onsider your last tradeshow. What types of giveaways did you pick up? How many did you actually use? Can you name which companies provided them?

The objective of a tradeshow giveaway or other corporate-branded product is to keep a company's name at the top of the minds and tip of the tongues of customers and potential customers. But finding the right item for your business can be daunting.

The ideal item should be unique, useable and something that generates interest and conversation. You want an item that will attract attendees to your booth and get people to ask, where did you get that? or, who's giving those away?

You do not want to be the exhibitor known for giving away leaky pens, strong magnets that wreak havoc with computers or a letter opener that breaks upon first use.

So, how do you make sure you don't order cartons of Edsels? You go to the experts: people who will listen to what you want; consider how much you are willing to spend; recognize your audience; and, most importantly, understand your industry. For many in the financial services industry, that company is Goodheart Enterprises.

A focus on financial services

Goodheart specializes in corporate-branded products including clothing, tradeshow giveaways and corporate and employee gifts. Such products are used for a variety of purposes: employee incentive programs, employee uniforms, customer appreciation events, awards and more.

Goodheart has an impressive coupling of financial services and advertising specialty experience. Kim Pogue, company Chief Executive Officer and President, has been in the advertising specialty industry (also known as incentive marketing) for 17 years.

While working for another organization, Pogue wanted to offer a discount to a charitable organization focusing on children. Her employer wouldn't consider it, and she became disillusioned. Pogue wanted to run a business that could prosper by contributing to others. She founded Goodheart in 1998, and since then, her company has logged volunteer hours for numerous charitable organizations.

Pogue's long-time friend Caroline Marino joined Goodheart in 2005, after spending 23 years in the financial services industry. As Senior Vice President, Sales and Marketing, Marino's main focus is the credit card industry: 90% of her customers work in financial services.

How does someone move from financial services to advertising specialties? After more than two decades, Marino decided it was time for new challenges, but she wanted something that would allow her to maintain her relationships within the industry.

"I looked at the advertising specialty market and realized there was no one who was focused on the acquiring industry for promotional products, and I felt I could fill that niche nicely," Marino said. So, she teamed with Pogue to offer branded products to the financial services industry. The company handled more than 30 accounts in the bankcard industry in 2005 and, due to new and repeat business, expects to increase that number this year. Customers include The Green Sheet Inc., the Midwest Acquirers' Association and TASQ Technology, among others.

"I was able to make the transition that I needed personally and maintain my ties to the industry that I love," Marino said. "I have many friends in the business, and this was a great way to get off of the travel circuit."

She has also remained involved in the acquiring community as a board member of the Midwest Acquirers' Association, which she helped form in 2002. "We have a woman's eye for new ideas, combined with attention to detail to assure quality and timely delivery," Pogue said. "We focus on the merchant card industry; none of our competitors can say they have an exclusive person assigned to this business."

Marino added, "Because I was in the industry for 20-plus years, I know it and can offer insight into a client's marketing efforts that is unique from our competitors."

Matching idea to message

Goodheart understands that a primary goal of a tradeshow giveaway or corporate branded item is to help a company stand out, while staying within a budget. "Our tagline is 'Your Image is Our Business,'" Pogue said. "We stand behind our work and ensure consistency and quality. We deliver creativity in our ideas and will always compete on price."

To that end, she and Marino regularly shop the incentive market industry tradeshows to bring a steady flow of fresh ideas to their clients; they also watch for specials on products so they can offer the best pricing.

Goodheart prides itself on offering unique ideas to match a company's marketing theme and achieve consistency with its message. Pogue and Marino work with clients to determine what their needs are and what products will best suit them.

"I think we excel when someone comes to us and says, 'Here is our arena; here is our budget.' We get into it and get creative," Pogue said.

"We will shop for our clients once we know the theme of their marketing effort and present a number of creative concepts to fill their marketing need."

Goodheart makes use of the Internet, inviting customers to research its Web site, which contains pictures and descriptions of thousands of products. It also refers customers to sites that showcase specific products customers may be looking for.

And Goodheart representatives are easily reached by phone for consultation, unlike some companies where your only access to customer service is through e-mail. After products are selected, a rep provides detailed quotes, including artwork setup fees.

Knowing that messages may be diluted if two vendors or exhibitors hand out the same item at a tradeshow, Goodheart works to ensure that its customers have one-of-a-kind items. If a client is interested in purchasing a tradeshow item that another attendee has already purchased, Goodheart helps in modifying the order, if the client so desires.

"Those companies who buy from us for tradeshows can be assured that their competitors will not have the same product at the same show," Marino said.

Orders for ISOs large and small

If you think giveaways and customized products are a great idea only for large companies, think again. Companies of all sizes can benefit from Goodheart's services.

"It doesn't have to cost a lot of money," Marino said. "Someone may have $0.49 or $4.49 [to spend per item]. We don't mind the little fish. We were all little fish at one time, and we didn't get here by ignoring the little fish."

Most of Goodheart's suppliers require a minimum order of just 100 items, so even smaller ISOs and merchant level salespeople can afford to make a big splash at tradeshows and industry events.

Goodheart focuses on items recipients will use and retain, to keep the company's message and image at the top of the mind for a long time. "We want the recipient to keep the item around the house, office or car and remember the client," Marino said. "We try to stick with value-added items; you won't find us promoting $0.19 pens that leak."

While the list of items Goodheart offers is far too long to print, some of the more intriguing products are earmuffs, grills, goggles, lamps, wind chimes, survival accessories, dart boards and duct tape.

"You name it, and we have probably branded it," Pogue said. Some of Marino and Pogue's favorite products include Rubik's Cube keychains, logo cameras, seeded paper or seed packets, and travel candles. "We've provided $0.49 candles, and we've provided individual crystal awards," Marino said.

Pogue and Marino advise that to take advantage of the best product options, pricing and shipping rates, customers should contact Goodheart six to eight weeks before an event, if not sooner.

This allows plenty of time to come up with the right idea, review artwork and ship the order, without incurring rush charges. Products can be shipped directly to an event, and rush shipping is available, if necessary.

"We pride ourselves on our quality embroidery work, creative ideas and competitive prices," Pogue said. Marino added that Goodheart's emphasis on a fair market price, creativity and attention to detail have been instrumental in the company's success in landing business with many organizations.

So, if you're looking for a giveaway with a wow factor for tradeshows or other special events, memorable customer appreciation gifts, or a corporate branded keepsake for employee incentive programs, you may want to consider Goodheart Enterprises.