Pens as branded merchandise; When you’re thinking branded merchandise, think … pens?

September 07, 2012 at 7:00 AM

When companies think about branded merchandise, they know there’s an ever-expanding universe of choices. Companies will often look at apparel, sporting goods, camping gear, all sorts of things to match, or align, with their brand image. But often overlooked is a very effective promotional item: the humble pen.

A pen, you ask? Isn’t a pen something insurance agents, accountants, tool and die shops, and dry cleaners give away? How does a simple pen fit into my branded merchandise strategy? 

To all you doubters, I say a pen is a very effective promotional item, and that’s exactly why all those insurance agents, accountants, tool and die shops, and dry cleaners give them away.  In fact, a pen is one of the best advertising values money can buy. Considering that the average branded pen will have seven different owners over its lifetime, that’s a lot of eyes looking at that pen and a lot of brand impressions made ... for very little cost.

Some people would argue that a pen is the equal of—or even better than—a business card. That may or may not be so, but here’s what a recent survey revealed: People like pens; pens are “in.”

• One study revealed that 54% of people surveyed owned branded pens making them the most commonly owned promotional item. 
• The average pen made 363 impressions per month–that means a pen and its brand logo were seen 363 times per month by current or prospective customers.
• It was also that 40% of branded pens were used at least twice a day.

What does all that mean? Simply, that useful promotional items are valued, people remember brand names on products, and branded pens get lots of visibility.

But the best part is the low cost of advertising on a pen. The cost per impression of a branded pen is 0.002 cents. (Yes, the decimal point is in the right place.) That is a lower per-impression cost than any other form of advertising. And when you consider the potential ROI of these modest branded promotional products, they’re an incredible bargain. The obvious conclusion: your investment goes further, costs less, and has the potential to offer greater brand visibility.

Pens don’t limit your message either. That little cylinder has plenty of room for a logo and a brand imprint to be placed on the pen barrel where it can be easily seen. Anyone using your pen will know exactly where it came from—and how to find you.

When every customer gets a pen, then every pen displays your name, increases your visibility, and keeps you in front of current and prospective customers. It’s the most cost-effective form of advertising you can find. Pens are also versatile. They can be distributed on their own or as one component of any marketing promotion you’re doing. And with so many styles of pens available, it’s easy to find the one just right for your business or promotion.

Bottom line: don’t knock the pen. When it comes to branded merchandise, the little pen is significantly mightier (and significantly less costly) than the sword.

If you want to make your brand stand out even more, extend your marketing strategy to branded merchandise of all kinds.