Consumers are mainly online and largely influenced by ads and posts seen on social media platforms — be it an intentional purchase or an impulse buy. However, what this behaviour has resulted in is fickle-minded consumers who have no brand loyalty.
While there are repeat purchases of tried and tested products, a consumer is always attracted by the next new product and promise. Brands that have sustained and survived are ones that have built brand recall in the minds of the consumer — which requires consumers to be continuously exposed to the brand. But with all mediums and platforms of advertising being expensive, visibility comes at a big cost.
"So how can a company build continuous brand visibility in the minds of the consumer — cost effectively?"
Promotional pens — or bulk order pens as they are also known — seem an unlikely marketing tool to create this impact. Yet since their use as a marketing tool since the early 1970s, the humble pen has sustained its relevance in the arsenal of every marketer.
A promotional branding pen, usually a ballpoint pen, is inexpensive at an average of ₹10 or under, with the company name or product name printed or etched on the barrel. And even in this age of AI and digital, a pen is something a consumer will always need — lying in the bag, the drawer, carried along with other essentials.
However, the pen as a branding tool sometimes fails — the printing can get scratched out or fade, making the marketing strategy ineffective. Poor quality pens also create a bad impression for the company, and the pen simply gets thrown away.
Ridleys MaxView pens are India's first and only inside printed pen. A tube with 360-degree high-resolution printing is inserted into the hollow barrel of the pen, then sealed with a tamper-proof stopper — delivering scratch-proof, fade-proof, indelible branding that can last for years.
The 360-degree space allows companies to print not just the logo, but company name, logo, tagline, website address, slogan, and more. High-density printing even allows precise replication of photographic visuals and brand colours.
Ridleys MaxView pens are manufactured by a company with over 30 years of export-quality pen manufacturing — exporting to Europe, Japan, and the Middle East. The refill uses high-quality ULV German ink that delivers incredibly smooth writing and never dries up — meaning a consumer can use the pen for up to a year or more.
The pen comes at the same price as regular corporate gifting or promotional pens. So in terms of ROI: at a cost of around ₹10 per pen, it delivers 365 days of high-quality brand visibility — which translates directly to brand stickiness and recall in the consumer's mind.
Imagine how this translates to brand visibility. Now do the math.
₹10 per pen. 365 days of visibility. Free digital 3D mock-up within 24 hours — no obligation.