10 Reasons for Using Online Surveys to Market Products and Services
Customers are tough. They’re extremely media aware and increasingly cynical – it’s a clever marketeer who can get under their skin. 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 chips
Select the right survey website and creating surveys can be free of any charge and the cost to publish is minimal.
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. Online surveys are quick and simple to create and design, no programming skills are required and when publishing completing the surveys is straight forward.
3. Anyone can play
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 URL 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 welcome the opportunity to voice their opinion and have the chance to make an impact on a brand. They provide a good method 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
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….
One of the most important benefits of a survey is the ability to make inspired or useful connections instantly to other areas. By embedding links within the survey to other websites that offer more detailed information you are able to reinforce the marketing message.
8. Subtly does it
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. It’s not just about 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. 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. Using the feedback that is received the overall marketing strategy can be fine tuned.
10. Engage your target group
Think laterally and a lively and imaginative approach to surveys can provide a ‘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.
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. 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 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.
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.
Many of the techniques and a few more are contained in the following sample survey created using Survey Galaxy’s survey software tool.
