This morning the sun is shining bright outside as you and sit comfortably in your office. With a cup of hot coffee by your side and memories of the weekend’s activities still fresh in your mind, you feel relaxed and think, today at least, life is sweet.
As you take a sip of your early morning double espresso you feel a rush of cool air and catch a movement from the corner of your eye. In the blink of an eye there is now an smartly dressed stranger sitting in the chair opposite. Surprised, you bet; you didn’t hear anyone knock and just as you are about to say something he begins in a calm and measured voice.
‘This is the deal’
‘In every city of the world I am going to advertise your product on billboards at the busiest junctions.’
‘I will be able to tell you how many people see the advertisement, their age, nationality and gender.’
‘I will tell you exactly what they think of your product and can even give you their contact details. While they are looking at the billboard I will allow them to view your website and even make a purchase if they feel the urge.’
‘I will have all this all set up in just a couple of days and it will cost you less than what you would normally pay for a small advertisement in your typical trade journal.’
He pauses momentarily. ‘Interested?’
Now you might think that such an offer was too good to be true, you might think that you are going to wake up soon or maybe that it really is time to get a lock on that office door.
But let’s just take time to reflect. If you are still reading this I am that man who has come from nowhere and offered you a deal.
The advertising site is on the Internet and the billboard I’m offering is the humble online survey.
Stop for a second and start to associate an online survey not with ‘market research’ but with ‘marketing’. Not any type of marketing but ‘Marketing’ with a capital ‘M’ and in flashing neon lights. Marketing that is quick, effective, low cost and direct.
You can advertise a published online survey on a website, or via email and like a billboard by the side of a transport hub, your message will appear in front of people. Unlike billboards where it has to be estimated as to the number of people actually see an advert, the online survey records the number of times a survey is started.
Online surveys can ask demographic questions such as age, gender and nationality and in doing so allows you to collate metrics about the effectiveness of your promotion and confirm that you are interacting with the target respondent on a one-on-one level.
Unlike billboards where the message is often subliminal, or maybe just trying to achieve brand awareness, with online surveys you have the opportunity to connect with the public to find out what they really think about your product, how it relates to them, how it is perceived.
Using an online survey website it takes only minutes and hours to create a survey and using the power of the Internet an online survey can reach hundreds of thousands of people on a daily basis.
Even if you offer a prize as an incentive for people to complete the survey or use Pay Per Click advertising to capture a wider, or more focused audience you will still have low cost but effective marketing.
‘So,. Do we have a deal?’
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