What's in Your Swag Bag? - Dreamforce 2013 Swag Bag analysis

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In this ebook you will learn answers to the following questions:
How effectively were event- or offer-specific landing pages used by advertisers?
What happened to the use of social URLs and phone numbers?
What impact did mobile devices have on the amount of inserts and types of programs?
What else could advertisers do to improve their programs next year?
Which companies did a good job of matching the messaging, visuals and offer throughout the show experience?
Which techniques were more popular than in Dreamforce 2011?
What did the ads look like?

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What's in Your Swag Bag? - Dreamforce 2013 Swag Bag analysis

  1. 1. What’s in Your Swag Bag? Smart Moves & Missed Opportunities in the Dreamforce 2013 Swag Bag & Daily Session Guides 1
  2. 2. The Shrinking Pile of Paper Mobile Dominates The audience may have doubled since 2011 but the amount of paper in the bag was cut in half. This change was likely driven by the recognized dominance of mobile. The much improved Dreamforce app also made it easier to navigate the sessions without paper. Daily Session Guides With over 100,000 attendees and 1,250 sessions, the usual conference guide was replaced by daily session guides. Forgotten Basics It’s still surprising to see how many of the ads and inserts did not capitalize on basic tactics to get the most out of their swag bag investment. Share the Data The data set is not statistically valid. We are just providing the information as a quick summary. You can download the data sets from 2011 and 2013. - The Team at PageMutant Source: Dreamforce blog 2
  3. 3. Summary • Event-specific landing pages and mobile experiences were lost opportunities. • Hashtags and social URLs were more present than two years ago but still not common. • Too many of the calls to action were of the “come and chat” variety. • Less competition in the bag will make it even easier for smart marketers to stand out. See the animated GIF 3
  4. 4. How the Swag Bag Changed in Two Years 2011 Social 2013 Mobile Dedicated Landing Pages Booth Details 37 Inserts 75 Ads Ad count does not include Salesforce ads Unique Shapes QR Codes Phone Numbers 14 Inserts 17 Ads 4
  5. 5. Landing Pages Still a Missed Opportunity Ads Only 19% of ads in the daily session guide pointed to a specific landing page. This was 2/3 of the percentage from 2011. Inserts 21% of inserts in the bag pointed to a specific landing page. This was 1/2 the percentage from 2011. Items by URL Type 20 15 10 4 1 3 5 2 5 Conclusion Attendees are bombarded with information. Give them an opportunity to gather information without going to your booth. Use an event-centric landing page to increase the odds they will visit your booth. 1 9 6 0 Ad Insert URL to Landing Page URL to Home Page URL to Event-centric Landing Page No URL 5
  6. 6. Hashtags and Social URLs More Common Ads 29% of ads in the daily session guide used a social URL or hashtag. Inserts 7% of inserts in the bag used a social URL or hashtag. Conclusion Using a social URL or hashtag in your ad or insert is becoming more common, but there is still plenty of room for wider adoption. Items by Use of Social URL or Hashtag 20 15 5 1 10 5 0 12 13 Ad Insert No Yes 6
  7. 7. Phone Numbers Disappeared Completely Ads None of the ads referenced a phone number. Down from 17% in 2011. Inserts None of the inserts referenced a phone number. Down from 35% in 2011. Use of Phone Number 20 15 10 Conclusion All vendors seem to know the buyer is now in control of the purchase process and will go to the Web or social channels for information before reaching out via phone. 17 14 5 0 Ad Insert Phone Number No Phone Number 7
  8. 8. QR Codes were Rare Ads None of the ads referenced a QR code. Inserts 7% of inserts used a QR code. Conclusion QR codes were evident in booths at the Expo. Every badge included a QR code and the Dreamforce app had a built-in capability to scan codes. The lack of QR codes on the ads and inserts could be a lost opportunity or just recognition that QR codes are still not mainstream. Use of QR Codes 20 15 1 10 17 13 5 0 Ad No QR Code Insert QR Code 8
  9. 9. Booth Details are Common Ads 82% of ads in the conference guide referenced a booth number. Up from 73% in 2011. Reference to Booth Number 20 15 Inserts 86% of inserts referenced a booth number. Up from 81% in 2011. 10 14 12 5 Conclusion Including booth info continues to be a solid and widely-used tactic. 0 3 2 Ad Insert Booth number No booth number 9
  10. 10. Unique Shapes Call Attention but Aren’t Common Conclusion The shape of the insert is a straight forward, but under-utilized, tactic. Only 21% of companies used unique shapes or interactions to help their insert stand out. Adobe’s arrow shape was easily the most noticeable in the batch, while Marketo’s car was noticeable and consistent with the call to action in their ads and booth. Use of a Unique Shape 21% 79% Standard shape Unique shape 10
  11. 11. Items not displayed at relative size to each other Adobe EchoSign: Arrow Front Sample of Unique Shapes Back Marketo: Air Freshener PROS: Realism Apttus: Front Apttus: Back - Contest Entry 11
  12. 12. Clear Call to Action, but is it Compelling? Ads 29% of ads in the session guides had a clear call to action or offer. Consistent with 32% in 2011. Clear Call to Action 20 15 Inserts 65% of inserts had a clear call to action or offer. Down slightly from 73% in 2011. Conclusion As in 2011, inserts maintained their 2:1 advantage over ads for use of this response-centric tactic. Despite the clear calls to action, many were not as compelling as they could be. 5 10 5 9 12 5 0 Ad Insert Clear call to action No clear call to action 12
  13. 13. Example Flow - DocuSign Ad Landing Page What We Liked • Event-specific URL and landing page • Microsite dedicated to Dreamforce resources related to DocuSign and their prospects What Could Improve • Too many calls to action on the landing page • Needs more visuals and headline consistency between the ad and landing page Visit the landing page 13
  14. 14. Example of Visual Match - EchoSign Insert Ad Front of insert What We Liked • Unique shape and minimal text made this insert stand out in the swag bag. Back of insert What Could Improve • The Starbucks gift card offer could be better highlighted with a visual for instant recognition. • No dedicated landing page for the product or EchoSign’s booth at Dreamforce. 14
  15. 15. Example of Visual & Thematic Match - Marketo Insert Ad Booth What We Liked • Great visual and thematic consistency • Call to action beyond “chat with us” What Could Improve • Event-specific landing page • Do more with a mobile experience to keep them engaged throughout the conference 15
  16. 16. Example of Visual & Message Match - Apttus Insert Ad Landing Page What We Liked • Visual consistency from insert to ad, landing page and booth • Event-specific landing page • Clarity of value proposition What Could Improve • Tie in the giveaway with a mobile experience or offer Vist the Landing Page 16
  17. 17. Example of Visual Match - Toa Technologies Insert Ad Front of insert What We Liked • Visual and thematic consistency between the insert, ad, their booth and their staff at the conference What Could Improve • More clarity on what they do and who could benefit from their product 17
  18. 18. Lack of Variety of Ads in Daily Session Guide We’re all for consistency and frequency in advertising, but why the lack of variety in ads for the companies in the daily session guides? All 17 advertisers used the same ad in their space in each daily session guide. Salesforce took a different approach, providing different ads and featuring different customers on each day. We don’t know if this was a restriction from Salesforce, but next year we hope to see companies use a variety of ads to highlight core themes in their allotted space. 18
  19. 19. Sample Ads from Daily Session Guide 19
  20. 20. Sample Ads from Daily Session Guide 20
  21. 21. Sample Ads from Daily Session Guide 21
  22. 22. Sample Ads from Daily Session Guide 22
  23. 23. Other Select Inserts 23
  24. 24. Other Select Inserts 24
  25. 25. Other Inserts 25
  26. 26. What We Learned Magnify Mobile and Social Channels The mobile trend was evident throughout Dreamforce, including a 50% drop in the amount of paper given to attendees. However, most swag bag offers could become even more compelling and effective with a mobile experience and an offer that unifies the insert, ad, booth and call to action. Shape Up Take advantage of your swag bag competition’s complacency and reshape your insert to get attention and stand out. Create Compelling Calls to Action Too many companies appear to assume that everyone knows what they do, so they settle for a “come chat with us” call to action. You don’t have to give away a Tesla, but you do need to show how you can solve a pain point and why people should pay attention to your solution. Build Event- or Offer-specific Landing Pages Whether it’s a full microsite or a dedicated landing page for your Dreamforce offer, this technique is within reach of all marketers. Don’t miss an opportunity for visual, thematic and message consistency from the insert to the ad to the confirmation page. 26
  27. 27. Get the Data on the 2011 and 2013 Swag Bags Full audit of all pieces Get the Swag Bag Data 27
  28. 28. • • • • PageMutant dramatically reduces the time it takes to create personalized experiences on the web and mobile devices. You can build, track and manage landing pages, confirmation pages, display ads and buttons without IT or a developer. PageMutant empowers you to generate more leads and revenue with less effort.  www.pagemutant.com @pagemutant Manage landing pages at scale Mobile-ready landing pages Button & display ad experiments Use your existing forms from Salesforce, Pardot, Marketo, MailChimp and Constant Contact Ask for the Dreamforce 2013 Special Offer 28
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