Promotional tote bags are an extremely useful tool to advertise your business. If delivered at trade shows, conferences, fundraisers or other events that boast many people, their initial impact can be an immediate and fortunate one for your profit margin.

But what about when the event ends? You don't want your custom tote bags to stop working as a marketing tool just because the event is over. For this reason, you should invest in bags that maximize promotional potential, can function in more than one way and are built to last. When making the most of custom tote bags, consider the following:

1. Customizing only one side of visible area on a custom tote bag negates its potential as an advertising tool.

2. Printed tote bags should be designed with the idea that they will serve as a marketing device long after their initial use has ended.

3. You can find companies that allow you to request samples of custom bags before placing an order for bulk tote bags.

Action Steps
The best contacts and resources to help you get it done

Order promotional totes that have your logo and business information

To save money, many business owners make the mistake of ordering a printing of their logo or business information on only one side of the bag. While this may work with highly stylized custom bags like backpacks that can only be worn one way, custom tote bags can be picked up and used whether facing the carrier's body or the public.

I recommend: InkHead Promotional Products acknowledges the importance of printing promotional material on both sides of a bag on their website. The company even allows you to virtually design your tote bag to give you an idea of how your bag will look. Design support is also available. 4imprint gives you the option of working with a design team and attaching special printing instructions to your order.

Buy custom tote bags that can be washed without degrading the material

When ordering personalized totes, you will likely be given the option to choose which material you want the tote bag to be made with. Choose the material that will last the longest so that your bag's advertising potential will increase. Cotton and canvas have good reputations for being machine-washable. But it's best to first consult with your supplier and find out what their printing techniques are to determine whether washing is a good idea.

I recommend: Absorbent, Ink. has a number of canvas tote bags available for purchase at wholesale prices. CustomInk also has canvas and cotton bags for sale, along with organic and two-toned bags for that extra earth-friendly and fun kick.

Invest in multi-functional, promotional tote bags

Buying business tote bags with a wide range of functions gives the carriers opportunities to use the bags after an event has ended. Some forward-thinking business owners like to buy convention tote bags or trade show tote bags that can be used as grocery bags, backpacks, laptop bags and even gym bags. Investing in these types of bags can ensure that your business's name gets out to the general public as well as industry people.

I recommend: Bag King.com sells various styles of bags and offers the option of screen printing promotional materials on many. Extremely large custom bags that can be used for travel or laundry are also available. You can also order custom tote bags that can double as beach bags or airplane bags from Quality Logo Products.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Buying a unique style of tote bag in bulk can set you apart from your competitors. The public may perceive you as a unique and interesting company, especially if your company is one that competes in a large industry.

Does finding that perfect token of appreciation for a loyal co-worker, esteemed business associate, current or future client give you angst? Are you perplexed over your indecisiveness on this “supposed-to-be” simplest of decisions? Or, do you feel limited by your budget, yet still yearn to stand out from the crowd so that your promotional items aren’t tossed onto the heap of “tchotchkes” (also known as "trinkets" or "swag") that every company hands out?

First, don’t give up too quickly and don't just give in to that temptation to buy a generic promotional item that everyone else lazily goes with. Remember, the "safe gift" is not the "appreciated gift". Be a little creative. Get something that’s customized and reflects your company's image. It’s okay to keep it simple, but get something practical, too. Choose something that can and will be used even if the recipient may already have one.

One ideal solution to this promotional-item-selection dilemma is: “the promotional bag or tote”. This will let you go a little beyond, yet not get too far off track from, the standard logo-imprinted coffee mug or mouse pad that would easily blend in with the typical desktop toy(s).

But how do you convince your clients and potential customers that promotional bags or totes make great promotional items?

Action Steps
The best contacts and resources to help you get it done

Describe the Unisex Appeal of a Bag or Tote

Use verbage like this to highlight the 'unisex' appeal of the Tote Bag:'It can’t be disputed. Everyone, male, female, adult, teen, and child, will eventually need a tote bag to throw a few personal belongings in whether it’s a lunch, a snack, a water bottle, a paperback, an address book, a change of shoes, a hat, gloves, an umbrella, etc.'

I recommend: Look for unisex fashion trends online to highlight this feature.

Describe the Benefits, not the Features

Create an emotional connection with potential clients that are trying to choose what type of promotional item to go with. Sell them on the 'benefits' of promotional bags/ totes rather than just highlighting the 'features' of each. For example, mention the benefit of: carrying many things and not losing things; the long-lasting nature of this gift; the hands-free convenience; and the practicality of a 'functional gift'.

I recommend: This action step is based on Marketing 101 concepts, so just Google "Sell Benefits, Not Features" for articles to explain this example further.

Emphasize the Benefits of Re-Usable Bags over Disposable Bags

Definitely take advantage of the 'green' movement. Point out the benefits of any kind of natural materials and also the re-usability of tote bags over plastic supermarket shopping bags.

I recommend: Link to sites like TreeHugger.com that feature related stories.

Choose from a Variety of Promotional Bags to Reflect Your Company's Image

There are many types of promotional bags or totes to choose from. There is surely one to fit your company's image.

I recommend: A company like ArtPromos.com offers a variety of promotional bags such as: promotional tote bags, promotional duffle bags, and promotional drawstring bags.

Use Great Sales Copy on Your Web Site

Generate excitement and a 'call to action' with some great Sales Copy on your website, such as follows: 'Save your potential client or your current colleague from embarrassment. Don’t let them grab for that plastic supermarket shopping bag to carry those things that won’t fit in their overloaded pockets or computer bags. Don’t let them face the possibility of being called the “bag lady” or the “baggie man”. Let your friends experience the comfort of having that personalized “safety” tote bag tucked away in their drawer at work, or in their coat closet at home. It will be the most practical and thoughtful accessory they have ever received, one that they can pull out when that unexpected “hands full” emergency comes up out of the blue. It’s easily pulled out. And, it’s easily put away, without taking up much space at all. It patiently lies in wait until the next item-carrying emergency shows its face.'

I recommend: Companies like The Internet Marketing Center are huge proponents of effective Sales Copy for websites.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Don’t be shy about making that bag or tote unique by prominently imprinting it with your company logo and message. Remember to think of the collateral benefit of free advertising and brand equity building (both external, to the consumer, and internal, to the employee or client.) It’s a win-win situation.
• •  Want to make this promotional bag or tote gift even more special? Combine it with a coordinated or matching logo and message on a complementary product (like a pen, notepad, keychain, planner etc.) to place inside the promotional bag or tote!
• •  Include a catalogue or print material about your company and/or your products inside the promotional bag or tote.

Promotional tote bags are the way to go when it comes to advertising on-the-go. When you use custom tote bags to promote your business, you let real people do the advertising for you. Wherever they take your business tote bag, you can be sure that they're acting like a virtually free billboard.

You'd be surprised how successfully custom tote bags can advertise your business. Printed tote bags can swing your business into profits that you didn't know were possible. But you have to use them effectively. When thinking about using custom tote bags a marketing device, consider the following:

1. A promotional tote bag is a tried-and-true advertising method for your business.

2. Almost every aspect of a custom tote bag can be customized to fit your business's needs.

3. Customized tote bags can be purchased in bulk.

Action Steps
The best contacts and resources to help you get it done

Slip company gifts in personalized totes

Custom tote bags are a nifty way to present gifts to employees, clients or potential customers. They can even serve as another way to deliver promotional materials that may be contained within them. Any way you slice it, the bags can deliver goods and subtlety advertise where the goods came from.

I recommend: Quality Logo Products offers a range of small personalized tote bags to use with gifts. MARCO Promotional Products also has a line of tote bags in a range of styles and materials. You can request samples before placing your order.

Give promotional tote bags away at fundraising events

Promotional totes are a great way to imprint your brand in the minds of fundraising attendees and to remind them of your role in the event. It's a good idea to go 'classy' at this type of event and invest in bags made of sturdy, more expensive material with modest logos printed on them. After all, you wouldn't want to make it seem like you've turned a fundraising event into a cheap advertising campaign. The nice thing about using promotional totes at fundraisers is that they can you can order totes that advertise both the fundraiser and your business.

I recommend: CustomizedLogoWear.com's tote bags are wonderful for fundraising events because they're simple and functional. In addition, Green Bag Enterprises is a company that offers an alternative to traditional bags in that they're designed to be washed and used many times over. They're also customizable and perfect if your fundraiser involves the environment.

Take advantage of bulk tote bags by handing them out at industry functions

Business people at trade shows and industry conferences notoriously have a lot of stuff to carry. Papers, binders and miscellaneous items all need to stored and transferred from one place to another. Think 'large' when buying trade show tote bags or convention tote bags because there's a chance that other companies may have them, too. Your goal should be to offer a custom tote bag large enough to accommodate any other items received at the event so that your logo is the one that's seen.

I recommend: ePromos Promotional Products Promotional Items has large promotional bags that can fit this bill. Typically called "shopping bags", they're spacious enough to carry anything attendees may need to haul. If you're looking for even bigger styles, Four Star Marketing also has everything from backpacks to sport bags.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  When buying promotional bags for your company, consider utilizing the higher end of your budget for them. This will usually result in a purchase of higher-quality bags that will be used many times outside of the event in which it was delivered. You will be recouping your budget every time someone uses your bag, so don't be afraid to spend a few extra dollars on them.

Custom tote bags are a popular item because they're useful and able to display a company logo, slogan or other message or image. Knowing some important vocabulary words that relate to the process of imprinting tote bags will make the ordering process easier. There are a couple of processes that companies use to imprint tote bags, including screen printing and digital printing. Once you've decided on the process, you need to choose the type of bag to imprint, and each one has its own benefits.

Action Steps
The best contacts and resources to help you get it done

Digital printing

Digital printing is a new method that uses digital computer technology to transfer an image to the fabric. A benefit of this process is that it allows you to print a low quantity of items at a low cost per item compared with other methods.

I recommend: Read a discussion on digital printing and how it differs from traditional screen printing at LogoSportswear.com.

Screen printing

Screen printing is the traditional method of printing an image onto fabric or other material not made of paper. It is a good method for large quantities and results in a clear, colorful image that is durable and washable.

I recommend: Find an explanation of screen printing at PrintMojo.com.

Promotional tote bags

Promotional tote bags are generally low-cost bags imprinted with a company logo. You can use these custom tote bags as giveaways and to hand out to participants at trade shows.

I recommend: See examples of several kinds of promotional tote bags and read a paragraph about their benefits and features at the Motivators.

Polypropylene

Polypropylene is one of the newer fabrics that manufacturers use to make tote bags. The benefits of polypropylene include its light weight and relative strength for the cost. Other types of tote bag fabric include canvas and cotton.

I recommend: Read a discussion on how to choose which type of tote bag fabric is best for your purposes at Quality Logo Products.

Messenger bag

Messenger bags typically have a large flap that hangs over the top of the bag with a clasp near the bottom of the bag. They have a long shoulder strap, and some of them have laptop sleeves. They are popular with young people and are typically a more expensive item than many standard tote bag options.

I recommend: See photos and descriptions of many styles of messenger bags at Timbuk2.

Drawstring backpack

Drawstring backpacks are stylish and inexpensive alternatives to traditional tote bags. They are especially popular with young people and are well-suited to imprinting with a company logo or slogan. Give them away or sell them to customers or employees.

I recommend: See examples of drawstring backpacks and read a paragraph about their benefits at ePromos Promotional Products.