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Market to the Online Generation Using Surveys and Questionnaires

August 1, 2009

Your customers are demanding. 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 buttons
Select the right survey website and creating surveys can be free of any charge and the cost to publish very reasonable.
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 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. Canvas the world
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, 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 voice their opinion and the chance to have an impact on a brand. They can be particularly good for change management projects; 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 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. Beautiful relationships start here
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. Link your survey to other online information
Take the opportunity to maximise the interest of those responding to your survey by referencing related information. 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 associate a product with a number of positive attributes. By listing the many features of a product and asking the respondent how important they are, regardless of their response, the product will be associated with the features; if they are rated as important the positive impact is endorsed by the customer.

9. Not just selling
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. 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. 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 aimed at 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.

Attract traffic by providing 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. 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 associate surveys as spam and most 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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