Customers are tough. They are extremely media aware and increasingly cynical and it is a clever marketeer who can get through to them. Online surveys reinvent the traditional format – bringing 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 is minimal.
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 extremely easy
Anyone can create and design an online survey. Using an online survey website only basic browser skills is required to create professional looking surveys that when published ate simple to comcomplete.
3. Multiple deployment options
Once the survey is online it is a simple step to promote it the most popular methods being either through email (with a link enclosed) or via a link from a website. Anyone who has the link can be connected instantly to the survey, at a time that’s 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 in fact 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. Deliver a message to individuals and then have the feedback collated in a manageable form.
5. Get inside their heads
You can lead a customer to an advertisement but you can’t make them read it. Surveys actively engage the respondent, who read and then 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 the respondent’s attention and they 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 of opportunity where you have their interest.
7. Have you also seen….
Take the opportunity to maximise the interest of those responding to your survey by referencing related information. By embedding links within the survey to other websites that offer more detailed information you are able to reinforce the marketing message.
8. Subtly rules
Surveys can help associate, in the mind of the respondents, a product with a number of positive attributes. By listing the many features of a product and then asking the respondent to say how important the features are to them, regardless of their response, the respondent will associate the product with the features.
9. Not just selling
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. Using the feedback that is received the overall marketing strategy can be fine tuned.
10. Engage your target group
Thinking laterally a lively and imaginative approach to surveys can provide the ‘hook’ to engage respondents. The survey subject can be targeted at a particular group on a subject close to theirs hearts. The survey’s marketing message can take the form of a simple brand awareness message by stating that ‘this survey was 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. Low cost and automated, having a public survey notice board as part of a website will help increase traffic and establish a loyal and returning following. No need for moderators as unlike discussion boards there is no opportunity for people to disrupt the site by inappropriate remarks as the survey results can be displayed in summary form.
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 Marketing Survey.
