The giving of promotional gifts, however, must be as much a planned strategy as a media or direct mail campaign would be. Get it wrong, and it could have a negative effect rather than the positive one you are trying to achieve.

Firstly, careful thought should go into the selection of the promotional gift, taking into consideration the recipient's status and preferences, the nature of your relationship, and their value to your business. Buying low cost items that have no practical use or the recipient has no interest in, can be worse that giving nothing at all.

Next you need to consider when to distribute your promotional gifts. Limiting gift-giving to Christmas when everyone else is doing it is not a sensible plan. It is preferable to tie any gift-giving into a less commercialised occasion such as New Year, or better, send your gift to congratulate the recipient on a birthday or anniversary, or to thank them for a recent referral or order.

Another important factor to contemplate when planning your promotional gifts strategy is whether to imprint the goods with your logo. It is obviously a good idea to get your branding into your recipient's workplace, but if it lacks subtlety and taste, the recipient could think you only wish to bombard them with your branding rather than give a meaningful message.

Promotional gift giving is a vital part of any business relationship building programme. Providing it is well planned, it can play an important role in developing and enhancing relationships with customers, contacts and employees.