Survey Says! Consumer Data Insightto Improve Your Online MarketingMario Feghali, SpareFoot
Agenda• Why are surveys important?• Our surveys:– Consumer demographics– Why consumers need self-storage– How consumers re...
Consumer Surveys• Why are surveys important?– Help you understand your customers and betteryour business• How we collect d...
Who, Why, How?
How Old Are Our Customers?A. 18-24 years oldB. 25-34 years oldC. 35-44 years oldD. 45-54 years oldE. 55-64 years oldF. 65+...
How Old Are Our Customers?13%28%17%23%15%4%18-24 years old25-34 years old35-44 years old45-54 years old55-64 years old65+ ...
Why Do Customers Need Storage?A. MovingB. Student between housing or study abroadC. Military deploymentD. Off-season vehic...
Why Do Customers Need Storage?62.38%4.18%1.02%2.96%6.05%0.85%1.53%21.02%MovingStudent betweenhousing or study abroadMilita...
How Do Customers Research Storage?A. ComputerB. Mobile or tabletC. Friends and familyD. Called facilitiesE. Visited facili...
52411885122 10134 170100200300400500600Computer Mobile orTabletFriendsandFamilyCalledFacilitiesVisitedFacilitiesPrintResou...
69.35%12.48%11.69%4.58%1.58% 0.16% 0.16%1 Source2 Sources3 Sources4 Sources5 Sources6 Sources7 SourcesHow Many Sources Did...
What Types of Websites Did CustomersUse to Find Storage?A. Search enginesB. Storage directoriesC. Review sitesD. Local dir...
57%31%6%6%Search enginesStorage directoriesReview sitesLocal directoriesWhat Types of Websites DidCustomers Use to Find St...
Mobile
Would Customers Download a Free Mobile App withSpecial Features for a Storage Website?28.84%14.57%20.23%36.36%YesYes - onl...
Where Did Customers Use aSmartphone to Research Storage?A. WorkB. HomeC. Friend or relative’s houseD. Public spaceE. Hotel...
Where Did Customers Use aSmartphone to Research Storage?10.11%50.79%3.72%2.66%2.13%30.59%WorkHomeFriend or relativeshouseP...
What Do They Care About?
What Do New Customers Ask AboutFirst?64.06%25.00%10.94%Truck rentalSelf-storageBoth at the same time40.98% rent a truckdur...
When Did Customers Reserve a Truck?34.19%30.83%34.98%Before storageAfter storageOn the same day
Do Customers Know What Unit SizeThey Need?86.60%13.40%Booked the right sizeBooked a larger unit atmove-in4% of AdNetwork c...
How Do Customers Choose StorageUnits?A. By priceB. Free truck dealsC. AmenitiesD. AvailabilityE. LocationF. ReviewsG. Phot...
How Customers Choose Storage Units35.20%64.80%Chose lowest price at size neededChose based on amenities, freetruckdeals, a...
Prices & Promotions
How Prices Have Changed Since Last Year58%15%27%No change in pricesDiscounted pricesRaised prices
Did the Customer Ask for AdditionalDeals or Promotions During Move-In?34.65%65.35%YesNo
Did the Customer Receive an AdditionalDeal or Promotion?68.18%31.82%YesNoThe most common deal or discount customers said t...
Takeaways• Surveys to previous and existing customerscan help you better understand customersand refine your business for ...
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Survey Says! Consumer Data Insight to Improve Your Online Marketing

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Learn the who, why and how of consumer surveys. Use the information collected to advance your marketing and financial goals. Presented by Mario Feghali, Co-Founder and COO of SpareFoot.com.

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  • What does survey data reveal about consumers that are shopping and reserving storage units online?How are online customers using the Internet to shop? What are the most important factors in choosing a facility? In choosing a unit?Agenda – background and agenda – what’s the purpose of this, how do we collect data – why do we do it and why is it important, how can it help their businesses too? final takeaways frame it in a digestible context consumer demographics(topics at hand) before each of those “buckets,” have one-slide synopsis, why we ask these questions, why they’re important to us – then the transition point into the next slide guide them through itThis is why surveys are important, if you have questions – survey gizmo – give them the tools on how they can do this as wellDetails of how we do it – generic rules for how they can set the standard – Automated surveys that go out once a week every Tuesday to everyone who moved in over the last week Survey Gizmo that allows you to create a survey (survey building tool with customizable questions), send it for you – provide a list of your current or former tenants in a facility – compose an email that goes out – helps facilitate out of all of itGet reports after – check on it at any time – wait a few days though! – Incentivize the survey by saying “if you take this we’ll enter you into a drawing for a gift card” – randomized drawing – stay accountable to do it every monthWe’ve done a few to facilities – we’ll pick a segment of our facility clients at sparefoot and send them a survey * everyone in our company contributes in the sense that if they have specific questions for a project, - invite anyone within the organization to contribute for questions * publish our data in different ways – cite the stuff in blog posts, trade show presentations, quarterlies, maybe newsletters or email marketing * a piece of interest, social media fodder – different things in marketing
  • What does survey data reveal about consumers that are shopping and reserving storage units online?How are online customers using the Internet to shop? What are the most important factors in choosing a facility? In choosing a unit?Agenda – background and agenda – what’s the purpose of this, how do we collect data – why do we do it and why is it important, how can it help their businesses too? final takeaways frame it in a digestible context consumer demographics(topics at hand) before each of those “buckets,” have one-slide synopsis, why we ask these questions, why they’re important to us – then the transition point into the next slide guide them through itThis is why surveys are important, if you have questions – survey gizmo – give them the tools on how they can do this as wellDetails of how we do it – generic rules for how they can set the standard – Automated surveys that go out once a week every Tuesday to everyone who moved in over the last week Survey Gizmo that allows you to create a survey (survey building tool with customizable questions), send it for you – provide a list of your current or former tenants in a facility – compose an email that goes out – helps facilitate out of all of itGet reports after – check on it at any time – wait a few days though! – Incentivize the survey by saying “if you take this we’ll enter you into a drawing for a gift card” – randomized drawing – stay accountable to do it every monthWe’ve done a few to facilities – we’ll pick a segment of our facility clients at sparefoot and send them a survey * everyone in our company contributes in the sense that if they have specific questions for a project, - invite anyone within the organization to contribute for questions * publish our data in different ways – cite the stuff in blog posts, trade show presentations, quarterlies, maybe newsletters or email marketing * a piece of interest, social media fodder – different things in marketing
  • Again, college + moving jibes with the age data – mirrors life changes
  • Customers look for storage when they are moving, followed by students in between housing, and home remodel or renovations
  • What does survey data reveal about consumers that are shopping and reserving storage units online?How are online customers using the Internet to shop? What are the most important factors in choosing a facility? In choosing a unit?Agenda – background and agenda – what’s the purpose of this, how do we collect data – why do we do it and why is it important, how can it help their businesses too? final takeaways frame it in a digestible context consumer demographics(topics at hand) before each of those “buckets,” have one-slide synopsis, why we ask these questions, why they’re important to us – then the transition point into the next slide guide them through itThis is why surveys are important, if you have questions – survey gizmo – give them the tools on how they can do this as wellDetails of how we do it – generic rules for how they can set the standard – Automated surveys that go out once a week every Tuesday to everyone who moved in over the last week Survey Gizmo that allows you to create a survey (survey building tool with customizable questions), send it for you – provide a list of your current or former tenants in a facility – compose an email that goes out – helps facilitate out of all of itGet reports after – check on it at any time – wait a few days though! – Incentivize the survey by saying “if you take this we’ll enter you into a drawing for a gift card” – randomized drawing – stay accountable to do it every monthWe’ve done a few to facilities – we’ll pick a segment of our facility clients at sparefoot and send them a survey * everyone in our company contributes in the sense that if they have specific questions for a project, - invite anyone within the organization to contribute for questions * publish our data in different ways – cite the stuff in blog posts, trade show presentations, quarterlies, maybe newsletters or email marketing * a piece of interest, social media fodder – different things in marketing
  • What does survey data reveal about consumers that are shopping and reserving storage units online?How are online customers using the Internet to shop? What are the most important factors in choosing a facility? In choosing a unit?Agenda – background and agenda – what’s the purpose of this, how do we collect data – why do we do it and why is it important, how can it help their businesses too? final takeaways frame it in a digestible context consumer demographics(topics at hand) before each of those “buckets,” have one-slide synopsis, why we ask these questions, why they’re important to us – then the transition point into the next slide guide them through itThis is why surveys are important, if you have questions – survey gizmo – give them the tools on how they can do this as wellDetails of how we do it – generic rules for how they can set the standard – Automated surveys that go out once a week every Tuesday to everyone who moved in over the last week Survey Gizmo that allows you to create a survey (survey building tool with customizable questions), send it for you – provide a list of your current or former tenants in a facility – compose an email that goes out – helps facilitate out of all of itGet reports after – check on it at any time – wait a few days though! – Incentivize the survey by saying “if you take this we’ll enter you into a drawing for a gift card” – randomized drawing – stay accountable to do it every monthWe’ve done a few to facilities – we’ll pick a segment of our facility clients at sparefoot and send them a survey * everyone in our company contributes in the sense that if they have specific questions for a project, - invite anyone within the organization to contribute for questions * publish our data in different ways – cite the stuff in blog posts, trade show presentations, quarterlies, maybe newsletters or email marketing * a piece of interest, social media fodder – different things in marketing
  • Only 35.2% of customers chose the lowest-priced unit available in their city at the size they needed (July and August 2012, SpareFoot.com, SelfStorage.com, SelfStorageDeals.com).The remaining 64.8% were more concerned with location, special features, amenities, free truck deals, add-on services, availability, reviews, or photos.
  • What does survey data reveal about consumers that are shopping and reserving storage units online?How are online customers using the Internet to shop? What are the most important factors in choosing a facility? In choosing a unit?Agenda – background and agenda – what’s the purpose of this, how do we collect data – why do we do it and why is it important, how can it help their businesses too? final takeaways frame it in a digestible context consumer demographics(topics at hand) before each of those “buckets,” have one-slide synopsis, why we ask these questions, why they’re important to us – then the transition point into the next slide guide them through itThis is why surveys are important, if you have questions – survey gizmo – give them the tools on how they can do this as wellDetails of how we do it – generic rules for how they can set the standard – Automated surveys that go out once a week every Tuesday to everyone who moved in over the last week Survey Gizmo that allows you to create a survey (survey building tool with customizable questions), send it for you – provide a list of your current or former tenants in a facility – compose an email that goes out – helps facilitate out of all of itGet reports after – check on it at any time – wait a few days though! – Incentivize the survey by saying “if you take this we’ll enter you into a drawing for a gift card” – randomized drawing – stay accountable to do it every monthWe’ve done a few to facilities – we’ll pick a segment of our facility clients at sparefoot and send them a survey * everyone in our company contributes in the sense that if they have specific questions for a project, - invite anyone within the organization to contribute for questions * publish our data in different ways – cite the stuff in blog posts, trade show presentations, quarterlies, maybe newsletters or email marketing * a piece of interest, social media fodder – different things in marketing
  • Not necessarily sure what the takeaway here would be..?
  • Most common deal that customers received?
  • Survey Says! Consumer Data Insight to Improve Your Online Marketing

    1. 1. Survey Says! Consumer Data Insightto Improve Your Online MarketingMario Feghali, SpareFoot
    2. 2. Agenda• Why are surveys important?• Our surveys:– Consumer demographics– Why consumers need self-storage– How consumers research self-storage– Mobile– Consumer behavior– Prices and promotions/deals• Takeaways
    3. 3. Consumer Surveys• Why are surveys important?– Help you understand your customers and betteryour business• How we collect data:– Automated surveys go out once a week (everyTuesday) to everyone who moved in over the lastweek– Survey Gizmo: customizable• How it can help you:– Publish the data in different ways: cite it in blogposts, trade showpresentations, quarterlies, newsletters, emailmarketing– Can be used in your marketing collateral and forinteresting social media fodder (generate interest)Note: These are averages, each location varies
    4. 4. Who, Why, How?
    5. 5. How Old Are Our Customers?A. 18-24 years oldB. 25-34 years oldC. 35-44 years oldD. 45-54 years oldE. 55-64 years oldF. 65+ years old…
    6. 6. How Old Are Our Customers?13%28%17%23%15%4%18-24 years old25-34 years old35-44 years old45-54 years old55-64 years old65+ years oldStorage trends tend to mirror life changes andcan offer valuable insight into social patterns
    7. 7. Why Do Customers Need Storage?A. MovingB. Student between housing or study abroadC. Military deploymentD. Off-season vehicleE. Home remodel or renovationF. Wine collectionG. Family reasonsH. Other…
    8. 8. Why Do Customers Need Storage?62.38%4.18%1.02%2.96%6.05%0.85%1.53%21.02%MovingStudent betweenhousing or study abroadMilitary deploymentOff-season vehicleHome remodel orrenovationWine collectionFamily reasonsOtherThe majority of customers look for storage whenthey are moving
    9. 9. How Do Customers Research Storage?A. ComputerB. Mobile or tabletC. Friends and familyD. Called facilitiesE. Visited facilitiesF. Print resourceG. Other…
    10. 10. 52411885122 10134 170100200300400500600Computer Mobile orTabletFriendsandFamilyCalledFacilitiesVisitedFacilitiesPrintResourceOtherHow Do Customers Research Storage?More customers are using mobile devices to search.Make sure you’re mobile-friendly.22% of SpareFoot AdNetwork customers used a mobileor tablet device to research self-storage facilities.Also, could be more than one that they used.
    11. 11. 69.35%12.48%11.69%4.58%1.58% 0.16% 0.16%1 Source2 Sources3 Sources4 Sources5 Sources6 Sources7 SourcesHow Many Sources Did CustomersUse to Research Storage?The majority of customers only use 1 source toresearch storage
    12. 12. What Types of Websites Did CustomersUse to Find Storage?A. Search enginesB. Storage directoriesC. Review sitesD. Local directories…
    13. 13. 57%31%6%6%Search enginesStorage directoriesReview sitesLocal directoriesWhat Types of Websites DidCustomers Use to Find Storage?Make sure you’re everywhere: Google Places, search engine optimization(SEO), social networks, third party websites, your own website75% of search traffic clicks on thefirst five results
    14. 14. Mobile
    15. 15. Would Customers Download a Free Mobile App withSpecial Features for a Storage Website?28.84%14.57%20.23%36.36%YesYes - only if I neededstorage, and I wouldkeep it beyond thatYes - only if I neededstorage, and I woulddelete it after thatNoA mobile app for your storage website could make reservingeasier for potential customers
    16. 16. Where Did Customers Use aSmartphone to Research Storage?A. WorkB. HomeC. Friend or relative’s houseD. Public spaceE. Hotel roomF. In transit…
    17. 17. Where Did Customers Use aSmartphone to Research Storage?10.11%50.79%3.72%2.66%2.13%30.59%WorkHomeFriend or relativeshousePublic spaceHotel roomIn transitCustomers are using their phones more and more for research, and notnecessarily just in transit. Make your website as mobile-friendly aspossible to stand out from the competition.
    18. 18. What Do They Care About?
    19. 19. What Do New Customers Ask AboutFirst?64.06%25.00%10.94%Truck rentalSelf-storageBoth at the same time40.98% rent a truckduring the movingprocess.Most new customers have never even used self-storage before.
    20. 20. When Did Customers Reserve a Truck?34.19%30.83%34.98%Before storageAfter storageOn the same day
    21. 21. Do Customers Know What Unit SizeThey Need?86.60%13.40%Booked the right sizeBooked a larger unit atmove-in4% of AdNetwork customers plan on renting their unitfor only one month.
    22. 22. How Do Customers Choose StorageUnits?A. By priceB. Free truck dealsC. AmenitiesD. AvailabilityE. LocationF. ReviewsG. PhotosH. Special features and services…
    23. 23. How Customers Choose Storage Units35.20%64.80%Chose lowest price at size neededChose based on amenities, freetruckdeals, availability, location, reviews, photos, special features andservices, etc.Price is not the most important deciding factor forstorage-seeking customers
    24. 24. Prices & Promotions
    25. 25. How Prices Have Changed Since Last Year58%15%27%No change in pricesDiscounted pricesRaised prices
    26. 26. Did the Customer Ask for AdditionalDeals or Promotions During Move-In?34.65%65.35%YesNo
    27. 27. Did the Customer Receive an AdditionalDeal or Promotion?68.18%31.82%YesNoThe most common deal or discount customers said theyreceived was free month(s) of storage, 39% of the time
    28. 28. Takeaways• Surveys to previous and existing customerscan help you better understand customersand refine your business for the future• Anyone should be able to contribute surveyquestions• Incentivize survey responses with “prizes”like a random gift card drawing• Survey Gizmo is a convenient tool that letsyou customize and sends you survey reports• Questions?
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