Even in the midst of the rapidly expanding “swipe and type” age of communications, there remain myriads of circumstances when actually writing or signing are necessary. Hence, writing instruments are not anywhere near becoming obsolete.
According to Margit Fawbush of BIC Graphic, writing instruments continue to be a top-selling product category – both ASI and PPAI reported it as the second-largest product category (2014 year end data). Globally, the market for writing instruments is projected to reach $17.5 billion by 2020. “This is driven by product innovations, an increase in home offices, growing interest in luxury writing instruments and increasing literacy rates in emerging countries (according to Global Industry Analysts, Inc., November 2014),” she cites. “In the U.S., 50 percent of consumers own logoed writing instruments. Writing instruments are the most commonly owned promotional product and are used most often – over 18 times per month!”
Writing instrument suppliers demonstrate how powerful the “free” promo pen is through their own daily experiences, showcasing the sheer number of sales opportunities that can exist.
Josette Bosse of Bay State says, “I’ve personally have received free pens from banks, hotels, trade shows and realtor offices. Accidentally, I take them all the time!” she quips.
Paula Dzik of Gold Bond relates that her teenage step-daughter loves anything with sparkles. “So, while getting a bracelet repaired at a jewelry store, I asked for their dazzling pen – she was thrilled! It’s been a big year for us: marriage and a new house, so we’re signing documents left and right. From wills to financial planning, house closing to a joint bank account, we’ve received pens at every milestone. Last week we went to two college fairs with one of our daughters; what were the giveaways? Pens.”
Overall, observes Bill Mahre of ADG Promo, it seems like every business entity uses writing instruments in some fashion to promote their brands because everyone uses pens and they are a simple, reliable and cost effective marketing tool. “Pens don’t go out of style and can be used by all demographics of a business,” he says.
Buyers have specific desires in mind when it comes to purchasing pens. Mahre says that one priority may be an imprint area large enough to present the business story in a few short words/phrases. “Some pens like ADG’s Magna Logos (three times larger than normal imprint area) or the High Definition Imprint (HDI) full color pens offer a storyboard appearance to communicate more information and create greater visual impact,” he explains.
Erika Greaney of Makana Line also views the imprint area and unique processes as giving customers a distinction. Most suppliers, she points out, are either screen printing or pad printing a single color imprint with the client’s logo. Makana Line offers a full-color epoxy dome imprint, which is usually placed on the clip as well as screen print a one-color logo on the barrel, thereby giving the buyer double the imprint space and exposure at no additional cost. “This printing method has been a huge hit with our distributors and we have noticed more reorders in this category since launching this full-color option,” she relates.
Hub Pen’s customers, says Mike Fleming, “love our smooth writing inks and we have introduced several new pens featuring hybrid inks. Sales in hybrid ink pens have increased by 67 percent in the last year. Our ultra-smooth writing Javalina and Mardi Gras pens are our best-sellers so the demand for better writing inks is huge.”
Another aspect a variety of buyers may place as priority is colors, especially trendy hues, Fleming notes. Popular logo colors often follow these trends, Hub Pen selects what works best for its distributors and their end-users.
In Dzik’s viewpoint, businesses with strong brand equity tend to prefer a white barrel with accents in corporate colors. “This brings the focus to the brand and keeps the colors immediately identifiable,” she explains. “Companies with more brand flexibility often want a pen with personality. They’re open to metallics and clever clips; design becomes the focus here, choosing a pen that will become someone’s favorite.”
There are also quite a few trends arising in popularity that may serve as attractive selling points. According to Mahre, stylus pens are popular, with the increased reliance on smartphones. Other popular features are pens that have extra benefits such as a light or highlighter. Fawbush agrees, seeing an increased demand in technology-driven products, particularly for business gifts. These pens can include a touchscreen stylus, LED flashlights, multiple ink colors or even USBs.
Fawbush observes that gel pens remain a popular choice, and one of the reasons is that the pigment is suspended in a water-based gel that supports a higher proportion of pigment allowing it to show up more clearly on dark or slick surfaces. In addition, “blue ink is gaining popularity as more and more industries require a blue ink signature to distinguish original documents from copies. Colorful ink colors are also popular at retail.”
Further, trendwise, Fawbush adds, the industry is seeing increased demand of low-priced metal or aluminum writing instruments that target a more youthful demographic with miniature styles and vibrant colors driven by fashion and home trends. “Finally, of course, smooth-writing action is critical,” she notes, “so no matter how many bells and whistles a pen has, if it doesn’t write well – it won’t be kept or used with any frequency.”
But Mahre points to another key element in a pen that allows for a fun writing experience. “Smooth ink as an individual trait is not really a meaningful factor – but having a quality nib at the tip of the pen is a critical component,” he points out. The nib is the small ball that releases ink and comes into contact with the writing surface.
Overall, when it comes to presenting the numerous writing instruments available to clients, Mahre says that buyer decisions often focus on perceived value, quick turns, and knowing that the pen works and feels/looks like it costs more than it does. “For whatever reason,” he relates, “pens still are often a last minute purchase so knowing where you can get production time done without a lot of hassle and excess charges is equally important.”
Mike Fleming of Hub Pen: “Which came first the business or the pen? When it comes to Tri-Care Automotive in Baton Rouge, it was the pen! HALO rep Betty Pope has been working with Tri-Care for years, to the tune of 40,000 pens out in the community. Lance, Tri-Care's owner, is a firm believer in brand recognition, putting his advertising dollars into the community with ads on bus stop benches, and the very popular Tri-Care pen – Hub Pen’s Mardi Gras Jubilee. The pen proved so popular that people would call the shop asking when they were getting more in. Tri-Care fans also photograph the pens wherever they are found and send the pictures to Lance. Lance decided to create an advertising campaign around the pen, putting it in the hands of the signers of the Declaration of Independence in a clever TV commercial. Betty is glad to keep ordering the pens for Lance and he is glad Tri-Care is number one in Baton Rouge.
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| Enjoy smooth and break-free writing with Bullet Line's Acu-Flow™ ultra-low viscosity ink and Swiss technology silver nickel writing tip. |
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These beefy pens from Alpi International feature comical caps that fit snuggly on either end. Currently in four styles – a bird, clown, cat, big-nosed guy – this pen can feature a custom-made topper.
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The Astley from Cedar Crest features a sharp clean metal design with fine detailing and knurled non-slip grip in five fashion colors.
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This stylish slim barrel pen and stylus from Goldstar is trimmed in nine bright colors and a stylish basket weave grip. It features the SimpliColor™ printing process giving you a huge imprint area with virtually unlimited colors.
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Paired with a coordinating Classic SD Swiss Army Knife, a pen combination set from Victorinox Swiss Army is the perfect promotional duo. With imprinting available on both the pen and knife, your company’s message will always be in the forefront of the users mind.
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The Sheaffer® Sagaris Ballpoint is one of the many writing instrument styles available from Leed's.
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