo.

Inside the case, which can be designed in many colors to complement your business information, your customer will find everything he or she needs in case of one of these emergencies. Reflective triangles will warn other drivers to give the car on the shoulder a wide berth, thereby keeping the people in the car safe from being hit. Fold-up ponchos will keep them dry if it's raining when they have their mishap. Duct tape is everyone's favorite tool for emergency repairs. Other useful items can include a disposable camera to photograph any damage done to their car, an accident report sheet so that they can report the incident accurately to the police and for their own records, flashlight, batteries, and emergency flares. Imagine how relieve d they will be when they open their trunk or glove compartment and see your logo in front of them, telling them that they now have things under control.

Other accident kits come with first aid items inside them, such as bandages and antibacterial cream. Some come with jumper cables, cones, or tire gauges. Whichever kinds of accident kits you decide to go with, either the fully equipped more expensive kits or the less expensive bare-minimum kits, your clients will know who is responsible for keeping them safe in a difficult moment of their lives. That's a thought you want them to hold on to.