It always starts with PENS
How many times have you dug through your purse, or your car or a junk drawer in your kitchen searching for a pen? Have you ever gotten the check at a nice restaurant and noticed the pen they gave you? Do you have a special kind of pen or color pen that you just love to write with? It’s something so simple but PENS are a huge part of the marketing product mix. So, rather than deny, let’s embrace the power of the pen.
Fun Facts:
As shown in the 2018 Impression Study done by ASI Writing Instruments are the TOP Promotional Product purchased in almost every country surveyed. In the United States they represented 56% of the industry spend. 89% of a $26 Billion industry is a LOT OF PENS!
Think outside the pen:
Sell me this pen: One of the classic examples I remember from my undergrad sales class was the professor handing us a pen and asking us to “sell him” on it. Many of the classmates would point out its color, weight, or other features and benefits of the pen. (We had just gone over features and benefits). When it came to the last student, the student asked the professor if he could write his name on a piece of paper that the student handed him. The professor couldn’t because he didn’t have a pen. It’s not just about the pen, it’s about identifying the need in then introducing the solution.
Unchaining the pen: In “Power of the Pen: The Ubiquitous Huntington Pen” from the Columbus CEO magazine Melissa Kosser Dutton describes a case where a Pen made all the difference. In this case Huntington Bank was looking for a way to create a more welcoming atmosphere in its branches. The bank went through several ideas of how to create this feeling in its branches including renovating and promoting their checking. During this process, employees suggested “unchaining” the pens. The bank was asking clients to pay for additional services and accounts and trust them with their life savings but they couldn’t trust their clients with a pen so they, like other banks, chained the pens to the desk. It is a small change. But quickly it caught on. The employees were encouraged to encourage the customers to take the pens. To take handfuls of the pens. When the campaign started in 2010 they gave away 331,000 pens each month. As of the article the company had given away nearly 32 million pens.
But what does that mean? Other than one heck of a regular repeat order! Huntington decided to flood the market with these pens. They began collecting stories of the pens and where they were spotted. Not only in their competitors branches but here are a few places that the pens were spotted:
A member of the American military stationed in Afghanistan received a box of goodies from Ohio, which included Huntington pens. He gave a couple away within his troop and days later met with Afghan Nationals who were writing with them.
A Huntington customer flew to India and was greeted by a customs official using a Huntington pen.
A Huntington colleague had lunch at a restaurant table beside a competitor, who was selling his bank’s services while taking notes with a Huntington pen.
Huntington colleagues have seen other banks put Huntington pens in the tubes sent out to customers in their drive-through.
During the funeral scene in the movie “Bad Grandpa,” one of the extras is wearing a Huntington pen on a chain around his neck.
On A&E’s Lachey’s Bar, Nick Lachey and his brother, Drew, used Huntington pens while interviewing job candidates.
You can find more examples of where the pen has been found on Twitter by searching #huntingtonpen
The simple idea of “unchaining” the pen has created a recognizable brand. It has created a memorable brand experience that no amount of advertising could create. The Huntington Pen has bought real-estate in your memory and so has the bank. All out of a need and a pen.
What do clients look for in a pen? All clients seem to follow the same few steps. Typically clients will look for the weight of the pen first. I always think it is funny watching how many clients will “test” the weight by lightly tossing it. Second they will notice chrome accents. The heavier the pen and more shiny chrome the higher the perceived value. The next step is how it writes so they will test it on their paper and make a comment. Does it smear if they are left handed? (That one caught me off guard a few times). And many times when they find a pen they love, they won’t want to consider anything else which means you don’t have to quote it ever again!
Next time you go to visit somewhere consider bringing a pen. Replace the pen at the reception desk with one with your contact information. Or even at a restaurant, bank or salon. Who knows where the pen will end up?
Looking for some cool suggestions? Check out these featured items!
The Maxglide Collection
This collection of pens has an amazing comfort grip and smooth, gel like ink. It doesn’t smear easily but also doesn’t have air pockets. It comes in a variety of colors but with that universal kind of smokey grey barrel.
Elite Series
For a full color design this pen has really got it all. Comfort grip, tons of colors and styles and smooth ink. This factory even has a series of stock art to add some flair and style.
The Rainbow Pen
It might be the reemergence of the trends of the 90’s but this pen just is fun. The ink transitions from color to color as you write showcasing a series of colors. Even the transitions are fun. If you are going for a retro style or just fun this is perfect.
The Intexture
This pen is surprising for the price range. The texture on the barrel gives a kind of executive retro look and the white is such a great surprising pop of color. The top has a stylus which works fine but isn’t really part of the package.
The Donald
Not only does this option embrace color but it also presents a great opportunity for mixed media. The engraved look on the barrel gives an executive tonal look and can pair really well with Spector’s other journal options to create a complete package.
Vienna Collection
The Vienna pen offer a fabulous upgrade to an economic pen. The metallic accent provide an upscale look and the rubber accents have a nice comfortable grip. This option is available in many corporate colors and some really beautiful matte finishes.