Industry: Bookstore
What it was purchased for: A large college bookstore wanted to feature a reusable shopping bag for students. The goal was to get the students to first purchase the bags, and then bring the reusable bags back to the bookstore and continue to use them for their shopping. If the students would use these bags, then the bookstore would not have to use expensive plastic bags.
How it was distributed: The buyer at the bookstore said that in order for the students to want to buy and re-use one of these bags, the bag had to have graphics that would catch the eye. The buyer enlisted the aid of a couple of the school’s art students to develop a full-color graphic that could be used on the bag. This design needed to be unique and eye-catching. Further, the logo had to incorporate the school mascot, along with the bookstore, and the campus. The buyer chose the design based on the consensus of students who worked at the bookstore. This full-color design was the one used on the non-woven Shopper Tote. Along with this bag, the bookstore would offer a 10% discount on any purchase if the bag was brought back to use. If the bag was over half full of multiple goods, a 15% discount was then offered.
Result or ROI: The results were tremendous! The bookstore went through 2500 bags in the first 3 weeks. The bookstore was selling them at their cost, and the students loved the bag with the unique school design, and they loved the fact that the bag itself represented a nice discount on any purchase. The bookstore manager has been getting volunteers and unsolicited submissions of new bag art for the next run. The bag has become a must-have item!
Source: Hit Promotional Products
