The modest bag.

Simple, utilitarian and, according to results from the latest ASI Advertising Specialties Impressions study, a promotional powerhouse.

“Among wearables, bags were reported to be used most frequently with respondents indicating that they used their bags an average of nine times per month. They also deliver the most impressions: Each bag averages 1,038 impressions per month.”

The survey of 465 business people,mainly between the ages of 21 and 44, was conducted in June and July of 2008. Respondents had all received promotional products within the past 12 months. 8 out of 10 could recall the advertisers of the products they had received.

Bags were seen 30% more of the time, beating out old standbys like shirts and caps in the wearables category. Bags were held onto longer, with a whopping 42% being kept over a year. Shirts at 10% and caps at 15%, lagged well behind.

Bags were also considered 14% more useful than thier shirt and cap counterparts.

In ability to identify the advertiser, bags again led the wearables category with a 94% brand retention rate. Respondents reported having a better impression and higher likelihood of doing business with the advertiser after receiving a promotional bag item.

It’s nice to see the modest bag coming into its own. Quietly and resourcefully it has taken on the competition and emerged victorious. Innovations making them more interesting and relevant are abounding. Try one for your next promotional project.

IMC Marketer – Promotional Products – Promotional Product Consulting -  www.imcsuccess.com