Many brands are already running brilliant marketing campaigns thanks to the survey data they’re collecting; here are five examples: 1. To qualify for the gift card, customers have to: Visit a Nike or Converse store and purchase an item. Every time someone says just do it, Nike almost always comes to mind. Nike’s 2018 ‘Just Do It’ Campaign The success of this campaign comes from data, much of which is survey data. Uber: ‘Tonight I’ll be eating…’ Not only does Uber take 70 to 72% of the US ride-sharing market, but their marketing campaigns almost always resonate with their customers. And from all this data, the ride-sharing giant is able to run marketing campaigns that get customers talking and taking action – like the UberEATS campaign. Besides their Dropbox Insider program, they also run Dropbox User Research – where users apply to answer questions that can help shape the cloud storage product. This way, Dropbox acquires survey data and makes brilliant campaigns – like the one about their new brand messaging. Like most other brands, SiteGround is able to strategize and run marketing campaigns that resonate with their users from the survey data they assemble. Once you land on Timberland’s women or men’s site category, you’ll see a feedback button you can click on the right side of your screen: This way, Timberland collects relevant customer data and runs brilliant campaigns – like their recent campaign for a shoe called FlyRoam.
Savvy marketers avoid unpleasant surprises through survey data, identifying what their audience want more or less of and running marketing campaigns accordingly.
The UK government says: “Market (or survey) data should shape your plans. For example, it could show you that a country you were planning to move into has too much competition or falling demand.”
And the Canadian government mirrors the same idea: “Part of being prepared with market research is avoiding unpleasant surprises. Intuition and experience can be helpful at times, but research and facts often paint a more accurate picture of your market.”
As a marketer, you want to know who your customers are, what they’re thinking and ultimately how they’re making decisions. Once you have all that data, getting their attention becomes more like a piece of cake.
Many brands are already running brilliant marketing campaigns thanks to the survey data they’re collecting; here are five examples:
1. Nike: #JustDoIt (the 2018 version)
Nike established a department called Digital Sport in 2010. Tasked with the responsibility of collecting market and survey data, the department is the brains behind Nike’s ability to analyze their customer behavior and their needs.
But Nike does not stop their market research efforts with Digital Sport. They also reward their customers with $5 to $10 gift cards for taking a survey after purchasing items from their physical stores.
To qualify for the gift card, customers have to:
- Visit a Nike or Converse store and purchase an item.
- Save their receipts.
- Log on to the Nike Survey page, mynikevisit-na.com
- And answer the survey questions there.
Once customers fulfill these conditions, they’re awarded a free $10 Nike gift card or $5 Converse gift card.
Nike gets relevant data this way and one significant way they utilize it is to run brilliant marketing campaigns. A Nike spokesperson says “We’re a company dedicated to activity and inspiration, and we use data that consumers have shared with us to help inspire and motivate people to become more active and to help them find the right products.”
Their campaigns – specifically their Just Do It campaigns – are hard to snub. Even consumers use the tagline in their normal everyday conversations:
And how’s that for word of mouth marketing? Every time someone says just do it, Nike almost always comes to mind.
The athletic apparel giant has been running campaigns around this tagline for ages, and their most recent one this year grew their sales by 31% from Sunday through Tuesday over Labor Day – besting 2017’s comparative 17% increase.
And this increase was directly linked to the campaign.
Nike’s 2018 ‘Just Do It’ Campaign
The success of this campaign comes from data, much of which is survey data. Nike CEO Mark Parker says “We know [Just Do It has] resonated actually quite strongly with consumers obviously here in North America, but also around the world.”
The marketing team at Nike know their customers already affiliate the brand with the Just Do It motto. So they tapped into that data and created an amazing campaign, pushing more messages in the direction their customers are already looking. This made the campaign really hard to ignore.
On top of that, many Nike customers are sports lovers who follow celebrity athletes. Nike leveraged this data as well and used those influential athletes to promote their campaign.
2. Uber: ‘Tonight I’ll be eating…’
Not only does Uber take 70 to 72% of the US ride-sharing market, but their marketing campaigns almost always resonate with their customers. And why’s that? Uber takes data very seriously.
After asking 1,000 Aussies what they’d like to have for dinner, Uber found that by 5 pm every day one in three people don’t know what to eat. With this survey data, they saw a challenge in their customers’ daily lives and launched UberEATS to combat it.
To promote…
COMMENTS