For public relations, advertising and marketing professionals who still don't believe in the power of surveys, a post on the PR Squared blog should help shed some light on their uses. Remember the backlash Motrin experienced when they ran an advertisement to suggest using Motrin for the pain that comes with carrying a baby in a sling? A survey from Lightspeed Research found 45% of moms who saw the ad liked it and 41% had no feelings about it. Surprise: the backlash from social media patrons didn't represent how the average mom felt.
With the ever evolving role social media has in the marketing mix and the brand experience, what do you do? As PR Squared asks, do you ignore the bloggers or do you "live in fear?" I say you need to find a middle ground. Survey research like Lightspeed did should prove you shouldn't just listen to the bloggers. Here's my thought: why don't you ask your target market? Test campaigns and find the "average" reaction. Only 8% of those moms who saw the Motrin ad had negative feelings toward the brand in response to the advertisement. Do you want to throw out a good campaign that makes 32% like your brand more because of 8%? How you get involved and respond to the 8% is a discussion with your PR and marketing departments, but you're never going to win over everyone. If Motrin had tested the campaign prior and knew how people felt about the campaign, they would have been armed with the necessary data to effectively respond and participate in the conversation.
Once again, I'm suggesting using web surveys and quantitative research methods to listen to your target market. Don't over react to campaign response because you don't have all the data you need.
With the ever evolving role social media has in the marketing mix and the brand experience, what do you do? As PR Squared asks, do you ignore the bloggers or do you "live in fear?" I say you need to find a middle ground. Survey research like Lightspeed did should prove you shouldn't just listen to the bloggers. Here's my thought: why don't you ask your target market? Test campaigns and find the "average" reaction. Only 8% of those moms who saw the Motrin ad had negative feelings toward the brand in response to the advertisement. Do you want to throw out a good campaign that makes 32% like your brand more because of 8%? How you get involved and respond to the 8% is a discussion with your PR and marketing departments, but you're never going to win over everyone. If Motrin had tested the campaign prior and knew how people felt about the campaign, they would have been armed with the necessary data to effectively respond and participate in the conversation.
Once again, I'm suggesting using web surveys and quantitative research methods to listen to your target market. Don't over react to campaign response because you don't have all the data you need.
Powered by Compendium Blogware
Comments for Use Web Surveys To Test Marketing Campaigns