Those used at the Oscars, for example, have been known to contain jewellery, watches and even coffee machines. Upmarket goody bags aim to have the wow factor, but are primarily there to promote the companies who input into them.

PROMOTA secretary Annette Scott, said: "These types of goody bags are used where the relationship with attendees is valuable. You can get some interesting gifts - items that cost hundreds of pounds and can be personalised to suit an audience."

Goody bags are also used at trade shows and exhibitions. They will contain promotional items such as pens and lanyards which are used to promote and inform the general public about a product, a service or a company. Annette said: "This is the kind a bank may give out at a freshers' fair. It would be full of low cost items and the idea would be to create awareness."

Both of these examples suggest that goody bags should be suited to the intended audience. In the same way that a bank would not give students a goody bag including high value promotional items, an upmarket department store is unlikely to give fashion show guests a mousemat or keyring.

Goody bags also need to suit the company or brand they are representing, for example, branded mirrors, brushes or an eye mask for a beauty salon.

Products for a freshers' fair could include useful items such as a ruler, folder, calculator and diary. However, products can also be branded with a company name to ensure that the brand is remembered long after the event.

In the past, when visiting a trade show for example, more traditional products such as pens, pencils and notepads would appear in a goody bag. But as promotional merchandise is becoming more creative companies are choosing branded products such as water bottles, chocolates and USB sticks.

Classic products are also being ‘re-invented'. With the eco trend in full swing, eco-friendly pens, pencils and paper are becoming favourites for goody bags.

Obviously these products need to go in something, and despite most pre-conceptions, the bags themselves need not be standard plastic carrier bags. Goody bags come in a variety of shapes and sizes, and offer great opportunities for branding.

The branding space is also important. Different surfaces will be easier to brand than others, but with the different embroidery and printing options available, it is easy to find a way to make your bag and therefore your brand stand out from the crowd.

PROMOTA member, Crazy Bags, supplies bags for companies to use as goody bags and as a company, advocates that choosing the right bag is just as important as the products that you put inside it.

We asked Andy Steavenson, director of Crazy Bags, about the uses of goody bags and the current trends in the market.

Andy said: "Goody bags are a two-fold product for a company. On the one hand they are practical, ideal to hold promotional material about a product; on the other they are a walking billboard, raising your brand visibility, enabling it to be seen by everyone. These two features really do make them an ideal promotional tool.

"For a number of years we have been supplying polythene and traditional paper carrier bags. However, in the last 18 months there has been a definite move towards the environment when it comes to promotional goody bags.

"Wherever possible, our strategy is to offer and promote the materials and products that create the least damage to our environment, while taking into consideration the needs of our customers."

Andy says that despite the current economic climate, he has seen little negative change in orders for these types of bags. "In fact, the opposite is true, with demand for promotional goody bags actually increasing," he adds.

"Promotional bags really add value to a brand and this is certainly reflected in the high quality bags that we use for our clients."

Andy advises: "Make sure you choose the bag for the right reasons. Think about why you are using a goody bag and what you are using it for. How does it represent you and your brand values for example? Will it help add value to the overall experience you are looking to give your customers and will it be something that they will want to use time and time again? The key is to ensure that you choose the right bag for the right event."

For more information about PROMOTA, call 0845 371 4335.

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