Selecting The Right Promotional Pen For Your Promotion
Promotional Pens are one of the most widely available and manufactured promotional gifts. The width and breath of the pen ranges available can appear daunting – especially if you have no experience of the promotional gifts industry. Just how do you select the right promotional pen for your promotion?
As with any promotional gifts and marketing expenditure you just have to stick to well-tried marketing practices. Treat the spend as you would any other marketing communications monies and consider these few basic steps:
What do you want to achieve? What are your marketing aims and objectives? This is a fundamental question of any marketing and applies just as well to promotional pens and promotional gifts in general. Are you looking for a prestigious gift and reward to hand out to a select audience (like senior managers or executives) or for a low-cost item to hand out as giveaways by the thousand to spread your company message. Promotional pens for example cover the whole pricing spectrum.
Who is the target audience? So often we can forget the actual target and to step into their shoes. Think like your target audience and run through the emotions and process of receiving your chosen promotional pens. What do you want them to do with the promotional pen when they receive it? Where do you want it kept? How do you want it displayed? What impact are you looking for?
What do you want to say on the gift? Selecting the right promotional pens (or even promotional pencils, highlighters or marker pens) is as important as the message put onto them. Are you promoting a special offer, a new company website or just saying ‘thank you’. The point is that you need to choose a promotional pen, with a sufficiently large imprint are to carry your message. Print it to your logo and message to small and its impact can be lost. The same process should apply to colour choice.
Wider campaign? Is this part of a wider marketing communications campaign. Giving promotional gifts has a cumulative effect and can boost traditional marketing methods such as advertising and PR. Consider PR for example and think how a promotional pen could be used – as a giveaway at exhibitions and conferences, within reception areas, in press packs to journalists, as a mailing to editors with boiler plate info on an organisation, with financials to analysts and city financiers.
Giving promotional gifts and promotional pens in particular is and should be seen as a fun activity but it is also one that should fall under the banner of strategic marketing and be given more thought and analysis.
Posted in Promotional Pens
