A look at your own desktop will probably reveal multiple pens and pencils displaying a logo. There’s a reason the promotional popularity of this medium has endured over the years, second only to imprinted apparel. Writing instruments are daily tools that recipients not only see, they hold – therefore increasing the time spent with the product, your logo and advertising message. Frequency of use is high and therefore cost-per-impression is low.

Your choices in writing instruments – including pens, pencils, highlighters and markers – range from the novel and inexpensive to the elegant and expensive. Some are designed for amusement, multifunction offering a stylus, flashlight, etc. Here is where your trained Promotional Advisor at Black Dog Promotions can help you sort through the options to match your target audience to the item that will be most appropriate.

There are lots of beautiful pens in various styles that are based on trendy fashions rather than long-term quality. These are better at making an immediate statement than building lifetime loyalty. While many people will admire and appreciate a funky bright pen that also writes well, not many will lose sleep over the subsequent loss of a plastic pen – regardless of how “fabulous” it is. However, there is a certain amount of memorable mileage gained from the original impression, and the pen will likely end up in another person’s hands if lost by the original recipient.

Low cost (anything from $0.50 - $5.00) in a pen is best considered a promotional item – not a gift. In this case your objective is to give out lots of them, and hope they travel far and wide, with your company name / logo / message clearly there for all to see. One manufacturer’s study showed that the average pen may have as many as eight owners, due to pass-along value or the fact that many people tend to inadvertently walk away with other people’s pens.

Be careful to avoid giving away pens of questionable quality that look good but do not write well, or the type that only lasts a short time before running out of ink. This only serves to cheapen your company image.

On the other hand, if you want your clients to really appreciate a nice pen as a gift, then it pays to ensure that it both looks and writes like an expensive pen. If it’s refillable, will your recipients be able to easily obtain refill cartridges? The best choice in a quality pen as a corporate gift is to go with a recognised brand, or a writing instrument that offers a lifetime guarantee – especially if you want you client to keep (and appreciate) it for a very long time.

The imprint itself will also affect the value of the pen in the recipient’s minds. How you customise a pen depends somewhat on the style. A low-cost plastic option will look better if colourfully pad printed whereas the more expensive metal pen might be most suited to engraving or even printing tone on tone for a classy, embossed look. Personalisation also serves to ensure the long-term value of a pen, as very few people will dispose of a pen (or anything else) that has their own name on it!

 *excerpt from "The Power of Promotional Products" by David Blaise & Maria
Carlton. Copyright 2004. Reproduced with kind permission. Copy modified to
suit Australian Market.