Market to the Online Generation Using Surveys and Questionnaires
Customers are tough cookies. They are extremely media aware and increasingly cynical and it is a clever marketeer who can get through to them. Online surveys breath new life into the traditional survey format and offer a unique way of interaction – providing you with 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 online survey website Survey Galaxy – one of a new breed of websites making online surveys quicker and cheaper
1. It’s cheap as buttons
Select the right survey website and creating surveys can be free of any charge and the cost to publish very reasonable.
Useful information derived from survey analysis 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 develop an online survey. Survey sites allow people who are interested in the benefits of surveys, rather than technicalities, to side-step the required programming skills and create relevant up-to-the-minute surveys, instantly – surveys that are even easier to complete than they are to make.
3. Anyone can play
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 an opinion – and we like to give it
The majority of customers do not view surveys as spam and will welcome the opportunity to voice their opinion and have the chance to make 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. Online surveys ensures that the message reaches each individual and the feedback is compiled in a manageable form.
5. Get inside your respondent’s head
With traditional advertising you can lead a customer to an advertisement but you can’t make them think. Surveys actively engage the respondent, who think about the question before giving their response.
6. Build a relationship
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. Have you also seen….
Perhaps one of the strongest elements in a survey is the ability to make inspired or useful connections instantly to other areas. By including links within the survey to websites that offer detailed information you are able to reinforce the marketing message.
8. The soft sell
Use surveys to associate a product with its positive attributes. By listing the features of a product and asking the respondent to say how important they are to them, regardless of their response, the respondent will associate the product with the features.
9. Not just marketing
A survey is an effective, quick and easy method to help promote and gain acceptance for a difficult proposal; such as 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. A survey can explain each benefit putting the respondent in a much better position to appreciate what the real advantages are that might just combat any negative headlines. As well as promoting the cause, useful feedback is gained that can be used to fine tune the overall marketing strategy.
10. Engage interest
By thinking laterally a lively and imaginative approach to surveys could provide a ‘hook’ to engage respondents. The survey subject can be targeted towards 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 traffic 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 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 survey created using Survey Galaxy’s survey software tool.
This entry was posted on Tuesday, May 26th, 2009 at 4:15 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.