- Inserts were twice as likely than ads to include tactics like phone numbers, QR codes, and clear calls to action to drive responses - Many companies missed opportunities by not creating event-specific landing pages or ensuring a strong message match between materials and websites - While formats varied, most companies focused on driving traffic to booths but should have provided compelling reasons to visit websites as not all attendees could visit every booth

1. What’s in Your
Swag Bag?
Smart Moves & Missed Opportunities
for Companies Advertising in the
Dreamforce 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 Page
Front 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 concept
Back 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 page
Back 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 Away
Ads Use of Phone Number
17% of ads in the conference guide 80
referenced a phone number
13
60
Inserts
35% of inserts referenced a phone
number 40
62 13
Conclusion 20
The ads were more brand-focused, 24
while the inserts were more response- 0
driven. 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 Learned
Use the shape of the insert to attract attention
Your 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 offer
With 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 pages
If 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 tablet
Once 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 number
Don’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

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