Tuesday, November 23, 2010

Use Extra Value Ethical Bribery to Increase Response Rates

About two weeks ago I organized and participated in a webinar for a client.  It was a paid webinar and the registrants would also receive the recording after the event.  As is usual, there were people registered for the webinar who could not attend - but had paid.

As is standard practice, after the webinar, we did a survey but instead of giving the registrants immediate access to the recorded presentation - I decided to give it as a reward for finishing the survey.

This was a wonderful move on my part because -- the last time I simply sent a feedback survey - out of the 25 attendees only 1 responded.  But this time,  I got over half of the registered attendees responding within the first day.  So I'm thrilled!

Is this a bribe?

In direct marketing circles, we call this an "ethical bribe."  In other words, you give someone something of value in exchange for something THEY have of value to us -- in this case, their feedback.

This isn't new in market research, in that we often give rewards or gifts for people to complete a survey.  One thing I've found however, is that these days, information that your audience is interested in actually seems to have pulled higher response rates for ME.

Has it been the same for you?  What tips and tricks do you have for increasing response rates?
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