Unique, Multifunctional Designs Dominate Writing Instruments

Pens are extremely popular promotional items. Always a classic, they are used daily—with many people having a favorite style they will always return to. It’s a prime opportunity for distributors to present their clients with the latest and greatest in these items, as they feature serious lasting power. Fun finishes, unique features, and multifunctional items are currently trending in the market.

According to PCNA’s Kevin Andrews, some of the biggest trends with regard to writing instruments are incorporating the function of a pen with something else, such as a ballpoint pen with styluses, bookmark pen, and a light-up pen with a rubber loop for attachment to items such as bags and notebooks.

Bill Mahre of ADG Promotional Products notices an increase in demand for writing instruments that are unique and have that little extra “wow factor” to really captivate a client’s attention and help them stand out. “These trends continue to evolve as different technology becomes available and features on writing instruments are not only functional but exciting,” he explains. “We are seeing clients that want many of the following features and in some cases all in one instrument—such as a stylus on their pen as an everyday necessity, larger decorating areas or in full color to handle the more complicated branding layouts of today’s marketplace, brighter colors that catch people’s attention and that are not the typical norm, backlit pens that showcase a client’s logo, and smoother writing experiences.”

Fun finishes combined with unexpected features are hot at BIC Graphic—particularly those that highlight and imprint—according to Carrie Lewis. Popular items include a light-up pen that shines a bright LED light through a laser-engraved logo. Trendy finishes such as marble, jewel tones, and metallics are prevalent to showcase a modern brand message and are social media post-worthy, Lewis emphasizes. “Well-priced metal pens inspired by the retail market remain popular this year, carrying over from 2017,” she adds. “Sleek designs and unique grips/clips add a modern look to styles that promote a fun and quality brand.”

Additionally, as the back-to-school season approaches, multi-function pens are especially in-demand, Lewis maintains. “Pen-highlighter combos, spinners, stylus, and screen cleaner features make writing instruments more useful and practical,” she states.

RJ Hagel at Goldstar sees soft-touch, rubberized coatings as the number-one trend going on in 2018. “The coating process sprays a clear or colored coating over top of the pen’s finish, giving the entire spray area a ‘soft touch’ or rubberized finish which mimics a texture that traditionally came from a rubberized grip,” he says. “The trend is driven by strong consumer product adoption with dozens of product categories—from drinkware to cell phone cases, tools, and e-cigarettes.

“The second trend we see happening is in LED lighting, specifically to backlight a logo once it’s been engraved,” Hagel continues. “LED lighting and its componentry has gotten small enough to build the technology into writing instruments without completely disrupting the usability of the pen itself.”

The third trend at Goldstar is the adoption of full-color writing instruments, Hagel adds. “Traditionally, the process was slow and expensive which doesn’t translate well into large scale production as with bulk promotional writing instruments,” he notes. “As machines have gotten faster, more flexible and less expensive to operate, this decoration method has grown in popularity.” 

Stylus pens are also popular at BelPromo, according to Alan Tabasky, along with metallic colors. “For us, the lower priced segments are growing faster than the higher price points.”

Over at Pilot, tech items are on point, Rhonda Reilly states. “The demand is also shifting to brand, which is very good for us,” she says. “Plus, pens which have multi function seem to be hits, such as light-up and stylus.”

Writing instruments featuring innovative designs are at the forefront at RiteLine LLC. According to Steven Meyer, distributors will want to present writing instruments that have fresh colors, unique features, and above all else—design. “Something that immediately says this isn’t a commodity but a new take on an existing useful tool,” he comments.

In order to address these trends, suppliers of writing instruments have introduced many exciting new products. Goldstar has a new top seller in its Ellipse Softy Pen w/Stylus (Item: LNS)—an aluminum pen with a soft touch rubberized finish that is offered in 13 colors and decorated with a full color imprint. “Although Goldstar has been into full color decoration on plastic pens for years, this was a first entry into decorating full color on metal, now offered on more than two dozen styles,” Hagel comments.

PCNA has also launched some new pen sets—many with multi-function/stylus pens. The Leed’s 0011-79 elleven™ Dash Stylus Pen Set features distinctive gunmetal upper barrels, Andrews explains, with the bottom barrels showcasing a cut-out dash pattern. “The soft, rubber stylus is ideal for navigating on iPads, iPhone, Androids and other touchscreen devices,” he notes. The pens include premium black ink cartridges and an elleven™ gift box.

Leed’s also has a pen with a new power coating finish. The 1066-28 Cutter & Buck® Owen Roller Ball boasts an exclusive Cutter & Buck® design. “It has a matte gold powder finish with shiny chrome accents; cap-off mechanism; and subtle branding on middle ring, pen clip, and grip,” Andrews details. It includes a premium black roller ball ink cartridge as well as a two-piece Cutter & Buck® gift box.

Pilot has debuted its Fine Writing-MR’s and FriXion LX to the company’s line which has given Pilot a stronger position in the executive gift line, according to Reilly. “Our FriXion pens (number one erasable pens in the U.S.) seem to be a top seller,” she adds.

Meyer at RiteLine reports the company’s fastest growing product is its 3D clips. “Stock industry clips for as little as .03(G) or completely custom clips on our Alamo family pens are a breakout in the marketplace,” he says.

BIC Graphic’s Lewis is excited to report that the company’s new Ion Light-Up Pen (#55875) adds a little “fun” to the promo pen. “A bright light shines through the laser engraved barrel to really highlight the imprint,” she elaborates. The twist-action pen comes in trendy metallic colors with black ink and stylus.

Tried-and-true classics with a twist are another fun way to take a brand message to the next level, Lewis continues. “A BIC® Digital Clic Stic® (#DCCSSTY) updates a promo standard with full-color, full-barrel imprint capabilities and a click through capacitive screen stylus,” she states.

The BIC® Intensity® Clic™ Gel (#ICLGEL) is consistently a top seller because the variety of pen colors combined with ultra-smooth gel ink in a variety of trendy colors is appealing to any client, Lewis adds. “The automatic clip-retracting mechanism is especially useful in fast-paced environments like the healthcare and food/beverage industries.”

According to Lewis, writing instruments are always a top selling category, and BIC Graphic is expanding its product offerings with new items such as colored pencil sets (#55873), fully rubberized pens, and new ink technology.

BelPromo’s best sellers include multi-functional instruments, such as highlighter and pen combinations, stylus and pen combinations and lower priced aluminum pens with laser engraving options, Tabasky maintains.

Over at ADG Promotional Products, Mahre shares that the company’s Illuminated pen line continues to be a top performer. “These pens are revolutionary with the ability to be laser engraved with text or a logo and when they are turned on, a light inside the pen illuminates the imprint making it really impactful impression!” he enthuses. “Lines at ADG’s booths during PPAI Expo and ASI shows for sample pens was a strong indication that this pen was not just another writing instrument.” The ADG Illuminated pen line-up now offers a variety of styles, barrel colors, stylus colors, “free” Magna Imprint size for decoration (3/4” area which is 300 percent larger than normal laser engraved pens) and multiple light up logo options including the recently launched Accent which features a full color backlit image, Mahre adds.

Promotional products suppliers agree that pens are easy to promote because they are an item that is used every day, several times a day. BelPromo’s Tabasky points out they are also economical and useful. “Everywhere you go, everyone you meet has multiple pens on their person, in their car, on their desk,” he comments. “As much as we seem to be going digital, we all use pens and we use many! How many times have you gone to a restaurant and signed the check with a pen that has a logo from somewhere besides the restaurant—which is another testimony to their usefulness as an advertising medium.”

PCNA’s Andrews notes that pens are a great way for clients to get their message out. “Due to their everyday use, the customer/consumer is most likely to keep and use a promotional pen,” he affirms. “From professional use to personal use, a promotional pen is a lasting impression. Because everyone uses pens this is also one of the most versatile promotional items.”

Expanding on these sentiments is Lewis of BIC Graphic. “Writing instruments are a cost-effective promo with high impressions,” she says. “Putting samples in clients’ hands is an easy way to identify what they like and how to best convey their message. Focus on what is a priority for each client to present options in styles at price points that work with their budget.”

Hagel of Goldstar agrees that samples are powerful tools. “Samples truly sell, especially with rubberized finishes,” he comments. “The experience of the feeling the pen gives to your hand can only be had from touching the product and feeling the texture in-hand.”

Finally, Reilly of Pilot believes in the power of the brand. “Writing is an art and people still write every day,” she concludes. “What better way to show your logo or message than on a pen which is in someone’s hands at least five to 10 times a day.”

Case Studies
Carrie Lewis BIC Graphic 
A chiropractic office wanted to inform clients and others about their range of services beyond just adjustments. They liked the #CSWBMES BIC® WideBody® message pen because the rotating messages about massage, physical therapy, MVA, and worker’s comp claims helped clients and potential clients see they offered much more than just chiropractic. The pens were distributed to patients, at trade shows, and to other businesses in the community like attorneys, insurance companies, and gyms. The office placed several 1,000-piece re-orders of the message pen and its success has provided opportunity for additional promo items as well.

Bill Mahre, ADG Promotional Products
A number of ADG’s best-selling pens offer the Magna Imprint which allows us to achieve a larger imprint area that is able to wrap around the barrel and makes it ideal for Clients who have more detailed logos. A distributor who was looking for ideas for a large cruise line. When the cruise line’s marketing department saw their logo featured in lights on ADG’s Luminate Delta Pen, and was customized to match the cruise lines colors it was easy to see the power of promotional products helping commemorate each person’s cruise—a memorable and impactful marketing solution for only around $2.