Ask a Business Expert

A: Custom products, also known as advertising specialties, can add fun and goodwill to your business image. And if you're strategic in your product choices, you can also ensure your name will stay in front of clients and potential clients.

The key is to give them something they're going to love and actually use. As a business coach, I gave all of my clients bright whistles with "Success with ease" emblazoned on them. That whistle actually saved one client's life while diving in Costa Rica. She loves me forever for it.

Also, differentiate your business by getting creative with your promotional products. Mugs, pens and paperweights are great, but expand your ideas to include anything you can put your name on.

Blank CDs with felt on the bottom and your logo burned onto the top can be used as coasters. Every time your customer picks up their cup of coffee, they'll think of you. Some other creative promotional options are solar calculators and engraved business card holders.

Here are a few tips on choosing what to put your name on:

1. See advertising specialties as part of your overall marketing budget.

2. Don't just use them to pass out at tradeshows. Send them out as gifts to your clients. And put them in the reception area of your office for gifts to new clients and vendors.

3. Make sure that the item you choose is fun and creative while still being useful. Products that will sit on a person's desk and be used often are best.

4. Skip the squeeze balls and mouse pads. Those will get dumped in the file cabinet at the first opportunity. Instead look for how you can tie your unique product or service into the promotional products you select. And, again, pick something people can really use.

For example, if your business provides technical writing, try giving out technology dictionaries. Architects might hand out folding glow–in–the–dark yardsticks. Real estate agents might dispense first–aid kits for the home. Car dealers could give customers first–aid kits for their trunks.

Think outside the cubicle. Come up with a unique promotional idea that people will love and keep. That way they'll call you when they need your products or services.