Chances are good that you have at least one of them hidden away somewhere at the back of your cupboard! Research shows that an estimated 75% of people say they will keep promotional material that they actually find useful, such as mugs.

Promotional mugs are a great marketing tool partly because they can be manufactured in a variety of materials – ceramic, metal, glass and plastic. Different styles of mugs tend to appeal to different target markets – travel mugs may appeal to families; while younger people may prefer a contemporary mug design.

Your design and the wording can be changed accordingly, depending on the target audience. One of the drawbacks of a promotional mug is that it gives you a relatively small surface on which to advertise. The surface is also curved, which can make some designs or wording difficult to read.

You also may be restricted as to the number of colors and the sophistication of the design. Another consideration is that any printing should be long lasting and able to withstand hot liquids. One of the latest innovations is the color changing mug, which reveals a logo when hot water is added.

If appropriate, you can dispense with the traditional plain mug, in favor of a full color design that is printed entirely around the outside - only the mug handle is white. The latest advances in technology have made this process possible, ensuring vibrant color, a high gloss finish and a dishwasher safe product.

Of course, apart from cost and distribution issues, your most important consideration is what the mug should say. Often, less is more – many company logos are so instantly recognizable that no other wording or information is necessary. A well known logo will also immediately be recognizable if your mug is distributed overseas, eliminating the costs involved in producing material in different languages.

People using the mug should be able to get the gist of the message without a lot of extra reading – over half of all people process information primarily visually. The style of your logo and the typeface also say something about your company – is the style modern, old-fashioned or bold?

A company slogan is sometimes more effective than the actual name. On the other hand, if your company isn’t a household name and it isn’t obvious what the product or service is, it’s a good idea to mention the product being promoted.

If you do decide to put additional information on the mug, make sure it is easy to read and eye-catching. The message should stand out on a mug on somebody’s desk when seen from across the room! As mentioned before, take into account the curved surface of the mug.

And from a cost point of view, the simpler your design and the fewer colors are used, the lower the costs to your company. If appropriate, choose bright colors – such as primary colors - that will stand out. Different colors also have different impacts – orange and red are exciting, dark blue is considered relaxing.

Promotional printed mugs can be around for a long time – your wording should be designed accordingly. If you have a phone number or web site on the mug, make sure it won’t change soon. Research suggests that it’s more effective to include your website address rather than a phone number – if you don’t have room for both.

So consider promotional mugs as part of your marketing plan – they are effective, inexpensive promotional items or gifts and just about everybody uses them.