Several years ago, NBC Television came up with a smart concept to promote its summer season of prime time reruns: If you haven’t seen a particular episode of a series (e.g., Friends, Frasier), then that episode is new to you and you should tune in and watch it.

How does this relate to you? Bear with me a minute…

Every January, thousands of new promotional products are introduced in the marketplace. This is the time of year when I am frequently asked, “What’s new?” by clients and prospects. Some products truly are new. A few years ago, for instance, the Pick ‘n Mint™ and SwabPlus were among the top contenders for an industry award because they were so innovative. This year, the T-String® and the Pen Drive Mini created a stir. (It’s too soon to say what will bring rave reviews in ’06.)

I enjoy attending trade shows, reviewing new catalogs from the factories I work with and reading industry publications to find new and unusual products. But I also continually review the 600,000+ imprintable products already in the market. Almost any logo-able product has the makings of an effective promotion provided it’s appropriate for its target audience.

Take mugs and writing instruments, for example, two of the most common products available. As a buyer you have thousands of choices of styles and colors in a range of price points. But when you think of giving mugs or pens as a promotional gift it doesn’t sound very exciting, right?

But consider this scenario: You want to create goodwill with new clients by sending them a Thank You gift. Unfortunately, you don’t have a big budget. So, you and your trusty promotional products counselor (ahem!) come up with a solution. After each client’s first order has been filled, you send a mug emblazoned with your logo and contact info but fill the mug with pens emblazoned with their logo and contact info. You also include a short note expressing your appreciation for their business, and explain that you hope this gift will help spread the word about their products/services. It’s a simple promotion but it’s thoughtful, useful and, best of all, is certain to get used.

Feel free to ask me “What’s new?” at any time. I hope you’ll keep in mind, though, that there are countless ways to strengthen ties with your target audience using tried and true products, too.

Call me at 212-868-1813 or send me an e-mail if you need any last-minute holiday gift-giving help, or if you’d like to get a jump start on your ’06 promotional plans.