Let’s take a look into the world of advertising, surveys and marketing, shall we? With today’s fast and reliable online surveying capabilities, advertising now belongs to nerds like us who can use statistics and colorful bar charts to get the information we need to make the right decisions. Sorry, Don Draper.
Okay, so you want to jump on the nerd marketing band wagon but say you aren’t quite sure where to start?
Let’s build out a framework for planning a successful advertising campaign based on survey research.
What type of people use your product and how satisfied are they?
The first step to a great advertising strategy is to figure out exactly who your clients or customers are. It’s time for some demographic questions. Start with asking your customers typical demographic questions such as age, gender, income, education, race, and marital status. A great starting point for coming up with these questions would be checking out our comprehensive Question Bank. With this data, you’ll have a great breakdown of your customer body.
Now that you know who your customers are, you can see what they think of your company and also divide up their opinions by different segments to gain insights on who your highest value customers are and which may need some more coddling. You can choose which questions you add but here are some suggestions:
- The Net Promoter® Score Question: How likely is that you would recommend our company to a friend or colleague?
- Satisfaction Questions: How satisfied or dissatisfied are you with our product?
- Interaction Questions: How many times a month do you make a purchase from our company?
With questions like these paired with your standard demographic questions, you’ll be able to use our Compare Rule and filters to identify your most valuable, loyal, and passionate fans. On the flip-side, you can identify a potential customer base that might be in need of more convincing.
How is your company perceived?
So you have your customers divided into groups based on their value and loyalty. Now you can move forward in creating a targeted marketing strategy. First, decide which group you want to cater to. Maybe you want to continue targeting the demographic group that’s most passionate about the product. Or say you want to focus on turning around any negative perceptions you may have received.
Send a follow up survey to these specific customers asking open-ended (comment box) questions. The questions will be different based on your organization, but here are a few examples of some good things to ask:
- What do you love most about your company?
- What could our company do to improve its product?
- What three adjectives would you use to describe our company?
The responses you gain from these questions will be an advertiser’s gold mine. Look for common themes on how your company is perceived by this group and develop marketing concepts to build on what makes your image positive or attempt to change perceptions on what makes your image negative.
Whose reaction should you rely on to make the best decision?
You’ve built your advertising concepts and can’t wait to get it out there. Not so fast, it’s time to take one more precaution. Send out one more survey presenting your potential advertisements to your customers to see which one they prefer. Make sure to see how your different customer groups react to your presented ads and use this information to choose the advertisement and marketing strategy that will provide the best results.
Oftentimes, your gut’s a great place to start when it comes to strategizing, but it’s always a good idea to let data and feedback from your most important business stakeholders—your customers—also play central roles in accomplishing your organization’s goals and objectives.
Questions, comments on how advertising works within the world of surveys? Let us know in the Comments below!