PPB July 2020

week of March 21, according to the NDP Group. U.S. families stocked up on commodities like board games and activity books to keep kids entertained and office supplies to help navigate homeschooling. According to the NDP Group, writing instrument sales grew 146 percent as did markers (81 percent) and other traditional back-to-school supplies, which grew 18 percent overall. “Another key trend is the desire to digitally detox, where consumers seek out methods such as bullet journaling, guided journals, hand-drawn typography and planners, and by doing so they leverage premium, colorful and unique pens,” says Rhonda Reilly, director of sales for Pilot Corporation of America. Bright neon hues, from brilliant oranges to dazzling pinks, and transparent materials paired with pops of color are trending for writing instruments. “The same can be said for metallic finishes,” says Carrie Lewis, marketing communications manager for BIC Graphic NA. “While metallics have been trending for a few years, the latest designs include bold metallic elements in a fresh way that help position the brand/imprint as innovative and on-trend.” Consumers will also be drawn to writing instruments that are eco-friendly, made with recycled plastic and products containing PrevaGuard in response to the public health crisis. “PrevaGuard products contain an EPA- registered antimicrobial agent that is molded directly into the product," says Lewis. “This helps protect the product by suppressing the growth of bacteria, molds, mildew and fungi, especially in high-moisture environments.” While style is important, end users keep promotional writing instruments because they enjoy using them. While as many as half of U.S. consumers own at least one logoed writing instrument, consumers expect a writing experience that is free of ink leaks and blots. “Elevated ink is always going to be in-demand when it comes to writing instruments,” says Lewis. “People want to have a smooth and consistent writing experience when it comes to the pens that promote their brands.” When purchasing pens, buyers are interested in ink color, point size and how their logo will look on the product. “The ‘90s are having a retro pop-culture moment and when it comes to writing instruments, gel inks are sparking nostalgia for those ‘milky pens’ everyone had in middle school,” says Lewis. “Today’s gel inks are much improved, creating thick, opaque strokes that show up well on dark or slick surfaces.” To best sell writing instruments, distributors should sell on quality, not price, says Reilly. “Everyone writes with a pen, and most people prefer a specific brand or ink—gel, ballpoint or rolling ball,” says Reilly. “Pens offer companies a useful way to promote, launch and offer thanks for [doing] business.” With writing instruments at every price point, distributors can focus on the priorities of each client and how to best convey their message. “Now, when in-person meetings may not be happening due to social distancing, writing instruments also work well for direct mail campaigns,” says Lewis. “It is also important to know the audience. There are options for every style, budget and brand, whether the target is executives or a direct mailer to the masses.” Writing instruments are the perfect advertising vehicle that can be marketed to all ages, genders, socio-economic classes and demographics. Whether you’re learning how to write your name or signing an important contract, writing instruments are used every day to communicate and accomplish tasks. With writing instruments, you can be sure your client’s message or logo will make it into the end user’s hands—literally. | JULY 2020 | 51 GROW