It needs to be something different. Nobody needs another coffee cup or water bottle, though the first one collected is useful and gets kept.
Good pens (good meaning writes consistently and easily and handles and pockets easily) are always good because they are lost or run out of ink.
Note pads aren't bad.
Some of the best I have ever received are non-working product samples. I suspect they came from the reject piles, but when they are new to me technology they become keepsakes and show and tell items.
T Shirts work, even if they are only worn when crawling under the car.
I am totally sympathetic with those who don't give anything until there has been a discussion, a mailing list sign up or other screening procedure. The swag collectors are too common, and the swag would really be better if those in the decision chain could really believe that sales were affected.