Conference bags must breed in the dark, or at least it seems that way. Clearing out my closet the other day I was a bit taken aback with how many bags, advertising an array of events, that I have managed to accumulate over the last 6 months or so.
Conference bags, however, are much more than a container for “stuff” during an event. They can be effective, desirable and memorable.
Here’s how to pick a cool one and fill it with things attendees will keep and reuse, so your time and budget won’t be wasted:
Do not underestimate the event marketing power of the bag. The conference bag is the first gift you give an attendee.
Get Personal
When you hand attendees their bags, you are saying that you appreciate their attendance and this event is going to be something special. Don’t let them down. The key to improving your bags is to make them an integral part of the overall event strategy. Have a communication plan for the conference bag and solid reasons for its contents.
Set a goal that you want the bag to achieve. Just giving people a place to stash junk and office supplies is a wasted opportunity.
Start with smart
There are literally thousands of options at different price points. Before you select one, do this quick exercise. Think of three or four of your top clients or typical attendees.
– Would they truly want the bag you are considering?
– Why would they want to take it home after the event?
Let that be your guide. I’m not in the promotional products business, but here are some suggestions and a few free ideas from a guy who’s done decades of events:
- Avoid any bag design that’s commonplace, boring and forgettable. Don’t make it black!
- Think style first and marketing second. Go for attractive colors, interesting fabrics and a stylish look. Surprise attendees with the design.
- Bigger isn’t better. Remember, attendees have to carry it around all day.
- If you display a logo, make sure it fits the design and doesn’t look stuck on.
- Don’t put a date on it! That makes the bag outdated the moment the event’s over.
How about recyclable?
I am 100% behind green events and managing event waste. However, you need to be careful to separate the philosophy from the marketing. Just because something is recyclable doesn’t always make it the smartest bag choice. Remember, another word for recyclable is: toss-it-before-you-leave. Is that what you really want?
Reusable is the better goal. You want to make the conference bag a part of a positive overall event experience. You want every person to see new ways to use your event bag after they get home.
Have several designs. Thanks to new technology, you can have beautiful printing on your bags. Offer attendees a choice of bag. Research shows you have a better chance of the bag making it home if the person can pick the one she/he likes best.
Have the bag designed by a local artist. This makes it unique, distinctive and personal. Plus, it gives the bag a story and people will view it as exclusive.
Use logo tags instead of printing on the bag. Add colorful luggage tags with the logo. They will look better and make the conference bag more desirable. Plus, you can use several for conference sponsors.
Use a backpack or book bag instead of traditional shopping bag or tote bag designs. I saw this at a show and it’s brilliant. Events and conferences are filled with people with children. Every child wants and needs a backpack for school, so make it your conference bag! A colorful backpack with bold graphics will be taken home and used. Your attendees will see and remember the event every day. I realize the initial cost may be higher, but no event bag is a deal if it ends up in the trash.
Fill It With Value And Not Junk
Remember, a great-looking conference bag is just half the communication strategy. Part 2 is filling it with great stuff that’s meaningful, functional and relevant.
You can and should share your conference bag strategy with sponsors and trade show exhibitors. They have their own objectives, and they will appreciate anything that makes them look and feel like a part of the big picture. You can’t control what sponsors and exhibitors give away, but you can influence them.
The crux is basically, keep it funky and fun, and fill it with items that people want to keep and use. Selfie sticks, cool mugs and other paraphernalia are always popular, and offer you a great chance to brand yourself over, and over, and over again!
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