To better understand who uses this website and how, we upload a "tracking cookie" (small piece of code) to your computer on your first visit.  We NEVER record your name or other personally identifiable information.  Some advertisers may upload similar cookies to your computer when you visit this website. [ Close this window to agree to our use of cookies ] - To find out more about this, and how to remove advertisers' cookies, read About Cookies and our Privacy policy . - If you click "Close", this notice will usually appear only the first time you visit this website on any computer. Find career advice and the latest marketing jobs using our improved search functions . How to make the most of promotional merchandise and giveaways 28 August 2012 From tradeshow handouts to prize draws and digital downloads, free gifts can open the door to ongoing engagement and online buzz, says John Manning Free gifts and giveaways are one of the most enduring tactics used by brands, and it is easy to understand why. No giant leap of faith is required to believe that individuals will think of a business more favourably if they have been given something free. But how many pens does one person need? How many USB sticks? The logic may be sound, but has over-use made promotional merchandise nothing more than a cheap gimmick? Or can it really bring in new business? Research carried out by the BPMA (British Promotional Merchandise Association) suggests that it