Marketing Strategies - It is All About the Surveys
Marketing Strategies - It is All About the Surveys
Marketing, no matter what form it takes, should be about giving people what they want. Any business that advertises itself starts the communication process by offering an idea or product. The public is tasked with responding. Responses are a vital part of the progression. If the public fails to do their part, there could be something missing. Did the business lecture the community in a manner that turned people off or was the message being sent missed among all the hype?
Most companies forget how to hold a conversation when they market their services. Clients do not care how wonderful a business is or how many awards they win. Clients want to know what you can do for them. If all you do is lecture similar to a scolding parent, they will find what they need elsewhere.
Gloria Thoreau saw the idea of surveys in marketing work successfully first hand.
Gloria is Oak Hill's premier busybody. You know the type I'm referring to. Every neighborhood has one. They have the ears of bats, the eyes of eagles and memories that never fade. If you ever need to know the pulse of the neighborhood, people like Gloria are the ones to invite for coffee. She talks with anyone and everyone she comes across. She is also an avid survey taker. These types of individuals are a godsend to marketers. They know exactly what everyone wants, needs and uses.
When Gloria visited her photographer friend Nadine late last month, the studio was as cool and quiet as a tomb. With school finished for the year and weddings being performed on the weekends, Nadine's bookings were in a typical summer slump. Talkative as ever, Gloria advised Nadine to get off her duff and do some marketing. Without an idea, Nadine was at a loss as how to even start. That was all the permission Gloria needed.
Armed with a computer, a survey template and a host of acquaintances, a marketing strategy was begun.
Bombarding her associates with a plea to help, she used a survey to find out how they prefer to receive marketing information. 38% of the respondents chose social networking, more than double the amount of any other form of marketing medium. Since Gloria is a big fan of conversation, she could see that being popular. How then could Nadine develop a marketing campaign using social media as a tool?
Undaunted, Gloria looked up the most popular websites in the world to see where people were spending a lot of their time.
#1 ~ Google
#2 ~ Facebook
#3 ~ Yahoo
#4 ~ YouTube
#5 ~ Live.com (formerly MSN network)
#6 ~ Wikipedia
#7 ~ Blogger
She found something remarkable. The top seven sites were all about sharing information.
With those kernels of data and being familiar with Nadine's abilities and personality Gloria came up with a scathingly brilliant idea.
Nadine was great with people. She didn't just tell them how to pose or how to look. She talked to them. She asked questions. She listened to what they had to say. Her specialty was capturing someone's true character in each photograph she took. Parents came back to her year after year wanting their little darlings captured in something more than a snapshot. There wasn't an event happening in town that the hosts didn't want her to chronicle. Nadine couldn't do that without holding a conversation.
Gloria suggested surveying the community and asking what Nadine could do for them: what kind of information she could provide to improve their life. The resounding answer? Why not offer classes on how to see the world through the eyes of a camera lens and capture life as it happens?
Nadine worked up a design and updated her website. Emails went out to existing clients and flyers were sent through the mail. She even started a blog about it. There wasn't a social networking site around that wasn't abuzz with the idea. Classes were filled up in no time. Word spread even faster when attendees began to proudly post their lessons for the world to see. The President of the Oak Hill Community College heard about Nadine's success and offered her a teaching position this fall. Her blog is now a popular site on its own.
All thanks to Gloria and her love of surveys.
Grace O'Malley is the voice of Precision Analytics Group with 20+ years of helping companies market their visions. Grace has a passion
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