The Toolkit / Marketing / The Giftbox
Marketing · Tool 10 of 16
The Giftbox
Give before you ask.
Give the people it's for something of real value first, with nothing asked in return, and watch what they do with it.
The board
Ten sections on one page
Print it, fill it in, and score each section from 1 to 5. Your score is out of 50.
How to use it
The ten sections of the Giftbox
What to do in each section, and what a 1, a 3 and a 5 look like. Score yourself honestly; the low scores tell you where to work next.
- 1
The hero
Who it's for.
Name the hero this gift is for.
- 1Started
- Everyone.
- 3Good
- A hero from the Storyboard.
- 5Excellent
- One hero, and the early adopters like them on the Compass.
- 2
The message
The line that goes with it.
Copy the message from the Newsroom.
- 1Started
- Our slogan.
- 3Good
- The Newsroom's message.
- 5Excellent
- The Newsroom's message, repeated back by real people.
- 3
The gift
What we give.
Pick a real piece of the experience, small enough to give away and good enough to remember.
- 1Started
- A discount or a brochure.
- 3Good
- A real piece of the experience.
- 5Excellent
- A real moment of the experience people would keep even if they never came back.
- 4
Why it matters to them
The value, in their terms.
Write why it's valuable to them, in their words.
- 1Started
- Why it matters to us.
- 3Good
- A clear value for them.
- 5Excellent
- A value they'd describe the same way, taken from what they said.
- 5
Whole on its own
Useful without buying anything.
Check it works on its own, with nothing to buy and no hook.
- 1Started
- A sample with a hook.
- 3Good
- Useful on its own.
- 5Excellent
- Complete and useful on its own, with nothing held back to force the next step.
- 6
Who receives it
The early adopters, and how many.
List who gets it, from the Compass's early adopters, and how many.
- 1Started
- A mailing list.
- 3Good
- Early adopters from the trend.
- 5Excellent
- Named early adopters and communities from the Compass, with how many in each.
- 7
How it's given
Where and how, with nothing asked.
Decide where and how you give it: no form before, no pitch after.
- 1Started
- Behind a form.
- 3Good
- Given freely.
- 5Excellent
- Given where they already are, with nothing asked before or after.
- 8
What it must show
Decided in advance.
Write how many must keep, use and pass it on, before you give it.
- 1Started
- Decided afterwards.
- 3Good
- A number set in advance.
- 5Excellent
- Clear numbers for keeping, using and passing on, set before the first gift.
- 9
What people did
Kept, used, passed on, came back.
Count who kept it, used it, passed it on and came back.
- 1Started
- A feeling.
- 3Good
- Counts for each.
- 5Excellent
- Counts for each, compared with what it had to show, with names where people agreed.
- 10
What it costs, and if it falls short
The cost per gift, and the plan B.
Write what each gift costs, and what you'll do if it falls short.
- 1Started
- A hope.
- 3Good
- A cost and a plan B.
- 5Excellent
- A cost per gift, and a plan B decided before giving.
How it works
- Made inStep 10 · GiftsGive something of real value first, so people meet the work before the pitch.
- What it's forGive the people it's for something of real value first, with nothing asked in return, and watch what they do with it.
- It feedsThe LighthouseGo where they already gather.
