Swag, Tchotchkes. Trinkets. Freebies. Whatever name you give them, promotional items have been a go-to tactic for marketers probably as long as trade shows and events even existed, with companies plastering their logos on everything from tote bags to rain ponchos to squeeze balls in hopes of boosting brand awareness and generating leads.

In recent years, drawings at trade show booths for high-end items such as iPads have replaced some of the more time tested tchotckes, but even with such big-ticket items, how much brand-building power does promotional swag carry? What happens to the swag after the trade shows are over? Do the recipients remember the brands behind the loot fondly? Are the giveaways generating leads or gathering dust?