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When using promotional pens to target a select group of people in hopes of increasing your business or products brand recognition it is important to choose a style of pen that not only fits your product, service, or company but one that fits your intended audience as well. Obviously you would not use the same pen for advertising to children that you would use for promoting an adult film website.
When designing your promotional pen first identify what type and groups of people you want to connect with. Knowing your audience is the first and most important step in designing a promotional pen that really speaks to your future customers and clients. Fortunately for your advertising budget promotional pens do not require the same intimate level of knowledge about your customers as say a targeted television ad. Promotional pens only need to be visually pleasing, so all that is required is good taste, and a general idea about what your potential customer base might appreciate.
As a rule older customers probably won't appreciate outrageous colors and bright fluorescents in the same way that a younger crowd would. Not only is it harder on their eyes, it is also considered somewhat tacky. Younger crowds however have no problems with outrageous colors, and depending on the product or service being offered it may even be appropriate to push the envelope of aesthetic decency (at least slightly).
Physical pen packaging is also important. For most of the applications a standard inexpensive ballpoint package will suffice. However for those extra special potential (and current) clients you may want to shell out for a more classy (and expensive) roller ball style promotional pen. You know the kind, with the twist to open tops. These are far to expensive to be your every day promotional pen, but for potential big contract clients the extra expense is worth it to show how much you would value their business, and the level on which you operate as a company.
Extras like lights and fiber optics do not really make a difference when matching a promotional pen to its audience. They are widely seen as gimmicky no matter what the crowd, and it is much more important to match these gimmicks to the product or service being offered, rather than the potential customers. For instance any of these would be fine (in fact quite good) when matched to a nightclub promotional pen, however would be massively inappropriate for a retirement home, or legal office.
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