RITING INSTRUMENTS ARE THE
second best-selling promotional prod-
uct, comprising nine percent of total
promotional product sales, according to
PPAI’s 2014 Annual Estimate of
Distributor Sales. What makes them so popular as promo-
tional products? Pens and pencils are necessary and use-
ful—and visible. They’re small enough to fit in a purse or
briefcase and carry with you. Additionally, PPAI’s Study of
Writing Instruments in U.S. Households, published in 2012
and available at
www.ppai.org, found that even with
increased smartphone and tablet usage, 87 percent of
respondents still use a pen at least once per day. These
reasons and more are why writing instruments provide a
perfect branding opportunity.
As technology has become increasingly integrated into
our lives, more and more companies are offering writing
instruments that have multiple features and functions. Pens
include highlighters, styluses, USB connectors, laser pointers
and flashlights—the opportunities for additional functions
are seemingly endless. And coming up with creative cam-
paigns including these multi-function pens and can make
you and your customers stand out from the crowd. Here’s a
sampling of writing instruments that do more than just write.
W
MULTI-FUNCTION WRITING INSTRUMENTS STAND OUT FROM THE CROWD.
By Julie Richie
EDITOR’S PICKS
48 •
PPB
• SEPETMBER 2015
GROW
Pen
Potential