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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? Smart Moves & Missed Opportunities in the Dreamforce 2013 Swag Bag & Daily Session Guides
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The Shrinking Pile of Paper
Mobile DominatesThe 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 GuidesWith over 100,000 attendees and 1,250 sessions, the usual conference guide was replaced by daily session guides.
Forgotten BasicsIt’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 DataThe 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 blog2
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
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How the Swag Bag Changed in Two Years
75 Ads37 Inserts
17 Ads14 Inserts
2011
2011
2013
Ad count does not include Salesforce ads
Social
Mobile
DedicatedLanding Pages
Booth Details
QR Codes
Phone Numbers
Unique Shapes
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Landing Pages Still a Missed Opportunity
AdsOnly 19% of ads in the daily session guide pointed to a specific landing page. This was 2/3 of the percentage from 2011.
Inserts21% of inserts in the bag pointed to a specific landing page. This was 1/2 the percentage from 2011.
ConclusionAttendees 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.
0
5
10
15
20
Ad Insert
1
1
5
4
2
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Items by URL Type
No URLURL to Event-centric Landing PageURL to Home PageURL to Landing Page
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Hashtags and Social URLs More Common
Ads29% of ads in the daily session guide used a social URL or hashtag.
Inserts7% of inserts in the bag used a social URL or hashtag.
ConclusionUsing a social URL or hashtag in your ad or insert is becoming more common, but there is still plenty of room for wider adoption.
0
5
10
15
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Ad Insert
15
1312
Items by Use of Social URL or Hashtag
No Yes
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Phone Numbers Disappeared CompletelyAdsNone of the ads referenced a phone number. Down from 17% in 2011.
InsertsNone of the inserts referenced a phone number. Down from 35% in 2011.
ConclusionAll 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.
0
5
10
15
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Ad Insert
1417
Use of Phone Number
No Phone NumberPhone Number
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QR Codes were Rare
AdsNone of the ads referenced a QR code.
Inserts7% of inserts used a QR code.
ConclusionQR 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.
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Ad Insert
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Use of QR Codes
No QR Code QR Code
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Booth Details are Common
Ads82% of ads in the conference guide referenced a booth number. Up from 73% in 2011.
Inserts86% of inserts referenced a booth number. Up from 81% in 2011.
ConclusionIncluding booth info continues to be a solid and widely-used tactic. 0
5
10
15
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Ad Insert
1214
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Reference to Booth Number
No booth numberBooth number
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Unique Shapes Call Attention but Aren’t Common
ConclusionThe 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.
21%
79%
Use of a Unique Shape
Standard shapeUnique shape
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Sample of Unique Shapes
Items not displayed at relative size to each other
Apttus: FrontPROS: Realism
Marketo: Air Freshener
Adobe EchoSign: Arrow
Back
Front
Apttus: Back - Contest Entry
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Clear Call to Action, but is it Compelling?
Ads29% of ads in the session guides had a clear call to action or offer. Consistent with 32% in 2011.
Inserts65% of inserts had a clear call to action or offer. Down slightly from 73% in 2011.
ConclusionAs 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.
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Ad Insert
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Clear Call to Action
No clear call to actionClear call to action
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Example Flow - DocuSign
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
Ad Landing Page
Visit the landing page
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Example of Visual Match - EchoSign
What We Liked• Unique shape and minimal text made this insert
stand out in the swag bag.
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.
Back of insert
Insert Ad
Front of insert
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Example of Visual & Thematic Match - Marketo
Insert 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
Ad
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Example of Visual & Message Match - Apttus
Insert Landing Page
Vist the 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
Ad
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Example of Visual Match - Toa Technologies
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
Insert Ad
Front of insert
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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.
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Sample Ads from Daily Session Guide
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Sample Ads from Daily Session Guide
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Sample Ads from Daily Session Guide
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Sample Ads from Daily Session Guide
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Other Select Inserts
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Other Select Inserts
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Other Inserts
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What We Learned
Magnify Mobile and Social ChannelsThe 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 UpTake advantage of your swag bag competition’s complacency and reshape your insert to get attention and stand out.
Create Compelling Calls to ActionToo 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 PagesWhether 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.
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Get the Data on the 2011 and 2013 Swag Bags
Full audit of all pieces
Get the Swag Bag Data
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www.pagemutant.com @pagemutant
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.
Ask for the Dreamforce 2013 Special Offer
• 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
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