Have you ever been to an event and picked up a strange pen or tote bag that you know you’ll use for a long time? Branded giveaways handouts are a sneaky way to be smart. People remember the firm for months, perhaps years, because they used a mug with a logo every morning. That’s not simply free stuff. That always reminds me of who gave it to me in the first place.

Speaking about water bottles, have you ever noticed how some things become friends? At a conference, someone gets a bottle. Now it’s living next to their laptop, in the gym, or in their car. Now think about a flyer or business card that was left behind in a hotel room. All of a sudden, drinkware doesn’t seem so unimportant.

When giveaways cause fights in families, things become interesting. I once saw two brothers fight over who gets to retain a hoodie with a brand name on it. One thing. Years of ads, merely because it was the most comfortable top in the laundry pile. The best swag can make people jealous, make them giggle, and even start fights in the back of a minivan. If someone is protecting your stuff from their own family, your brand is doing well.

Now, things aren’t going smoothly. Companies sometimes give away goods that no one wants, like a calendar in December or another generic ballpoint pen in the 500th color. Keeping these is a waste of time. It will end up with the dust bunnies. Being thoughtful sells. Have you ever seen people rush to get branded portable chargers at geek conventions? A phone lifeline is something that everyone can use. If you champion practicality, your things will be gone by midday.

It can also help to mix in strange things or things that are just plain strange. A mini-pizza cutter with a brand name on it. A flash drive that looks like a ninja. The lucky people who get one feel better every time they cut pizza or download data. Your logo is the punchline of a joke. Very hard to forget.

Events also turn into social showcases with branded freebies. You give someone a strong tote, and suddenly half the conference is carrying your design. Now it’s a billboard that walks in the wild. Social proof works like magic.

You don’t have to do a lot to make a huge difference. A simple sticker on a laptop might sometimes do the trick. It will stick, both physically and figuratively, if it resonates to the proper individual. Have fun with color. Play with shape. But most importantly, have fun. People can feel the vibe. Your audience will remember the brand long after the snacks are gone if you seem smart and sure of your choices.

Branded gifts are like seeds. If you plant enough, one of them will eventually take root. Isn’t that what all the noise is truly about?