TRAFFIC BUILDERS - These products are either too large for the Expo goodie bag or they are the bag. Other event attendees see people carrying them and ask "Hey where did you get that?" Before you know it, that person is on his way to your booth. Don't set your bags near the show entrance, that doesn't drive people to your booth, which is the real purpose here.  Any items too large for the bag will drive traffic to your booth, yardsticks, beach balls, etc.
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PENS & PENCILS can be great promos if you make them unique or target them to your market. Pens with Post-it Flags for Realtors and Loan Officers. 4-Color pens for Health Care. Brass pens that can be personlized with the recipient's name. Pens with rotating messages.  Make your pen unique and the message will be remembered.
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HANDY HOUSEHOLD ITEMS are always appreciated and last for years, really stretching your advertising dollar.
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HIGH TECH PROMOS like Music Download Cards, Flash Drives, iPod Skins and Laptop Sleeves have widely varying prices.  Some items are only cost effective for very well targeted markets. But think of the value of 100 college students carrying their laptops around campus in a computer sleeve with your company's logo and message.
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DESK ACCESSORIES keep your company's message in sight all day, every day for months, maybe even years.
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DRINKWARE is extremely popular.  Make yours stand out and your message will be remembered.
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THAT'S JUST THE TIP OF THE ICEBERG, but hopefully some of these ideas that will apply to your business. 

So what's the best product for you?  We don't know yet.  You know your business, your customers and your message. We know promotional products.  Tell us about your business and the message that you want to get to your customers, and we'll help you find the right vehicle for your needs and budget.