Quiz Collects Data for Audience Segmentation and Drives Sales

The Idea

My Deals Michiana is a website that Federated – South Bend owns where they sell certificates for local businesses at a discounted price. Many of Federated – South Bend’s radio advertisers are also on My Deals Michiana to help generate revenue for their advertising campaigns.

The Federated – South Bend team was looking to gather data from their audience about their My Deals Michiana site and also draw customers in to make purchases. They decided to run a quiz to accomplish this.

The Execution

The Federated – South Bend decided to target the holiday season to help with shopping/gift expenses and to promote My Deals Michiana as a great gift option. They created a quiz called Jingle Bucks Giveaway that offered a prize of a $300 gift card.

The quiz was set up like a survey and utilized the quiz branching logic feature. Each participant was first asked if they had ever purchased anything from My Deals Michiana before. If they answered no, they were asked why they had not purchased from My Deals Michiana before, and what kind of deals would attract them in the future. If they answered yes, they were asked which current deals they had purchased, and also what kinds of deals they want to see more of. From there, we were able to create several segmented audiences based upon their answers.

They also included opt-ins for their promotions audience, My Deals Michiana, and provided an option for businesses to opt-in to receive more information on being included in My Deals Michiana.

To get the word out, they made sure to send 3 invite emails to their audiences with CTA’s for both the survey and My Deals Michiana.

The Results

The segmentation capabilities that were now possible from results of this quiz turned out to be invaluable for the Federated – South Bend team. For example, if a user stated they had not made a purchase on their website, but would be interested in more deals featuring date nights, the team could then send out an email to that audience when they have new deals that would make for a great date night.

As the quiz was running, the team also created drip campaigns that fired when a current customer said they liked certain deals that were already live on the site. The drip emails utilized the urgency of the potential sale and got straight to the point saying “we heard you love this deal, please make sure you check them out!”. They ended up generating an average 15%-20% click through rate and brought in new customer revenue with this strategy!

The Federated – South Bend team was able to continue to email the segmented audiences  created from this quiz whenever they launched new deals. Overall, this quiz provided their team with a much better understanding of their customers, what they are interested in, and what would then drive them to become recurring customers.

A total 3,800 entries were received, and 32 segmented audiences were created based on the answers provided. They secured nearly 700 new email opt-ins and over 700 entries from customers suggesting businesses they wanted to see, creating new leads and VBRs. The Federated – South Bend team also made $1,562 on My Deals Michiana from click throughs of individualized bounce back emails, with $325 coming from new customers. This made up 8.5% of total sales from this time period!