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| It's In The Bag! | Fri, 3 August 2001 |
| Interviewee:from the marketplace
Size does matter This years ‘in' tote bag is a mini carrier from somewhere very expensive - and it's probably been carefully looked after and used for months - not bad for one of the cheapest bits of personalised packaging on the market. Could the ad on the carry bag be the most undervalued marketing tool? |
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| Top fashion houses use bags of initiative when it comes to getting their brands out into the marketplace - look around any busy high street and you'll see their names on glossy carrier bags influencing potential customers, creating ‘wish lists'. It's like a mail shot - a numbers game - a thousand people see a brand name, it inspires 1 or 2 sales. But, unlike a mail shot that costs YOU, this way it's the customer who pays, either by making a purchase and getting the bag ‘free', or by buying the bag itself because they like the image it portrays. COULD IT WORK FOR YOUR PRODUCTS? Target your market by: Playing the generation game. After the youth market? - check out what they like - lots of plastic, strong colours, highly recognisable images, establish a cult brand and these are your followers. Worth remembering that with the text message revolution you can communicate in shorter ‘words' and if you get it right they'll spread the message for you - think Bud, think Waaassup! Empty nesters? - the highly desirable sector with serious money to spend. They're choosey, like to feel they're getting value for their money but also like to show the world that they've got lots. This is the area of the ‘must have' mini carrier bags. Often used instead of handbags by ‘ladies who lunch'. The good news is that everywhere they go they are happily promoting a product or brand name - could it be yours? Family Group? - this is the bag that has to work hard for its living. Make it strong, primary colours, clear design, comfy handles and it'll end up carrying shopping, the kids clothes to the beach... and your image everywhere it goes. What's that old saying, for when you've had a great business idea and it starts to work - IT'S REALLY IN THE BAG... |
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