Pens are one of the most effective and popular ways to advertise for a good reason. Items that are useful tend to be kept at hand, often passing from person to person over a long period of time. The quality of Bent Pens means they tend to stick around even longer.
- Pick the right places to distribute your pens. Put some thought into identifying your target market, i.e., people who are going to need orthodontic care. Identifying your target market is half the battle.
- Use the pens to maximize the impact of your social media. Include your web address or Facebook page on the pen as a way of giving the worldwide market of the internet some local focus. That's something these pens do best -- circulate in local communities. Coordinate your marketing efforts so that they complement each other.
- Keep it going. Studies show that a constant and consistent marketing effort brings the greatest return. It's not uncommon for a pen to make it to a potential patient's hands six months to a year after distribution. Don't be deterred if your marketing efforts don't bear fruit immediately -- plan for a steady and sustained marketing campaign.
- Don't let your pens stay in the box. They don't belong there. They only work if they're out and about, spreading your name across the community. Set them free.
- Don't be shy. Other forms of advertising have a negative connotation associated with 'huckstering', and can make any orthodontist hesitate to 'sell themselves'; but a smooth-writing, gleaming bent-ball point pen with your name on it tends to lend a more professional and solid air to your practice. Sometimes it's hard for a great orthodontist to self-market -- but you need to let the people decide. A bent pen isn't a shrill TV ad or a splashy newspaper discount coupon; it's a gift, something that people appreciate receiving, that will gently urge them over time to consider your practice whenever they have a need for orthodontic care.
- Don't try to squeeze too much information on to your pen. Basic contact information is best -- make your telephone number and website the most prominent and readable part of the pen. We can help you with that; just ask.
THE HARD FACTS
There are numerous studies that show the effectiveness of handing out pens versus other advertising methods such as radio, television, and newsprint advertising. The 2010 PPAI study is one of the largest and most comprehensive of these, and its conclusions are summarized below:
The first part of the study, titled "Effectiveness Of Promotional Products As An Advertising Medium," focused solely on promotional products and evaluated the action, reaction and relationship of products and their recipients. The study found that:
Promotional products—compared to TV, print and online advertising—consistently delivered on higher recall rates of the company/brand, the product/service or both.
An evaluation was conducted to see how many respondents could remember both the advertiser/company and the product/service/message advertised and in the case of promotional products, the product received, as well. The study found that:
This section asked consumers which particular action they took after viewing and/or receiving the advertisement. The study found that:
Consumers made a purchase after receiving a promotional product (20.9 percent) more often than after viewing a print ad (13.4 percent), TV commercial (7.1 percent) or online ad (4.6 percent).
More than half of promotional products recipients had a favorable impression of the advertiser, as opposed to 33.2 percent who had seen a print advertisement, 27.7 percent who had watched a TV commercial and 11.9 percent who had seen an online advertisement.
Nearly 60 percent of consumers reported using the promotional product several times, while 7.6 percent let someone else use the item and 4.4 percent passed the product on to someone else.
14.7 percent of participants reported contacting the promotional products advertiser—a reaction rate nearly three times greater than other media, which generated a 3-5 percent response.
When respondents were asked if they had or had not taken action after seeing the advertisement, TV viewers topped the "had not" list with nearly half (46.4 percent) saying they were not moved to action, followed closely by 41.1 percent for print media and 33.2 percent for online advertisements. Only 23.1 percent of promotional products recipients reported not taking any action.
Bent Pens are an effective and cost-effective method of spreading your name around a community. It's a fact -- and no one does Bent Pens like H.W. Industries, the original Bent Pen People.