You may have attended an event such as a trade show, an expo, or a conference along with other professionals from your field, keynote speakers and other interested attendees. Companies often have booths spread throughout the venue, and each business is trying to make a memorable impression on as many people as possible.
Amid the bustle of all the activities going on, the event attendees are often handed sleek branded conference bags as they register. The fact is that the bags made of vibrant designs and adorned with company logos are not just brochure carriers and freebies, but also powerful marketing tools.
In recent times, with all of us saturated with digital ads that have short retention spans, it would be a wise move to use physical marketing tools that last beyond any given event. They are invaluable, and one such tool is conference bags.
Their utility, visibility and potential for reuse make them more than simple giveaways. They go on promoting your brand long after the event is over and transform the experience of each conference attendee who received a bag into a walking advertisement.
In this article, we look at how well-designed conference bags serve as ongoing marketing assets long after your events end. We also explore how your company can leverage these bags to enhance brand recall and remain visible in the competitive markets.
What’s the role of conference bags in event marketing?
Conference bags are much more than just convenient accessories that can be gifted to attendees at events; they are powerful tools for marketing. They help to extend your brand’s visibility and presence beyond the venue of the event.
Below are some ways in which conference bags play a key role in event marketing:
They offer your brand visibility during and after the event
The bags usually have a company logo, tagline and branding prominently featured on them. As the attendees or recipients of these bags walk around the venue with them, your brand becomes visible to many more participants.
Once the event is over, attendees carry their possessions in these bags as they go to the office or gym, and even when travelling. This way, they continue to provide organic promotion of your brand.
Conference bags create a professional first impression
Businesses hosting events can set a professional tone for their event by giving their attendees well-designed, high-quality conference bags. Such gifts give brands a positive image in the eyes of those who receive them and show that the businesses are keen on details and delivering value. It’s no secret that this first touchpoint can strongly impact people’s perception of the brand.
They offer the event sponsors exposure
It is common for a sponsor’s logo to appear on a company’s conference bag, which make them high-value sponsorship real estate. Thanks to the added visibility, businesses can attract more sponsors for later events. The sponsors can be assured of a lasting return on investment, and a wider reach.
The bags enhance attendees’ experience
Attendees could find themselves in an awkward situation if they receive brochures, water bottles, pens and other promotional material throughout the function but don’t have anywhere to put them. Fortunately, conference bags serve a practical function as they help the participants organise their gifts, allowing them to feel more valued and organised. This leads to a positive association with the company.
The bags turn attendees into walking advertisements
As the attendees carry branded bags, they become mobile advertising tools. And the good thing is that, unlike the banners or signage that remain at the event venue, conference bags move around so much. The carriers take your message to airports, offices, schools, public transport and other places, reaching new audiences repeatedly.
They promote memorability and brand recall
Typically, people will keep conference bags for many days after the event, more so if they are stylish and durable. Every time someone uses the carrier, they remember the event and your brand. This reinforces brand recall in a non-intrusive manner.
Conference bags act as eco-friendly messaging
Companies can consider having their branded bags for event marketing made using sustainable materials, including biodegradable components or recycled fabrics. If you make such a move, you align your brand with environmentally conscious values. This resonates well with modern audiences and has a positive reflection on the perception of your corporate and social responsibility image.
How to customise and design conference bags to stand out in the crowd
While many companies give out conference bags, these carriers are not created equal. Some branded bags are just forgettable giveaways, while others become cherished souvenirs. The difference between these two outcomes is due to the design and customisation.
Here are some tips that can help you customise and design your bags to become treasured gifts and stand out in the crowd:
Start with purpose-driven design
It’s vital before you select logos or colours for your branded bags to address certain issues, including who will use the bag and what items they will carry in them. If you’re a tech company or hosting a tech conference, you should consider offering padded laptop sleeves. For a wellness event, it would be a good idea to have minimalist styles or eco-friendly materials. Thus, it’s crucial to align the design with what the audience needs, as it ensures relevance and usability.
Incorporate unique colour schemes
Although dark colours like black and grey are safe options, bold or unexpected colours, such as coral, teal, or metallic tones, could help your bag to stand out. As you go for hues that match your brand’s palette, also look for those that contrast enough to be noticed from across the room.
Choose high-quality and durable materials
People always remember quality; so, as you design your conference bags, choose strong fabrics like recycled polyester, canvas or even sleek vegan leather. When a person receives a stylish bag, it becomes part of their daily routine. This offers your brand more exposure long after the function is over.
Add thoughtful custom features.
It would be a great idea to make the bag feel premium by adding some features like:
- Built-in luggage sleeves or water bottle holders
- USB charging ports
- Custom zipper pulls with your business logo
- Multiple compartments for phones, business cards and pens
Adding these custom features helps elevate the people’s perception of your brand’s attention to detail.
Offer personalisation options
You can allow attendees to add their initials, names, and even company roles to the bag. The beauty of personalised conference bags is that they make their recipients feel exclusive and valued. This enhances the usability of the bags as well as increasing brand loyalty.
Keep the branding subtle but strategic
When designing your company’s conference bags, instead of having a giant logo occupying the entire front, you can consider using sleek embroidery, embossed designs or leather patches. This is because subtle brandings give the bag a more fashionable appeal, making it more likely for users to carry it beyond the event.
Be sustainable and eco-conscious
With many people caring about the environment nowadays, sustainability matters a lot when it comes to conference bags. As such, it is crucial to choose bags made from biodegradable, recycled and ethnically sourced materials. When you highlight this, it improves the chances that you can improve your brand’s image. In addition, you are more likely to resonate with environmentally aware attendees.
Why is it worth investing in conference bags for your event?
During planning for corporate events or trade shows, it is common for organisers to look for cost-effective marketing tools that have a lasting impression. While conference bags may seem like just simple freebies, they can offer substantial returns on their investment if they are chosen and branded strategically.
Here are some reasons why it is a good idea to invest in conference bags for your next event:
They have affordable unit cost and high perceived value
If you order conference bags in bulk, you will realise that they are relatively inexpensive, especially when you compare them with other promotional items such as high-end apparel and tech gadgets. Despite being affordable, these bags carry a high perceived value as they are functional, stylish and can be reused after the event.
These bags enhance sponsorship opportunities.
Your business can offset a portion of the cost of producing high-quality branded bags by offering sponsorship branding opportunities. This is because sponsors are often willing to pay a premium for their logos to be printed on giveaways since it has high visibility potential.
They offer long-term brand visibility
Because of their durability conference bags have a high return on investment. Unlike paid banners that disappear once the budget is exhausted or digital ads that vanish as people scroll or swipe, carriers are durable thus continue to market your brand for so many days after the event is over.
They are designed with a target audience in mind
People who attend conferences are often pre-qualified prospects, such as buyers, industry peers and potential clients. When they are given the bags, it is a guarantee that the message will get to the right audience with the least waste possible. Thanks to a targeted approach, the company reduces cost per meaningful impression and improves the conversion potential.
They have a trackable impact
Nowadays, smart event organisers are pairing conference bags with discount vouchers, QR codes and NFC tags to enable them to monitor post-event engagement. With these elements, you can keep tabs on:
- Website visits
- Social media follows
- Coupon redemptions
This way, ROI is not just anecdotal but becomes measurable and actionable.
Mistakes to avoid with conference bags for optimal results
There are some common mistakes you need to avoid with conference bags if you want to achieve optimal functionality, branding and get the highest ROI from your investment. Here are some of those mistakes:
Ignoring practical design
When designing the branded bags for your event, you need to consider some practical design aspects. You must avoid using poor quality material, zips, or straps. Also, ensure the bag can carry basic items like notebooks, laptops and brochures. Thus, it would be crucial to choose durable, versatile bags which have functional compartments, and their stitching is strong.
Forgetting the audience
Another mistake to avoid when making bags to give out at your event for branding is to forget who your target audience is. This is because not all audiences appreciate the same things.
It would be best to avoid:
- Over flashy or gimmicky designs for professionals
- Extremely minimalist designs for younger and creative recipients
The secret is to choose a style that matches the theme of your event as well as aligns with the attendees’ demographics.
Ignoring brand visibility
When getting your bags made, you need to ensure that your logo is prominent but not overwhelming. It is necessary to avoid small, hidden or low-contrast branding. You must also steer away from too many logos or cluttered artwork.
You can never go wrong if you make your branding visible on at least one panel. Ensure the printing and embroidery is of high quality.
Going for the cheapest option
While you may want to save on your event branding and marketing, including the conference bags, you need to avoid working with the vendor who bids the lowest and has no track record. Also, avoid going for generic or unbranded off-the-shelf bags.
The best idea is to balance price and quality, where you work with a vendor experienced in producing promotional items. Also, check their reviews from past clients to be sure they deliver quality work, on time and charge reasonable rates.
Missing the sustainability trends
Many people are conscious of a company’s efforts towards conserving the environment. As you design and produce your bags, ensure you win over the eco-conscious attendees by avoiding using non-recyclable materials, PVC and vinyl. Instead, opt for eco-friendly materials like jute, recycled cotton and rPET.
Read More: Boosting ROI Through Smart Paid Search Marketing: The Ultimate Guide
Conclusion
Conference bags are great tools that can help you in event marketing and keeping your brand visible long after the event ends. You need to work with a reputable and reliable manufacturer to produce these bags, and ensure they are of high quality and durable, so they give your company a positive image in the eyes of the attendees. Also, durable and high-quality bags last, giving your brand continued visibility without any extra investment, thus offering you optimal ROI.