Ten Reasons for Using Online Surveys to Market Products and Services
Customers are tough and demanding. They are extremely media aware and increasingly cynical and it is a clever marketeer who can get under their skin. Online surveys reinvent 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
Select the right survey website and creating surveys can be free of any charge and the cost to publish excellent value for money.
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, design and publish 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. 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. 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. Everyone has got an opinion – and likes to give it
Customers do not often view surveys as spam and the majority welcome the opportunity to make their voice heard and a 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. Online surveys ensures that the message reaches each individual and the feedback is compiled in a manageable form.
5. Get inside your respondents heads
You can lead a customer to an advertisement but you can’t make them read it. Surveys engage the respondent, who think about the question before giving their response.
6. Seize the opportunity
It needn’t all end once a survey has been completed – while you have their attention 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. If you like this, you’ll love…
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. The soft sell
Use surveys to associate a product with its 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, 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. 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. Fresh topics engage interest
Thinking laterally a lively and imaginative approach to surveys can provide the ‘hook’ to engage respondents. The survey subject can be focused 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.
Discover the benefits of including in your website a Public Survey section as many people who enjoy completing crosswords and doing word puzzles enjoy completing surveys. 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.
Customers do not often view surveys as spam and the majority welcome the opportunity to make their voice heard and a chance to have 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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