Should you act likewise and stay low profile throughout the recession? You need not do so. As anyone?newbie or veteran? in show business knows, ?The show must go on.? This same phrase applies to marketing as well. Recession or no recession, brand building must go on, albeit on a smaller scale.

?Maximize your marketing dollar by getting promotional jumbo pens and sharing the imprint area with a co-sponsor or co-organizer of your event. By doing this, you cut down the cost of the imprint charges and the promotional items in half?money you can use for other more important expenses such as venue, food, and other incidental costs.

1. Expensive is not necessarily better. When brand marketing, pens, mugs, stress balls, key chains, notepads, and other small giveaways can be as effective as more expensive corporate gifts. Marketing pens can do so much to boost your brand: They are lightweight and easy to bring along. They are also practical giveaways that people use every day.

2. If you have the money to spare, buy marketing tools such as pens, mugs, stress balls, key chains, and other promotional items on sale, and purchase them wholesale. This will let you save money, not only because prices have gone down, but you save on shipping costs when you buy a lot at one time than ordering small quantities separately.

3. Imprint a standard logo or artwork on the marketing pens, notepads, key chains, and other items you order so you can use these personalized items in different events. If you have items custom printed for a specific marketing event, such as a trade show, you might not be able to use the same giveaways for another occasion.

4. Choose quality over price. Durable, long-lasting marketing pens give your logo more exposure than less expensive models with fast-drying ink. Even if you pay a little more, the investment is worth it.