Marc Ecko’s 10 Rules for Getting "Influencer" Attention

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marc_ecko_-_Google_Search

The dream is simple: get your product in the hands of celebrities or “influencers,” and they create a ripple effect that skyrockets you to fame and fortune.

What if Kim Kardashian tweets about you?
What if Hugh Jackman wears your custom shirts on the red carpet?
What if a top blogger includes you in a top-10 list?
What if you got a mention on The Office or another primetime show?

Sadly, sampling to “stars” seldom works out.

People who move the needle get a TON of stuff sent to them. The pic below is just part of my mail, and I’m not even a real celeb! Blurb and blog promotion requests received in one day, with the exception of one book:

One day's blurb and blog requests

So…how do YOU break through the noise?

This guest post will teach you. It’s written by Marc Ecko, founder of Marc Ecko Enterprises, a global fashion and lifestyle company. I wanted Marc to write this post because — in my opinion — he’s an expert at selling yourself without selling out. As CNBC put it, “Marc is living proof that you can be a marketing and business whiz and still be a true artist.”

Once a graffiti artist with no connections, Marc left the safety net of pharmacy school to start his own clothing company. Using hustle and creativity, he turned a $5,000 bag of cash into a global corporation worth hundreds of millions of dollars.

He created a lot of this success by repeatedly getting his products to impossible-to-reach icons (e.g. Spike Lee, Chuck D) and planning elaborate PR stunts (e.g. Air Force One graffiti hoax; buying Barry Bonds’ homerun record baseball and letting online votes determine its fate).

This post will explain his 10 rules — the do’s and don’ts — of his unique “swag bomb” approach to getting influencer attention. I agree with all of them.

Enjoy, replicate, and prosper…

ALSO: Marc will be answering questions in the comments, so leave your thoughts after the end of this post!

Enter Marc Ecko

Before Ecko was Ecko, it was just me, a suburban kid in New Jersey airbrushing stuff in my parents garage. In terms of hip hop, I was the quintessential outsider. I didn’t know anyone, I didn’t have any connections. All I knew was that I was passionate about my art, and that I wanted to make a business out of it.

In other words, I was in the exact position that basically every entrepreneur, author, and creative person in the world starts in. I had to make a name for myself–I had to crack in. I could only think of one way: giving stuff away for free to people who would like it. Taking action.

Over the years I perfected this strategy, using it to launch and build countless brands from Ecko Unltd to G Unit to Cut & Sew, Complex and Zoo York. Ecko, alone, has done billions of dollars in revenue since those days in the garage twenty years ago. Our collaboration with George Lucas and the iconic Star Wars brand was a direct result of this strategy. I’ll go to my grave proud of the fact that George Lucas actually said–and this is a quote–“No one has made STAR WARS cooler than ECKO.”

ecko_unltd_-_Google_Search

A lot of people think that mailing samples is just that–throwing some crap in the mail and hope it works. Well, that couldn’t be more wrong. A Swag Bomb, properly executed, is a work of art. When done right can generate massive amounts of PR, connections and access.

When done improperly, it ends up here…in the pile of orphan books at the New York Times. Or worse, it ends up in the trash can or lays their unopened. You’ve worked too hard to let that happen, to throw that work away because you made some simple mistakes.

So let’s go back to that garage. I’ll show you how swag bombs were instrumental in building the Ecko brand and then the lessons I’ve learned–trust me, I made a lot of mistakes–along the way.

The first person I ever tried to send one to was Kool DJ Red Alert.  Back then he was one of, if not the, most dominant DJs in hip-hop, and Rolling Stone magazine would name him as one of the fifty most influential people in music. Every weekend night, in an era before iTunes and Spotify, everyone listened to Red Alert on the New York radio station 98.7 Kiss-FM, the audio bible of hip-hop.

I couldn’t wait until his Friday-night show. Red was famous for doing shout- outs. I had no patience for waiting on hold and doing the dial-up thing, so I went to my strong suit of communication: my art. During his radio show, I camped out at the Kinko’s and straight-up spammed his fax machine with “Echo Airbrushing” promos. Black-and-white pen-and-ink illustrations of MCs standing encircled in a rap cypher. Or images shot from the floor to the sky, showing MCs jumping across the stage. All the images were unapologetically self-promotion- al—self-referential—and clearly branded and signed “Echo.” (I actually have a photo of one of the hats still–check it out)

And then one Friday night I’m listening to 98.7 like always, drawing in my black book, and I hear something on the radio.

“I gotta shout out my man Echo for blessing me with this fly gear! Yo, he got the fresh airbrushed gear, the craze snapback hats! My man Echo Airbrushing, yeah, yeah, Big Up Lakewood, New Jersey, and my man Echo, artwork is crazy.”

Whoa, what!?

The shout-out tasted good. I wanted more. I didn’t get complacent and didn’t let it fizzle as a one-shot thing; I had an instinctive grasp of the power of inertia, so I doubled down and sent him more.

I knew that I was on the verge of something. I knew because it felt authentic. I could sense that the timing was right and that I needed to take it to the next level.

I hope these rules–many of which I learned the hard way–will help you do the same with your own efforts.

===

TEN RULES FOR BUILDING A SWAG BOMB 

1. Never Send Directly to Someone’s Home

I’ve had that happen. It’s fucking creepy. Everyone has a business address, and in this day and age, they’re sufficiently accessible. No one likes to feel like you’ve violated their personal space–and if you do that, that negative feeling is associated with your product, thus defeating the purpose.

Even creepier? Sending actual bombs. Look, I know it is a “swag bomb”, but there is no swag in sending unsolicited items to a personal address, particularly when the items are disguised to look like explosives.

For example, if you’re sending out a book (as I did; more on this shortly), don’t send them to reporter’s homes. That would be creepy. I sent mine to their office address, through my publisher, like normal people would do.

The same goes for email addresses. Don’t find every single email address the person has ever listed and blast them all at once. Don’t scour for the “private” or “personal” email because you think they don’t check the main one listed on their contact form. It makes you seem desperate–and weird. Find their public email and make your pitch. If you do it well, it will work. If it doesn’t, the problem is your pitch…not where you’re pitching it.

2. Never Expect Your Intended Audience to Even See It

So make it good enough that even if it gets to only his or her lieutenant—which will often be the case—you still make a material impact. In other words, if you’re in the t-shirt business, don’t send one shirt. Send an enormous box fill. Make the delivery a big event.

My friend Ryan Holiday did the marketing for American Apparel and instead of sending some small package, he sent a crate. One of the bloggers uploaded a video on YouTube and it did 125,000 views. That’s crazy. Look at Pepperidge Farms, which overnighted a box of “Milano” cookies to a blogger who wrote about the cookie. The act was memorable enough that the resulting post on reddit scored Pepperidge Farms over 500,000 new views and fans. But even if that had never gone public, it was still a cool way to hook a fan up–and all they would have been out was a couple bucks.

Me, I seeded my brand with the bona fide artists and instigators of pop culture. The motivation wasn’t as simple as “I hope they wear this”; it came from a desire to educate them, to land on their aesthetic radar, and to build a literacy of who I was and what I was trying to accomplish. So even if the package doesn’t go all the way to the top, it’s still making waves where it matters.

3. Never Send Just the Stock Shit

Think deeply about what you will send them, and work hard at customizing the content so that the end user will recognize this as an amazing, highly personalized gift. And it’s just that—a gift—so…never have expectations beyond giving a gift.

Back in the day, I could quote Do the Right Thing and Mo’ Better Blues backward and forward, so I sent Spike Lee some gear too. I heard he had a new movie out—a biopic of Malcolm X—so I sent him a sweatshirt with a meticulously painted portrait of Malcolm X on it. Personalization is crucial. I must have spent two days on that one.

Spike Lee graciously sent me a thank-you note—an actual signed letter from Spike! Fucking! Lee!—and that felt good. “Ya-dig? Sho-nuff.”

Take HBO sending custom bags to promote premiere of “Liberace”. They featured items tying into the biopic of excess living and luxury to relevant journalists. Custom Moet & Chandon bottle, engraved necklaces, the works. They went crazy over the top because that’s Liberace. Something stock wouldn’t have made any sense.

Another fun bit of inspiration. Remember Woot.com’s “bag of crap” deal? The reason it was so fun? Every once in awhile somebody’s bag would be full of cash. You can bet the internet blew up every time that happened. You can create that reaction with your own products too. You can blow people’s minds with a surprise every now and then.

4. Never Have Expectations, as It’s Just a Gift

The joy and purpose has to come from the confidence that you did it; you took action. Not everyone will acknowledge receipt. That’s okay. The point is the send out a lot of these–eventually you’ll get one or two big connections that subsidize all the misses. After all, I didn’t just send to Red Alert, but also Public Enemy’s Chuck D. Q-Tip. KRS-ONE. Essentially, I sent packages to all the cultural pioneers who inspired me.

For my book Unlabel, I hand-packed 15 Ecko-branded white shopping bags with red paper inside. Inside each was a big white Ecko branded watch, an Ecko fragrance, the super sweet wireless speaker that looks like a black spray paint can, plus Ecko earbuds. The reporters I sent them to were likely expecting a t-shirt (or just a book in a plain envelope and instead got a Swag Bomb that said Ecko was much more than that. Even though we invested a couple hundred dollars in the package, I’m not going to be upset if they don’t write about it.

A swag bomb is not a contract, there are no guarantees. Even when it is a $50,000 swag bag at the Oscars. It’s all about the hope that if you send the right stuff and hit the right chord, magic will happen.

5. Never Handwrite Your Marketing Materials

It’s one thing to send a handwritten cover note (preferably a 6” x 4.5” stock postcard) that’s less than twenty words. Fine. But it’s something else to send an all-handwritten business proposal that looks like it came from Son of Sam. I don’t care how legible your writing is. Type.

Don’t think of this as sending “fan mail.” This is a professionally produced, hyper-customized presentation. When you send me (or anyone) a solicitation of your idea, or your product, or the marketing materials of who you are and what you’re trying to sell, work backward from the experience of cracking open the box from its taped seal.

6. Never Use Second-Hand Packaging Materials

A used Trapper Keeper folder— with maybe a sticker over the dents so that you pass it off as new—ain’t cutting it. Why should I take your idea seriously if you’re not even willing to make a quick trip to Staples? Presentation is everything.

For example, early on I helped my best friend Cale (an aspiring R&B singer) get a meeting with Michael Bivins (Biv) with one of my jackets. Biv, a member of New Edition and Bell Biv Devoe, was the Simon Cowell of early-1990s R&B; he had a knack for discovering young talent, taking chances, and making stars out of nobodies like three Philly kids who became Boyz II Men.

We went all out. I made the jacket in the Blue Room of my garage, using a canvas of Swarovski crystals I had copped from a rummage store. Black, pewter, red, and clear. I bedazzled the hell out of that thing, one crystal at a time. Then, I tucked the cassette of my best friend Cale, along with a note, in the left chest pocket. That’s what we really wanted him to see.

Same goes if you’re more established–don’t just have the warehouse or your manufacturer (or Amazon.com) send some package on your behalf. Be legit, handle it like it’s a work of art. Someone complained to Old Spice recently, so they unsolicitedly hooked the guy up. But look how professional it looks–it wasn’t a couple sticks of deodorant in a box. It looks legit–like they actually care.

7. Never Stalk

If you have a phone number or email of an executive assistant, fine, it’s okay to call once in advance and then again once in confirmation of receipt. (You can also send it with a certified receipt, so you know who signed for it, and when.) But don’t call repeatedly like some psycho. Not cool.

Look at all the gift bags they give out at SXSW each year. Can you imagine if taking one was an implicit contract with the companies to follow you on social media or beg you for favors? It’d be a nightmare. People would be afraid that taking a t-shirt was akin to signing your life away.

Treat handlers (assistant, publicist, manager, associate) with respect. Not only is this the right thing to do, but this could be the hand of the king—and they’ll later whisper into the king’s ear.

In fact, after you confirm the receipt, consider the ball to be in their court. Don’t do anything until they make the next move. Got it?

8. Never Forget to Include Your Name, Email, and Phone Number

 Don’t presume that anyone is going to read a long letter. If the visual impact and the overall wraparound isn’t there, you’re dead. So make sure it looks good, feels good, and that it emotes your goals. And make it as clear as the sun who sent it. God-forbid you make a connection and then they don’t know what to do about it.

After we gave the jacket to Biv, we sat on pins and needles waiting. At three o’clock in the morning, the phone rang.

“Yo, is this Marc? This is Biv.” Biv’s signature gravelly voice.

“Hi, um, yeah, this is . . .” I tried to remember my name.

“I want to hook up with your man Cale. Tell him to be at the Sheraton in Red Bank in thirty minutes.”

Three thirty am. Cale didn’t chicken out. Cale jumped on a once-in-a-lifetime opportunity. Cale took action. Two weeks later, Biv signed Cale to his newly formed imprint on Motown Records called Biv 10 Records.

When you get, The Call, be ready to go. No matter the time of day.

9. Never Send a Picture of Yourself Fan-Boying Out

Again, creepy. Let the content and the high concept speak for you. Don’t send some weird headshot.

Don’t be the guys and girls in these photos. Don’t! Look how miserable (but patient) the celebs are. But that would immediately stop if the people followed up with “Now let me tell you about my awesome business idea.” That chance was blown.

If there ever was someone to fanboy over in my personal life, it was George Lucas. However, instead of sending strange photos of my star wars collection, I waited until I was near Lucas, and casually showed him my geeked-out Yoda BlackBerry case I had personally made, and we instantly had a good vibe. There is a time and place for fanboy-dom, and pre-pitch isn’t it. (Here I am with George–see how calm I am being? It was hard but I made it.)

10. Never Gush

Notable figures don’t like being fawned over. Be careful to whom you say—and how often you say— “I love you.” (Good rule for life in general.) Don’t tell them, “You are my idol.” Speak matter-of-factly, and acknowledge the traits or practices that you respect and admire.

When Barry Sanders scored a touchdown, he would casually toss the football back to the ref, shrugging, and living by the credo “Act like you’ve been there before.” That should be you.

 Leave the gushing to them. After all, if you do it right, they’ll be so grateful or impressed by the gift that they’ll give you the treatment.

 CONCLUSION

There is one reality every entrepreneur has to face. You’re always pitching. You never stop auditioning. Even for Spike, even Mark Zuckerberg, even for the president.

The Swag Bomb is part of that. Get your stuff–because it’s great–in the hands of as many important people as you can. Sweat and bleed and innovate to make that happen.

 An authentic personal brand is more than just an idea. It’s not static. It’s not enough to say I have a brilliant idea and then lock it in your laptop. And it’s not enough to just talk about it, tweet about it, blog about it. Talk is cheap. An authentic, unique voice is a doer.

You will always keep pitching, and you will always have to deal with rejections. This doesn’t mean you should give up; it means you’re human and you have a pulse.

It’s tough to find famous examples of companies, artists, or individuals who didn’t get there in some way with excellent presentation and artistry in bringing in important early influencers and adopts.

The more telling example is the thousands of companies and millions of people you haven’t heard of: the artists, entrepreneurs, creators, and would-be instigators who talked a good game but never put themselves or there or did the work to get noticed.

Afterword by Tim

The “Swag Bomb” approach has many applications. Instead of customization, you can choose a unique venue, as I did when I gave away 500+ copies of The 4-Hour Chef at a TechCrunch Disrupt event, knowing that bloggers and other media would be there. It was unexpected, and the copies disappeared within hours, leading to tons of social media chatter when it mattered (during launch).

Last but not least, it often pays to NOT go for the most popular celebs, Twitter accounts, or otherwise. Remember the bar scene in A Beautiful Mind? On a 1-10 scale, 10 being the most trafficked, three or four 7 bloggers featuring you is far better — and easier/faster to achieve — than you obsessing over landing one 10 blogger.

For more tips and tricks for how to jump from niche to mega-mainstream, I highly recommend you check out Marc’s first book, Unlabel: Selling You Without Selling Out.

Marc will also be answering questions in the comments, so please share your questions below! If you have any sample-sending success stories of your own, I’d love to hear them.

Posted on: September 29, 2013.

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235 comments on “Marc Ecko’s 10 Rules for Getting "Influencer" Attention

  1. I give other people advice that i see on this blog. They think im an expert but i say i just play one on the internet. Im about to start a blog on the 80/20 of different activities similar to what you did in 4 hour chef. What do you think?

    Like

    • Please do, I was thinking of doing the same thing. Or it could be a collective movement of some sort, where everyone could post different 80/20 subjects that would then allow you to search through a given database. Definitely something that needs to be put out there, but something rather difficult to really implement.

      Like

  2. Hi Marc, thanks for the details about how to properly get your name out there.

    Would these tactics still apply well to startups in the B2B world? Consumer facing products tend to have more identifiable influencers than business to business does. Would it be something as simple as identifying target customers/bloggers/etc. that would be willing to not only check out your product, but also tell other people about them?

    Like

  3. Are there applications of this method to non-physical products such as websites? Any best practice methods for engaging potential influential users who can accelerate the spreading of the word? Obviously, sending them a link in an email is about as powerful as a spud gun!

    Like

    • The business of “impressions”. Meaning– “first impressions”. Think of those instances in your life, when someone made them on YOU. When they just stuck.

      I have countless instances and anecdotes (Including how I befriended George Lucas, in the book)– that express the idea of a STICKY emotional impact.

      My point is that this sort of hand-to-hand marketing is crucial, and far more intimate than splashing in/out.

      Like

  4. (I clearly missed the rules…my apologies. Feel free to remove my previous post)
    Been following Marc for a long time now. I even wrote a blog based on a video I watched of Marc speaking about how mentorship can come from the most unlikely of persons. Definitely a brilliant businessman, and indeed an influencer. Thanks for posting Tim.

    Like

  5. Solid points. Can’t wait to use these on Tim. Muahahah.

    Might I add one thing. Make sure you’re reaching out to the right person. Your outreach can be perfect but if you’re aiming in the wrong direction it doesn’t matter.

    (Pssst. Tim. I think the byline may be wrongly attributed to mr holiday)

    Like

  6. Great post! Mark has been one of my favorite entrepreneurs since I was a kid especially since I am from the Hip Hop generation. This was definitely a good read.

    It was also cool meeting you in SF a couple weeks ago Tim (I was the guy that lost 40lbs with the 4 hour body).

    Like

  7. Hey Marc, this was really super helpful, I always thought it strange that fans would go into raving-fan mode rather than try to connect with their celeb on a more personal level.
    Quick Q for you: Do you have ideas on how to apply this to digital products? I’m sure bloggers receive “Hey check out my e-course/e-book” emails all the time, the same way you and Tim get sent real things. Any tips on how to really nail the pitch. (My only thoughts thus far are to establish a relationship with them beforehand, which can be difficult in itself)

    Like

    • Establishing a “relationship” first, is near impossible.

      One suggestion is practice patience. Create the wedge, or the opening…and wait.

      wait still.

      Re-affirm your presence, BUT DO NOT POUNCE.

      When the time is right (INTUITIVELY), and “trust” or “recognition of your attendance” is garnered…POUNCE.

      The SWAG bomb need not be deployed all at once. The point is, when it blows up…it had better leave an emotional impact.

      Like

  8. Props to you brother. Its good to hear of somebodies roots when they have grown so big. Definitely a passion I can relate to. Have you ever experienced a disconnect in an industry that you had to overcome. I created the first individual cleaner for microphones and musicians love it. I’m finding out that corporate buyers for the retail side of the industry are not musicians and so can’t relate to the need for the product.. Any suggestions?

    Like

      • Reed, Great “why didn’t I think of that?” products! I run one of the top concert arenas in the world. If you want to send some product, I’d be happy to put them in lockers rooms of top acts and also give to stage managers. You could consider sending packs to other arenas and venues so they can “regift” to the acts that visit them. Rock on!

        Like

  9. Nice post. I was expecting some over the top/expensive ideas. These seem like good common sense. I like the part to give just to give and not expect too much. Many beginners try to reach out to one, two or three people, get rejected and give up. If you don’t expect anything, then reaching out to ten and having one respond is a great start.

    Thanks for the solid piece.

    Like

  10. I appreciate the details Marc shared from his start, I hadn’t heard his story before. This sounds like a way to get visibility for your products but are there any tips for how to do the same for services?

    Like

    • Same rules apply.

      Don’t ask yourself about what’s in the box– but rather how you can create a deep emotional impact/impression in the shortest amount of time– and with the greatest exhibition that you can think in a BESPOKE (CUSTOM 1 for 1) fashion.

      To do this, you can send another product, that creates the emotional state that your service aims to produce. Time savings? Money savings? There are ways to express those concepts– that only need be SYMBOLIC of what your services can do. Make sense???

      Like

      • Thanks so much Marc and Tim!

        this TOTALLY makes sense

        “To do this, you can send another product, that creates the emotional state that your service aims to produce. Time savings? Money savings? There are ways to express those concepts– that only need be SYMBOLIC of what your services can do. Make sense???”

        It seems like the biggest take away from this is the “personalization” aspect. It’s the most powerful way to evoke a FEELING (emotion) from the recipient. It’s the classic “How To Win Friends and Influence People” theory. >> MAKE PEOPLE FEEL SPECIAL.

        Just out of curiosity Marc, if you were to launch a web based or SaaS startup….. what ideas or space might you be looking into?

        -@Aronado

        thanks!!! awesome post.

        Like

      • I also offer solution to problems and couldn’t relate to my industry. Yet your comment of expressing the final result with something tangible….expressing what the service is about and the result they can get by offering something related opened my eyes. THANK YOU

        I GOT IT

        Like

  11. Hey Marc,

    I absolutely loved your post. (Thank you Tim for sharing) I am a 19 year old aspiring entrepreneur, and more recently I have come up with a way to reinvent how we use/perceive search engines. My plan is to start a company, and I have been working on concept designs. Along with some concept designs, I have been working on a business plan, but one thing that I know is that I am slightly deficient in the ability to get the word out on what I am up to. (Market myself/acquiring that “influencer” attention)

    I was wondering if you had any recommendations for a web based startup that is trying to gain exposure. I can definitely see applications of the techniques you’ve already outlined, but I was curious if there would be anything specific you could recommend in my situation. I am very big about staying unique and absolutely different, so any advice would be very much appreciated.

    Thanks,
    Ali

    Like

    • Ali, you may appreciate Dane Maxwells’ insights into starting a web-based software business. I learn a lot from his free videos. From that model, you want to pre-sell whatever service you’re providing. Talk to the prospective customer and really find out what they’re pain is and how your product or service can help. Then offer them a discount if they pre-pay for the service. Then build/create/refine it. This way you know you have a viable market for your product.

      Like

    • Ali, I’m round 19 as well, you wanna catch up and talk?

      It’s pretty hard to find people at our age which are into entrepreneurship (I only know 5 or 6 from my personal contacts), and it’d be fun to rub heads.

      Like

  12. Hi loves!

    GREAT post. Incredibly inspiring. The whole time I was reading My thoughts were wandering to how I might be able to apply the Swag Bomb idea to what I am virtually creating. Ended up with a SWEET thought flash- exactly what I am going to do! Thank you so much for taking the time to inspire and share.

    Much love,
    Tatum

    Like

  13. Insightful—and yet very common sensical—post, thanks Tim & Marc! It’s interesting how so many of these points can be put into the very simple terms of, “How would you feel if you were this person and receiving this swag bomb?” Empathy, and the ability to understand another’s perspective, are such crucial tools, even in the game of self-promotion!

    Two questions for Marc:

    1. How do you determine who is the best audience to send your products to? I read that you sent to many of the people who inspired and influenced you—which seems to me to be a great start. Any other suggestions for how, and who, to position swag bombs to?

    2. What about swag bombs for service-based enterprises, as opposed to product-based businesses? If I don’t have my own branded products to offer (and no way in hell am I going to send a t-shirt with my logo on it!), is it sufficient to send a beautiful package of relevant products from other companies?

    Thanks for sharing your knowledge!

    Like

    • my answers:
      1.) It’s mostly a qualitative judgement. The key is not to always send to the obvious folks– and deliberately pin-point some of the OG’s in the space. Red Alert was not the most famous in the music scene back inthe day, but he was deeply RESPECTED.

      2.) see MY reply to—>> Sean Oliver — September 29th, 2013, 10:33 pm above in the comments.

      Like

  14. I make electronic music and this gave me a good idea. I could pass custom designed thumb drives containing my music to dj’s after their shows. Is there anything more I could do?

    Like

    • Hey David,
      I work full time in music A&R and publishing for one of the big firms (you can prob guess who) and you can definitely work up a bigger and more interesting bespoke package than just USB sticks. Think about what some of the more creative indie bands are doing: custom wooden engraved thumb drives, weird chip-board dynamic pulses, musical greeting cards, anything is possible. Think about ANY situation where music is, and get creative!

      Like

  15. First of all I had completely no idea that the correct term is a “Swag Bomb”. Thanks for the enlightement. In my native language the literal translation is a “Creative Shipping”. Now I now how to google the heck out of the topic :)

    Second – great post. I’m slowly finishing my book (fiction). Pitching it where I aim to get a connection will require a great deal of smart actions. Without the help of a huge publisher I’ll be there all on my own.

    And also a question, if I may. How would you recommend to assemble an effective swag bomb if you want to pitch a product that is a “standalone”, without the other branded products around? In other words: you pitched your book in the cool Ecko-pack, but on what basis would you prepare the pack for a book that has no connection with other brands?

    Like

  16. I read this and wonder how can this be applied to “services” swag bomb?
    I design blogs and websites, what can I send in a way that can catch the attention of you, Marc? Or Tim?

    Like

    • Sam Ovens has a great video about this. He cut out ads of businesses in the phone book that had low quality websites and sent them a package basically saying, “what do people do when they see this ad? here’s how you could improve your website–>link to video online giving free tips.”

      Like

  17. Thanks Tim for sharing Marc’s rules. I’m a ‘gusher’ by nature, but I can see why holding back is more appropriate. It’s business, not a date! :)

    Marc, I do agree with the value of personalizing and not cheaping out. After reading your article I came up with an idea and I would appreciate your feedback. I will be sending something exclusive to each of my clients to remind them of their uniqueness. While the items are not expensive, they are one-of-a-kind and carefully chosen with each person’s essence in mind. Would a nicely packaged swag bomb like this be effective too in your opinion or is it not enough?

    Thank you.

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  18. Hi Mark and Tim!
    I do photography and want to intern and learn from a sucessfull fashion photographer. How do i get there attention if i am still learning and my work is not the best?

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    • express the idea that you will do ANYTHING. Sweep a floor. Clean a toilet. Express that the only currency that matters to you— is being in the presence of greatness and mastery. Do this…but do not come off creepy. be sensitive to an artists (photographers) natural disposition to be alone, or marginally anti-social. Good luck!!!!!

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