Plenty of companies give away free promotional items to attract prospects or reward new or existing customers. So here’s a question: do those freebies have anything to do with what you do for customers? Too often, the answer is “no.” So the next time you think about a giveaway, ask yourself this: what could you give away that demonstrates what you do or serves as a reminder of the unique way you do it. If you’re going to spend the money anyway, why not spend it on something that will last, that’s useful to the recipient and that has a strong connection to what you do. When you do, you’ll be planting a little reminder with them, building awareness and loyalty when you can’t be there.