The Chicago Tribune highlights an employee who exclusively writes her notes in pink ink. When questioned why, she states, "People know that when they see pink ink it's my comments."

It’s those small details that make a big difference in a workspace and help employees to build connections with others.

Consider the evolution of the pen:

The very first pens were invented around the 4th century BC, when ancient Egyptians used reeds to write on papyrus.
Feather quill pens were the perfected version of these first pens, created by historians like Isidore of Seville and the authors of the dead sea scrolls.

Fountain pens were invented in 1827 by a Romanian inventor named Petrache Poenaru. This pen revolutionized writing because it was self-fueling, which eliminated the tedious days of dipping the pen in ink in order to refill it.
Ballpoint pens evolved in the 1900s when British World War II pilots needed a pen that would be able to write at high altitudes and that wouldn’t smudge the way a fountain pen did.

Canadian philosopher, Marshall Mcluhan, argued that tools like a pen or typewriter are the mediums that help us to extend our intellect or senses. Pens are effective tools that give people the power to share and communicate with others, creating a pathway from the mind to the outside world in the form of writing. Pens, although simple, are integrated into daily life; they are constantly in the background, enabling us to keep track of our thoughts and to maintain connections with others.

Around the 1950’s and 60’s, companies realized that pens provided a unique marketing opportunity. Familiar brands such as Pan Am, Walt Disney Studios, and Pepsi began to print and engrave their logos and brand name on pens, and the idea stuck. These pens worked to circulate the brand name, and taught people to recognize and trust the company that created them. As any experienced marketer will tell you, “The more your brand’s logo is displayed in your advertising efforts, the more trust and identity you will build from the public, which in turn will lead to more sales, profits and revenue.”

Promotional pens are great because they can be brought into almost any type of space or work environment. This is especially true in the financial space, because many people find that they need a pen in order to record certain facts and figures and to calculate rough estimates. Providing promotional pens would be supplying people with something that they would need to go out and purchase otherwise. This simplifies their experience, which creates value.

Outside of the financial space, people like to keep notes in order to solidify concepts in their minds. This idea is supported by a study from The American Journal of Psychology, which found that the process of note taking provides effective memory cues, even if the notes are only jotted down and never reviewed again. Simple gifts like company pens can be used almost anywhere, making them a great promotional choice.

Statistics show that about “77% of product recipients indicated that a product’s usefulness is the primary reason to keep it.” When a company decides to give a pen to one of their patrons, they are sending a message that states, “we care about you and even the smallest details that make your life easier.” This is partly why promotional pens continue to make an impression, and why customers choose to hang on to them even for years afterwards.

Promotional pens can often be found in banks, hotel lobbies, board meetings, and anywhere else that would require a great deal of note-taking. These pens can range from simple to sophisticated, depending on which material they are made from, and what their main purpose will be. When it comes to creating a promotional pen, there are a variety of options to choose from; we recommend creating three types of pens: the client outreach pen, the employee pen, and finally the signature pen.

The client outreach pen is the physical representation of your company’s brand. Widely distributed, this pen should reflect your brand in its entirety, from the unique design elements, to the quality of materials used to construct the pen. The creation of these pens should work to reinforce the marketing message of your brand and attract new clients. For instance, if the company colors were green and black, the pen could be black with the logo embossed in green. If your brand is more on the minimalistic side, then the pen would match that aesthetic with a muted color palette and clean lines. These pens are all about number of impressions, and can be strategically placed in cups throughout company locations, or delivered in the mail along with promotional flyers and brochures.

There would then be a second tier of pens, known as the employee pen. As the name suggests, these pens are given to employees of the company. This deliberately sends a message to employees that they are recognized for their hard work, and that they are appreciated. New hires and long-term employees of your company could also receive these pens in a gift box along with other swag, like notebooks, T-Shirts and coffee mugs.

The third and final tier would be called the signature pen which are given as an anniversary gift to loyal associates, or to clients who, after using the pen, are given it as a token of appreciation. These pens could be ballpoint or fountain and made from a variety of materials such as resin, titanium, or sterling silver. Then, they could be packaged in a case or gift box, with a congratulatory note or card from the company. As a finishing touch, the pen could be engraved with the date or the name of the recipient. According to the Chicago Tribune, “...in the United States and Europe the demand for luxury pens is higher as these are preferred as gift items and are nowadays perceived as fashion accessories, similar to high-priced watches.” People enjoy using and collecting pens like these because they elevate the experience of taking notes, and they are pleasing to the eye.

Pens began as simple and functional tools, but they continue to make an impact because of their ability to make a great impression, to change depending on the needs of the designer, and to be integrated into almost any space.
When companies take the time to create company pens, they find common ground with their associates and clients and demonstrate a desire to fulfill any of their needs, no matter how simple or basic.
By creating three types of pens, a brand communicates their versatility and brand presence while simultaneously attracting new clients and maintaining employee satisfaction. However, these three types are simply a guide to get started; the number of options available when creating promotional pens are limitless. You could take inspiration from history and choose to design a feather quill pen as your promotional pen. Or, for a multi-colored writing experience, you could make a promotional pen with 2 or 3 separate ink cartridges.

Need help brainstorming for your own promotional pen? Contact the Amplifi team today to get started.

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Written by Michelle Fecteau for Amplifi.

Promotional Pens: An Excellent Tool When It Comes to Brand Extension