On the Ballpoint

The British Medical Journal recently reported the bizarre story of a woman who accidentally swallowed a pen a quarter of a century ago. 25 years later, the pen was discovered and appeared in scans to be still intact. When it was removed, to the surprise of the patient and her doctors, the pen still wrote. While this gastric adventure is an attention-grabbing and extreme tale of the enduring qualities of writing instruments, it illustrates the product's uncanny ability to stand the test of time.

From peace treaties and political volleying, to the simple symbolic act of signing on a new home, putting something in ink has real meaning. Promo Marketing spoke to Bill Mahre, president, ADG Promotional Products, Hugo, Minn. and Laura High, senior trade marketing manager, Norwood & BIC Graphic North America, Clearwater, Fla., to find out what really matters when selling writing instruments. (However wildly fascinating it may be, eating them does not make the list.)

1. CLICK PENS ARE TIMELESS
Bill Mahre: Obviously the convenience of the click pen has become more prevalent over a number of years. Overall pens are used by just about everyone on a daily basis (including younger people) and will continue to be a cornerstone of marketing efforts for companies, organizations and individuals for decades to come.

Laura High: The BIC Clic Stic, [celebrating its 25th anniversary] is definitely a timeless mainstay of the industry, but many new features and benefits have been added along the way. Today, the Clic Stic is available in over 400 barrel and trim color combinations.

2. A SAMPLE IN THE CLIENT'S HAND MAKES ALL THE DIFFERENCE IN CLOSING THE SALE
Mahre: [Writing instruments are] inexpensive sales tools. So, put a sample in the client's hands. Also, distributors need to find out what is trying to be accomplished [by the client] and what image and message a client wants to convey. An inexpensive plastic pen sends one message, while a full-color solution offers up something different, and finally a personalized metal laser-engraved pen or gift set creates a really unique option.

3. FASHIONABLE COLORS, STYLISH BARRELS AND "MINIS" RULE
High: We are seeing an increase in the popularity of mini writing instruments across all price points, as well as trendier, more fashionable colors in the high-end metal writing instruments range.

Mahre: What we have noticed at ADG Promotional Products is an increase in requests for a wider range of color options for barrels. Gold styles and looks are also making a comeback.

4. THE MOST COMMONLY OWNED PROMOTIONAL PRODUCTS
High: Research shows that the most commonly owned promotional products among all consumers are writing instruments, which have over 350 impressions per month. Distributors should also note that writing instruments are frequently repeat purchases, often they are annual orders for nearly the same item and imprint. Sometimes they come in even more frequently.

5. SMALL SAFETY AND STYLE DIFFERENCES MATTER
High: BIC products and inks comply with the strictest international product safety laws and standards. [Distributors] can be confident you are promoting a product from a company where safety is a fundamental priority.

[Also,] BIC pens have a durable tungsten carbide ball, the only substance harder is diamond. This contributes to consistent writing. And lastly, high-grade materials are used to help prevent twisting, breaking, separating, corroding or leaking. Our writing instruments must pass over 20 quality tests. This ensures a lasting professional image.

Mahre: If you take the higher-end brand name pens out of the equation, as they deliver an entirely different message and image, and focus on traditional ad specialty pens (plastic and metal low-to-medium price points) from top suppliers, you will find most of the internal components like the ink cartridge are very similar in writing life cycle. Essentially, [the differences] come down to visible aspects like: style (uniqueness), customer service, turnaround time, special needs like full-color and numbers of line of copy.

6. THINK TECH AND TRADE SHOWS
Mahre: Technology companies are a growing market. Also, more organizations are using pens for trade show giveaways. They are also using them as a substitute for business cards and new client meetings. This market had very strong business results over the course of the last two years.