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There are many business owners who give promotional gifts to clients, suppliers, associates and even staff at Christmas time - but it's important to get it right, or the gesture could be seen as just a marketing exercise undermining the value of the relationship you are trying to build. Especially when budgets are tight, you want to make sure the money you are spending is really achieving what you want it to.

Promotional gifts can be good marketing

People tend not to throw away something they perceive as a gift, especially if it is useful, attractive or relevant

• If it appeals to them and is appropriate to their work they usually keep it on their desk or close at hand, where it is seen regularly, not only by them but by others
• If it's relevant to their leisure activities, they will often use it with their family, where it is associated with enjoying doing things with their children or relaxing with friends
• There is a great range of products available which can be customised with your logo and/or message, at a very reasonable unit cost

Before choosing a promotional gift, think about the message you want to get across, and how it will be received.

Cheap items like pens are suitable for tradeshows, but for a Christmas or other occasions choose a gift with more lasting appeal and a sense of greater worth.

Etched wine glasses and decorative items for the office or home such as attractive glass coasters can work well. Mugs almost always find a place on the office desk or in the client's kitchen, while umbrellas, backpacks, BBQ and sporting gear get out and about with your name on them. Gadgets can be fun and attract attention, but often find their way to the bottom of the desk drawer quite quickly or are dished out to the kids or thrown away unless they are really useful. Occasionally the gift is appropriate because of some association between it and your brand.

Once you've thought carefully about your gift, where you want it to be seen and who you want your brand to be exposed to through it, think also about the presentation.

Always keep your logo discreet on items you are giving as gifts. People expect giveaways to have your logo all over them but less really is more if you want the gift item to find its place into your client's boardroom or home. And add value to it - wrap a bottle of wine with the wine glasses or coasters, pop some chocolate-covered coffee beans in the coffee mug, or some sunscreen with the beach umbrella. This tells your customer you're giving the gift because you care - you are not just giving the gift because it's promoting your business.

Promotional gifts can be a good way of keeping your brand top-of-mind throughout the year, and giving a Christmas gift can be a great opportunity to make sure your name is out there. If you do it right, the recipient will appreciate your thoughtfulness, use your gift and associate your brand with generosity and attention to detail for the other 364 days of the year.