a convert to digital and mobile promotions. "I get slightly evangelical about this stuff now," he says. "I used to be someone who used very traditional methods, but I'm now convinced by the way digital and mobile communications can work successfully." Brand value Promotional merchandise and free giveaways may help brands curry favour with clients, but at what cost? It has long been accepted that discounted pricing strategies run the risk of devaluing a brand -- so can the same be said of freebies? Up to a point, this does apply, says Gray. "It's not quite the same, but there is still a risk. As with any added value or promotional activity, if a particular tool gets overused then people will come to expect it as part of the norm. It then stops becoming added value and starts becoming integral to the product experience." The solution, says Gray, is moderation. "Promotions are a great part of the marketing toolkit, but how and when they are used needs to be considered very carefully." Are your freebies working for you? You are preparing for your industry's biggest annual tradeshow and have been given a budget to spend on promotional merchandise, so you: (a) Grab the nearest catalogue and start searching for the wackiest, most attention-grabbing gift you can find. (b) Stick to mugs, pens and USB sticks. They are tried and tested, and they keep costs low. (c) Develop an overarching concept for your exhibition activity and purchase merchandise that fits with