Here are a few tips to make the most of this time-tested sales and marketing resource:

Think about your objectives
Think about what you want these products to do for your business. Should they build brand or company awareness? Boost sales? Provide a way to thank your employees or your customers? Have clear goals in mind from the start so you can purchase items that make sense for your business.

Set a budget - and stick to it
Putting your logo on a coffee mug or a mouse mat tells the recipient that you've arrived and you're in business for the long haul. Avoid overspending; identify your costs up front, factor them into your overall marketing budget, and keep careful track of all expenses.

It's important to identify 'hidden' costs - shipping, handling, or storage - when costing out a project. Your supplier will often help with ensuring you've accounted for all costs when they are working on a project.