Want marketing tools that consumers will remember? Even in a world where everything is digital, promotional items still work. You know the magic if you’ve ever picked up a branded pen at a trade fair and used it for months. Now, eco-friendly promotional items are gaining ground, and folks are checking for that little green stamp before they pocket your schwag. Who wants to be the one giving out plastic crap when everyone else wants to use things that can be used again?

Let’s stop and chat for real. Why do stress balls that are bright colors function so well? They sit on desks, get squeezed during awful Zoom calls, and show out your brand every day. That’s advertising all the time, but you can’t see it. If you choose correctly, water bottles, tote bags, USB drives, and even funny socks may all be walking billboards. I once got a free tote at a market and used it to carry my groceries. Soon after, I was advertising a craft brewery every Sunday.

But not everything makes you happy. Putting your logo on anything can be a bad idea. People can smell cheap things like bloodhounds. You’d prefer people remember you for a smart calendar that folds up into a plant planter for your desk than for a pen that stops working before noon. Functional presents, like phone stands, planners, or insulated mugs, work extra hard. Your logo is hitching a ride with every drink, note, or message.

Be at a conference. See what happens. People gravitate to booths that have fun giveaways. Chargers without wires? Score. Tools that can do more than one thing? Jackpot! Combining creativity with usefulness turns things that are useless into things that are useful. A marketer told me a story about a branded umbrella that became very popular on campus. When it started to rain, branded umbrellas popped up all over town. Talk about being able to see.

Don’t forget about the packing, either. Putting a bright, branded wrapper around that USB or water bottle makes people want to look at it again, and if you’re lucky, they might even post it on Instagram. People notice small things. Like putting on nice clothes for a job interview, first impressions matter.

Are you trying to get the attention of those who care about the environment? Choose bamboo utensils, notebooks made from recycled paper, or cards made from seed paper. A friend still talks about the flower seeds she got for free. Her garden is full with flowers, and the logo stays. Little things can make a big difference.

Want to leave a mark? Instead of tchotchkes with your logo on them, give folks things they really want to use. You don’t have to spend a lot of money or win design awards to give a good gift. They should fit in pockets, stay on desks, and show up at the correct times. You can do more with your imagination than you might believe.

Pick with a little bit of humor and a lot of common sense. Your brand will get to areas you never thought it would and stay in people’s minds longer than a boring email would.