p17 Promota:Layout 1 16/07/2009 11:09 Page 17
PROMOTA
Bags of ideas
PROMOTA, the Promotional Merchandise Trade
Association, looks at how the goody bag
works as a promotional tool, the types of
products used and the bags that are used to
hold them.
W
hat is a goody bag? The name suggests products such as
that it is a bag of ‘goodies’ that you water bottles,
want and need – something special, chocolates and
perhaps, that will make you remember an event. USB sticks.
Those used at the Oscars, for example, have been Classic products
known to contain jewellery, watches and even are also being ‘re-
coffee machines. Upmarket goody bags aim to invented’. With
have the wow factor, but are primarily there to the eco trend in
promote the companies who input into them. full swing, eco-
PROMOTA secretary Annette Scott, said: “These friendly pens,
types of goody bags are used where the pencils and paper
relationship with attendees is valuable. You can are becoming
get some interesting gifts - items that cost favourites for goody
hundreds of pounds and can be personalised to bags.
suit an audience.” Obviously these products need to go in However, in the last 18 months there has been a
Goody bags are also used at trade shows and something, and despite most pre-conceptions, the definite move towards the environment when it
exhibitions. They will contain promotional items bags themselves need not be standard plastic comes to promotional goody bags.
such as pens and lanyards which are used to carrier bags. Goody bags come in a variety of “Wherever possible, our strategy is to offer and
promote and inform the general public about a shapes and sizes, and offer great opportunities for promote the materials and products that create
product, a service or a company. Annette said: branding. the least damage to our environment, while
“This is the kind a bank may give out at a The branding space is also important. Different taking into consideration the needs of our
freshers’ fair. It would be full of low cost items surfaces will be easier to brand than others, but customers.”
and the idea would be to create awareness.” with the different embroidery and printing options Andy says that despite the current economic
Both of these examples suggest that goody bags available, it is easy to find a way to make your climate, he has seen little negative change in
should be suited to the intended audience. In the bag and therefore your brand stand out from the orders for these types of bags. “In fact, the
same way that a bank would not give students a crowd. opposite is true, with demand for promotional
goody bag including high value promotional PROMOTA member, Crazy Bags, supplies bags for goody bags actually increasing,” he adds.
items, an upmarket department store is unlikely to companies to use as goody bags and as a “Promotional bags really add value to a brand
give fashion show guests a mousemat or keyring. company, advocates that choosing the right bag is and this is certainly reflected in the high quality
Goody bags also need to suit the company or just as important as the products that you put bags that we use for our clients.”
brand they are representing, for example, branded inside it. Andy advises: “Make sure you choose the bag for
mirrors, brushes or an eye mask for a beauty We asked Andy Steavenson, director of Crazy the right reasons. Think about why you are using
salon. Bags, about the uses of goody bags and the a goody bag and what you are using it for. How
Products for a freshers’ fair could include useful current trends in the market. does it represent you and your brand values for
items such as a ruler, folder, calculator and diary. Andy said: “Goody bags are a two-fold product example? Will it help add value to the overall
However, products can also be branded with a for a company. On the one hand they are experience you are looking to give your customers
company name to ensure that the brand is practical, ideal to hold promotional material about and will it be something that they will want to
remembered long after the event. a product; on the other they are a walking use time and time again? The key is to ensure
In the past, when visiting a trade show for billboard, raising your brand visibility, enabling it that you choose the right bag for the right event.”
example, more traditional products such as pens, to be seen by everyone. These two features really
pencils and notepads would appear in a goody do make them an ideal promotional tool. For more information about PROMOTA, call 0845
bag. But as promotional merchandise is becoming “For a number of years we have been supplying 371 4335.
more creative companies are choosing branded polythene and traditional paper carrier bags.
www.printwearandpromotion.co.uk August 2009 | 17 |
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