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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