How to engage your online community with swag 

Building an online community is fun, but it can also be daunting. Even with a lot of members there may be very little activity. As a community manager it’s your job to activate your community and engage them with a variety of activities. 

One way to do this is by using swag, or free gifts. Done correctly and at the right times, swag campaigns can improve overall engagement, increase excitement about your community, get members to use word-of-mouth marketing, and grow your community to astounding numbers.  

## Why swag works for engaging your community

Swag can be a cost-effective way to reward community members. It works because it gives members the opportunity to show off their excitement for the community in real life. 

This often encourages others to investigate the site or brand name to see why this person is so enamored. Assuming everything else in the community is optimized this should lead to more activity, sign ups and engagement. 

But rewards like this must be used correctly, or the campaign could backfire turning into a massive waste of money with few new users gained.

## Successfully giving swag to your community

### Start by identifying a specific goal for your campaign. 
Do you want more members (hopefully active members), more traffic, more engagement from current members, or more referrals from current members? 

All of these things might sound nice, but choose 1 or 2 goals that would impact the community most and focus on making these things happen.

### Choose a specific action you want members to take. 
What do you want members to do? Put stickers up around San Francisco, Boston or NYC? Wear your t-shirts to big events? Share an image on social media with an explanation of why they love being active in the community? 

Be creative here, since that will get more members active in the campaign. Think big, you’ll want maximum exposure. 

### Decide who gets the items. 
You can thank new members for joining, reward the most active members by sending them an unexpected gift, give to members who used to be active but have recently slowed down, or you could choose to entice influencers who could share about your community. 

### Run the campaign.
If you are going to incorporate social media, giveaways or sweepstakes, now is the time to run it. If you are not using these things or you want to give away the items first, skip this step. 

### Ship items to recipients. 
Packaging is important here, you can go the extra mile to engage your recipients without spending a lot. Include a handwritten note, give them instructions or ask them to share on social media (“We’d love it if you could take a pic and share it on Twitter”) but don’t demand anything. 

## Common swag & stories of success

It’s a lot easier to imagine your campaign once you’ve heard about others who have been successful. We’ve put together a list of items and some stories of success to help jumpstart your creativity.

**T-shirts**- Not especially low cost when you are scaling, but an exciting prize for the most dedicated members of your community. Be sure to pick a quality, soft t-shirt to get people wearing it for you.

**Examples**: [Inbound.org](http://inbound.org) used t-shirts to reward their most loyal evangelist members. For a short time, anyone who referred 5 members to the site got a free t-shirt, anywhere in the world. 

Sujan Patel wrote about giving away t-shirts in his popular ebook on growth. By giving away t-shirts (that people wore) the company received a lot of word of mouth and were able to growth hack their way to more users. 

**Stickers**- One of the most economical ways to give physical products to your members, because they can be quite inexpensive and cheap to ship. A lot of companies will include [die cut stickers](https://www.stickermule.com/products/die-cut-stickers) as additional gifts in shipping because they are fun and low cost. 

Be smart and give your users a list of ideas of where to use your stickers , too. 

Some ideas: 

* Laptop covers
* Back of their tablets
* On street posts
* Posted to bulletin boards
* On skateboards or helmets
* Vehicles
* Moleskine notebooks

**Example**: Reddit is one of the most popular communities sites online and they’ve [used stickers quite extensively to help their brand grow]( https://www.fastcompany.com/1841389/how-reddit-built-its-empire-500-bucks-stickers-and-giving-people-what-they-want).

A quick search on Google will display several subreddits that have used stickers to connect with their communities as well. Here are a few from that search:

![sticker subreddits](https://storage.googleapis.com/sm-content/blog/88a1c0ce2a7c3e35572963b777799f38d19c58ba)

These stickers have been used all around towns to get people exposed to new brands, on packages for the same reason, in sticker exchanges, on game consoles, bikes, briefcases, laptop bags and more. 

**Notebooks** - Business people are constantly taking notes and writing things down, and a moleskine notebook is the perfect place to do it. That’s why we love branded notebooks. 

**Examples**: 
Here is a moleskine notebook Elevator Agency got from HubSpot. As an added bonus for HubSpot, the agency posted it on Twitter (exposure). 

![Moleskine notebook from HubSpot](https://storage.googleapis.com/sm-content/blog/aaceb1c626f577d0a466782dd6bec2366c6b239f)

When I first joined [Coschedule](http://coschedule.com) in 2014 as a paid member I received a notebook and a couple of stickers in the mail. 

A month later when I unexpectedly stopped blogging I continued as a paying member for a few more months because I loved the notebook so much and wanted to support them.

Another option for getting your swag out to members when you don’t have a budget for it, is to set up a store they can shop. There are several companies that act as fulfillment centers and you can put your brand on a lot of items without having to worry about ordering, stocking and shipping. 

## Swag can get expensive & here’s how to fix it

One of the main drawbacks of using swag is the cost. Sending 1000 t-shirts can cost $15,000 or more with shipping. Stickers can cost $500-$1000 to send to the same number of members with shipping and often get more exposure. 

A few ways you can lower swag expenses:

**Only send swag to the most active members**- many people will want free gifts so you’ll need to be selective. Sending gifts to members who are never active can be a huge waste of resources.

**Choose items within your budget**- T-shirts and gift cards are for communities with big budgets. Notebooks and stickers are great for communities of all budgets. What really matters is the presentation of the gifts.

**Avoid low quality gifts**- Totes seem like a great gift, but are often low quality, unless you are willing to foot a higher cost. Skip items that are low quality, like stiff t-shirts, because you’ll end up replacing them, or the member won’t use them as you’d hoped.

**Don’t offer items your audience won’t want**- If you’ve recently wrote a book, you might be inclined to offer the book as a gift (this helps increase your sales and promotes the book to your members), but you still end up footing the bill. If they want your book, they will buy it, swag should be a gift just for them.

### Conclusion
Offering your community gifts or swag is a great way to encourage more engagement, word-of-mouth and new members. 

By following the tips we’ve included here, you should be able to stay within your campaign budgets, while getting the most return on investment. 

If you have a community you'd like to reward with swag, why not start with stickers? [Get $10 off your first order](https://www.stickermule.com/unlock?ref_id=7980330701&ref=blog) when you sign up by clicking the button below.

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Learn how swag helps improve engagement, increases word-of-mouth marketing, and grows your community. 

How a viral blog uses stickers 

- __About Space Beards:__ Space Beards is a popular Tumblr blog (30,000+ followers) that replaces the hairy beards of celebrities (past and present) with cosmic galaxies created by Joshua Arter.
- __How he uses stickers:__ Space Beards went viral early on. Josh uses galaxy styled mustaches and beards as stickers to continue growing traffic and bringing attention to the popular site.
- __Results:__ Space Beard stickers have driven traffic and awareness for the site as it continues to grow beyond this galaxy.

>It was the perfect storm of internet gold: beards plus space.

At first, Josh Arter's popular Tumblr blog "[Space Beards: The Facial Frontier](https://web.archive.org/web/20140309023539/http://spacebeards.com/)" was just a joke that Josh shared with friends. Those friends said he should start a blog so Josh set up a Tumblr site.

Within a few months, it was featured on major sites including Mashable and The Daily Dot. Then, it was featured as a trending blog on Tumblr Tuesday's "Blogs you should be following."

He knew he was on to something when his traffic took off through organic shares and went viral, "It was the perfect storm of internet gold: Beards plus space."

![SpaceBeards Stickers for a Viral Blog](https://storage.googleapis.com/sm-content/blog/9b77fb9d2e89b8fd39169adb0369c0349b2363e1)

So he took his galactic momentum and set up an online shop with t-shirts, phone cases, and coffee cups.

##Building a constellation
As part of his strategy to keep growing traffic, he printed off stickers with Sticker Mule of the space beards he posted on Tumblr.

When asked about how a digital blog bridges the gap between online and offline worlds, Josh says, "The key is to stay true to yourself. If you have a strong brand, stick to it and keep it consistent across all channels."

Josh wasn't content to just make stickers that were selfishly self promotional. Instead of stickers with a URL or his name, he made the stickers as whimsical as the blog itself. Each design is a die-cut sticker in the exact shape of the beard design. With rich, full color on quality vinyl, the stickers are as original as Josh's blog.

"The Space Beards stickers are essentially the blog logo, but like the characters Space Bearded on the site, each sticker represents a different look at the cosmos, keeping the Space Beards offline brand fresh yet familiar."

"I wanted to give away something others could put up around town to gain organic, local traffic to my site. Friends gave them to their friends, I see them around town and in bars."

> People will walk up when they see the sticker and say 'Hey I love that site!'

When traveling around Milwaukee, the center of his bearded galaxy, Josh (and now many others) has space beard stickers on his car, laptop, and bike helmet. And when he's traveling, he brings a stash of stickers and puts them up around cities in prominent places.

"Space is infinite, the chances of creating a viral blog just the same, discovering a Space Beards sticker wild on the street is just as fun. People will walk up when they see the sticker and say 'Hey I love that site!'"

Others asked to have their own stickers and placed them in famous spots around the U.S including Seattle's infamous Market Theater Gum Wall.

![Eddie-Murphy-SpaceBeards](https://storage.googleapis.com/sm-content/blog/eae63e21ea97127ed4f03a8f91f722b173a1b063)

##An Ever-expanding Universe

Josh attributes the stickers to increasing blog traffic, stoking interest, and driving sales of his other products like t-shirts.

"Stickers definitely brought in more traffic. In Milwaukee, some of the stickers are used in hip parts of town… The stickers stand out because of their shape and unusual mix of color."

Josh has found other ways to promote his blog and keep it trimmed and fresh.

>Stickers definitely brought in more traffic.

Last November, Josh partnered with a blog about Milwaukee mustaches (yes, there is a blog for everything) for a Movember event. The theme of the party? Facial hair for a good cause! It was complete with custom shirts. The party was an easy way to promote his blog within his community.

At the event, [mustache stickers](https://www.stickermule.com/uses/mustache-stickers "Custom mustache stickers") were available for attendees to pick up to show their beard love and to continue to boost traffic to the site.

An altruistic artist, Josh has shared his artistic power away through a space beards app for iPhone and iPad.

##Why Sticker Mule?
He originally heard about Sticker Mule through a friend. “All he could talk about was quality” and said that they last forever.

Before Space Beards, Josh used Sticker Mule for another blog "[Thanks for the love MKE](http://thanksforthelovemke.tumblr.com/)" — a website that showcases the city of Milwaukee through photos taken by residents to give a more intimate view of the city.

"I love the city and wanted to show it off. It's underrated and a well kept secret."

The stickers he made for the MKE blog have become a common sight throughout the city.

> The quality, reordering, and turnaround time is the best in the business.

"At one of our meetups, we handed out stickers and ran a campaign for people to take a photo involving their sticker and their favorite Milwaukee spot. It ended up being a broader campaign as people threw them up around the city in general.”

With two popular blogs that use stickers to drive traffic, Josh exclusively uses Sticker Mule because of "the quality, easy reordering, and turnaround time is the best in the business".

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The viral Tumblr Space Beards shares their experience, advice, and strategy for bridging the online/offline gap with readers. 

15 awesome transfer sticker designs 

Since launching [transfer stickers or vinyl decals](https://www.stickermule.com/products/transfer-stickers) we've seen thousands of incredible designs. Transfer stickers are significantly more difficult to create at every stage from proofing to artwork creation to manufacturing. 

The weeding process is extremely intricate and so our teams have worked closely with our customers to produce their designs. And while we've created [videos and guidelines](https://www.stickermule.com/support/how-do-i-design-a-transfer-sticker) to help, Sticker Mule is proud to reproduce and improve on most transfer design artwork for free. We offer unprecedented design freedom and our free proofing process makes ordering a breeze. 

Since soft launching, we’ve already produced transfer sticker designs for hundreds of customers that were turned away from other vendors. 

Here are 15 awesome transfer sticker designs:

### 1. _I'm Local_ by Corey Sweeter



![Im Local Transfer Sticker](https://storage.googleapis.com/sm-content/blog/2110006d8a5c0da0c1b8e3221b6d0b91f4751afc)



### 2. _Intricately_ by JoAnn Barron



![Intricately Transfer Vinyl Decal Sticker](https://storage.googleapis.com/sm-content/blog/affd9f7321857bbcfc744cf55060e08603e60012)




### 3. _Impact Ink_ by Giv Parvaneh



![MtVernonTX ImpactINK-Transfer Decal](https://storage.googleapis.com/sm-content/blog/d57f6f7c762af4f6a4a82a49481367af7af109cf)



### 4. _Cody Mack Putters_ by Keith Cansler



![Cody Mack Putters Transfer Sticker](https://storage.googleapis.com/sm-content/blog/4a8b3a303f52cda4d6040cbd19f7d89c95b0981c)




### 5. _Focus on the Beer_ by Ryan Hannigan



![Focus on the Beer Transfer Sticker Design](https://storage.googleapis.com/sm-content/blog/e77ddb5c1dd0c537dc8e6f52a37505c9b5f448a0)




### 6. _Vox_ by Kim Steins



![Vox Transfer Sticker Design](https://storage.googleapis.com/sm-content/blog/6c6479e31b8744009645381303fd1e559967f15f) 




### 7. _Dove_ by Julia Sprow



![Dove Transfer Sticker Design](https://storage.googleapis.com/sm-content/blog/5bae7210c9efe9b9a9b86daa22606d44e1ee3075) 




### 8. _Honestly Co_ by David Horne



![Intricate vinyl decal](https://storage.googleapis.com/sm-content/blog/a634e2a03a3c004081503b9b6557cf18103ea5ea) 




### 9. _Threatwave_ by Karen Sears



![ThreatWave Transfer Sticker Design](https://storage.googleapis.com/sm-content/blog/e3bfe250ab5506d6df6e1e21063ca0ea43709452)




### 10. _Sasquatch_ by Haden Farrell



![Sasquatch Transfer Sticker](https://storage.googleapis.com/sm-content/blog/007e73875d47a6cb066fc80a7cd9f1c2f992338f)




### 11. _Tigger Welding_ by Tyler 



![Welding Transfer sticker](https://storage.googleapis.com/sm-content/blog/dec2125160b7785b6eb5091f419e969712fbd4a4)




### 12. _TriLion Studios_ by Brian White



![Tri Lion-Intricate-Decal](https://storage.googleapis.com/sm-content/blog/493e6c760524178ea1fedae68b97de2b84ad74f8)




### 13. _Smile_ by Traveling Chris



![Traveling Chris Transfer Design Vinyl](https://storage.googleapis.com/sm-content/blog/ed74361382c621c3f5a279ec8d1ca67891a2949b)




### 14. _I/L_ by Greg Dundas



![IntricateVinylDecalTransferSticker](https://storage.googleapis.com/sm-content/blog/ce4ab889c3b4a7063ea379914300cda97a1ff4f8)




### 15. _TrainEat_ by Mario



![TrainEat Transfer Sticker](https://storage.googleapis.com/sm-content/blog/5da4c5a98d1bb7beabfaf36351cc6db6d2db9e75)

If you want to try your hand at creating [custom transfer stickers](https://www.stickermule.com/products/transfer-stickers), why not start today with $10 off your first order. Just sign up by clicking the button below.

<ButtonCta text="Get $10 credit" href="https://www.stickermule.com/unlock?ref_id=7980330701&ref=blog" />

Transfer stickers can be tricky to design. Check out these 15 incredible transfer sticker designs. 

Hidden costs of a/b testing 

There's plenty of literature on the merits of A/B testing, but little information on its pitfalls. Most people in ecommerce, tech and startups would have you believe A/B testing is a must do activity when, in reality, it's often unnecessary and counterproductive. 

At Sticker Mule, we recently stopped actively A/B testing and I thought it'd be helpful to explain why. I should preface this by admitting we ran more than 70 conversion tests before making this decision and had only 3 significant winners. I don't know a normal ratio of tests to wins, but I suspect our situation is common. This isn't to say we don't believe in constantly working to improve conversion--we've found different ways, which I detail later. 

![The Hidden Costs of AB Testing](https://storage.googleapis.com/sm-content/blog/64feff7f772f6956dd6752f42069c17b12f845f0)

## The 6 hidden costs of A/B testing

### 1) Time
Resources are finite. Time spent on A/B testing cannot be spent elsewhere. How you use your time determines your growth trajectory. A/B testing is a growth tactic, but it's not always the best use of your resources. 

### 2) Lost conversions
Most conversion tests fail and underperforming variations cause you to lose conversions while they run. These lost conversions are an investment you make to improve your long term conversion rate, but don't forget they are a real cost. 

### 3) Performance
Related to lost conversions, A/B testing tools make your site slower and this also reduces your conversion rate--even for the control. The additional conversions you lose because of this performance hit are another, often ignored, cost of A/B testing. 

### 4) Confusion
A/B tests potentially confuse your team and customers. Customer service may struggle to properly service a customer if they don't know which variation the customer is viewing. You can educate customer service about the various tests you're running, but, regardless, you're making their job more difficult. 
 
### 5) Speed
A/B testing slows down your organization's decision making. Some ideas are obviously good and adhering to a strict A/B testing process reduces your time to go live. Time is finite and the number of improvements you implement per year has a major impact on your growth trajectory. 

### 6) Focus
Usually, organizations congratulate themselves for investing heavily into conversion. This is evidenced by a Head of CRO or paying consultants. The largest cost is not the salary of those persons, but changing the focus of other team members such as designers, customer support, and developers. The success of a Head of CRO is usually at the cost of making other colleagues less successful in their primary roles. 

## How we improve conversion without A/B testing
Stepping away from A/B testing does not mean we have abandoned efforts to improve conversion. Rather we are improving our conversion through other methods (yes, A/B testing isn't your only option).

You can monitor your long term conversion trend rather easily via Google Analytics to gauge if you're making good decisions. And you can add more precision to this method of conversion rate monitoring by looking at your conversion rate trend by channel. 

With that in mind, we're doubling down on the following to improve our conversion rate:

### Usability principles
Adhering to thoroughly researched [usability principles](https://www.nngroup.com/) generally yields good conversion optimization results. 

### Design principles
In addition to usability principles, there are basic [design principles](http://www.amazon.com/Universal-Principles-Design-Revised-Updated/dp/1592535879/) that tend to improve conversion when followed. 

### The golden rule
"Do unto others..." is a guiding principle for most of our decision making and it works great with regards to conversion optimization.

### Solving problems
Solving actual pain points our customers experience is the primary way we've been able to improve our conversion rate and strengthen our brand. 

## We haven't abandoned A/B testing entirely
I should admit that we still A/B test some ideas. Rather than adhering to a strict A/B testing process, we let our team to A/B test ideas they're curious about. 

To minimize the likelihood of testing too much, we turned off our 3rd party A/B testing tool and integrated split testing into our code base. That means, in order to run a test, we need help from development to set it up. This extra effort discourages running careless tests and has the added benefit of eliminating the performance hit that comes with using a 3rd party tool. 

Finally, we're now able to A/B test entirely different versions of our code which is much more interesting than merely testing basic design changes via a 3rd party tool.

If our approach of improving conversion rate by solving problems rather than using an A/B testing tool appeals to you, you share some of [the characteristics we look for in team members](https://www.stickermule.com/blog/characteristics-we-look-for-in-team-members). 

Feel like you'd fit in well with our team? [Apply to join us](https://www.stickermule.com/careers). We'd love to hear from you.

A/B testing has multiple hidden costs. We decided to mostly stop a/b testing for 6 reasons. 

41 custom sticker design templates 

Custom sticker design templates in PDF, EPS and PSD formats are available for download.  They're simple and quick to use if you know your way around Photoshop or Illustrator.

Use of our [custom sticker templates](https://www.stickermule.com/templates) is optional. If you'd rather just send us a simple image file that works too.  We accept all file formats so send us anything and we'll make it work.

Custom sticker templates are available for the most popular sizes and styles.

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How to engage your online community with swag

How a viral blog uses stickers

15 awesome transfer sticker designs

Hidden costs of a/b testing

41 custom sticker design templates