Your product branding information delivered effectively
Product branding information: how do your customers want to receive it?
You want to get product branding information out to your customers. Do you know the best ways to do that? I ran across a recent survey conducted by MarketingSherpa, a Florida-based research firm specializing in tracking what works in marketing.
MarketingSherpa commissioned an online survey in mid-2015 with a nationally representative sample of US consumers. In it, consumers were asked, “In which of the following ways, if any, would you prefer to receive regular updates and promotions from companies that you are interested in doing business with? Please select all the choices that apply.”
The survey found that the number one preferred way in which consumers want to receive regular updates and promotions is in the form of emails from company websites to which they subscribe. That number was 60%. Receiving product brand information in the mail came in a close second at 54%. Down at the bottom of the list were following on social media, downloading a mobile app, and attending local events. They came in at 17%, 15% and 9%, respectively.
Your product branding information: how do customers find it?
Asking for and getting product brand information is one thing. But what about the preferred ways in which customers search for products and services? For information on this, I consulted another survey. This one, conducted by the Local Search Association produced some interesting findings.
Respondents were asked, “When you are searching for a local business, product or service, how likely would you be to consult sources such as search engines, company website, print or digital yellow pages, daily deals, social media, phone apps, etc.” Respondents answered on a scale of zero to five, with five meaning “extremely likely.” The data I am about to share show the sources people responded to with a “five.”
Here are their answers: nearly 65% answered search engines. Next came company websites at 50%. Mobile, and yellow pages, both print and digital, all registered between 33-36%. As for the remaining choices, they all polled from 30% down to 18%.
Each survey said plenty about product brand information
Try to remember the findings from these two surveys the next time you think about getting product brand information out to customers. Then, carefully plan how to get that information out to them in the most effective ways possible. Also remember how they go about finding product brand information and make sure that yours is available to them in all those places.