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Too many companies buy promotional products simply as marketing 'fillers'. They hand out products such as pens and mugs displaying their company logo and contact information, without tying them to any specific marketing program. That's not bad - it can help propogate brand awareness over the long run; but it's not the most efficient way of capitalizing on your investment.
The better way is to include additional information on or with the product, connecting it to a 'value-added' program that is the centerpiece of a marketing campaign. Here are some examples:
...and here are some specific ideas you might consider:
Customer Thank You Programs