Dreamforce Swag Bag Analysis

  • 3,414 views
Uploaded on

What's in Your Swag Bag? …

What's in Your Swag Bag?

Smart Moves & Missed Opportunities for Companies Advertising in the Dreamforce 2011 Swag Bag

The Marketplace is Crowded & Noisy

We 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 Data

While 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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,414
On Slideshare
0
From Embeds
0
Number of Embeds
5

Actions

Shares
Downloads
11
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. What’s in YourSwag Bag?Smart Moves & Missed Opportunitiesfor Companies Advertising in theDreamforce 2011 Swag Bag
  • 2. We Looked Beyond the Pile of Paper The Marketplace is Crowded & Noisy We 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 From facebook.com/dreamforce advantage of all the opportunities available to them. Share the Data While 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
  • 3. 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” 75 Ads Does not include ads from between the ad or insert and the Salesforce in the conference guide 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. 37 Inserts
  • 4. Many Lost Opportunities with URLs Items by URL Type Ads Only 27% of ads in the conference 80 guide pointed to a specific landing 10 page. 60 31 Inserts 40 43% of inserts in the bag pointed to a 5 specific landing page. 10 12 20 11 24 Conclusion 9 If you want a prospect to take an 0 Ad Insert action, point them to a landing page that is specific to the conference they URL to Landing Page are attending. Keep it relevant and URL to Home Page maximize “message match.” URL to Event-centric Landing Page No URL
  • 5. 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 Visit the landing page • Make the headline less aspirational and more relevant to the event • More emphasis on the great proof point above the form Front of insert
  • 6. Example of Message Match - Marketo Insert Landing PageFront of insert www.marketo.com/dreamforce11 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
  • 7. Example of Message Match - SnapLogic Insert Landing Page Visit the landing page What We Liked • Event-specific URL and landing page • Consistency in use of the same conceptBack of insert What Could Improve • Too many calls to action • Insert is very text-heavy
  • 8. Example of Message Match - Cloud9 Insert Landing Page What We Liked • Event-specific URL Visit the landing pageBack of insert • 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
  • 9. Example of Message Match - HubSpot Insert Landing Page What We Liked • Event-specific URL and landing page • Strong message match in concept,Stickers visuals and copy • Use of QR code www.hubspot.com/freeunicorns 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
  • 10. Phone Numbers Haven’t Gone AwayAds Use of Phone Number17% of ads in the conference guide 80referenced a phone number 13 60Inserts35% of inserts referenced a phonenumber 40 62 13Conclusion 20The ads were more brand-focused, 24while the inserts were more response- 0driven. Ad Insert Phone Number No Phone Number
  • 11. Maximize Mobility with QR Codes Ads Use of QR Codes 8% of ads in the conference guide had 80 a QR code 6 60 Inserts 16% of inserts used a QR code 40 69 6 Conclusion Similar to phone numbers, QR codes 20 31 were twice as likely to be used on inserts than on ads in the conference 0 guide. Given the pervasiveness of Ad Insert iPads and smartphones at Dreamforce, this was an under-utilized tactic. No QR Code QR Code
  • 12. Where’s Your Booth? Ads Reference to Booth Number 73% of ads in the conference guide 80 referenced a booth number 60 Inserts 81% of inserts referenced a booth 55 number 40 30 Conclusion 20 No surprise here. The majority of both 20 content types highlighted their booth 7 0 number to drive foot traffic. Ad Insert Booth number No booth number
  • 13. Unique Shapes Call Attention Conclusion Use of a Unique Shape Given 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. 24% 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. 76% Standard shape Unique shape
  • 14. Items not displayed at relative size to each other Cameleon Software: Complex shape Sample of Unique Shapes Front Xactly & Cloud9: Circles Back HubSpot: Stickers GoodData: Illustrated style PROS: Realism Marketo: Contest code on back
  • 15. Clear Call to Action Ads Clear Call to Action 32% of ads in the conference guide 80 had a clear call to action or offer 24 60 Inserts 73% of inserts had a clear call to action or offer 40 51 27 Conclusion 20 Inserts maintained their 2:1 advantage for use of this response-centric tactic. 10 0 Most call to actions focused on a Ad Insert booth visit, but given that all 45,000 registrants won’t be able to visit every Clear call to action booth, there needs to be a compelling No clear call to action reason to visit the company’s website.
  • 16. What We LearnedUse 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 thema 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 stopby the booth. iPads and contests are great, but make sure you don’t forget to emphasize why you’redifferent.Create event-specific landing pagesIf you are paying to get your message into the swag bag, then take the next step and create anevent-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 URLimmediately from a mobile device.Include your booth numberDon’t forget the basics, like making it easy for an attendee to find your booth.
  • 17. Get the Data on the Dreamforce 2011 Swag Bag Full audit of all 112 pieces Get the Data
  • 18. About PageMutantPageMutant makes it easy for marketers and smallbusinesses to create more leads with landing pages.• Turn your ideas into reality without a designer, developer or IT• Each experiment gets a custom URL and embed code• Effortless integration with your existing tools & systems• Find which types of visitors respond to each design & layoutGet early access and a special upgrade discount codewww.pagemutant.com@pagemutant