Yes, we’ve said it before (but can’t stress it enough) – if you’re a food or drinks brand looking for the single most effective marketing tool to optimise your visibility, you should be investing in totes.
However, to realise their full potential, they need to stand out from the crowd. So how do you make them catwalk-ready?
With three decades of experience in supplying (and branding) white-label packaging, gifting and retail display solutions, we’re about to spill the beans...
What makes fabric bags the ultimate brand buddy?
Done properly, personalised fabric bags can be used in multiple ways and marketed across numerous platforms, giving you merchandising that proffers an above average return on investment (ROI). But to understand their full potential, you need to appreciate their versatility.
Usage:
While you might, fundamentally, be buying them for consumer convenience or a means of facilitating a smoother in-store shopping experience, totes are so much more than just a simple carrier bag. Here’s some food for thought:
They’re multifunctional
Let’s face it, you see them on the beach, at the gym, on trains and even slung over the shoulders of office execs. And the best part is, if they’re a favourite, they’ll be hauled unashamedly into outlets that belong to your competitors too. I mean, who hasn’t seen a Tesco bag at Sainsburys? A marketing strategy can’t get much more advantageous than that!
They’re enduring
Opposite to pollutants like single-use plastic bags, totes last for years, meaning that whatever you print on them will be seen long-term. From a budgeting standpoint, that’s a lot of bang for your buck.
They’re versatile
Aside from colour and shape options, their promotional potential is extensive. You can give them away at events as goodie bags, use them to create memorable unboxing experiences, build brand loyalty by offering them as a purchasing incentive... the list goes on.
Brandability:
Yes, there’s merch for every industry. But does it work? Pens, for example, are a great giveaway but certainly don’t contribute to the visibility of your business. Use a tote instead, and you become conspicuous. Need more proof? Then factor these points into your ROI equation:
Optimal space
Printable on both sides, they’ll accommodate every element of your campaign without making your audience squint – all at a one-off cost.
Relatability
From conveying your narrative and visual identity to relaying your ethos, totes get the job done.
Street-cred
Currently a high-fashion commodity, fabric bags are a streetside must-have. So, if your branding strikes a chord with your audience, yours may well be the next big wardrobe trend.
How to get them catwalk-ready
To be iconic, you have to think outside the box. From understanding consumer psychology and resonating with their values to homing in on your core USP and exuding quality, it’s a process that requires considerable thought. We suggest you start with the following.
Look at what’s trending
Google Trends gives insight into what consumers are looking for. This will help you decide on the style of both bag and branding.
Analyse your audience
Know who you’re marketing to and use their demographics, pain points, interests and needs to augment your messaging.
Get real
Consumers buy from you because they resonate with you, so create a connection by being authentic and sharing your perspective.
Make quality a deal-breaker
If you provide a high-end bag, you’ll be recognised as a discerning business. Quality, therefore, is non-negotiable.
Keep things simple
Beware of overcrowding your advertising space. Yes, you have a lot to say but find a way to uncomplicate it.
Be original
Copycatting won’t make the grade. Instead, do some brainstorming and come up with a concept that’s pioneering and unique.
Make them memorable
A good tote stands out from the crowd. This involves your use of colour, typography, patterning, illustration, overall design and printing technique. It’s a lot to digest but our experts know their oats (meaning that we’ll take care of the details for you).
The tricks to going viral
Once your bag is ready to be seen, social media is the key to your success, especially if you’re looking for a wider reach.
Instagram has over two billion active users, making it one of the most captive audience-based platforms out there. And, with a strong focus on visuals and engagement, it’s built for branding.
Need something more measurable? Then check out these user stats:
- 90% follow at least one business account.
- Brand interest is piqued in 50% of audiences if they’ve seen it on Instagram.
- Over 66% believe that social media facilitates a conversation with a brand.
How do you tap into this powerful tool and use it to the max? Start with these pointers:
Get your profile up to scratch
- You’ll need an uncomplicated username and profile picture that will strengthen the association between your brand and the customer.
- Have a good bio – be concise and include your primary and secondary hashtags.
- Set the theme – don’t post pictures of your social life (or pets) on your business account. And stick to a look and feel that’s consistent with your image.
Use content that engages
- Find out what’s popular by checking out your competition’s likes.
- Quality pictures, quotes and relatable content are crucial.
- Stick to your audience – you can’t please everyone.
- Integrate reels with videos and stories to get a feel for audience preferences.
- Be concise – social media copy is a quick read, not a novel.
- Optimise your hashtags and captions to entice new followers.
- Post regularly – people lose interest when you’re inactive.
Expand your reach
- Engage with your followers by (diplomatically) replying to comments or questions.
- Run competitions – everybody likes a freebee.
- Encourage and acknowledge User-Generated Content (UGC).
- Work with relevant, reputable influencers – the benefits are in their job title.
- Budget for Instagram ads – they boost awareness.
Let’s do it!
With a sustainable bag offering that suits every need, we’re adept at helping both SME’s and big conglomerates select and brand the best totes for their business. So, if you’re ready for that catwalk moment, give our sales team a call today.
