Statistics show that, as the prospect of warm weather and summer holidays gets closer, food and drink retailers see an upward surge in in-store sales. And, with a feast of festivals also taking place, it’s no wonder UK consumers are champing at the bit to experience the country’s latest culinary innovations, al fresco style.
Whether you’re a food vendor or an exhibitor at a trade show, raking in the profits requires a strategy, with a great marketing plan topping your list. But, as you’ll be putting a chunk of investment into stall fees, surplus stock and kitting out your stand, you’ll need a concept that does it all... for next to nothing. Drum roll the tote.
Read on to find out why it’s a brand’s best friend.
Five fundamentals of festival trading
Before we launch into the clout behind the iconic fabric bag, let’s go through some tips on how to succeed at a show. Believe us, it’s a whole different ball game to regular retail, which is why you need a dynamic approach.
1. Select your finest products
Give yourself the best chance to make money by assessing your potential audience and then picking out your most popular products.
Whether it’s a new range of gin, a home-made jam collection or a host of gorgeous gastronomy, it must appeal (and preferably to the masses).
2. Refine your (stand) design
You may be at a show, but visual merchandising is what’s going to inspire people to stop and explore, so don’t skimp on your presentation.
Some of our top suggestions include:
- making sure you don’t create clutter
- using countertop display solutions of different heights
- finding attractive props that the theme and highlight your merchandise
- including clear signage
- telling your brand story.
3. Get in the mood
If you’re going to do a trade fair, you (and your staff) need to turn on the charm. Collectively, your job is to engage with your customers, tell your story, share your passion... and prove to them that your products are the deal of the day.
Remember, friendly interactions make for enjoyable experiences – and if people remember you, they’ll come back for more.
4. Adapt
Any open environment is subject to change, and from needing more products or mitigating a dip in sales to adjusting your prices or tweaking your offerings, covering your bases and thinking on your feet is par for the course.
5. Brace yourself for high volumes
The most popular events attract thousands of people from all around the world, so make sure you’re prepared for a barrage of business.
Your check list should include:
- a workable staff roster to keep service efficient
- plenty of stock – the last thing you want to do is disappoint your fans
- a fast, easy payment system that won’t clog up your queues
- packaging that will add to a great shopping experience (aka, a branded fabric bag).
Why tote bags are your canvas for creative marketing
One of the best merchandising options available, totes (and specifically personalised ones) are the perfect partner for a trade show or festival environment. Let’s talk about why they work.
They make the best goodie bags
Looking to give prospective consumers a media kit filled with your latest brochures, business cards and sales collateral? Then put it in a branded cotton bag. Not only is it a crowd-pleaser, but it forges a connection that eventually leads to loyalty.
They’ll encourage sales
Whether you give them away or add a small charge, if shoppers know they have something practical to put all their goodies in, they’ll be motivated to spend a little more.
They’re a guerilla tactic
Guerilla marketing is a (low budget) publicity stunt that uses unconventional channels to gain brand visibility. Commonly, it involves employing a bunch of promoters who go out and spread the word in an unexpected way.
Fabric bags do exactly that. Basically, not only are you making your public happy by offering them a freebee, but they then get toted around for the day, letting everyone else know that you exist... at no extra cost.
How to turn them into walking billboards
Over the last few years, totes have become more and more popular and are now a recognised accessory on high-end catwalks across the world. So, if you make yours really spectacular, there’s no reason why they shouldn’t creep into the socials and encourage some good user-generated content (UGC). Branding is the way to do it.
- These pointers will help you think out of the box.
- Choose a bag style that will accommodate your merchandise.
- Opt for complimentary colours – people need to associate them with your brand.
- Be bold – your messaging should make a statement that creates a buzz.
- Use eye-catching imagery.
- Include your logo and contact details.
- Go sustainable – it’s a consumer demand.
Don’t miss the summer deadline
No-one wants to be a copycat, so get your totes sorted before the seasonal rush and stay ahead of the game. Our sales and design team will do everything needed to make the magic happen, and we’ll have them delivered within ten working days.
Simply call us or book an appointment to visit our showroom... and your summer campaign is in the bag!
