1. Your target demographic

Just because you think something is ultra-neat or beyond-dull doesn't mean they do. (Example, IT professionals surveyed in March 2005 said they yearned for iPods, although most tech marketers were bored of offering them.) Consider what they are likely to throw away, what they'll keep, what they'll give to the kids, and what will make them run around the office showing absolutely everyone.

2. Value

Promo products can have one of three values (not necessarily tied to the price you pay for them); either they are: a. extremely useful so the prospect will keep them close and refresh the impression frequently; (think mugs, t-shirt, pens, oversized chip bag clips) b. lavishly valuable so the prospect will be impressed by the value you place in your relationship with them; (think consumer electronics, leather-bound books, etc.) c. unique and cool so your prospect will start a viral "look what I got" campaign on your behalf with their friends and colleagues (think roses with logo-embossed petals, light-up ice cubes, etc.)

3. Your brand

Think over your brand and campaign to see if there is a tie-in you can make. The more you can relate the item to the rest of your messaging, the more powerful the campaign as a whole becomes.

4. Logos

Many brands' logos, in particular in B-to-B, were not designed with promotional items in mind. Will the logo be big enough within the limited print-space to stand out at a reasonable distance? (Example: MarketingSherpa is too long to fit well on items such as mugs.) Also, do you have logo colors restrictions you must obey? And don't forget your URL or toll-free phone number along with (or in place of) your tagline.

5. Distribution

How heavy is the item? What type of shipping will work and has it been tested? (Some pens have been rejected by the post office because they broke through envelopes when mail sorting equipment bent them.) Plus, can you brand the shipping carrier and also is it possible to insert additional materials such as a note? What are the additional costs associated with this?

Also, if you are planning to mail the item to prospects and consumers, how do you intend to make sure that only "qualified" prospects get it? Do you need to clean your database beforehand, or add rules, regs and deadlines onto on online form?