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Survey Says! Consumer Data Insight to Improve Your Online Marketing
The document discusses the importance of consumer surveys in online marketing for self-storage businesses, detailing how surveys can provide insights into customer demographics, needs, and research behaviors. Key findings indicate that most customers seek storage while moving and prefer mobile devices for research, emphasizing the need for mobile-friendly websites. The document also highlights trends in pricing, customer inquiries, and how offering promotions can influence customer decisions.
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Survey Says! Consumer Data Insight to Improve Your Online Marketing
- 1. Survey Says! ConsumerData Insight to Improve Your Online Marketing Mario Feghali, SpareFoot
- 2. Agenda • Why aresurveys important? • Our surveys: – Consumer demographics – Why consumers need self-storage – How consumers research self-storage – Mobile – Consumer behavior – Prices and promotions/deals • Takeaways
- 3. Consumer Surveys • Whyare surveys important? – Help you understand your customers and better your business • How we collect data: – Automated surveys go out once a week (every Tuesday) to everyone who moved in over the last week – Survey Gizmo: customizable • How it can help you: – Publish the data in different ways: cite it in blog posts, trade show presentations, quarterlies, newsletters, email marketing – Can be used in your marketing collateral and for interesting social media fodder (generate interest)Note: These are averages, each location varies
- 4.
- 5. How Old AreOur Customers? A. 18-24 years old B. 25-34 years old C. 35-44 years old D. 45-54 years old E. 55-64 years old F. 65+ years old…
- 6. How Old AreOur Customers? 13% 28% 17% 23% 15% 4% 18-24 years old 25-34 years old 35-44 years old 45-54 years old 55-64 years old 65+ years old Storage trends tend to mirror life changes and can offer valuable insight into social patterns
- 7. Why Do CustomersNeed Storage? A. Moving B. Student between housing or study abroad C. Military deployment D. Off-season vehicle E. Home remodel or renovation F. Wine collection G. Family reasons H. Other…
- 8. Why Do CustomersNeed Storage? 62.38% 4.18% 1.02% 2.96% 6.05% 0.85% 1.53% 21.02% Moving Student between housing or study abroad Military deployment Off-season vehicle Home remodel or renovation Wine collection Family reasons Other The majority of customers look for storage when they are moving
- 9. How Do CustomersResearch Storage? A. Computer B. Mobile or tablet C. Friends and family D. Called facilities E. Visited facilities F. Print resource G. Other…
- 10. 524 118 85 122 101 34 17 0 100 200 300 400 500 600 ComputerMobile or Tablet Friends and Family Called Facilities Visited Facilities Print Resource Other How 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 mobile or tablet device to research self-storage facilities. Also, could be more than one that they used.
- 11. 69.35% 12.48% 11.69% 4.58% 1.58% 0.16% 0.16% 1Source 2 Sources 3 Sources 4 Sources 5 Sources 6 Sources 7 Sources How Many Sources Did Customers Use to Research Storage? The majority of customers only use 1 source to research storage
- 12. What Types ofWebsites Did Customers Use to Find Storage? A. Search engines B. Storage directories C. Review sites D. Local directories…
- 13. 57% 31% 6% 6% Search engines Storage directories Reviewsites Local directories What Types of Websites Did Customers Use to Find Storage? Make sure you’re everywhere: Google Places, search engine optimization (SEO), social networks, third party websites, your own website 75% of search traffic clicks on the first five results
- 14.
- 15. Would Customers Downloada Free Mobile App with Special Features for a Storage Website? 28.84% 14.57% 20.23% 36.36% Yes Yes - only if I needed storage, and I would keep it beyond that Yes - only if I needed storage, and I would delete it after that No A mobile app for your storage website could make reserving easier for potential customers
- 16. Where Did CustomersUse a Smartphone to Research Storage? A. Work B. Home C. Friend or relative’s house D. Public space E. Hotel room F. In transit…
- 17. Where Did CustomersUse a Smartphone to Research Storage? 10.11% 50.79% 3.72% 2.66% 2.13% 30.59% Work Home Friend or relative's house Public space Hotel room In transit Customers are using their phones more and more for research, and not necessarily just in transit. Make your website as mobile-friendly as possible to stand out from the competition.
- 18. What Do TheyCare About?
- 19. What Do NewCustomers Ask About First? 64.06% 25.00% 10.94% Truck rental Self-storage Both at the same time 40.98% rent a truck during the moving process. Most new customers have never even used self- storage before.
- 20. When Did CustomersReserve a Truck? 34.19% 30.83% 34.98% Before storage After storage On the same day
- 21. Do Customers KnowWhat Unit Size They Need? 86.60% 13.40% Booked the right size Booked a larger unit at move-in 4% of AdNetwork customers plan on renting their unit for only one month.
- 22. How Do CustomersChoose Storage Units? A. By price B. Free truck deals C. Amenities D. Availability E. Location F. Reviews G. Photos H. Special features and services…
- 23. How Customers ChooseStorage Units 35.20% 64.80% Chose lowest price at size needed Chose based on amenities, free truck deals, availability, location, review s, photos, special features and services, etc. Price is not the most important deciding factor for storage-seeking customers
- 24.
- 25. How Prices HaveChanged Since Last Year 58% 15% 27% No change in prices Discounted prices Raised prices
- 26. Did the CustomerAsk for Additional Deals or Promotions During Move-In? 34.65% 65.35% Yes No
- 27. Did the CustomerReceive an Additional Deal or Promotion? 68.18% 31.82% Yes No The most common deal or discount customers said they received was free month(s) of storage, 39% of the time
- 28. Takeaways • Surveys toprevious and existing customers can help you better understand customers and refine your business for the future • Anyone should be able to contribute survey questions • Incentivize survey responses with “prizes” like a random gift card drawing • Survey Gizmo is a convenient tool that lets you customize and sends you survey reports • Questions?
Editor's Notes
- #2 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
- #5 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
- #7 Again, college + moving jibes with the age data – mirrors life changes
- #9 Customers look for storage when they are moving, followed by students in between housing, and home remodel or renovations
- #15 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
- #19 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
- #24 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.
- #25 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
- #26 Not necessarily sure what the takeaway here would be..?
- #28 Most common deal that customers received?