In marketing one's library wares, an effective publicity strategy is to use promotional giveaway materials, mainly personalized items that promote one's resources and services. As with any marketing effort, it is important to be clear about the promotional initiative and whom librarians are attempting to reach. This author emphasizes that promotional devices that highlight one's library will help to keep his/her research expertise in the forefront of patrons' minds. In this article, she discusses the four major areas that librarians must address when acquiring promotional materials: (1) audience; (2) creativity; (3) costs/budget; and (4) technical issues.