Your customers are tough and demanding. 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 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 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's a simple step to promote it, either through email (with a link enclosed), via a link from a website or 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, 24x7.
4. We have all got an opinion – and we like to give it
Customers like surveys – they're not seen as spam, but as an empowering opportunity to make their voice heard and a chance to have 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. Online surveys allow the message to reach each individual and invite feedback in a manageable form.
5. Get inside your respondent's head
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. 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....
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 you are able to reinforce the marketing message.
8. Subtly does it
Surveys can associate 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. It's not just about selling
A survey is an effective, quick and easy method to promote and gain acceptance for a difficult proposal; maybe 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. With a survey you have the opportunity to explain each benefit putting the respondent in a much better frame of mind to appreciate an argument and be more positive in their response. 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 more people to your website by providing a Public Survey section as many people who enjoy completing crosswords and doing word puzzles enjoy completing questionnaires. A public survey notice board is a low cost 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.
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 Marketing Survey.
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