Go to any trade show or exhibition and you will find all types of promotional products being given away. At the end of the day you will likely end up with bag full of pens, cups, caps, USB drives and so on. Even after the rise of digital advertising promotional products provide great marketing value to businesses large and small. One of the reasons for their success is the lasting impression it provides to businesses. The recipient of the products will continue to use it and remember your business even after the event is over. The lasting impression is what markers aim to achieve with any marketing program. Now, before you go out and buy hundreds of pens or USB drives you should take a step back and give careful thought to the goal you aim to achieve with this. The best way to do it is ask the following 4 questions to yourself.