Deemed one of the most effective advertising platforms for ongoing return on investment (ROI), fabric bags are the ninjas of brand visibility.
Seen repeatedly in organic settings, they play the role of walking billboards, reinforcing your core messaging in a powerful, sustainable manner. And, with 90% of UK shoppers ditching plastic options for more permanent solutions, now is a prime time to jump on the bandwagon and create a long-term stir.
Let’s dive a little deeper into their superior reach.
The psychology behind constant visibility and why tote bags nail this
Did you know that around 50% of the human brain is involved in visual processing, scrutinising and understanding prompts (like logos, fonts, colours and styles) in less than half a second? Each single perception is then interpreted into a map, forming a subconscious association that matches an emotional response to a specific product or brand.
Here are some other brilliant facts that will shift your thinking and elevate your strategic positioning:
- Adding colour to a logo makes it 39% more memorable than the same black and white version.
- Including it in any kind of social media post, print advertising or sales collateral will increase readership by a whopping 80%.
- Mental recognition of a brand activates other areas of the brain, linking it to different aspects of our personal identity.
- Both positive and negative experiences with that brand will be accumulated in the subconscious to create an overall profile that instantly triggers either deep buy-in responses or strong rejection.
- Once this relationship is formed, the brain will add in other meaningful associations like tag lines, store locations, and affiliated products or marketing elements.
Coupled with this are two other interesting phenomena:
The mere exposure effect records that people develop preferences for things that are familiar to them, meaning that repeated exposure can lead to liking, even if their first experience with an item or brand was negative. So, creating catchy slogans, repetitive ad campaigns and recognisable product placement will increase your following.
The familiarity heuristic (or bias), which is a spinoff of the mere exposure effect where the brain shortcuts to the immediate selection of a brand because it feels safe or comfortable, even when superior options are available.
What’s the takeaway for advertisers? Well, three things:
- The more you understand what your brand or product means to your consumer, the easier it will be to fine tune your identity and influence sales.
- Businesses that deliver consistent, top-notch experiences in the retail, social and customer service arenas will change the way their audiences think and respond.
- Continuous visibility (because they travel everywhere) will build trust more effectively than a multi-platform ad campaign.
Which, if you’re paying attention, is exactly what a branded tote can do for you. Sneakily brilliant, don’t you think?
How fabric bags give you maximum exposure for minimum effort
Let’s face it, in the current economy businesses are continually under pressure to deliver increased brand equity on smaller budgets which, with all the noise out there, can be a herculean task. So how do we work smarter to do this? Yup, you bag yourself a good deal!
Branded totes in the UK generate approximately 3,300 impressions during their substantial lifespan, making them a cost-effective and highly versatile fit for a long-tail marketing plan. So, with their easy reach and numerous benefits, they should be a no-brainer if you’re in retail industries like food, drinks, cosmetics, or fitness. This is their nutshell:
They’re affordable
A one-off expenditure will get you several years of organic exposure, giving you an unprecedentedly high ROI.
They’re highly visible
With ample room for advertising (on both sides), they 100% embrace the principles of the mere exposure effect and will drive home a positive emotional response from your followers every time they are seen (which is pretty much everywhere from in-store to at the gym).
They can be targeted to specific demographics
Trendy and vocal, they have the power to reach set audiences, resonating with their core values and creating emotional connections as they go.
They’re sustainable
Made from eco-friendly fabrics, our tote bags contribute to your company’s sustainability protocols, enabling you to uphold your (and your customer’s) environmental responsibilities.
They’re practical
You can’t beat their unique offering of both advertising and purpose because, from market totes and shoppers to goodie bag giveaways and bottle carriers, their versatility is just about limitless.
Tips on designing tote bags that spark conversation
If you want your brand to stand out from the norm, then you have to do something fabulous. And fabric bags are the perfect vehicle for some out-there designs. These are guidelines from our own in-house experts:
Reflect your brand ethos
Your core messaging should be aligned with the values of your business, ensuring that it resonates with your customers.
Do something memorable
Whatever you decide on has to stick, so whether you use humour, clever banter, something soulful or a seasonal theme, make sure that it’s attention-grabbing.
Create a buzz
Boost their marketability by getting them seen on all the socials in posts that fuel dialogues around your brand.
Make its eco value known
Eighty percent of UK consumers prioritise sustainable packaging and 74% of them will pay a premium for it, so don’t be shy about highlighting these attributes. Positioning your totes as reusable, recyclable, ethically made items that project environmental responsibility is a great way to reflect your own values.
Use them in your seasonal marketing campaigns
As all successful retailers know, seasonal campaigns are the ultimate way to boost sales and keep your audience invested. And releasing a limited-edition tote that reflects the occasion is always a smart idea.
How to choose the right tote for your business
If you’re integrating fabric bags into your marketing plan for the first time, make sure you find one that suits your needs. Here are three simple rules:
1. It should be big enough to accommodate your range of products.
For instance, farm shops selling large bunches of fresh produce will benefit from an extra-large market bag, while events companies would do better with a regular sized tote.
2. Think about features that will make your consumers’ lives easier.
If you’re a fitness company, your offering should have space for a water bottle and enough room for a full gym kit or change of clothes, if you’re a wine merchant, stock bottle carriers with removable dividers, and if you’re in the food retail industry, choose a practical shopping bag, perhaps with double handles for extra versatility.
3. Select an appropriate fabric.
Jute and juco are both highly durable, making them ideal for heavier merchandise, while our cotton versions are light and easy to carry.
Let’s get your marketing campaign in the bag!
At WBC, we’ve designed bags for some pretty jaw-dropping customers and have all the expertise you need to make yours exceptional.
Here’s what you can expect when you partner with us:
- High quality totes made from sustainable materials.
- A wide range of options from drawstring sacks to industry-specific versions.
- Free access to our design team.
- Personalisation within ten working days.
- A bespoke service for those who need something that’s completely out of the box.
Feeling inspired? Then call us today and let’s legendise your brand.
