The Marketing Survey Package
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The marketing survey package is one of the best kept secrets of marketing.
While many companies use surveys for market research to gain general insight into a market, they can also be used very successfully for other applications.
Specifically, the marketing survey package can be used to generate leads, qualify leads, update a database, re-activate old leads or lapsed customers, and cross-sell or up-sell existing customers.
Every sales organization has access to multiple sources of demographic information about their prospect base. But demographics information can only take you so far.
The marketing survey package allows you to dig deeper – by drilling down into the actual needs, goals, infrastructure and buying process of your prospects.
And the only way to do that is to ask. You would be surprised to see how much people are willing to tell you – if only you ask.
The marketing survey is also the ultimate involvement device. Unlike a letter or other mailer which is usually scanned quickly by the reader, the survey needs to be read carefully – word for word – which engages the reader. Use this to your advantage by inserting key marketing information into your survey questions.
Keep the survey questions simple
When you create your marketing survey, be sure to keep the questions simple. Multiple choice is best. Don’t ask for lengthy responses and don’t ask for private information.
The length of your survey is always a concern. Too long and you lose people. Too short and you don’t get enough information. Balance this carefully.
Incentives will increase response
We always offer a small gift (called premiums) for completing and returning the survey. Usually it’s just a $10 coffee card (or something similar), but depending on your audience, you could get more generous.
I’d be reluctant to make it too generous though. It’s supposed to be a small token of appreciation for taking the time to complete the survey.
Be careful with your letter
One of the most common mistakes people make with the letter in a marketing survey package is that they use the letter to try to sell the company and its products. This may be a natural impulse, but it puts the survey on the back burner and turns the survey into just another response device.
I say this a mistake because the goal of this package is to get people to complete the survey – not to sell the company. You’ll have plenty of time to sell your company and products after they respond.
Let me put this another way: don’t let the letter distract the reader from the real goal – which is to get the reader to complete the survey.
Because the message is very simple and almost obvious – “we value your industry knowledge and experience, and would appreciate your feedback” – you could go without a letter and just incorporate this message into the survey. I’d done it both ways, but I haven’t tested it.
The marketing survey package usually has multiple components, including:
- an outer envelope (usually #10 or 6×9 but other sizes as well)
- the survey (usually 1 to 4 pages in length – my preference is 2 pages)
- sometimes a letter (not required if part of the survey)
- a business reply envelope
The survey is usually pre-addressed and then positioned to show through a window envelope. By pre-addressing the survey, you ensure that all surveys come back with contact information.
What to expect
There is no way to predict response, but we have seen some of our highest response rates from marketing survey mailings.
What you need to understand though is that the responses you get are not necessarily leads and certainly notready-to-buy leads. Many people answer the questions simply because you asked (and because you promised a gift) – not because they had any interest in what you sell.
But if you ask the right questions, the answers you get will help you determine if they are likely to buy from you (or someone else) down the road.
To learn more …
Please contact Bob McCarthy at 508-473-8643 or firstname.lastname@example.org. Or fill in the form below