https://completemarkets.com/company/CompleteMarkets/Articles/content-package/IMMS-Library/TabCategory/article-post/536/Turn-Yesterdays-Giveaway-Into-Todays-Promotional-Power/
... Now they're right where they belong-on the front of the file drawer-along with the accounting firm's name and telephone number. 7. Finally, remember that memorable' is of far more value than useful. We want something that will be used on a person's desk' is the common request. If it meets the useful test, ' it's considered a valuable promotional product. In many situations, passing the memorable test' is far more important to achieving the goal. The briefcases were memorable first and useful second. Soon after the Gulf War ... given away every day. Some are used in offices, others are taken to someone's vacation cabin, while a majority wind up on a shelf somewhere. But not the 400 mugs presented to the employees of a manufacturing company in Massachusetts. As part of a major safety program, the employees received coffee mugs individually personalized with their names. Instantly, the mugs became personal property, as if a this is mine; do not touch' sign went on each one. More than anything else, personalized gifts are perceived to be ... firm wrote an article asking the question, What does every customer want? ' The answer was ESS, ' which stands for enthusiasm, solutions, and service, three qualities customers expect from people they do business with. The firm offered a gold ESS' lapel pin for the asking, attached to an attractive, colorful card explaining ESS. As a result of the article being published, the marketing firm has, over the last few years, distributed several thousand ESS pins, which have come to symbolize its creativity and understanding ...