Mad 4 Blog

Collecting a random survey group to test products and offer unbiased feedback is one of the bedrock systems of marketing. Whether this method means dragging a clipboard outside for street polling or years of formal data collection, one thing is for certain: As technology advances, so do survey methods. But how advanced is too advanced? And when does surveying cross the line between enlightening and overblown?

Well-known soup brand Campbell’s recently conducted extensive surveying to test how a remodel of their iconic logo would go over with consumers. Understandably, tweaking a design that’s been used for more than one hundred years is not a decision that the brand would want to take lightly. But they didn’t just ask what people thought of different images. Rather, they hooked participants up to monitors that would gauge their biological responses as they viewed various soup cans. This process is known as neuromarketing.

Campbell’s decided to use this tactic rather than polling or verbal surveying to avoid the discrepancies that traditionally exist between what people say they like and their actual buying habits. Executives decided not to rely on consumers to accurately report what they liked. Instead, they based their decisions on pure physical responsiveness such as pupil dilation, heart rate, sweating, breathing and posture. Scientists and specialists monitored participants as they went on simulated shopping experiences and browsed the aisles for soup. Campbell’s new soup can design is based on these results. For example, if survey members salivated over a soup can displaying a bigger bowl of soup, that bowl would now be on the label. This testing took place over the course of two years.

It would probably take a lot of surveying to determine if this sort of investigation is considered worthwhile in the conventional world of marketing. But one thing is certain: Most businesses cannot afford to dabble in the same kind of pricey testing as Campbell’s.

A more realistic option with time-tested results is a focus group, which can be arranged by a marketing agency such as Mad 4 Marketing. Unlike the Campbell’s technique–which cuts consumer opinion right out of the picture as if it’s out of style–a focus group really explores what select candidates think and feel about brands, services and products. Unlike a poll, which can be out-of-context and impersonal, focus groups go more in-depth as participants familiarize with the topic at hand. And rather than cutting a broad swath of random survey participants, a focus group can be tailored to really reflect a company’s audience. If you’re selling women’s sneakers, for example, you’d collect a group of athletically inclined females who regularly shop for gear, as well as those who have expressed an interest in becoming more active. Naturally, the process of choosing participants would be based on previously collected data and demographical information that would also be used in all future marketing endeavors for that campaign.

Overall, focus group testing is shorter and simpler than neuromarketing—plus, it’s a much more cost-effective research method. And despite what Campbell’s seems to think, asking people what they want and letting them provide thoughtful and voluntary responses is still a viable technique when it comes to marketing.

Want to keep your business relevant with modern marketing? You don’t have to be a super-savvy website guru to do it. But there is one trick you must master: Balance.
Balance is the key to building a strong, successful advertising campaign now and in the future—no matter how the face of media may change. While everyone else is scrambling to keep up with the latest trends, you can build a solid and multi-dimensional campaign that will withstand the latest fads. Here are 5 ways to stay current and stand out:

1) Balance targeted, consistent messaging with multiple approaches.
Hit the same audience over and over with the same message—but from different sources. It’s not enough to use online analytics to geo-target web users without matching that data with local print and/or broadcast ads. Surrounding your prospects on all sides not only enhances brand awareness, but creates an aura of accessibility. Point-blank exposure then graduates into familiarity, leaving room for relationship growth in the future.

2) Balance traditional and non-traditional media.
Break up a series of weekly magazine fliers with a guy in a gorilla suit outside your door. Attention-grabbing techniques create a buzz which can be followed up by more conventional means of communication. Or use out-of-home opportunities (such as a billboard or bus stop ad) to remind passersby of an ad seen earlier on TV. By employing both classic and alternative tactics, you can appeal to more markets. Going all one way or all the other may create an unbalanced tone for your brand—or worse, you may miss out on one audience entirely.

3) Balance analytics/research with creative (be smart but stand out).
Many companies rely on number-crunching and perfectly placed ads to carry their message into the right market. But all the visibility in the world won’t help if you don’t have the compelling concepts and engaging visuals to back up your brand and catch the eye of potential clients. In the increasingly competitive world of marketing, it’s more important than ever to complement strategy with creativity when building a successful campaign.

4) Balance customer retention with customer acquisition.
All of your amazing, cutting-edge advertising across varied media with perfect placement and alluring creative won’t help if your message is simply aimed at new clientele. It’s important that you reward prior and current business with gratuity and acknowledgement, and devote a large portion of your advertising budget to customer retention. It’s much harder to woo a client once they’ve moved on than it is to nurture an existing relationship. Remember: satisfied clients have friends–and so do dissatisfied clients.

5) Balance accessibility/transparency with alluring content that draws return.
Everyone knows how important it is to be straightforward in today’s market. Potential customers expect businesses to be highly visible and transparent about products, services and goals. This is especially true of social media, where accessibility is paramount. However, putting it all out there doesn’t mean that your business shouldn’t have a hint of mystery and allure. Teasers about future deals and further information are a classic that will remain consistent even in the advancing world of marketing.