Page 36 - Duct Tape Marketing

20 Part I: Getting Started in Marketing

• A motel may decide to post a restaurant display at a hallway entry
where guests consistently pause.

ߜ Use contests to collect information. Create a postcard-sized survey and
use it as a contest entry form. For the cost of a nice prize, you’ll collect
information that will help you develop your customer profile.

ߜ Monitor the origin of incoming phone calls. When prospects call for
information about your business, find out where they’re from and how
they found you.

Callers will tolerate only a certain number of questions. Remember that
they’re calling to receive information, not to become research subjects.

• If you use a caller identification phone feature, use it to collect the
incoming phone number prefix and area code, which will enable
you to create an incoming call geographic origin report.

• Your phone service providers may be able to furnish lists of incom-
ing call area codes or dialing prefixes for your reference.

ߜ Track response to ads and direct mailers. Include an offer for a
brochure, a product sample, or some other incentive to inspire a reac-
tion to your ads. As prospects respond, collect their addresses and
other information to build an inquiry profile.

Be sure to deliver the promised item promptly upon request so that the
value of your research effort isn’t offset by a bad impression generated
by slow follow-through.

ߜ Study Web reports to learn about prospects who visit you online.
Work with your Web site hosting and management firm to discuss avail-
able reports and how to mine the information you collect.

Research methods

Consider the information in Table 2-1 as you make research decisions.

Table 2-1 Research Approaches

Method Purpose Advantages Challenges

Questionnaires Obtain general Anonymous. Impersonal.Feedback
and surveys information Inexpensive. Easy may not be accurate.
to analyze. Easy to Wording can skew
format and conduct. results.

Interviews Obtain informa- Develops customer Time-consuming.
tion and probe relationships. Reliant on good
answers Adaptable to each interviewers.
situation. Accesses Difficult to analyze.
fuller range of
information.