Have you ever completed a survey for a company and shared your inner feelings about the value they bring to you? If you run a business, a survey can be an incredibly effective marketing tool to generate great return on your investment.
How? Simple.
When the right questions are asked and the answers are carefully evaluated, you will learn the secret reason why you are as successful as you are or more importantly, what is keeping you from realizing your true success.
Case in point: Schiavi Home Builders
Working with this large residential builder, we heard them say that they were losing business to the competition even though their quality was better. That prospects only wanted to make decisions based on price and that they (SHB) couldn't compete on price.
Through various survey questions and interviews with prospects, we learned that price was the issue primarily because Schiavi hadn't clearly differentiated themselves from their competition. Prospects didn't realize the significant amount of design and finished craftsmanship that Schiavi put into each of their custom modular homes. They were lumped into the same category as all the other modular builders in their area.
A few subtle changes to their messaging made all the difference in the world. When those new messages were translated throughout the company, a company record was set. They now say that research and messaging work was the best ROI the company has ever experienced.
Advertising, Google ad words, direct mail, even social media cannot succeed if the messaging isn't in synch with your true value. If you haven't figured out what you have that customers value, it's time to think about a little market research. I have no doubt that the answers will give you something to consider.
For marketing results you can measure
Comments