twohlgemuth
06-06-2007, 12:59 PM
As we are now well into our build season the media buying time is
coming up fast. This brings up the decision of where to spend our
hard earned boo bucks. Do you just write a check to the top 40 radio
stations in your market, or buy billboards, or go for TV
commercials.
I wanted to share some simple tips that I refer to this time of year
to assist in those buying decisions. If you are not evaluating how
your customers get to your door, you may be wasting money.
In our queue line we employee two ladies dressed in Gypsy costumes
that have dozens of necklaces around their neck. She kindly asks as
many groups as she can while they are waiting in line a few
questions. In return for their responses she gives each person a
necklace. You will be surprised how many people come up to her
wanting to take our survey. Here are the questions we ask. Last
season we got over 15,000 surveys answered by our customers. The
cost of the necklaces was only 3 cent each.
1. How did you hear about us?
2. What zip code do you live in?
We have done this survey for a few years in a row to see what is
working. For us the best form of advertising based on the number of
people answering "How did you hear about it?" has been repeat
customer, word of mouth, internet, billboard, TV, radio in that
order.
Granted this is all subjective to the amount of advertising you spend
on each medium. But you have to ask to know if it is working.
I also have a survey on our website when guest gives us feedback.
The questions are as follows. This type survey gives some insight
into the show itself.
1. What is your favorite part?
2. How long did you drive to get to Spookywoods?
3. How did you first hear about Spookywoods?
4. How many times do you attend yearly?
5. What is your age?
I highly suggest if you're not asking these types of questions
already that you plan on doing so this year.
coming up fast. This brings up the decision of where to spend our
hard earned boo bucks. Do you just write a check to the top 40 radio
stations in your market, or buy billboards, or go for TV
commercials.
I wanted to share some simple tips that I refer to this time of year
to assist in those buying decisions. If you are not evaluating how
your customers get to your door, you may be wasting money.
In our queue line we employee two ladies dressed in Gypsy costumes
that have dozens of necklaces around their neck. She kindly asks as
many groups as she can while they are waiting in line a few
questions. In return for their responses she gives each person a
necklace. You will be surprised how many people come up to her
wanting to take our survey. Here are the questions we ask. Last
season we got over 15,000 surveys answered by our customers. The
cost of the necklaces was only 3 cent each.
1. How did you hear about us?
2. What zip code do you live in?
We have done this survey for a few years in a row to see what is
working. For us the best form of advertising based on the number of
people answering "How did you hear about it?" has been repeat
customer, word of mouth, internet, billboard, TV, radio in that
order.
Granted this is all subjective to the amount of advertising you spend
on each medium. But you have to ask to know if it is working.
I also have a survey on our website when guest gives us feedback.
The questions are as follows. This type survey gives some insight
into the show itself.
1. What is your favorite part?
2. How long did you drive to get to Spookywoods?
3. How did you first hear about Spookywoods?
4. How many times do you attend yearly?
5. What is your age?
I highly suggest if you're not asking these types of questions
already that you plan on doing so this year.