Thank you to all who joined us for our webinar presentation on TURF Analysis. This tool is currently available on QuestionPro corporate edition license and SurveyAnalytics enterprise license. Slides and recording are available for download. Please review and let us know if you have further questions and we’ll be happy to answer them.
It’s one thing to keep saying that you should have a blog, but having a blog that actually attracts customers and builds loyalty means that you have to provide great content.
Here are some tips for providing great blog content:
- Make a list of the 5 -7 top reader frustrations. In the same way that our eye is drawn to the crooked picture in an otherwise perfect room, we tend to focus on frustrations and peeves that drive us crazy. Whenever someone mirrors those frustrations, we feel a sense of camaraderie. Use these frustrations and your solutions as the anchor and mission of your blog. You want each article to be a salve against the painful frustrations that your readers are experiencing. Literally make this list and keep it handy use it as a rotating theme for your content.
- Identify keywords and phrases from that frustration list. Recent studies have shown that people aren’t exactly looking for solutions first. BEFORE they look for a solution, the search out their problem — looking for ideas and options on what the solution is. For example, “Leaking Roof” is a problem that I will search on hoping to see what options are available to fix it. Is this a quick fix or do I need a roof replacement. Or I might search on a term such as “sales process” because I feel like I have no control over my sales process or I’m not getting consistent results. So all these terms are hot button issues that you can write about. Your audience is searching for guidance on how to buy. They are more likely to buy from the company that helps them understand and choose.
- Answer customer questions. The easy way to do this is to have a board or Google Document that people can contribute customer questions to so that you can create content that answers them and gives advice. Take a helpful and educational tone in your writing and be open about where the question came from and then simply answer it. Keeping tabs on customer questions will also give you ideas on additional kinds of content such as video.
- Recruit contributing experts for each “frustration” your customers have. Blogging can becaome a daunting task — but not of you recruit experts in your company or in your industry to be contributing experts. Ask if sales, customer service, technical or engineering folks would be interested in writing out answers to customer questions or writing about events they’ve attended. Also think about writing about events that you’re attending such as trade shows and what you’ll be featuring there. Another win-win strategy is to recruit the experts in your industry to write for your blog. Trust me – they would be honored and happy to do it. It’s a HUGE promotional and marketing opportunity for them and a big help for you and information for your customers.
- CEO or president is a regular contributor. I’ve separated the CEO writing for the blog as a separate tip because it is so very important. You don’t have to be a journalist or the next Tom Clancy to communicate what you’re up to as a company. CEOs miss a HUGE PR opportunity in NOT writing for their blog. You’d be amazed at the CEOs who blog. I mean if the CEO from GM can find the time to blog — so can YOU.
Referrals are still the number one way of getting the best, most profitable customers. And don’t think that just because you’re in a more B2B or industrial market that referrals don’t work — I’m working on a heavily industrial project right now where the most popular way that people choose suppliers is by calling other suppliers and customers and asking who they would recommend.
Your blog is a tremendous promotional and advertising tool – don’t let it go to waste.
You have probably heard of everyone talking about or building their own app stores? Let me tell you – I have – in the software development circles it is a hot topic. When I was at Microsoft, every aspiring manager wanted to build an app store. App stores in Mac, PC, TV and for software plugins?
App Store is a hot topic because Apple made it successful. The truth is Apple’s app store was successful not because of the fact that you could download software remotely but because Apple was able to create a hot distribution platform by building a revolutionary smartphone. Apple didn’t follow the “build and wait” approach but focused on delighting its users – app store followed as a natural by product.
In my view, any application platform eco-system needs the following key ingredients:
- A delightful product
- Distribution – partnership and technology
- Continuous innovation – developer brainpower
Android has been able to take second place in the smartphone market because it was originally able to place itself as the “next best thing” to iPhone. Android has an open market place, a vibrant group of developers – barring severe fragmentation – I believe Android based smartphones are here to stay.
It’s also interesting to note that Amazon chose Android to build its own app store. Is Amazon going to build its own phone based on Android eventually or is it building it purely to take advantage of its vast user reach (largest online retailer in the United States) to sell apps? Amazon certainly has the resources and has been hiring with guns blazing – my former colleagues from Microsoft who have recently joined Amazon, any comments?
In a recent article on Thomas Net Industry Market Trends, Michael Keating, senior editor for Government Product News and a contributing editor for American City and County, mentioned Survey Analytics as a terrific tool for DIY Market Research that’s available to manufacturers.
Manufacturing companies invest heavily in engineering and operations. But when it comes to market research and all things sales and marketing, they get a little skittish. And that means that a lot of times, the customer satisfaction surveys that they ran got low response rates and even worse useful information that the manufacturer could use to make good decisions.
This is unfortunate because many manufacturers have to be ISO 9001 certified and that means having good customer satisfaction data that can be tracked and implemented as well as show improvements in the quality system as evidenced by customer satisfaction scores.
Here is just a short snippet of this well written article –
“Yes, some manufacturing execs do rely on DIY research in an effort to save money; and this method of acquiring critical information can produce disastrous results,” according to Cathy Williams-Owen, president and CFO of Port Washington, N.Y.-based Dri Mark Products, Inc., a manufacturer of writing instruments, security marking systems and inks. “It is somewhat like working in a vortex. The information obtained may not produce the valuable insight that, say, a well-formulated focus group can provide. The conclusions that are reached can skew results with the potential for a disastrous outcome.”
Manfred Bluemel, Ph.D., at Seattle-based Zeitgeist Research, is a proponent of DIY research tools like Survey Monkey,Survey Analytics and Zoomerang, with a caveat: “They work as long as you have a skilled market researcher who knows what to do with those tools.”
“To use DIY market research most effectively, you need to talk to a marketing expert or consultant that understands research or product management and can help you design a good survey — then use the online survey tools that are available to help,” Ivana Taylor, publisher of the online resource DIY Marketers, says.
New tools and technology are speeding up the acceptance of DIY research. More customized survey apps are being developed for both Apple’s iPad and Google’s Android-based tablets that will enable small manufacturers to do their own market research. (For examples, see SurveyAnalytics.com, iSurveySoft.com and SurveyGizmo.com.)
We are excited to announce a nifty enhancement to the QuestionPro and SurveyAnalytics systems – QR Codes. If you are not familiar with QR Codes – they are those new “barcode” like patterns that everyone is talking about. Print magazines are using them to give out more information about some article or even advertisers using QR Codes for “offers” etc.
PS : The QR Code you see above points to real live survey about the NFL Lockout that our mobile division – SurveySwipe is running along with ResearchAccess. Go ahead – take out your smartphone and take that survey!
Here is a quick FAQ on QR Codes:
What is a QR Code?
A QR code (short for Quick Response) is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.
How do I access my survey’s QR Code?
Login->My Surveys (Select Survey) -> Send Survey (See the QR Code along with the Social Media section)
What are some uses of QR Codes?
QR Codes can be used very effectively for POS feedback system. Users are generally adopting to QR Codes slowly but steadily and in general, QR Codes promise to be the bridge between the offline and the online world.
Yes. Respondents phones/devices should have QR code reader.
Google’s mobile Android operating system supports QR codes by natively including the barcode scanner (ZXing) on some models, and the browser supports URI redirection, which allows QR Codes to send metadata to existing applications on the device. In the Apple iOS, a QR code reader is not natively included, but over 50 free Apps are available with reader and metadata browser URI redirection capability. Nokia’s Symbian operating system is also provided with a barcode scanner, which is able to read QR codes,while mbarcode is a QR code reader for the Maemo operating system. HP/Palm’s webOS operating system also does not have a native QR code reader, but a reader app named QR deCODEr is available.
My personal bias on the iPhone is Neo Reader – Search for “neo reader” on the App Store.
Is this option available with all licenses?
Yes – We are slowly rolling this out to ALL our users. Over the next few weeks, this option will surface into your account when you login to the system.
Final Side Note : I want to extend a personal thank you note to Paul Becker from Pro Sports Club here in Seattle for taking the time to listen to my crazy ideas and help me distill it. Paul is the CIO of Pro Sports, which is one of the largest health and fitness clubs here in the Seattle area. Paul is also a client of QuestionPro/SurveyAnalytics and over the years become a friend. If you are a Microsoft employee, you know “Pro Club” — We’ve been thinking of doing something like this for over 2 years and we wanted to do it using Microsoft Tag. Microsoft, about two years ago, came out with the Tag from Microsoft Research. At the time, QR Codes were not readily recognizable and even the smartphone adoption rate was low. Today – the smartphone adoption, especially in places like the Pro-Club is very very high and is a non-issue.
Happy QR Coding!
QR (Quick Response) codes are two dimensional bar codes that allow you to encode text, url and other kinds of data and looks like the figure above.
We are excited to announce that we recently launched integration with QR codes – you can now send QR codes instead of urls to invite your respondents to participate in surveys. To learn more about QR code integration read the blog post by Vivek.
If you haven’t used QR codes, find a QR code scanning app (available for free) and scan the above picture – you will be taken to the download page for SurveySwipe application.
Can you think of creative ways to use QR code for feedback?
Thank you to all who attended our SurveySwipe webinar. The interest in mobile research is growing and SurveySwipe is poised to be the leader in offering clients the most flexible integrated mobile research platform.
To learn more feel free to watch and review the slides from our presentation.
The trend toward mobile everything shows no signs of stopping. In this article Liz Nelson talks about when we can expect mobile research to hit mainstream. Here is an excerpt from the article:
- Mobile research will come and it’s inevitable that it will succeed, however the market research industry is slow and is risk averse.
- It will take several years for mobile research to be profitable drawing upon the experience with online market research when it replaced paper and telephone based market research.
- The only difference between mobile and online surveys is the questionnaire design.
We’ve been talking about mobile research as a trend for a while – but it’s still a new phenomenon for business. A recent ComScore study found that for the first time the number of smart phone users exceeded the number of non smart phone users.
The study found that the number of Smartphone users accessing mobile content through browsers and applications now surpasses that of Non-smartphone users. In the 3 month average ending August 2010, Smartphone subscribers made up 60 percent of those who used a downloaded application and 55 percent of those who used a browser.
About a year ago, most mobile survey applications were targeting young audiences because they were the predominant users of the technology and would take the time to answer survey questions.
But today, we see that this phenomenon is going to start evening our as more and more mainstream users are downloading applications and making their smart phone an integral part of their life.
Have you ever wondered which combination of products or services would sell the best? How about which marketing and placement campaigns are driving consumers to you? Are you working with a limited budget and what to research what’s the best way to spend your marketing dollars? Then it’s time to run a TURF Analysis.
TURF Analysis : “Total Unduplicated Reach and Frequency”, is a type of statistical analysis used for providing estimates of media or market potential and devising optimal communication and placement strategies given limited resources. It helps analyze which marketing campaigns motivate consumers to purchase a certain product. This can determine which products and/or services to offer, and which not to offer.
Join SurveyAnalytics as we present basic TURF analysis concepts and introduce you to tools that you can use right away including:
* How to analyze the number of consumers who will use each offering in the product line (reach)
* Calculate the volume and frequency of usage for each offering in the product line
* Uncover the nature of consumers’ usage among offerings in the product line
* What numbers must you hit to reach the minimum reach.
SurveyAnalytics is the only enterprise research platform in the industry with the technology and resources available for clients to run a TURF analysis.
Join us for our 1 hour presentation on Wed 3/30/30 at 9AM PST. Slides and a recording will be available on our blog: http://blog.surveyanalytics.com
GotoWebinar Link : https://www2.gotomeeting.com/register/938634290
I’ll be updating this post with the Presentation as well as the recording later this afternoon.