Post on 30-Oct-2014
description
What’s in Your Swag Bag?Smart Moves & Missed Opportunities for Companies Advertising in the Dreamforce 2011 Swag Bag
We Looked Beyond the Pile of Paper
The Marketplace is Crowded & NoisyWe were part of the 45,000 attendees who attended Dreamforce 2011. Like many attendees we could have spent a few minutes quickly reviewing and recycling the inserts and ads. We decided instead to take a deeper look inside the swag bag and discover how companies were increasing their response rate amid the clutter.
Are You Doing Everything You Can to Stand Out and Get a Response?We gathered information on all 112 marketing pieces in the swag bag. The collection is a good microcosm of how B2B marketers as a whole are, or are not, taking advantage of all the opportunities available to them.
Share the DataWhile not statistically valid, this information is a quick summary analysis. At the end of this document you can get the entire spreadsheet with audit information on all 112 pieces.
- The Team at
From facebook.com/dreamforce
Summary
• Inserts were twice as likely to include response-driven tactics to drive traffic
• Event-specific landing pages were a lost opportunity, with many not maximizing “message match” between the ad or insert and the web site landing page
• In the bag, no one has an advantage. Everyone can use modern techniques for encouraging a response, but surprisingly many forget the basics or ignore the new approaches.
75 Ads
37 Inserts
Does not include ads from Salesforce in the conference guide
Many Lost Opportunities with URLs
AdsOnly 27% of ads in the conference guide pointed to a specific landing page.
Inserts43% of inserts in the bag pointed to a specific landing page.
ConclusionIf you want a prospect to take an action, point them to a landing page that is specific to the conference they are attending. Keep it relevant and maximize “message match.”
0
20
40
60
80
Ad Insert
5
10
12
31
11
10
9
24
Items by URL Type
No URLURL to Event-centric Landing PageURL to Home PageURL to Landing Page
Example of Message Match - LiveOps
Insert Landing Page
What We Liked• Message match with the headline• Booth reference• Use of QR code• Event-specific landing page
What Could Improve• Make the headline less aspirational
and more relevant to the event• More emphasis on the great proof
point above the form
Front of insert
Visit the landing page
Example of Message Match - Marketo
What We Liked• Event-specific URL and landing page• Compelling offer that works for both booth or web visits• Good message match both in copy and visuals• Use of QR code on back of insert
What Could Improve• The sweepstakes link could have been more prominent
on the main landing page
Front of insert
Insert Landing Page
www.marketo.com/dreamforce11
Example of Message Match - SnapLogic
What We Liked• Event-specific URL and landing page• Consistency in use of the same concept
What Could Improve• Too many calls to action• Insert is very text-heavy
Back of insert
Insert Landing Page
Visit the landing page
Example of Message Match - Cloud9
What We Liked• Event-specific URL• Compelling offer that works for both booth
or web visits
What Could Improve• A call to action beyond just “visit the booth”• The landing page has no visual clues to tie
it into the event• The message match could be stronger,
both in text and visuals
Back of insert
Insert Landing Page
Visit the landing page
Example of Message Match - HubSpot
What We Liked• Event-specific URL and landing page• Strong message match in concept,
visuals and copy• Use of QR code
What Could Improve• Perhaps an even stronger tie-in to the
Salesforce and Dreamforce• Give some sense of the time
commitment involved to get the unicorn
Stickers
Insert Landing Page
www.hubspot.com/freeunicorns
Phone Numbers Haven’t Gone Away
Ads17% of ads in the conference guide referenced a phone number
Inserts35% of inserts referenced a phone number
ConclusionThe ads were more brand-focused, while the inserts were more response-driven.
0
20
40
60
80
Ad Insert
13
13
24
62
Use of Phone Number
No Phone NumberPhone Number
Maximize Mobility with QR Codes
Ads8% of ads in the conference guide had a QR code
Inserts16% of inserts used a QR code
ConclusionSimilar to phone numbers, QR codes were twice as likely to be used on inserts than on ads in the conference guide. Given the pervasiveness of iPads and smartphones at Dreamforce, this was an under-utilized tactic.
0
20
40
60
80
Ad Insert
6
6
31
69
Use of QR Codes
No QR Code QR Code
Where’s Your Booth?
Ads73% of ads in the conference guide referenced a booth number
Inserts81% of inserts referenced a booth number
ConclusionNo surprise here. The majority of both content types highlighted their booth number to drive foot traffic.
0
20
40
60
80
Ad Insert
30
55
720
Reference to Booth Number
No booth numberBooth number
Unique Shapes Call Attention
ConclusionGiven that each insert probably gets less than a second of attention, 24% of companies used unique shapes to help their inserts stand out from the pile.
The attention is primarily visual, but it also includes a tactile element. The uniquely shaped inserts get a little more attention when you stack the pile back together.
24%
76%
Use of a Unique Shape
Standard shapeUnique shape
Sample of Unique Shapes
Items not displayed at relative size to each other
HubSpot: Stickers
Marketo: Contest code on backGoodData: Illustrated style PROS: Realism
Xactly & Cloud9: Circles
Cameleon Software: Complex shape
Back
Front
Clear Call to Action
Ads32% of ads in the conference guide had a clear call to action or offer
Inserts73% of inserts had a clear call to action or offer
ConclusionInserts maintained their 2:1 advantage for use of this response-centric tactic. Most call to actions focused on a booth visit, but given that all 45,000 registrants won’t be able to visit every booth, there needs to be a compelling reason to visit the company’s website.
0
20
40
60
80
Ad Insert
27
24
10
51
Clear Call to Action
No clear call to actionClear call to action
What We Learned
Use the shape of the insert to attract attentionYour insert is a billboard and the attendee’s mind is going a lot faster than the speed limit. Give them a reason to skim your headline and pay attention to the rest of your message.
Have a clear and relevant offerWith 112 inserts and ads in one bag, you must provide a compelling reason to visit your site or stop by the booth. iPads and contests are great, but make sure you don’t forget to emphasize why you’re different.
Create event-specific landing pagesIf you are paying to get your message into the swag bag, then take the next step and create an event-specific landing page to increase relevancy and “message match.”
Place QR codes for those quick to pull out their smartphone or tabletOnce you have your highly relevant landing page, make it easy for the attendee to access the URL immediately from a mobile device.
Include your booth numberDon’t forget the basics, like making it easy for an attendee to find your booth.
Get the Data on the Dreamforce 2011 Swag Bag
Full audit of all 112 pieces
Get the Data
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