The Power of Promotional Tote Bags for Out-of-Home Advertising
You wouldn't think it at first, but promotional tote bags rival legacy OOH (Out-of-Home) advertising—and show them up six-love.
Promotional tote bags provide businesses a cost-effective and eco-friendly way to promote their brand. The versatility of shopping and reusable bags launches them into a category high above all other outdoor media.
Here's why your brand on a bag outperforms billboard, bus stop, and underground advertising.
The Rise of Promotional Tote Bags as A Marketing Tool
Pre-2000, promotional tote bags were reserved for sports event sponsorship or large conferences—giving visitors a handy way to hang onto many brochures. This was before the digital revolution and society's shift to eco-friendliness.
Following Ireland's introduction of the world's first plastic bag levy, public awareness about plastic bag pollution grew. By the late 2000s and early 2010s, Reusable shopping bags became increasingly popular. The main reasons are:
- Environmental concerns about plastic bags.
- Government initiatives promoting reusable bags.
- Increased availability of stylish and convenient reusable bag options.
It didn't take long for corporate Britain to see how much consumers preferred eco-friendly brands. With that came more astonishing revelations about the power of promotional tote bags.
"Totes" more affordable than OOH Advertising
Billboards range between £200 to £15,000 per four-week period, whereas 5000, 100% cotton, 140 g/m² bags with a full print digital transfer will work out to around £6,750.
Wait. Before you argue that more people will probably see the billboard (justifying the cost), look at these numbers.
While promotional products are seen an average of 800 times in their lifetime, a promotional bag is seen around 5,700 times! (Promotional Products Association International, and Global Advertising Specialties Impressions Study, ASI).
Your brand could be seen by 25,000,000 pairs of eyes, and we've not even started on the other benefits.
Reach a Wider Audience
Unlike fleeting advertising formats, tote bags offer extended brand visibility. People carry them around, potentially for years, creating repeated brand exposure.
From the moment you give away your first bag, it starts a journey, reaching a more diverse audience than a stagnant billboard on the streets or underground could ever do.
Tote bags turn recipients into walking billboards.
What if your totes bag was with a passenger ON the tube? Imagine how many commuters might see that instead of the posters that are ignored as wallpaper.
Exceptional Targeting
Reaching many people is one thing, but reaching numerous people within your target audience is another hugely beneficial thing. You don't only want eyeballs; you want the right eyeballs.
They say birds of a feather flock together, so it's probable that the recipient of your bag will show it to like-minded people.
Leverage the utility of bags and embrace the versatility of their many forms.
A gym bag would make sense if you're promoting a sports brand. Better yet, consider a gym bag made from waterproof or quick-drying material.
Similarly, choose eco-friendly recycled cotton bags for a reusable option that earth warriors will love.
Instant Connection, Positive Perceptions and Even Better Conversations
Good branding and advertising should create a positive impression. Great advertising creates indelible heart connections.
An ASI (Advertising Specialty Institute) study found that 76% of consumers have a positive impression of a brand after receiving a useful promotional product. And we all know that there is simply no better advertising than word-of-mouth. A well-designed Jute or shopper bag or is a fantastic conversation starter!
Maximise your branding; evocative designs tell stories (which leads to the next point).
Creative Customisation
Let your creativity sore! Create designs and a message that resonates with your audience.
Bags provide a large surface area for branding and messaging. Unlike smaller promotional items like pens or keychains, tote bags offer ample space to display a company logo, catchy slogan, or eye-catching design.
Use the opportunity to catch potential customers' attention and generate brand awareness wherever your bag goes. Incorporate a QR code that can be snapped quickly yet engages viewers longer!
Remember that the quality of the material you choose will also impact other's perceptions of your brand.
Distributing Promotional Tote Bags for Maximum Impact
Strategic distribution is critical to maximise the impact of promotional tote bags. An effective approach is distributing the bags at trade shows, conferences, and other industry events. These events attract a targeted audience, making it more likely that the bags will be used and seen by potential customers interested in the products or services offered.
Collaborating with complementary businesses or partnering with local events can also amplify the reach of promotional tote bags. For example, a fitness studio could distribute bags at a local health fair or partner with a yoga retreat to provide branded totes for participants. This type of strategic distribution ensures that the bags reach the right audience and create a positive association with the brand.
