Giveaways can become treasured memorabilia

Who doesn't have a collection of coffee mugs -- you know, the free one from the mechanic who fixed your car; the one your uncle received as a gift for volunteering; maybe one or two you picked up from vendors at college or even at a trade show.

Many businesses create campaigns with free give-aways without really thinking too much about the long-term uses of their products. But customized coffee mugs, pens and other items can linger for years. Some may even end up on eBay, like "The Brown Pen" by UPS which was recently up for auction for $4.95, or an antique Haines Food Service stein selling for $8.50. Even eBay has memorabilia on its site: the "First feedback star" mousepad was recently up for bid for $6.50.

Customers often save things that are useful for all kinds of reasons. I've kept the coffee mugs and fleece jacket from one of my first internships and actually wish that I had some kind of coffee mug or something from my very first out-of-town, on-my-own internship as well! I've even kept a few things that I don't really use, because you never know when you'll need a "white elephant" gift to exchange.

Taking the long view can lead to some fun ideas for a promotional campaign. Coffee mugs, stadium cups and other drinkware are proven to be useful and are likely to be kept for years. An umbrella personalized with a quirky logo can send your message every time it rains. Stress balls and other toys will be used around the office until they wear out. People will carry your message all over the place for years if you put it on the right kind of duffel bag or briefcase.

Once you have an idea in mind, take a moment to think about the impression you would like to create well after your campaign ends. You may put your business name on a pen, for instance; the question is, do you want it to be a high-quality pen that people will use until the ink runs out? Some promotional items may seem to cost a lot up-front, but are well worth it if they are still used next year or even next decade.

When a business is trying to generate publicity, it can be hard to think beyond the current campaign and the daily issues that bog any business owner down. However, taking the time to plan a campaign carefully -- whether it's a national campaign or drumming up business in your local area -- can lead to results years down the line.