Working towards brand satisfaction
Surveys and polls allow agents and companies to hear from their customers first hand. They are critical in learning who your audience is, what they expect from you, and what issues they have with your service. Without them, brand satisfaction and sales would be impossible. Which is why are providing you with the top survey and poll tools that will allow you to get relevant feedback and avoid any disaster.
Our picks for best feedback tools
SurveyCount: focuses on the business’ key elements to create relevant and useful surveys that gather valuable customer feedback. It is marketed soley for customer surveys, and has all the basic question types including multi-choice, yes or no, dropdowns, and point scales.
RatedAgent.com: a must for anyone in the real estate industry. Instead of gathering testimonials for your ego, or cherry picking positive reviews for public consumption, send out surveys to every single client so you and your team can improve where needed and get a real idea of how you’re doing. Every other industry on the planet gathers consumer data allowing them to pinpoint their weaknesses – real estate should, too. Unless you hate making money, in which case, skip this one.
Quipol: an easy to use tool that allows even beginners to create captivating multimedia polls complete with photos, videos, sharing options, and comment stream from social networks. It’s a simple, yet elegant way to access the opinions of your online audience.
Gearbox Technology: one of the simplest ways to make graphic questionnaires. Think BuzzFeed is the only one that can create visually appealing and simplistic quizzes? Newp – you can get in on it too. If you have a website, this one’s a must. You’ll get actionable data from your clients and visitors without learning code. Genius.
PandaForm: is a form creation tool for small business owners, that allows users to create, track, and process fully customizable forms that can be managed from any computer at any time. You can also create sales orders, event registrations, job applications, meeting notes, and sales lead tracking.
Responster: is a survey tool designed especially for smartphones and tablets with the belief that targeting smartphones will foster more survey responses. It does away with the typical boring surveys, and uses it’s gorgeous interface to provide an awesome user experience.
TypeForm: allows users to create online forms, without any design or coding experience necessary. Equipped with a customized welcome screen, strategic logo placement, and the ability to add video, the marketing possibilities for this tool are endless.
QuickSurveys: a survey tool that takes the stress and time out of recruiting survey takers, by recruiting them for you. Complete with seventeen question types, over fifty survey templates, and mobile device optimization, this marketing tool is a great tool to have in your toolbox.
Survicate: allows you to simultaneously gather feedback from your website visitors while they browse. Helps you identify who your visitors actually are, and the pitfalls in your website conversion, ultimately improving communication and product.
Give your customer service a boost
Surveys and polls help close the gap between your brand and your clients, garnering two-way communication, and relevant feedback.
Using the same old, boring, lifeless and irrelevant tools may actually be counterproductive in achieving that, which is why we encourage you to add one of the above mentioned tools to your marketing tool box. Incorporating just one may be just the boost you need to propel your service.
Use the ‘Blemish Effect’ to skyrocket your sales
(MARKETING) The Blemish Effect dictates that small, adjacent flaws in a product can make it that much more interesting—is perfection out?
Presenting a product or service in its most immaculate, polished state has been the strategy for virtually all organizations, and overselling items with known flaws is a practice as old as time. According to marketing researchers, however, this approach may not be the only way to achieve optimal results due to something known as the “Blemish Effect.”
The Blemish Effect isn’t quite the inverse of the perfectionist product pitch; rather, it builds on the theory that small problems with a product or service can actually throw into relief its good qualities. For example, a small scratch on the back of an otherwise pristine iPhone might draw one’s eye to the glossy finish, while an objectively perfect housing might not be appreciated in the same way.
The same goes for mildly bad press or a customer’s pros and cons list. If someone has absolutely no complaints or desires for whatever you’re marketing, the end result can look flat and lacking in nuance. Having the slightest bit of longing associated with an aspect (or lack thereof) of your business means that you have room to grow, which can be tantalizing for the eager consumer.
A Stanford study indicates that small doses of mildly negative information may actually strengthen a consumer’s positive impression of a product or service. Interesting.
Another beneficial aspect of the Blemish Effect is that it helps consumers focus their negativity. “Too good to be true” often means exactly that, and we’re eager to criticize where possible. If your product or service has a noticeable flaw which doesn’t harm the item’s use, your audience might settle for lamenting the minor flaw and favoring the rest of the product rather than looking for problems which don’t exist.
This concept also applies to expectation management. Absent an obvious blemish, it can be all to easy for consumers to envision your product or service on an unattainable level.
When they’re invariably disappointed that their unrealistic expectations weren’t fulfilled, your reputation might take a hit, or consumers might lose interest after the initial wave.
The takeaway is that consumers trust transparency, so in describing your offering, tossing in a negative boosts the perception that you’re being honest and transparent, so a graphic artist could note that while their skills are superior and their pricing reasonable, they take their time with intricate projects. The time expectation is a potentially negative aspect of their service, but expressing anything negative improves sales as it builds trust.
It should be noted that the Blemish Effect applies to minor impairments in cosmetic or adjacent qualities, not in the product or service itself. Delivering an item which is inherently flawed won’t make anyone happy.
In an age where less truly is more, the Blemish Effect stands to dictate a new wave of honesty in marketing.
Google Chrome will no longer allow premium extensions
(MARKETING) In banning extension payments through their own platform, Google addresses a compelling, if self-created, issue on Chrome.
Google has cracked down on various practices over the past couple of years, but their most recent target—the Google Chrome extensions store—has a few folks scratching their heads.
Over the span of the next few months, Google will phase out paid extensions completely, thus ending a bizarre and relatively negligible corner of internet economy.
This decision comes on the heels of a “temporary” ban on the publication of new premium extensions back in March. According to Engadget, all aspects of paid extension use—including free trials and in-app purchases—will be gone come February 2021.
To be clear, Google’s decision won’t prohibit extension developers from charging customers to use their products; instead, extension developers will be required to find alternative methods of requesting payment. We’ve seen this model work on a donation basis with extensions like AdBlock. But shifting to something similar on a comprehensive scale will be something else entirely.
Interestingly, Google’s angle appears to be in increasing user safety. The Verge reports that their initial suspension of paid extensions was put into place as a response to products that included “fraudulent transactions”, and Google’s subsequent responses since then have comprised more user-facing actions such as removing extensions published by different parties that accomplish replica tasks.
Review manipulation, use of hefty notifications as a part of an extension’s operation, and generally spammy techniques were also eyeballed by Google as problem points in their ongoing suspension leading up to the ban.
In banning extension payments through their own platform, Google addresses a compelling, if self-created, issue. The extension store was a relatively free market in a sense—something that, given the number of parameters being enforced as of now, is less true for the time being.
Similarly, one can only wonder about which avenues vendors will choose when seeking payment for their services in the future. It’s entirely possible that, after Google Chrome shuts down payments in February, the paid section of the extension market will crumble into oblivion, the side effects of which we can’t necessarily picture.
For now, it’s probably best to hold off on buying any premium extensions; after all, there’s at least a fighting chance that they’ll all be free come February—if we make it that far.
Bite-sized retail: Macy’s plans to move out of malls
(BUSINESS MARKETING) While Macy’s shares have recently climbed, the department store chain is making a change in regards to big retail shopping malls.
I was recently listening to a podcast on Barstool Sports, and was surprised to hear that their presenting sponsor was Macy’s. This struck me as odd considering the demographic for the show is women in their twenties to thirties, and Macy’s typically doesn’t cater to that crowd. Furthermore, department retail stores are becoming a bit antiquated as is.
The sponsorship made more sense once I learned that Macy’s is restructuring their operation, and now allowing their brand to go the way of the ghost. They feel that while malls will remain in operation, only the best (AKA the malls with the most foot traffic) will stand the test of changes in the shopping experience.
As we’ve seen a gigantic rise this year in online shopping, stores like Macy’s and JC Penney are working hard to keep themselves afloat. There is so much changing in brick and mortar retail that major shifts need to be made.
So, what is Macy’s proposing to do?
The upscale department store chain is going to be testing smaller stores in locations outside of major shopping malls. Bloomingdale’s stores will be doing the same. “We continue to believe that the best malls in the country will thrive,” CEO Jeff Gennette told CNBC analysts. “However, we also know that Macy’s and Bloomingdale’s have high potential [off]-mall and in smaller formats.”
While the pandemic assuredly plays a role in this, the need for change came even before the hit in March. Macy’s had announced in February their plans to close 125 stores in the next three years. This is in conjunction with Macy’s expansion of Macy’s Backstage, which offers more affordable options.
Gennette also stated that while those original plans are still in place, Macy’s has been closely monitoring the competition in the event that they need to adjust the store closure timeline. At the end of the second quarter, Macy’s had 771 stores, including Bloomingdale’s and Bluemercury.
Last week, Macy’s shares climbed 3 percent, after the retailer reported a more narrow loss than originally expected, along with stronger sales due to an uptick in their online business. So they’re already doing well in that regard. But will smaller stores be the change they need to survive?
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