8 Hidden Costs of Using Survey Tools to Run Ballot Promotions

by Julie Foley Second Street

Labor-Intensive Process

With the right tools, a media company can pull together a ballot in a matter of hours. With low-cost solutions, it can take weeks. That’s because with survey tools, ballot creation and management is entirely manual. By contrast, tools meant for administering ballots often allow you to import entries directly from an Excel document (which you can share with the sales team to make the process even more seamless).

Difficult to Manage Write-In Votes

When you administer a ballot with a low-cost survey tool, there is no built-in way to collect write-in votes, which means that you lose a valuable opportunity to engage your audience further. While it is possible to allow write-ins by inserting an open text field, you then have to spend lots of time combing through the responses to find (misspelled) duplicates – and you have to count all of these votes manually.

No Way to Prevent Voter Fraud

Low-cost survey tools don’t offer much in the way of fraud protection, and accusations of fraud is a risk to your brand and to your relationships with advertisers and your audience. Fraud is especially concerning in a city-wide ballot that involves a large number of paying local business clients, so you want to be extra careful.

Limited Opportunity for Data Collection

When you use tools built for promotions, you can collect email addresses with opt-ins on the registration form that will grow your database and allow you to continue marketing to and engaging your audience long after the ballot is over.

No Opportunities for Digital Revenue

Forget category sponsorships, upgraded listings, and online ads around the ballot. Low-cost survey tools don’t give you a way to implement them. When you take full advantage of the opportunities to generate digital revenue with ballots, there is a very real possibility that you could increase your ballot revenue by 25% or more by switching to a tool designed for the purpose. This could cover the cost of the new tool, and still drive significant revenue for your program. You need to start conditioning the market to invest in digital opportunities now, because in future years, your digital revenue could equal 100% of your current traditional media revenue.

Fewer Possibilities for Niche Promotions

When creating a ballot is a frustrating and labor-intensive process, you aren’t going to want to run more than one each year. However, with the right tools you can easily complement your contests with niche ballots designed to target a specific audience throughout the year. We’ve seen our partners have success with everything from a high school football ballot to a wedding ballot to a holiday shopping ballot!

Lost Hours

When you are considering the cost of a dedicated ballot tool against the hidden costs of low-cost survey tools, be sure to take into account all of the employee hours spent managing the tool. The time they lose building the ballot, tallying votes, and managing write-ins could be better spent in so many other ways. Furthermore, all that time saved means you won’t need to hire temps or an accounting firm to manage the ballot and count up all the votes for you.

Mediocre User Experience

Most low-cost survey tools don’t provide a very dynamic experience for the person voting, and this lack of customization can lower your participation rates. When you use a tool designed for creating ballots, the experience will be much better for the end-voter, which keeps participation (and therefore community buy-in) high.

While cheap survey tools come with lots of hidden costs, dedicated ballot tools make it easier for everyone involved. You can set up the promotion more easily, you advertisers receive more exposure, and your audience can vote more easily.

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