Ten Reasons to Market to the Online Generation Using Surveys and Questionnaires
Your customers are tough and demanding. They’re extremely media aware and increasingly cynical – it’s a clever marketeer who can get through to them. 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 online survey website Survey Galaxy – one of a new breed of websites making online surveys quicker and cheaper
1. It’s cheap, it’s cheerful
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 derived 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. Survey sites allow people who have basic browser skills to create surveys quickly and easily – surveys that when published are even easier to complete than they are to make make.
3. 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. We’ve all got an opinion – and we like to give it
Customers do not associate surveys as spam and most 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. Deliver a message to individuals and then have the feedback collated in a manageable form.
5. Get inside their heads
A customer may see an advertisement but you can’t be sure they have read it. Surveys actively engage the respondent, who read and then 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. Have you also seen….
One of the most important benefits of 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. Subtly rules
Surveys can be used to associate a product with 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. Promoting the cause is just the start as you can then use the feedback you receive 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 towards 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.
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. Unlike forums there is no opportunity for people to disrupt the site by inappropriate remarks as survey results can be 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 survey created using Survey Galaxy’s survey software tool.
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