One of my consulting clients has a Michigan based, healthy living business. We used the approach I outlined previously to survey his customers about their interest level in 5 different product categories he wants to develop. The owner was very pleased with the initial results. In todays post in want to share the results the results.
First of all, here is a summary of how we prepared for the survey.
Summary of Survey Preparation
- Create survey form. Use Google Docs for the survey form because it is one of the fastest and easiest to implement.
- Survey question: “Which of these are you interested in most”?
- There are 5 possible answers to the question, we asked customers to rank their level of interest in each category, from a range of 1-5, 1 being little or no interest and 5 being high interest.
- Email promotion
- We sent 2641 emails on the first day of the campaign
- We sent a follow up email to the same list 3 days later
- We received 341 response or about 13%
Understanding the Results
We looked for patterns in the data by sorting the data in different ways to see any patterns emerge. Since our detailed results contained each respondent’s ‘vote’ so we noticed each was interested in multiple categories. There was strong interest in healthy living and living longer. Most had interest in saving money. Losing weight was not as much an issue as expected. Interest in join health was more than expected. And we knew there is interest in recipes and cookbooks, but people seem more interested in the other categories.
Here is a summary of understanding
- Survey confirmed customers are interested in healthy living and living longer
- Majority are interested in discounts and coupons.
- Less interest in weight loss than expected
- More interest in joint health than expected
- A general interest in Recipes, cookbooks and cooking related information
Developing an Action Plan to Profit from the Results
Based on what we found, possible actions are:
- Offer a buyers’ club offering discounts and access to recipes, cookbooks and cooking related information for a annual or monthly fee
- Continue sending the weekly healthy living ezine and add more information on lifelong pursuits to live a longer life
- Offer a product or training program on healthy living and living a longer life
- Look for a partner to expand on the weight loss product line already being offered
- Research solutions to offer a joint health product, and partner with an expert to create an information product on the topic
Unexpected Hidden Benefit
As you can see from the results, asking your customers what they are interested in is a very powerful tool to growing your business. There are many other questions you can ask. Next steps are to drill a little deeper. My client didn’t expect one of the results of the survey and that is he now has a list of emails he can contact that are specifically interested in one topic more than another.
He can now follow up and further define his product offering by subsequent surveys as well as target them for new promotions geared to their interests.
Ask and You Shall Recieve is indeed the most powerful question you can ask your customers. I will check in again in the future to share more results.
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