Power Of The Pen: The Ubiquitous Huntington Pen
Almost 32 million Huntington pens are out there and so they’re going past what’s anticipated of a promotional product.
When Huntington Bank “unchained” the pen in 2010, nobody at the Columbus-based mostly bank imagined that they had been launching a promotional campaign that will carry the model all over the world.
The corporate, which was rebranding to create a “welcoming” environment in its branches, thought-about giving free pens to its prospects a key part of the plan, says Mary Navarro, Huntington’s senior government vice president and retail and business banking director.
Trying to set itself other than other banks, Huntington centered on growing more buyer-pleasant insurance policies and making customers feel good about banking in its buildings. The company spent thousands and thousands of dollars renovating its branches, started promoting its free checking accounts and unchained the pens.
Early within the branding course of, staff steered eradicating the chains that attached pens to the counters. Navarro explains customers find it annoying when the pen they’re trying to use is connected to the counter. The leadership group decided “to take it a step additional and give pens away,” she says. “We encourage our clients to take a handful. It is high-quality.”
When the campaign started, the company gave away about 331,000 pens each month. Right now, it is more than double that. To this point, Huntington has given away almost 32 million pens.
“Taking the pens off the chain was a very distinctive thing,” says Cris Clever, who manages the Downtown department at Broad and Excessive streets. “I do know it’s a small factor.”
But it surely likely resonated with prospects, adds Debra Pack, president of the government board of the Columbus American Advertising Association.
“It is really smart to take the chain off,” says Pack, who serves as the advertising manager for the Columbus Metropolitan Library. “What you’re saying is, ‘Go forward and take it. We’re attempting to make it easier for you.'”
Product giveaways work best when the corporate finds a way to “weave it into the fabric of our world,” which Huntington has positively achieved, she says. She couldn’t think of every other native firm that had organized a marketing campaign on the scope of the pens.
Promotional products continue to strike a chord with customers, adds Paul Bellantone, president and CEO of the Irving, Texas-based Promotional Merchandise Association Worldwide, the skilled affiliation for the promotional products industry.
“PPAI analysis demonstrates the facility of promotional products as essentially the most cost-effective approach to achieve a home remedy for dandruff hair targeted viewers in a tangible, long-lasting and memorable method,” he says. “In truth, 88 % of individuals can recall the company and model on their promotional product.”
Huntington leaders imagine that the pens can play a task in attracting new customers. Clever hopes that the pens spark clients’ curiosity about the corporate and its model. “We wish them to return out and see that there is more behind it,” he says. “It’s larger than the pen. That is the dialog starter.”
When Wise makes consumer visits, he knows to hold a number of pens. “It is the very first thing they ask about,” he says. “They expect it.” He and other financial institution managers like that after they call on new customers, the pen permits them “to go away a chunk of ourselves behind.”
A promotional merchandise may also help a company make a powerful impression, Bellantone says. “Consumers love promotional merchandise. It could also be delicate, but the facility of persuasion by advertisers reveals levels of success that show tv, radio, cell and digital can-and do-draw shoppers to their manufacturers. Nonetheless, they must compete not only with each other across traditional media for the hearts, minds and dollars of the buyer, but in addition with outdoors stimuli as soon as the consumer walks away from the television, shuts down the pc or drives past a billboard,” he says. “Promotional merchandise are totally different from these other types of promoting in that they depart a long-lasting impression.”
Huntington meant to flood the markets the place the bank’s extra-than 700 branches operate with the signature green and black retractable pens-and it succeeded. Within the six states where Huntington has banks, the pens are routinely spotted in restaurants, hair salons, medical buildings and a myriad of different locations. Huntington workers purposely leave them behind at their favorite companies.
However the pens’ reach extends beyond Huntington’s footprint. They’ve appeared in a minimum of one movie and on a television show-without formal product placement. They’ve traveled overseas. Navarro has noticed them in Spain and Costa Rica. Different workers and customers have also reported seeing them all over the world. The sightings have grown sufficient that the corporate has started gathering pen stories.
The pens often make their approach into rivals’ lobbies and drive-through tubes, allowing Huntington to advertise to these prospects.
“We predict it’s type of humorous,” Navarro says. Obviously, other banks wouldn’t permit them to dangle a sign or even “put up a sticky note” in their branches, she says. But the pens slip through.
She would not speculate on what the financial institution’s return on funding is for the promotional marketing campaign and says the financial institution has no plans to finish the marketing campaign.
“It has been very optimistic,” she says. “We’re not dissatisfied with the outcomes of the pen.”
Karin Gosnell awoke with a racing coronary heart a number of years ago, and her husband rushed her to a local urgent care center. When home remedy for dandruff hair medical doctors there couldn’t address the problem, they called an ambulance to take Gosnell to the hospital.
Once she was settled within the ambulance, the paramedic started taking her medical history. Gosnell, a Huntington Bank employee, couldn’t assist herself; she began to chuckle.
The medic was using a Huntington pen to record her info. “I told him I called in sick at the moment and now you are pulling out a Huntington pen,” says the Cleveland-area resident.
The sight of the pen and the connection it created with the medic lessened her anxiety. “It definitely did,” she mentioned. “We both began laughing. We even talked about how they simply seem to be in every single place.”
When Gosnell returned to work, she shared the story of the pen with colleagues. Her story is certainly one of many the financial institution’s advertising staff has collected. Listed below are others:
A member of the American military stationed in Afghanistan received a box of goodies from Ohio, which included Huntington pens. He gave a pair away within his troop and days later met with Afghan Nationals who have been writing with them.