Pride Of The Web –

Your customers are demanding. They’re extremely media aware and increasingly cynical – it’s a clever marketeer who can get under their skin. Online surveys modernizes 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 online survey website 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 extremely easy
Anyone can create, design and publish 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
Promoting an online survey can be via email (with a link enclosed), through a link from a website or as a 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
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 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 respondent’s head
A customer may see an advertisement but you can’t be sure they have read it. Surveys have the advantage of engaging each respondent, who thinks about the question before giving their response.

6. Building relationships
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. 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 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
Surveys can associate a product with a number of positive attributes. By listing the features of a product and asking the respondent to say how important they are to them, regardless of their response, the respondent will associate the product with the features.

9. Market, educate and gather market research
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. 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. As well as promoting the cause, useful feedback is gained that can be used to fine tune the overall marketing strategy.

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 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 ‘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 to do and that is 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 low cost and automated method that helps to 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 survey created using Survey Galaxy’s survey software tool.

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