2. Plan ahead. At minimum, you'll need two to four weeks for production and delivery of standard products. If you wait until the last minute, your choices will be limited and you may pay more. When creating custom items, it can take 12 weeks or more shipping from overseas sources.

3. Involve your target audience. Be creative in how you distribute your promotional products and make it a memorable experience for the recipient. Also create an "out of box" experience whenever possible by creatively packaging your gifts and awards.

4. Choose promotional products that have "legs." Put your logo on products that your target customer will see often. For instance, products that are kept on the desk, in the car, or on the refrigerator can create dozens of impressions per day.

5. Get free ideas. Don't always ask your promotional products specialist for the standards such as mugs and pens. Instead, tell your promotional products specialist your budget and target audience, and let them make creative recommendations from their database of over half a million products.

Dan Safkow is a 20-year veteran of promotional marketing and the owner of Promo Ideation http://www.promoideation.com, a promotion products distributorship and marketing consultancy.

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