Celebrating Success with BACKTRAX: John Beddows’ Journey with Custom Printed Tote Bags
Meet John Beddows, the passionate music enthusiast behind BACKTRAX, a beloved vinyl record stall located at Sandbach Market Hall. Since opening in 2014, BACKTRAX has become a go-to destination for vinyl lovers, offering an impressive collection of both new and second-hand records spanning a variety of genres. Whether you’re a seasoned collector or new to the vinyl world, BACKTRAX provides a unique shopping experience that captures the magic of music in its most tangible form.
To further enhance his customers’ experience and promote his brand, John recently decided to order custom printed tote bags from our company. These tote bags not only serve as a practical and eco-friendly way for customers to carry their vinyl purchases but also act as a walking advertisement for BACKTRAX. In this blog, we’ll explore John’s journey with us, from the initial idea of using promotional tote bags to the impact they’ve had on his business.
Could you tell us a bit about the history of BACKTRAX Music? When did you open, and what inspired you to start the business?
Having grown up in Liverpool, a city synonymous with music, my passion for it started early, nurtured by the sounds of The Beatles and Merseybeat. In my teenage years, I was captivated by bands like Slade and Be Bop Deluxe, seeing them live and collecting their records. But it was the advent of Punk and New Wave that truly ignited my love for music. For me, it became more than just a genre – it was a lifestyle. I became a member of the legendary Eric’s Club in Liverpool, where I had the opportunity to see most of the Punk and New Wave bands touring the UK at that time.
During this period, I also got involved in promoting and stage-managing local and national bands, many of which went on to achieve national and international fame. By 1990, I decided to take a different career path, working with young people, but my passion for live music and collecting records never waned.
In 2014, I made the decision to sell my CD collection and some duplicate vinyl records at the local market hall. Initially, I sold on Thursdays and Saturdays, but I quickly realized that Saturdays were the prime record-buying days, so I focused solely on that. For the past 10 years, I’ve built a loyal customer base, while also attracting new customers through social media and my location just five minutes from Junction 17 of the M6.
What started with around 300 CDs and 150 records has grown into a collection of over 2,500 records, spanning most genres—except country and western and easy listening! BACKTRAX has become more than just a stall; it’s a place where people come for the “craic”—a term that encompasses news, gossip, fun, and good conversation, along with the joy of buying records. My customers often mention in reviews how much they value my knowledge of records and artists, and how I help them make informed purchases, even sourcing rare records for them. One customer called it my “community engagement,” and I think that captures the spirit of BACKTRAX perfectly.
Can you tell us about your recent promotional product campaign and what led you to choose tote bags?
Over the years, I’ve successfully promoted BACKTRAX on social media, building a Facebook page with over 1,500 followers and running ads through Meta, which typically reach 5,000-6,000 people. In 2016, I collaborated with renowned artist Johnny Mellor to develop a new logo, which we printed on tote bags, t-shirts, and turntable mats. The first batch of tote bags was a big hit, and I realised I needed to take it to the next level with high-quality bags that could carry albums and be used regularly.
In my day job at a college, I noticed they had new tote bags that looked really good, so I spoke with the marketing department to get the details. That’s when they introduced me to Hotline, and I knew I’d found the right company to help me elevate BACKTRAX with durable, well-designed tote bags.
Can you share the impact of your tote bag campaign and how it met your expectations?
After some market research (mainly chatting with friends and regular customers at the stall), I decided on a colour and placed my first order of 100 tote bags. Now, I’m on my third batch of 100. Initially, I planned to sell the bags, similar to what other record shops do, but I decided to take a different approach. Instead, I launched a marketing campaign called SHOW US YOUR BAG using the hashtag #showusyourbag. The idea was for people to take their BACKTRAX tote bag on holidays, business trips, or everyday outings, and send me photos, which I would then post all over social media.
The response has been incredible! The bags have travelled far and wide—from New Zealand and Australia to the U.S., Asia, Europe, Iceland, and all over the UK. They’ve even been spotted on the set of Sky TV’s Brassic and on the flight deck of Dreamliner aircraft. I believe the success of the campaign comes down to a few factors: the eye-catching logo, the quality of the bag, and its practicality (it can be easily rolled up and tucked into a pocket). Plus, people enjoy participating in the fun activity of #showusyourbag. The campaign has exceeded my expectations and has been a great way to engage with customers while promoting BACKTRAX on a global scale.
Source: instagram.com/backtraxmusic
How did Hotline contribute to your promotional marketing strategy, and what was your experience like working with them?
I’ve always enjoyed collaborating with other companies to help grow my brand. A few years ago, I was one of six businesses chosen to be the face of a national campaign for GoDaddy, and I’ve been fortunate to receive a lot of local, national, and even international press—not bad for a small business in Cheshire!
Partnering with Hotline has been an exciting next step for me. I’m really looking forward to seeing the final product and sharing it across my social media platforms and my newly redeveloped website. The process with Hotline has been smooth, and I’m eager to explore how we can continue working together in the future to support each other’s growth.
What advice would you offer other small businesses considering promotional products?
The tote bags have definitely helped raise the profile of my business. They’re seen all over social media and at record fairs, acting as positive advertising within the trade.
My best advice? “Don’t steal my idea!”—but seriously, you could achieve something similar by choosing another great product from Hotline’s range. Promotional products, when done right, can really boost visibility and engagement.
Looking ahead, my goal is to eventually open a retail space where people can not only buy records but also come for the community and the fun—the “craic” as we say. I see promotional products as a great way to keep growing and connecting with customers.
A1557 Cotton Tote Bag: The Perfect Blend of Practicality and Brand Visibility for BACKTRAX
The A1557 Cotton Printed Tote Bag proved to be the perfect choice for John when selecting a promotional product for BACKTRAX. After evaluating several options, John decided that this tote bag was the best fit due to its practicality and eco-friendly nature. Made from 100% 5oz natural cotton, the A1557 is lightweight yet durable, making it ideal for everyday use by his customers. With a large print area for showcasing the BACKTRAX logo, it ensures maximum visibility wherever the bags are taken. The express delivery option made it convenient for his time-sensitive needs, and its reusable design aligns perfectly with sustainability goals. This tote bag has not only become a functional item for his customers but also a great tool for promoting the brand.
How a Bold Logo Design Made BACKTRAX Stand Out on the A1557 Cotton Tote Bags
The BACKTRAX logo worked exceptionally well on the A1557 Cotton Printed Tote Bags, thanks to its bold white design set against a striking blue background. The contrast between the colours made the logo stand out prominently, ensuring it captured attention wherever the bags were used. This eye-catching combination not only enhanced the tote bag’s overall appeal but also ensured maximum visibility for the brand. The strong, clean contrast helped the logo make a lasting impression, reinforcing BACKTRAX’s identity in a visually impactful way.
A Note From hotline.co.uk
Thank you so much, John, for sharing your experience with us and for choosing Hotline for your promotional tote bags. It’s always exciting to hear how our products help businesses like BACKTRAX not only stand out but also connect with customers in meaningful ways. Your #showusyourbag campaign is such a creative and engaging way to promote your brand, and we’re thrilled to be part of your journey. We look forward to continuing to support you and can’t wait to see what you do next!