Digital/Online Marketing Communications Strategy

The Survey Says: It Pays To Publicize When You Post A Poll

It’s no secret that surveys are a useful way to interact with your target market. Asking for feedback helps create a relationship between your organization and people who are interested in your product or service.

And if the survey topic carries enough interest, it can catch the attention of the media and the public, as happened recently, when the National Museum of American Jewish History posted a poll to help select who will be inducted into its Only in America Gallery/Hall of Fame.

The museum is currently constructing a new building slated to open in 2010. The Hall of Fame gallery, a signature component of this facility, will spotlight just 18 individuals; which, when you consider all the potential people who might qualify for the honor, is truly a select group.

Screenshot of The National Museum of American Jewish History online Hall of Fame pollTo help make this selection the museum created a web site soliciting a public vote on who deserves Hall of Fame status. A catchphrase — “Who will be Chosen?”— a sly reference to the religious belief that Jews are the chosen people, added a wink of fun.

The special site, online for one month — it expires on August 6 if you want to see and/or take the survey for yourself — explains what the gallery is all about, and it features a ballot box with 218 names, complete with photos and bios.

The museum sent out a press release announcing its virtual voting booth. According to Jay Nachman, NMAJH public relations director, the release generated notice, “in publications across the country, both Jewish and secular.” Nachman adds that the survey sparked conversations within the blogger community.

The museum bought ads on the web through the Jewish Ad Network. Nachman says its buy of 1 million impressions resulted in a click-through rate of .27.  Clearly the public was interested in helping decide who gets into the gallery.

Beyond that the poll fired up fans of certain folks whose names were left off the ballot. “Some people asked ‘Why isn’t this person included?” states Nachman. “For example, Neil Diamond is not there, and so his fan club mounted an effort to have him included through write-in ballots.”

The takeaway here: If you create a survey it’s worth considering whether this might make for an interesting news item. The subject of the survey can be something of substance or even something silly. There are many niche audiences in this wide world and the media often picks up on the offbeat.

Publicize your poll. Send out a well-written press release. Remember to include the blogging community because that’s where a lot of underground buzz starts. Then see where it goes.

– Deni Kasrel

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About the Author

About the Author: Deni Kasrel is seasoned (slightly spicy) specialist in digital/online communications. .

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