Four Tips For Utilizing Promotional Pens In Advertising

Television, radio and Internet ads can cost a large amount of money for a short window of exposure. Promotional items, on the other hand, require a relatively small investment and garner repeat exposures for a company brand over an extended period. However, promotional products must capture the attention of a broad audience in order to generate a high Return on Investment (ROI). Four simple tips can help business owners create promotional pens that connect with targeted consumer markets.

1. Quality Counts

Pens are sold at many different price points. While it may be tempting for business owners to purchase the cheapest possible pens to use in their advertising campaigns, this choice may come back to haunt them. Recipients of promotional items form an opinion of a company based on the quality of the gift they receive from it. If prospective customers find that their pens break quickly or do not write well, they will subconsciously assume that the company which distributed the pens is low quality as well.

Business owners should invest in the highest quality pens they can reasonably afford. Most promotional items companies offer discounts for bulk purchase quantities, which may make it easier to afford a higher quality item.

2. Contact is Essential

If a prospective customer is impressed by the printed pen he receives, it is imperative that he be able to discover more about the company that distributed it. The marketing head of a company should always check the proof before allowing a promotional company to print a large number of pens to make sure that these key contact elements are included:

* Company name

* Company telephone number

* Company email address

While it is not essential that all businesses include a physical address on imprinted pens, it is a good idea for companies that operate primarily out of a storefront location. This way, prospective customers can stop by to check out the business in person.

3. Style Matters

Recipients of printed pens will likely use their gifts out in public. This makes it imperative for marketing departments to create promotional writing implements that a prospective customer is proud to display. If the pen embarrasses the recipient due to "loud" colors or a gaudy graphic, it may wind up in the trash can.

A solid and understated color like black or blue is ideal for imprinted pens intended for an adult audience. Glitter or flashy colors should be reserved for teen demographics.

Any graphic design on the pen should be tasteful and visually appealing. Centre the graphic in the middle of the pen so it catches people's eyes whenever it is in use.

4. Distribution Determines ROI

The best pens in the world may do little good for a company if they fall into the wrong hands. It is essential that marketing departments do extensive research before distributing their promotional items to the public. They should work to discover which places their target markets congregate to ensure that they are only giving printed pens away to men and women that represent the demographic being targeted for advertising.

If prospective customers of any given business use their emblazoned pens on a regular basis, they are likely to call that business to mind the next time they need a related service or product.

A few basic tips can take any printed pen advertising campaign to a whole new level of effectiveness.

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The author has an interest in promotional pens but doesn't claim to be an expert - however, if you need real expert advice and help on promotional and custom pens the people at http://www.logopens.co.uk/clubrowcreations/ are held in high regard, have had some great reviews, and come highly recommended.

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