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YOU HAVE 15 SECONDS TO CATCH THEIR ATTENTION...
That's how long it takes most people to decide whether to read your company material or not. Image makes a difference!
Do you have a logo and materials that stand out and give the message you want to give about your business or organization?
Does your logo look good in all mediums - full color printing, black and white, engraved, embroidered?
Does your company logo appear as it should on all materials related to your company? Is there a consistent look?
People tend to make judgements based on how something looks. Having a strong, consistent look to your company materials gives the impression of a strong, reliable professional.
Know your industry. If your customers don't use rulers, then putting your name on rulers might not result in your promotional items being utilized. Find out what your customers use in their day to day operations and see if there are promotional items that fit the demand. If they're going to use a pen everyday, it might as well be a pen with your company's name on it.
Know your customer. If you're looking for promotional materials, think of who you want to give them to. For example, pens you might give away at a grand opening or to the general public may not be the same kinds of pens that you might give to preferred or longstanding customers. In some cases "one size fits all" works but there are times when preferential treatment is, well, preferred.
Know your community. What are the big interests in your region? If people like golf, then giving golf balls to customers or to charity events would be an excellent promotional initiative. If there is a sports team, donating to its fundraisers would also be well received. Fundraisers are excellent opportunities to provide unique promotional items and generate attention.