Your customers are tough cookies. 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 online survey website 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 excellent value for money.
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 extremely easy
Anyone can develop 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. 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. We’ve all got an opinion – and we like to give it
The majority of customers do not view surveys as spam and will welcome the opportunity to voice their opinion and have the chance to make 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 manner and encourages employee participation. Online surveys ensures that the message reaches each individual and the feedback is compiled in a manageable form.

5. Get inside their heads
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. Build a relationship
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
One of the most important benefits of a survey is the ability to make inspired or useful connections instantly to other areas. By embedding links within the survey to other websites that offer more detailed information you are able to reinforce the marketing message.

8. Subtly rules
Use surveys to associate a product with its 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. Not just marketing
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. 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. 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 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.

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 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 often view surveys as spam and the majority 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.

www.thinkabout24.com

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