Guest Post: It’s All About the Data

This is a Guest Post by Screaming Garlic, Inc.

It all began with a simple request via postcard sent to our client’s customers, to take a short online survey. It concluded with the refinement and re-direction of this fitness equipment company’s marketing strategy and product feature cycle, saving millions of dollars in the process.

We are Screaming Garlic, Inc. – a market research firm focused on helping companies initiate and maintain a dialog with their customers.

One of our clients, a leading exercise equipment manufacturer in business for 45 years, had never reached out to their customers and never saw much reason to – until they began understanding the power it could yield.

The company assumed that since it sold exclusively through a network of fitness specialty retailers that it was the job of these dealers to cultivate and maintain the relationship with the customer. Why would they want to hear what the users of the product had to say? What if it was all bad news?

Screaming Garlic sent postcards to a database of existing equipment owners asking them to take an online survey. For their time, they would be rewarded with an Amazon gift card.

Then the magic happened.

Thanks to the ease-of-use and rich functionality we found through the FluidSurveys platform, we were able to create a comprehensive survey that garnered nearly a 90% completion rate.

Expecting to see a 5% to 10% overall response rate, we were delighted (and a bit overwhelmed) when the responses came in by the dozens every day, ultimately adding up to a 33% response – way above industry standards. Clearly, these people were not only passionate about the products they had purchased, but had a lot to say and were delighted to have the invitation and the forum to express it.

Not only was the data easy to collect through FluidSurveys, but the ability to export it directly into PowerPoint made our job of presenting it to our client that much easier. With the data, we were able to help our client gain crucial insights into buying preferences and behaviors for the very first time, and even introduce them to the benefits of the Net Promoter® Score*, a built-in FluidSurveys feature. This in turn allowed the company competing in a forest of multi-national corporations to pivot quickly and avoid “gut-feeling” marketing decisions that would have cost the company millions of dollars.

Based on the success we had with FluidSurveys, we fully expect to re-use this platform to re-measure the effectiveness of the strategy. Just like FluidSurveys, we’re all about the data, and that has made for a great partnership.

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Nate Brochin
Nate has more than 15 years of entrepreneurial and leadership experience founding and leading companies that have been at the nexus of technology and advertising. An accomplished corporate strategist and marketer, his vision and expertise have helped create nearly $4 billion in shareholder value during a 10 year span. He has been invited to speak at conferences on topics that include “Managing Rapid Growth”, “Professional Responsibility”, “Youth Marketing” and “Mobile Marketing Trends.”

 

Michael Klausner
Michael is a seasoned marketing professional. With over 25 years of experience, his career has encompassed all aspects of marketing from strategy to branding to communications. He has played roles on both the agency and client sides of the business, has worked on both the domestic and international level, and has been well-versed with large global corporations as well as technology-based startups. At SG, Inc., Michael has focused on CPG, health & fitness and publishing clients helping them use data-driven tools to make strategic and tactical decisions that bring revenue and recognition.

*Net Promoter Score® is a registered trademark of Fred Reichheld, Bain & Company and Satmetrix.

 

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