Of all promotional products available, one of my favorites has to be pens. I know they aren’t the “newest” or “trendiest” things out there. But they are an item that’s used. Over and over again. They are an item well worth your promotional product dollars.
According to the Advertising Specialties Institute, the leading promotional products organization, over 50% of US consumers own logoed writing instruments. You probably have one in your hand or close to you right now. The average cost per impression for writing instruments is 1/10 of a cent. Think about that a for minute. So let’s say you bought a pen for .55. You would have on average, 550 impressions for that one item. Tied with bags, that is the lowest cost per impression in the industry!
The reason? Pens are an item we all use. We have a need for them almost every day. And what happens to your favorite pen you picked up somewhere? It gets picked up by someone else and those impressions keep on going. But I do want to offer a word of caution before you go out and buy any pen.
There are a lot of pens available to put your logo or message on. You would do well to make sure you are getting the best option for your money. Before I knew better, I had a customer that wanted the cheapest pen possible. Of course, wanting the sale, I found them the cheapest pen I could in the colors they wanted with the features they requested. Not too long after I ended up at the same trade show they were at and they were using the pens I sold them as a giveaway and enticement to sign up for more information. Soon after the show started, they approached me at my booth and discretely told me that the pens I sold them weren’t working. In fact, their potential customers were leaving broken and ineffective pens at their table and walking on. Not only did they have pens that didn’t work, but think about the message that gave to their potential customers.
Who would want to do business with a company that didn’t think well enough of their customers to offer a working promotional product? They could have done just as well by throwing that money in the trash. We replaced the pens with a higher quality one at no cost to them. They continue to be a customer and I learned a lesson I keep with me still.
The next time you consider promotional products for your company or organization, think about how far you want to stretch your dollars. We are all looking for ways to get the most bang for our marketing money, and pens just might be the item to best fit your marketing strategy.
Jason Nugent is an Account Executive for Silkworm, Inc. Jason knows about more than just pens, he is one of our most seasoned wormers. Jason takes a lot of pride in helping his customers find the perfect promotional items for their business or event which is probably why he is a four year member of the million dollar club! If you want an account executive that can double as your trivia partner, Jason is your guy. firstname.lastname@example.org