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According to a study conducted last year by the ASI or the Advertising Specialties Institute, more than half of American consumers own writing instruments that bear the logo of a given brand. This only proves that cheap pens remain largely effective. The use of cheap pens as marketing tools is not entirely uncommon in the business field. Both new and highly-successful companies are known to make use of them. However, getting to choose the right kind of pen to use in a given marketing plan entails extensive research as several factors have to be looked into. Usefulness, for starters, has been found to be an important element for many US customers especially when it comes to their choice of products. A poll recently conducted on selected customers revealed that in terms of writing instruments, people prefer those that they find useful. The attractiveness of the pen comes in only as a secondary consideration. Based on this finding, companies should get to realize that when preparing pens as corporate giveaways, they need to look at the functionality of the product. The physical or outward appearance of the pen still has to be weighed though; yet, in the end, a beautifully-crafted pen will still be regarded as useless if this leaks or blots when used for writing. A balance thus should be made between beauty and usefulness as far as cheap pens are concerned. This can mean a slight increase in the marketing budget, but this is one sacrifice worth taking. If the marketing strategy is planned properly, the revenue potential can be quite tremendous. In this regard, there is also a need to consider the type of pen that will be used as a promotional item. For this, the target audience or market should first be identified. For example, businesses which count on educators and teachers as their main customers should find pens having different ink colors the more appropriate giveaways. In other words, there are many different types of cheap pens to suit a wide range of needs. This has to be taken into account whenever there are plans to use pens as marketing instruments. This will necessarily involve in-depth research which should be considered as part and parcel of any marketing design. Needless to say, making use of promotional pens to market a given business is not as easy as some may claim. Extensive planning and preparation has to be made in order to ensure that these promotional giveaways are able to deliver the needed marketing results. Charles works for Supreme Pens, an online retailer specialising in marketing businesses via the medium of cheap pens and pencils.
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