I recently purchased the new Apple iPad to test out and see if this is a good business tool for contractors. After the purchased, I received an email from Apple asking if I would take part in a 15 minute survey about my recent and past Mac purchases. I thought the email was written well and it was a great marketing idea. However, I was concerned about the 15 minutes. But, being a huge fan of Apple, I clicked on the link and began the survey.
To be quite honest, I hated the survey. I was really surprised at the level of detail Apple went into in each question. 15 minutes seemed like an hour, and I had to think really hard to answer the questions. I could not skip the questions either. They asked me technical questions like, “How long did you spend researching an Apple product before you purchased it?” and “How many sites did you visit during your research?” This was just a sampling. The questions were more advanced than that. When I finished I was almost upset. I kept saying, “This is not like Apple” to myself. They make everything so simple and easy, but this survey was heavy and boring. Good grief.
Marketing Tip for Painters and Contractors
My take is this: when doing a survey, make it fun and keep it simple. Better yet, consider doing it by phone. If you have a very happy customer, they’d be more than happy to spend 5, 10 even 15 minutes on a phone call with you. I’ve done this a number of times when I was working for my dad’s painting company. In fact, I even drove out to a client’s home or business to talk to them. They’d talk for over 30 minutes! Oh, and you don’t have to give them a gift card or buy them anything: just ask them! Apple didn’t say they’d give me anything. I was glad to help, well not as much after the long survey. But you get the point.
A good survey helps you better your service and know how to gear up your marketing to past and future clients. Just make sure you don’t put your customer to sleep!