Pens that are stuck at the bottom of your bag. Stress balls that appear on your desk when you’re feeling nervous. T-shirts that you wear to bed, to work out, or even to play games on game day. They may seem like small things, but these promotional items are more important than you realize. You could just call them free things. But businesses call them “silent salespeople.”

Imagine a busy trade event where people are rushing around, trying to get their next business card or handshake. What will make people remember your booth? Bingo. A fun magnet, a lanyard in a crazy hue, or maybe a fidget spinner at the opportune time. People might not remember your 20-minute pitch, but a colorful keychain? That will stay. It will literally stay on keys long after the occurrence.

Think about the cup you like best. It’s probably not the pricey one you got at the store. It came from an event, like a job fair or a conference a long time ago. You might not be able to see the logo anymore, but you know the brand by now. That’s pretty smart marketing. No one ever tossed away a good cup.

Promotional items give people a reason to remember you. Each pen, tote bag, or sticky note pad is like a tap on the shoulder saying, “Hey, remember us?” It’s not that these things are unique or special; it’s that they’re always there in the background. Marketing that works, but not too loud.

Businesses think hard about these options. A calendar is definitely less fun than a frisbee, but you are more likely to see it every day. It sticks if it’s useful. What if it breaks the first time? Right to the trash, and maybe your view of the company goes with it.

That’s why it’s worth it to think beyond simple gifts. It’s more than simply junk mail swag if the giveaway seems like it was planned. Have you ever gotten a reusable supermarket bag when everyone else was charging for plastic? That’s a victory.

Companies don’t merely put their logos on anything that moves. Color is important. Function is also important. Costs matter, but being innovative doesn’t always entail spending a lot of money. It’s all about standing out. In a crowded market, even the simplest things may make the most noise.

These things have stories in them. The baseball cap you bought at the county fair is now your gardening hat. The phone holder you got at a health expo years ago still keeps your phone secure at the gym. The things may not cost much, but the memory lasts long after the freebie is gone.

Things that are used for advertising, such trinkets and treasures, aren’t noisy. They stay around. Sometimes, the businesses that own them do too.