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Test Your Customer IQ
Do you know the latest info on American
consumers? You’ll find helpful tips and insights into the minds of your
customers in this fun new quiz.
By Kim T. Gordon
There’s a never-ending evolution in consumer behaviors and preferences that
impacts all their purchase decisions. And staying up-to-date on the latest
consumer data can make or break your marketing campaigns. Take this info-packed
quiz and get valuable marketing tips that will put you ahead of the competitive
curve.
Questions
1. American consumers would prefer to receive gifts over gift cards.
A. True
B. False
2. Today’s shoppers believe in “green” products and services.
A. True
B. False
3. There are more US adults with six-figure incomes under the age of 35 than
there are over the age of 54.
A. True
B. False
4. Online consumer reviews of products and services are enjoyed by many but have
little influence over actual purchases.
A. True
B. False
5. Which of the following are consumers more likely to open?
A. Unsolicited direct mail
B. Unsolicited email
6. In which of these media are consumers more likely to “notice” ads?
A. Websites with user generated content
B. Television
7. In campaigns that use multiple media, which is the most effective combination
for increasing customers’ ad awareness and their intention to make a purchase?
A. Television and magazines
B. Television and online
Give yourself 20 points for each correct answer.
1. B: False
A BIGresearch American Pulse Survey published in November showed that more than
half of Americans would rather receive a gift card or cash in lieu of a gift.
Many of those surveyed said they don’t like gifts that are chosen for them and
that they hate to return gifts. In fact, 82.4% said gift cards are a smart gift
alternative for people they don’t know well. Not only do gift cards represent an
opportunity to increase sales by providing the perfect gift, they can also
generate pure profit – nearly 14% of those surveyed say they’ve received gift
cards that they’ve never redeemed, and another 16% have received cards that
they’ve only partially redeemed.
2. B. False
Seven in ten Americans either “strongly” or “somewhat” agree that when companies
call a product green it’s usually just a “marketing tactic,” according to a
spring 2007 study by Ipsos Reid. When marketing a green product or service, its
important to understand that the majority of your customers will evaluate your
offer by asking, “What’s in it for me?” To build trust, base your claims in
irrefutable fact and communicate the most important personal benefits, such as
how your product or service will save purchasers time, money, or their health.
3. A. True
Looking for an affluent target audience? There are 23.2 million adults in the 87
metropolitan markets regularly surveyed by The Media Audit with annual household
incomes of $100,000 or more. Close to 27%, or 6.2 million, are under the age of
35, and just 19%, or 4.4 million, are over the age of 54. There is still a
disparity between the genders, however. Of the 6.2 million 18-34-year-olds with
six-figure incomes, approximately 60% are men, despite the fact that the women
are more inclined to have a college degree.
4. B. False
In 2008, you’ll want to put a greater emphasis on eliciting customer feedback
and reviews on your website, or place your products on sites where they can earn
positive reviews. According to a survey by the Deloitte & Touche USA Consumer
Products group, not only do 62% of consumers read customer reviews, more than
eight in ten say their purchase decisions have been directly influenced by them.
What’s more, seven in ten of the consumers who read consumer reviews share them
with friends, family or colleagues.
5. A. Unsolicited direct mail
A survey by International Communications Research, commissioned by Pitney Bowes,
found that 70% of consumers prefer to receive unsolicited information on
products and services by mail from companies with which they are not currently
doing business. The survey also found that 31% of consumers are less likely to
discard unopened mail, while more than 53% discard unsolicited e-mails about new
products. This year, use direct mail to open doors with new prospects, and rely
on e-mail to maintain communications with your in-house list of customers and
prospects who are familiar with your company.
6. B. Television
As you embrace new alternative media in 2008, it’s imperative not to discard
traditional vehicles. A study by comScore measuring consumers’ receptivity to
advertising in different media formats reaffirmed that an ad’s effectiveness is
based, in part, on the media that carries it. The survey found that 85% of
consumers are most likely to notice advertising for a product or service if they
see it on television. User-generated content sites achieved a much lower
attention level, at just 28%. Television ads also earn a higher level of trust
than ads carried on user-generated content sites.
7. A. Television and Magazines
A new guide from Magazine Publishers of America analyzes cross-media
accountability data from 32 studies to determine each medium’s effectiveness
throughout the purchase funnel. It confirms that synergy is vital – a
combination of three media perform better than two, and two perform better than
one. The combination of TV and magazines produces significantly more “lift” than
the combo of television and online marketing. In fact, magazines are by far the
most effective in increasing purchase intent. And they can be top performers
when used in combination with other media to drive traffic to a website.
What’s your score?
120-140 – You’re a marketing maven
60-100 – Not too shabby
40 or less – Time to brush up
Get In-depth
Coaching on this Topic>>
Kim
T. Gordon's columns and articles are read by more than
3 million small-business owners each month. She is a small-business expert
and the author of four books, including Maximum Marketing,
Minimum Dollars: The Top 50 Ways to Grow Your Small Business.
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