The best forms of marketing are those that place the name of the advertised business in front of as many people as possible. For it stands to reason that a person cannot buy a product or service he has never heard of. Business names are printed on everything from coffee mugs to billboards, hoping to make a lasting impression on the potential consumer. Promotional pens, however, take this form of imprint marketing to a new level.
Leaving a pen on someone's desk, or handing out a pen as a free goodie at a trade show will have a result similar to placing a note in a bottle and setting it adrift. Pens tend to float around the planet on silent wings, appearing stealthily in purses, on desktops, at bank teller windows or in virtually any public venue. No one knows how they acquire most pens. The pens just seem to materialise under a groping hand as it seeks a writing implement. After a quick signature has been scrawled, or a phone number or email address has been printed, the author will glance curiously at the pen, turning it slowly to read the inscription on the side. The business name printed there will be forever imprinted on that individual's subconscious brain. A subliminal seed has been planted, and subliminal messages make for effective marketing.
As the promotional pen leaves the writer's hand, it can do one of two things. It can be laid back down for the next unsuspecting hand to pick up, or it can hitch a ride in the pocket or purse of the more sticky-fingered consumer. Months may go by as the pen gets offered to friends, family members, and even strangers who seek a writing utensil. Each hand that uses the pen is connected to a set of eyes. The eyes read the business name on the pen. The brain that's connected to those eyes will store that name for future reference. And so begins the insidious marketing method used by so many businesses today.
Because pens can be printed with such a variety of colours and styles, the possibilities are endless. Any business can design a pen that reflects its image, and any business can afford this simple, yet effective form of advertising. Business professionals may decide to inscribe their name and credentials on pens, handing them out to clients and colleagues. Banks and retail establishments can leave pens at teller windows or near cash registers. Restaurants can attach them to the patron's checks. Salesmen can hand them out in mass quantities at trade shows or promotional events. The idea is to get the pens out into the mainstream and let them go to work.
Somehow, the pens themselves know what to do from there. They will hide in pockets, lay quietly in glove compartments or on car consoles, and even roll noiselessly under counters or across floors. They will find any means of transport necessary to spread their messages to the world. It's been said that the pen is mightier than the sword. Why not use it on the battlefield of business marketing?
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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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