An old classic is back. Fountain pens as we know them are writing instruments that date back to the 1800s (and possibly even earlier in history). They are known for both utility and class. Now fountain pens are once again becoming popular in the business world.
 

Forbes Magazine ran an article recently about high-end pen maker Montblanc crafting limited edition fountain pens to mark and honor the 100-year anniversary of German automaker BMW. The centennial pens, which are crafted with white gold and BMW's Bavarian shade of blue, may be more specialty keepsakes than giveaways. But it is not the first time that Montblanc, which is celebrating its own 110th year of business, has put forth promotional items closely associated with a major brand or for BMW.

"Last year, a collection of customized leather goods and writing instruments coincided with the launch of the BMW 7 Series," Forbes wrote, about the auto series that made its debut at the 2015 Frankfurt International Motor Show. As a part of the partnership agreement, Montblanc's BMW pens became available for purchase at both BMW dealers and Montblanc boutiques.

Meanwhile, Lifehacker got stoked about fountain pens of a different class. This summer, the work-wellness website fired up a duel on style and performance, writing about the "Budget Fountain Pen Showdown" and pitting two affordable fountain pens against each other, the Lamy Safari and Pilot Metropolitan.

So what does all this excitement about fountain pens have to do with marketing or your business?

In September, the Advertising Specialty Institute (ASI) uncovered a bit more about this trend in a Counselor magazine article titled, "Fountain Pens Making a Comeback". When you think about it, fountain pens fit perfectly into an ever-growing range of options for companies and institutions that utilize promotional products to boost their brands.

Promotional products is now a wide market that consists of everything from comfy t-shirts and beer can holders to glass drinkware and higher-end office items. As such, a classy, durable and useful item like fountain pens can be just right for service businesses and law firms that cater to higher-end markets and clientele. Similarly, non-profits, university offices and foundations that raise money as a part of normal operations can also add this specialty to their marketing or fundraising efforts.

One good reason for talking up fountain pens is their classy profile. But ASI says that hobbies and interest in things of old might have more to do with the resurgence of fountain pens and why some small and medium-sized businesses (SMBs) are adding it to their arsenals.

"Part of the resurgence is the infatuation with vintage in pop culture, fashion and design," Counselor writes. For example, "vinyl record sales (rose) 52% in 2014 and then rose again by 30% last year, the 10th consecutive year of growth according to Nielsen.” Other vintage items such as clothing that tap in to retro fashions of the 1960s and 70s are trendy again, along with charming but obsolete technology like Polaroid cameras and instant film.

That said, when it comes to showcasing fountain pens to your new and existing SMB clients, it helps to have a technical understanding of how they work and what makes them different from other writing instruments, even high-end ball point pens. There are also other positive characteristics.

According to the style blog The Art of Manliness, writing with fountain pens "just feels better". That analysis might be subjective, but co-authors Brett and Kate McKay also say that they are more efficient and cost-effective.

"With a ballpoint pen, once you use up all the ink, you toss it into the trash," the authors write, "(but) most fountain pens aren’t meant to be thrown away. When you run out of ink, just refill the reservoir and you’re back in business." With a simple refill of ink, fountain pens can be more economical.

When talking to small businesses about fountain pens, there are many how-to resources out there, in addition to a guide within the Counselor article, which discuss the parts of these items in simple detail. But also keep in mind that your higher-end clients (or customers) will definitely be open to promotional products that help them stand out while boosting their brands with elegance.

Lastly, as The Art of Manliness article mentions, with fountain pens there is a certain measure of history, grace and poise. "There’s something about a fountain pen that inspires you to take care of it . . . [Its] storied tradition provides an aura of timelessness and permanence that encourages the owner to safeguard it; it may even become a family heirloom."

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