Promotional Bags & Totes

Bags & Totes As Effective Promotional Items.

By Helen Hoefele, Freelancer, Figmentations LLC

Does finding that perfect token of appreciation for a loyal co-worker, esteemed business associate, current or future client give you angst? Are you perplexed over your indecisiveness on this “supposed-to-be” simplest of decisions? Or, do you feel limited by your budget, yet still yearn to stand out from the crowd so that your promotional items aren’t tossed onto the heap of “tchotchkes” (also known as "trinkets" or "swag") that every company hands out?

First, don’t give up too quickly and don't just give in to that temptation to buy a generic promotional item that everyone else lazily goes with. Remember, the "safe gift" is not the "appreciated gift". Be a little creative. Get something that’s customized and reflects your company's image. It’s okay to keep it simple, but get something practical, too. Choose something that can and will be used even if the recipient may already have one.

One ideal solution to this promotional-item-selection dilemma is: “the promotional bag or tote”. This will let you go a little beyond, yet not get too far off track from, the standard logo-imprinted coffee mug or mouse pad that would easily blend in with the typical desktop toy(s).

But how do you convince your clients and potential customers that promotional bags or totes make great promotional items?

Describe the Unisex Appeal of a Bag or Tote

Use verbage like this to highlight the "unisex" appeal of the Tote Bag: "It can’t be disputed. Everyone, male, female, adult, teen, and child, will eventually need a tote bag to throw a few personal belongings in whether it’s a lunch, a snack, a water bottle, a paperback, an address book, a change of shoes, a hat, gloves, an umbrella, etc."
Try: Look for unisex fashion trends online to highlight this feature.

Describe the Benefits, not the Features

Create an emotional connection with potential clients that are trying to choose what type of promotional item to go with. Sell them on the "benefits" of promotional bags/ totes rather than just highlighting the "features" of each. For example, mention the benefit of: carrying many things and not losing things; the long-lasting nature of this gift; the hands-free convenience; and the practicality of a "functional gift".
Try: This action step is based on Marketing 101 concepts, so just Google "Sell Benefits, Not Features" for articles to explain this example further.

Emphasize the Benefits of Re-Usable Bags over Disposable Bags

Definitely take advantage of the "green" movement. Point out the benefits of any kind of natural materials and also the re-usability of tote bags over plastic supermarket shopping bags.
Try: Link to sites like TreeHugger.com that feature related stories.

Choose from a Variety of Promotional Bags to Reflect Your Company's Image

There are many types of promotional bags or totes to choose from. There is surely one to fit your company's image.
Try: A company like ArtPromos.com offers a variety of promotional bags such as: promotional tote bags, promotional duffle bags, and promotional drawstring bags.

Use Great Sales Copy on Your Web Site

Generate excitement and a "call to action" with some great Sales Copy on your website, such as follows: "Save your potential client or your current colleague from embarrassment. Don’t let them grab for that plastic supermarket shopping bag to carry those things that won’t fit in their overloaded pockets or computer bags. Don’t let them face the possibility of being called the “bag lady” or the “baggie man”. Let your friends experience the comfort of having that personalized “safety” tote bag tucked away in their drawer at work, or in their coat closet at home. It will be the most practical and thoughtful accessory they have ever received, one that they can pull out when that unexpected “hands full” emergency comes up out of the blue. It’s easily pulled out. And, it’s easily put away, without taking up much space at all. It patiently lies in wait until the next item-carrying emergency shows its face."
Try: Companies like The Internet Marketing Center are huge proponents of effective Sales Copy for websites.

Don’t be shy about making that bag or tote unique by prominently imprinting it with your company logo and message. Remember to think of the collateral benefit of free advertising and brand equity building (both external, to the consumer, and internal, to the employee or client.) It’s a win-win situation.
Want to make this promotional bag or tote gift even more special? Combine it with a coordinated or matching logo and message on a complementary product (like a pen, notepad, keychain, planner etc.) to place inside the promotional bag or tote!
Include a catalogue or print material about your company and/or your products inside the promotional bag or tote.