In a survey of more than 5,000 shoppers, people said they’re open to advertising … so long as the price is cut
April 14, 2020 4 min checked out If you’re going to advertise during the COVID-19 pandemic, use a discount– or even better, offer something for free. That’s the big takeaway from a survey of 5,531 consumers, produced by the Canadian item review website Chick Advisor. The business interviewed people about the kinds of advertising they do and don’t wish to see today
. This is an important topic, due to the fact that lots of business owners are not sure of how to communicate throughout this crisis. Is it OK to market, they question? Is it OKAY to send cold pitches? The answer: Yes, so long as you’re accommodating people’s requirements, and speaking to them from a place of understanding. “Today,” states organisation specialist Adam Bornstein, “the concept of a complete stranger connecting and stating, ‘I believed you could use this’, is one of the kindest things that you might do.”
What do consumers desire, and what are they believing about when they see marketing today? Here’s what the survey found.
1. Provide what they desire … however lower the cost
If you can drop your cost or even give something away free of charge, you have people’s attention.
The outcomes were extremely clear about this: 84% of people stated they wish to see advertisements free of charge item tasting, and 58% said they like to see discount rates for products they currently like. Consider where these people are coming from: Many of them have been laid off or had their incomes decreased– in reality, 84% of them said they’re concerned about their financial resources– so they’re looking for methods to purchase things they take pleasure in without straining their spending plans.
2. The magic discount number is 30%
The survey asked individuals: “What is the minimum discount rate you ‘d require to persuade you to shop?”
The answer: Practically no one wanted a 10% discount, a handful of people were fine with a 15% discount, and almost a quarter of individuals were forced by a 20% discount. The big winner was a 30% discount rate– with almost half of all respondents saying that the number would encourage them to go shopping.
3. Individuals truly love totally free shipping
“If a brand you liked offered you an incentive to shop their online store for items you enjoy however aren’t requirements,” the study asked, “which reward would you require to see in order to make the purchase?”
Here’s how people ranked the rewards, from a lot of to least preferred:
- Free shipping with no (or very low) minimum spend
- Flat discount on entire purchase
- High-value present with purchase
- “Spend more, save more” (with a greater discount rate for bigger purchases)
4. Now’s a great time to get customer feedback
Lots of individuals have time to extra, and they want to provide you a few of it: 79% of people said they ‘d enjoy to fill out a brand’s online study so long as they have the time. You might even get overwhelmed with responses. A few weeks ago, Seamless sent out an invite to fill out its study in exchange for a $5 Amazon gift card, and the reaction was so strong that many people could not access the
survey. Little incentives like that $5 card might drive more responses, however it isn’t in fact necessary, according to the Chick Consultant study. Only 12% of people stated they needed a reward in order to offer their feedback.
5. Reach individuals where they are.
In the study, the majority of people stated they do not mind seeing advertising on tv, online, in social media, or on radio. So if that’s where you were reaching customers before, it’s a good location to continue.
One huge prospective modification: If you weren’t producing videos, now’s the time to start. Of individuals surveyed, 60% stated that they do not mind seeing video tutorials or other video content that tells a brand’s story.
Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.