Heed the Handwriting on the Wall
THERE ARE FEW things more attractive than a strong hand holding a weighty, well-designed pen. Maybe it’s a combination of the pen’s sleek finish, its brilliant gold or silver accents and its often intricate engravings coupled with the way the scribe’s pristine cuff (complete with cuff link) brushes the mahogany desk as the hand purposefully moves across a sheet of paper. Perhaps it’s the sheer idea of power associated with the whole thing that makes this a lovely sight to behold. Whatever the case, there is no question that writing instruments continue to be one of the industry’s top sellers, and with good reason.
According to a 2005 survey conducted by PPAI in 2004 and 2005 respectively, writing instruments accounted for 10.61 percent and 10.39 percent of total promotional product sales, ranking second only to wearables. So, what does 2006 hold for this market?
In the my-way-right-away society in which we live, it comes as no surprise that writing instruments would morph to suit the times. “With the iPod generation entering the job market, more and more promotional product recipients see tech tools as the norm,” noted Damian Want, senior vice president at Logomark, Tustin, Calif. Although some may think these high-tech gadgets are a fad, “multi-function, technological writing instruments, such as Logomark’s LS1000 USB Pen, will be seen as less of a trend and will become the wave of the future,” Want stated.
Jeff Robertson, marketing manager at Indianapolis-based Souvenir/Norwood, said dual-injection items and those with interesting grips are hot for 2007. “Also, the more muted color trends that we are seeing in other areas of the industry are starting to make their way into the writing instruments category,” he added.
Some of the newer technologies found in 21st century writing instruments include: styluses, USB drives, flashlights and lasers. In addition, Want said Logomark’s new Bettoni LS4640 pen introduces a WiFi detector. When was the last time a laptop signal could be detected from a baseball cap?