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 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 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 peasy
Anyone can develop an online survey. Survey sites allow people who are
interested in the benefits of surveys, rather than technicalities, to
side-step the required programming skills and create relevant up-to-the-minute
surveys, instantly – surveys that are even easier to complete than
they are to make.
3. Anyone can play
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 link can be connected
instantly to the survey, at a time that's convenient to them, 24x7.
4. We've 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 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 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
think. Surveys actively engage the respondent, who think about the question
before giving their response.
6. Beautiful relationships
start here
It needn't all end at the end of the survey – while you have
their attention and 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 when you have their interest.
7. If you like this, you'll love…
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 to websites that offer detailed information you
are able to reinforce the marketing message.
8. Subtly does it
Surveys can be used to associate a product with 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. 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.
Take the example of 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. As well as promoting the cause,
useful feedback is gained can be used to fine tune the overall marketing
strategy.
10. Fresh topics engage interest
Thinking laterally a lively and imaginative approach to surveys can provide
the 'hook' to engage respondents. The survey subject can be
focused 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. Having a public
survey notice board as part of a website is a low cost and automated method
that helps to 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 free and maintenance.
Many of the techniques and a few more are contained in the following sample
survey.
http://www.surveygalaxy.com/surPublishes.asp?survey_id=956
For more information or to discuss how online surveys can help you contact
surveys@surveygalaxy.com – the quick, easy and cost effective way
to do online surveys.
Tags: email, marketing, new breed, spam, silver bullet, interaction, survey website, marketeer, marketeers, side step, programming skills, online surveys, technicalities, online survey, managing director