Pens - A high-tech draw

From James Bond-style multi-functions to more amusing novelty gimmicks, gadget pens often provide the originality clients seek. Liz Young, marketing and publicity executive for trade-only supplier Pen Warehouse, explains: "They're particularly good if you want individuality in promotional marketing."

Giving a pen a unique design can also communicate something about the brand. A pen with a playful element indicates a fun brand, while a pen with a secondary technological function can suggest a tech-savvy organisation.

There is another positive. Gordon Glenister, director general of the British Promotional Merchandise Association, adds that the gadget pen "is more likely to be kept, and that's the point of the promotional item". This means that, to ensure the product has a working life, pen suppliers must always consider functionality as well as originality. If the pen is used day-to-day, the recipient will be reminded of the brand every day. In addition, if it's placed on a desk in an office space, it will give the brand plenty of exposure.

Despite its advantages, pen suppliers acknowledge that gadget pens occupy a niche sector. Rod Duncan, managing director of Prodir UK, says: "Traditional pens account for 80 per cent of the pens produced," and Glenister notes that the higher price tag for gadget pens means they occupy only a corner of the market.

The demand for novel pens is still significant, however. According to Corporate Gift Co's managing director, Kevin Ross, one of its top five sellers in recent years is the Floating Desk Pen (see page 21).

Ross has seen the popularity of this type of item grow, and says it reflects the retail market, where "men's gadgets have become much more popular with computer peripherals coming into the market". He views more technological, James Bond-style gadget pens as primarily male-orientated item - and since male executives predominate, it's no surprise that they are popular corporate gifts.

Regardless of whether businesses are targeting executives or the wider consumer audience, it is important for pen suppliers to strike the right balance between novel and novelty. Duncan says: "Gimmicky pens don't tend to be used and they stay in the bottom of the drawer." Ross adds: "You can make them too gadgety and it cheapens that particular product." For Melissa Chevin, marketing manager at Senator Pens, that's a big potential pitfall. "A poor quality pen can insult the recipient and even harm your brand," she says.

When selecting a pen, buyers must also consider whether to go for a more technologically fashionable design or a classic item. For example, USB and PDA multi-functions fit neatly with current computer peripherals but a good pen choice might not always be the most high-tech. Chevin says: "Customers are always looking for what is new and innovative, rather than the latest technological development."

Pen Warehouse's Young believes ecological concerns will help to determine the future of gadget pens. The sector has already responded to environmental pressures with a range of "green" pens, profiled in P&I's January issue. But even the niche sector of gadget pens may be affected, with buyers demanding the same concessions to current ethical issues.

Corporate Gift Co's Ross thinks this won't be a problem for most businesses. "As suppliers get with the programme, you'll find a lot of items that you wouldn't think are eco-friendly are." Existing items will turn out to be "green" once suppliers assess their manufacturing materials and processes. "We're probably 12 months away from being able to do that with 90 per cent of our range," adds Ross. This includes the firm's Floating Desk and Decision Maker pens.

If suppliers are able to strike the right balance between gimmick and engagement, and can anticipate future environmental rigours, gadget pens have the potential to provide a novel solution for buyers. So while they may not have James Bond's license to kill, gadget pens definitely have a license to thrill.

THE JUDGE

Name: Decision Maker Pen

Supplier: Corporate Gifts Co.

What does it do? When this pen is placed in its stand, life's tricky questions can be answered for you. A small red light will provide the answer to your dilemmas by spinning through several options: give up, try again, yes, go ahead, hold and no. Once the light comes to a stop, you'll have your guidance. With this gadget to hand, you'll never have to wonder again.

Who's it for? This fun item can be personalised by being engraved, and would be ideal for new managers and executives.

THE LONG AND SHORT OF IT

Name: Tape Measure Pen

Supplier: Total Merchandise

What does it do? A tape measure features at the end of this promotional item.

Who's it for? The pen would work well in DIY or home design promotions as it enables consumers to measure spaces for new purchases and then jot down figures. It would also be suitable for B2B promotions in the construction or homewares industries.

THE LEVITATOR

Name: Floating Desk Pen

Supplier: Corporate Gifts Co.

What does it do? The silver-plated item comes with a round magnetic base that means the pen floats as if by magic. If the pen is nudged, it wobbles in its stand.

Who's it for? With its minimal design, this is a great choice for any executive who wants to create a talking point around their desk. It could be useful for a home office goods promotion or for targeting older professionals.

THE EXPLORER

Name: Compass Pen

Supplier: Total Merchandise

What does it do? This ball pen has a compass at its end so will help consumers navigate their way when they're out and about. It also comes in a range of funky bright colours.

Who's it for? This gift is suitable for adventurous people of all ages, and fits neatly with a tie-in to a travel promotion or outdoor lifestyle brand.

THE ASTRONAUT

Name: Galileo Space Pen

Supplier: Pens Warehouse

What does it do? The first anti-gravity pen might have been patented in 1965 and used in the Apollo space missions but it is still a popular choice here on Earth. It can also work upside-down and in cold weather, making it a pen for all situations.

Who's it for? The sleek design and space-age technology make this a perfect item not just for astronauts, but for business people or for a design-led brand promotion.

THE CLEAN MACHINE

Name: MediPen

Supplier: Pens Warehouse

What does it do? The pen has been designed so that it can be easily sterilised. The minimal metal look means there is no place for dirt to hide.

Who's it for? Hygiene is a vital priority for several industries, including medicine and food preparation and retailing. Even in the office, people can be concerned about warding off germs, so it could fit well into a corporate environment as well.

THE TIDDLER

Name: Lamy Pico

Supplier: Senator Pens

What does it do? This ballpoint pen is the perfect portable companion. Designed to be pocket-sized, its novel construction means it can be extended to work as a pen with normal dimensions. It's available in matt black, blue, red, polished or unpolished chrome.

Who's it for? The Lamy Pico's compact nature make it suitable for all kinds of consumers, inside and outside the business world. It fits nicely into the coat pocket or handbag of somebody on the move.

THE LIGHT FANTASTIC

Name: Laser Pointer Pen

Supplier: Cutting Edge Promotions

What does it do? This pen doubles up as a laser pointer - handy if you want to highlight something on a screen or presentation.

Who's it for? Business people are an obvious audience, but this pen could be popular with young people too.

THE SOOTHING PRESENCE

Name: Vibrating Massage Pen

Supplier: Cutting Edge Promotions

What does it do? This pen does what it says on the tin. It vibrates so you can massage a weary limb, whether at work or travelling.

Who's it for? This pen might be suitable for travellers, office workers or anyone who needs a way to rejuvenate tired muscles. It's potentially a good fit for executives who need to travel regularly for work, for example on business class flights.

THE ELECTRIC DREAM

Name: Lamy Twin

Supplier: Senator Pens

What does it do? Twist this ballpoint and it transforms into an invaluable touchscreen pen that's suitable for your PDA. The pen's double function is the perfect solution to the hassle that people often encounter when switching between note-taking on-paper or on-screen.

Who's it for? The Lamy Twin would be a welcome item for the busy professional who is constantly on the go and fits in well with high-end technological promotions.