1. Identify your goal
Identifying your goal is easy. It’s the reason you found this site. Lead-generation. Or existing customer engagemet. But what is considered success for a lead generation in your organization?
2. Identify your audience.
Get the list of the people you want to talk to. Figure out what kind of data you have to contact each of these people. Remember, this will change.
- Do you have addresses?
- Emails only? Names?
- Did you hire a firm to help you find names?
3. Design the campaign
What is the message? My favorite campaign was done by another company, and they sent out something like “Our new software will knock your socks off!" and then included a beautiful box with branded socks inside.
What is the thing you’re sending? Digital? A box of something? Something huge/small?
What is the combined experience? This is typically called unboxing, but what does the user/customer encounter? What are the steps they’ll go through, and the steps you’ll think about?
4. Execute the campaign
If you order from a SWAG vendor
- Find space for inventory
- Find a printing press vendor for flyers/letters/labels One of my favorites is Americas Printer
If you use printify or some other OD printer
- There is no value to doing 500 at once if you’re fully on-demand.
- You can make changes to the campaign if you’re wrong
5. Track the campaign
Tracking is difficult, but plausible.
- Setup a notification for when the package arrives.
- Add on time for the package to get to the right person and get opened.
- Inter-Office mail +2 days
- WFH + 1 day
- Send an email, or call.
- Downplay the swag, but start to create a friendship.
6. Campaign retrospective
Here are the questions I ask after every SWAG campaign.
- What kind of return did I get?
- What was wasted time?