Ten Reasons for Using Online Surveys to Market Products and Services

Customers are tough cookies. They are extremely media aware and increasingly cynical and it is 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 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 survey analysis 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. 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. 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. Anyone who has the URL can be connected instantly to the survey, at a time that’s convenient to them, 24×7.

4. Everyone has got an opinion – and likes to give it
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. 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 engage the respondent, who think about the question before giving their response.

6. Building relationships
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. If you like this, you’ll love…
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. Subtle marketing
Surveys can be used to associate a product with 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. 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. Being able to explain each benefit will put a respondent in a much better position to appreciate your argument and that may be enough to combat any negative aspects. Unlike other forms of marketing as well as promoting a cause, useful feedback can be gained that can then be used to fine tune the overall marketing strategy.

10. Engage interest
Think laterally and a lively and imaginative approach to surveys can 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 more people to your website 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. Unlike discussion boards there is no opportunity for people to disrupt the site by inappropriate remarks as the survey results are displayed in summary form enabling them to dispense with moderators and maintenance.

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.

Market Segmentation

Ten Reasons for Using Online Surveys to Market Products and Services

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