EMBiz: Post-COVID Audience Surveys

Post-Covid Audience Surveys

Laurel Mintz

Hi everyone, Laurel Mintz here with Elevate My Brand. Today's conversation is about post-COVID surveys. We’ve gotten a lot of questions about how brands should go back to messaging, positioning and targeting in a post-COVID era. The truth is the best way for any brand to understand how best to service their audience is to perform a survey.

Incentives to take your survey

Customers have really changed how they interact with brands and they want to provide you with feedback in exchange, of course, for something of value. So, when you're doing a survey, make sure that you offer something: either a percentage off or a dollar amount. At Elevate, we always say a dollar towards is usually money left on the table and your return on that survey is most likely going to be better so keep that in mind. Making sure that you provide an incentive to take the survey will inevitably get you a better return on the information you need within that survey. And really making sure that you're including your consumer in this conversation is also going to be a really great added brand value frankly. 

Types of survey questions

You want to build a brand that is consumer focused, and the best way to find out what you don't know is to ask. It just amazes me how few brands actually go through this process. I think maybe some of them don't really want to know the answers or they’re scared about what the truth is around their brand, but it's the best path forward, especially when you're questioning how to reposition yourself in a post-COVID era. Asking questions about post-COVID consumer spending, things around how they're reaching you in terms of your social channels, what kind of content they want to see — these are all really valuable points that you can get from these kinds of surveys. So go out there, survey your audience and get the answers you really need.