It's the thought that counts. At least that's what many people say when they're given the wrong gift. It's the polite retort when you open a beautifully wrapped package sweating from excitement and you get - a garish six-inch tall eggplant figurine. Some people like eggplant but I think it's meant to be eaten, not placed in you mantelpiece.

Companies are one of the most generous gift-givers, next to Santa, of course. They do this not only because of the goodness of their hearts but also to get something in return. Call it psych war, call it creating brand awareness, call it marketing, whatever you want to call it. It's an important tool in the business world.

But a company doesn't automatically reap in the fruits of their marketing labor by throwing a mug here and a pen there. It requires great planning to create the right promotional effect. Some companies go to great lengths to produce the most highly innovative and unique business gifts to be given to the most important people in their business - their customers.

Choosing the right item could be a hit and miss opportunity. The trick is to find a logical marketable connection between your company's products and services to the item. It is just rational for a company specializing in office supplies to give out free pens and papers or for a clothing company to give out free t-shirts. But how about companies that has no products to speak of, like a real estate company or a plumbing service? They would need certain items that will reflect the kind of service they offer and give out information necessary for patronage. A great suggestion would be a spill-proof mug that has been the 'it' item in business gifts. It's a necessity for today's fast-paced lifestyle. Dads can make their homemade coffee to go and since its spill-proof, it can be placed in cup holder in the car without him being late for work. Moms would appreciate the fact that this is a flexible item that can hold little Tommy's orange juice or her favorite cocoa when she goes to the park.

But let's be conventional and think of something that will be in the hands of the customer for years to come. Key chain anyone? A key chain is the perfect business gifts because your company logo can easily be engraved in any material of your choice. It becomes an important part of their lives and it can serve as a daily reminder to your valued clients that you are there when they need you. It's all about finding ordinary items and making them advertising space. Also consider the functionality of the object. Companies should aim to make the customers, upon receiving their business gift, say, wow, I could use one of these! In the cutthroat world of advertising, it's not always the thought that counts.