The "Write" Stuff

Despite the fact that technology dominates most aspects of everyday life, writing instruments are used every day, and as such, there is an ever-present need for them. They are an effective way to promote a name and/or brand and leave a long-lasting impression. Full-color printing with unique features and trendy finishes provide companies with further opportunities to write their own success stories—no pun intended!

ADG Promotional Products is seeing more full-color printing driven by digital printing capabilities, according to Bill Mahre, who notes the company is doing more and more personalized pens. “People love pens, but they like them even better when it has their name on it and it is easy to execute and affordable,” he comments.

Rhonda Reilly of Pilot Pen also sees trends in this market moving to full color and brand items. “These trends are being driven by more buyers searching online as well as searching for styles which fit their corporate ‘needs’ and responsibility,” she says.

Expanding on these sentiments is RJ Hagel at Goldstar. “We have seen an explosion of full-color decoration in the writing instrument market,” he affirms. “This is really the first year that many suppliers have offered it on writing instruments, so it will continue to grow in styles and capacity going forward.”

"The two biggest limitations full color has is imprint size and speed,” Hagel continues. “Because of this, silkscreen will continue to dominate, but we know end users are demanding full color more and more each day.” Additionally, soft touch or rubberized finishes on writing instruments will continue to grow. Additionally, full color capabilities vary among suppliers, so ask what options are available and their specifications. 

Steven Meyer of RiteLine USA agrees that soft touch barrels are a big trend as well as larger imprints. “Buyers are wanting to provide a very comfortable writing experience for the end user and also needing/wanting more room to provide information per the imprint,” he comments.

“The latest writing instrument designs are unique, innovative, and have features that can truly express a brand’s message,” Carrie Lewis at BIC Graphic states. “It’s all in the details, and clients no longer just have to rely on the imprint to promote the ‘essence’ of their business. Exclusive designs, on-trend finishes, and even custom grips give brands the opportunity to say who they are every time an end user picks up their pen.”

Well-priced metal pens continue to be popular, especially when there are unexpected elements such as textured bands or die-cut grips, Lewis continues. She also reports that retail trends have dictated that pens with prominent branding help establish the image of the company supplying the writing instruments.

PCNA’s Nicole Kyser notes fidget pens and light-up logo pens are currently trending at the company.

ADG Promotional Products’ newest pens have rubberized finishes (softech) and gel-hybrid ink cartridges on classic style pens which provide a softer feel, easy grip, and smoother writing experience, Mahre maintains.

One of RiteLine USA’s most successful new products is the Odessa Gel pen. “Priced under $1, with a thick barrel and two square inches of imprint area, it has flown out of our Dallas facility,” Meyer says.

This year, BIC Graphic has partnered with the high-end retail brand Caran d’Ache. “Known around the world for its Swiss-made quality, Caran d’Ache products offer outstanding design, writing quality, and comfort,” Lewis details. “Their writing instruments make great corporate and holiday gifts, especially the Caran D’Ache 849 Ballpoint Pen with holder included.”

Over at Pilot Pen, Reilly notes the company’s G2s still are the number-one seller and its FriXion pens are more popular than ever. And, PCNA’s Loomie Light Up Logo Pen Stylus is performing well—featuring a twist action mechanism and a bright LED light that shines through the imprint area. The rubber stylus is on top and the pen has a black ink cartridge.

According to Goldstar’s Hagel, the company’s Bowie Softy Pen is its top growth product. “It has the soft touch feel, a jumbo ink refill, gunmetal accents, and a super cool ‘mirrored’ laser engraved finish,” he notes. The company can also offer this pen with a digital full-color imprint.

Samples sell, suppliers assert. The best way to sell any pen is to let the customer try them out, Mahre of ADG Promotional Products points out. “The type and style of pen people like is very personal,” he states. “Some like a larger grip, heavier feeling pen, while others prefer a smaller grip and lighter feel. One thing everyone likes is a smooth, easy consistent ink flow and write-out. Bring several options in a low, middle, and higher end price point and let your customer take them for a ‘test write.’ It’s amazing how many people looking for a lower end pen end up buying the higher priced pens once they try them out.” PCNA’s Kyser agrees, adding that bundling with other products such as journals, stationery, and travel sets will also help.

Knowing the audience can also put pens in customer’s hands. According to RiteLine’s Meyer, pens should always be part of a company’s marketing. “They are a functional business card for the customer base,” he states. “But you have to be a bit selective in terms of type of pen and the supplier. Obviously, you want to work with a supplier that gets it. Provide quality finished goods, decorated correctly, shipped on time, and that provide value to the buyer. You can help increase that value by selecting the perfect pen for the client’s distribution plan. Pens with anti-fraud ink for a local credit union or stylus pens for a bank or tech firm. Knowing your customer will be important in selecting the right pen.”

Branding is also paramount. Lewis of BIC Graphic explains that there are options for every style, budget. and brand—whether the target is executives or the masses at a convention or show,” she comments. “BIC® branded writing instruments are a great example of this concept. Everyone knows the quality of a BIC® pen, but the audience is what determines if you suggest a BIC® Clic Stic® or a BIC® Worthington. She adds that premium-branded writing instruments are also gaining prominence since more and more consumers are looking to purchase from names they recognize and trust.

The best way to sell a brand name item is stressing the benefits of putting your client’s name on a brand which is a leader, Reilly of Pilot Pen adds. “You want people to have a lasting impression with the item that has the client’s company name on it,” she says.

Goldstar’s Hagel weighs in on the universality of pens. “They are needed everywhere,” he emphasizes. “Don’t be shy, it’s a huge potential market. Pens are fun and colorful and if you ask, 80 percent of people can cite for you their favorite pen. Wouldn’t that be something you would want your brand associated with?”

Case Studies
RJ Hagel, Goldstar: Grant Healthcare wanted to create one of the largest breast cancer awareness and fundraising events in the region. Located in San Diego, Grant’s hospital and foundation built a successful community event and needed to spread awareness throughout California and the Southwest region. Promoting the hashtag #GrantWalkSD, the marketing department knew they needed something fun and functional with an imprint area large enough to disseminate their message.

Staff handed out pens and other promotional items when attending events. Since 82 percent of women who use a handbag carry at least one pen (According to Power of the Pen), Grant felt that a writing instrument would be a perfect solution. They encouraged attendees to use the #GrantWalkSD hashtag to research information, learn more about their culture, and help spread awareness. Following the event, Grant’s website and social media traffic increased 140 percent. Over the course of three months following the walk, donor and volunteer interest grew more than 100 percent over the previous year.

Carrie Lewis, BIC Graphic: A business services provider implemented a touch screen inventory management/billing system for on-route sales representatives. The company ordered Souvenir® Sol Stylus Pens (#55942) to distribute to employees during the new system launch to help with ease of use in the field. The pens were imprinted with the website and phone number of the technology help desk for the new system. The employees liked the pens because they could easily transition from paperwork to their hand-held device. The contact information for tech support being imprinted on the pen alleviated phone calls to the wrong department and minimized the amount of time systems were down.

A pet food manufacturer partnered with a nationwide pet store to provide food samples during special adoption and vaccination events. They also wanted to add a branded item to accompany the sample that would be kept and used by the new pet owners. They chose the Souvenir® Saga Pen (#55937) because the pen colors matched their corporate branding in an elevated style at an affordable price point. The pens were distributed at pet store events, the manufacturer was happy to participate in a goodwill campaign and provide a useful item with a longer lifespan than just the food sample.