Tag: Marketeer
Marketing to the Online Generation Using Surveys and Questionnaires
by admin on May.03, 2009, under General
Customers are demanding. They’re extremely media aware and increasingly cynical – it’s a clever marketeer who can get under their skin. Online surveys modernizes the traditional format and offer a unique way of interaction – all the benefits of the Internet without the programming. Here are ten reasons why they may be the silver bullet marketeers’ need, complete with examples supplied by Martin Day, managing director of Survey Galaxy – one of a new breed of websites making online surveys quicker and cheaper
1. It’s cheap as chips
Select the right survey website and creating surveys can be free of any charge and the cost to publish very reasonable.
Useful information harvested from surveys can be reused and repackaged in other marketing and PR for use in press outlets making it a very efficient form of information gathering.
2. It’s very easy
Anyone can create and design an online survey. Create professional looking online surveys in a matter of minutes, no programming skills are required and when published the surveys are simple to complete.
3. Canvas the world
Promoting an online survey can be via email (with a link enclosed), through a link from a website or as a referenced by other forms of advertising. Once advised of the survey’s URL anyone can link can to the survey at a time that is convenient to them, 24×7.
4. We have all got an opinion – and we like to give it
Customers do not often view surveys as spam and the majority welcome the opportunity to voice their opinion and the chance to have an impact on a brand. They can be particularly good for broaching sensitive subjects with concerned employees; a survey asking a workforce on their opinion of change allows the key issues to be raised in a positive manner and encourages employee participation. Deliver a message to individuals and then have the feedback collated in a manageable form.
5. Get inside your respondents heads
A customer may see an advertisement but you can’t be sure they have read it. Surveys actively engage the respondent, who think about the question before giving their response.
6. Building relationships
It needn’t all end at the end of the survey – while you have their attention and are in the mood you can ask if they want to sign up for more information or a regular newsletter – making the most of the window when you have their interest.
7. Link your survey to other online information
Maximise the interest of those responding to your survey by referencing related information. By including links within the survey you are able to reinforce the marketing message.
8. The soft sell
Surveys can be used to associate a product with positive attributes. By listing a product’s features and then asking the respondent to score on how important they are, regardless of their response, the product will be associated with the feature.
9. Market, educate and gather market research
A survey is an effective, easy and quick method to promote and gain acceptance for a difficult proposal; for example a public body trying to gain acceptance and support for a particular scheme.
For example take a city trying to gain support from the general public for their bid to host a future Olympic Games. Being able to explain each benefit will put a respondent in a much better position to appreciate your argument and that may be enough to combat any negative aspects. Your primary goal may be to promote a cause but you will automatically receive useful feedback that can then be used to fine tune the overall marketing strategy.
10. Engage your target group
By thinking laterally a lively and imaginative approach to surveys could provide a ‘hook’ to engage respondents. The survey subject can be targeted at a particular group on a subject close to theirs hearts. A survey’s marketing message can take the form of a simple brand awareness message by stating that the survey is being sponsored by brand name, or by finding a link from the subject matter to the product – something that is surprisingly easy and highly effective.
Attract more people to your website by providing a Public Survey section as many people who enjoy completing crosswords and doing word puzzles enjoy completing questionnaires. Having a public survey notice board as part of a website is a cost effective and automated method that will help increase traffic and establish a loyal and returning following. Unlike discussion boards there is no opportunity for people to disrupt the site by inappropriate remarks as the survey results are displayed in summary form enabling them to dispense with moderators and maintenance.
The majority of customers do not view surveys as spam and will in fact welcome the opportunity to voice their opinion and have the chance to make an impact on a brand.
Many of the techniques and a few more are contained in the following Sample Marketing Survey.
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