How Businesses Can Use Marketing Assessments To Grow [3 Case Studies]

Stefan Debois / October 11, 2018 | 5 Mins Read

How Businesses Can Use Marketing Assessments To Grow [3 Case Studies]

In this article, we’ll discuss three completely different companies, which all used an assessment or quiz as part of their marketing efforts.

Three very different, but prominent companies share their experience on how they used marketing assessments to grow their business.

In this article, we’ll discuss three completely different companies, which all used an assessment or quiz as part of their marketing efforts. Each had their own goals and ambitions.

1. Carecareers: Career Quiz

Mike Field, National Manager at carecareers, talks about using an assessment to create awareness around jobs in the care industry.

Carecareers- Career Quiz

The results of the quiz show how meaningful these jobs can be and direct potential job hunters to the right job opening. Try the career quiz here.

i. What’s the goal of the Career Quiz? And how does this fit into your (digital) marketing strategy?

Mike: “A lot of people start looking for more “meaningful” jobs in the middle of their careers and start considering jobs in care. Very often though, they have no idea of where to get started or what such a job entails.

With the quiz, we want to make website visitors feel more at home and create awareness around the way a job in care can fit into your life.”

“We wanted to create a marketing quiz that felt both friendly and quick to take. To keep it short and simple we decided to use nothing but pictures that people can choose from. Which added to the personalization as well, since people have different interpretations of these pictures.”

“The results of the quiz make people feel understood and make an excellent conversation starter. It gives them a sense of direction of what they should be looking for and even points respondents towards actual job openings that they’d be well-suited for.”

ii. What are the results - qualitative and/or quantitative - of the quiz?

“We’ve been using the quiz for 7 years now and it still works really well for us. In that timeframe, it’s been taken by over a million Australians as well as a lot of foreigners who find their way to the quiz.”

iii. Do you have any tips or lessons learned that you want to share with marketers who wish to set up something similar?

“To give this quiz its initial boost we used paid campaigns via Adwords. We focused on asking simple questions like “What career is right for me” to get people wondering and take the quiz.”

“A specific tip I’d like to give is keeping it short and simple: Pictures work on everyone and people can interpret them differently. This is something that worked out really well for us.

Next, to that, we decided to translate the quiz into multiple languages as we wanted to target all Australians.

In Sydney alone, for example, there’s 40% of the population for whom English isn’t the native language. No matter what origin or language, we want people to know that we’d like to talk to them.”

2. Eneco: EVSE Calculator

Hanneke van der Heijden and Rik de Vette work for Eneco Netherlands. It is one of the largest producers and suppliers of natural gas, electricity, and heating in the Netherlands.

They are part of a development team for new products and share how building a calculator that indicates the cost of an EVSE (home charger for your electric car) helped them to get new leads. Try a demo-version of the calculator here.

i. What’s the goal of the calculator? And how does this fit into your (digital) marketing strategy?

Hanneke and Rik: “We created the calculator after numerous conversations with entrepreneurs about the purchase of an EVSE. There is a ton of information available online, but it is difficult to filter out the valuable facts. What these people needed was a simple, accessible source that gave them the information they needed without too much hassle.”

“We wanted to use the questionnaire to inform people fast and efficiently, in the first place, by sending them a very specific price proposal after a limited set of questions. Secondly, we hoped to get some first insights in who our prospects are for this product.”

“We launched the calculator on our website and combined it with 6-week Facebook ads and Google Display campaign.”

ii. What are the results - qualitative and/or quantitative - of the quiz?

“The combination of the assessment and Facebook and Google ads worked out extremely well for us. Within 6 weeks we managed to collect over a 1000 responses, while we were aiming for 200.”

“The actual sales of EVSEs is taking a slower start. But that wasn’t the goal of the calculator. It helped us to collect qualified leads that our sales team can start work with now.”

iii. Do you have any tips or lessons learned that you want to share with marketers who wish to set up something similar?

“We built the entire calculator ourselves. It was great that we were able to test and quickly adapt along the way without delays.”

“A tip that I’d like to add to that is to create a “quick first version” that you send out to just a handful of people in your target audience. Based on their feedback it’s easy to quickly adapt and optimize for the best results!”

3. Jaiya: Erotic Blueprint

Ian Ferguson works alongside his partner Jaiya as a business developer and marketer for missjaiya.com. Jaiya is an internationally recognized, award-winning sexologist, who worked out the framework of erotic blueprints that help people discover and talk about sex and their sexuality.

Drawing inspiration from Ryan Levesque’s ASK method, Ian built the Erotic Blueprint Quiz to playfully generate leads. The quiz is a way to provide immediate gratification to Jaiya’s prospects, making a universal topic accessible and pointing them towards more useful information around their sexuality. Find your way to the Erotic Blueprint Quiz here.

i. What’s the goal of the Erotic Blueprint? And how does this fit into your (digital) marketing strategy?

Ian: “ Our number one goal was to build an ongoing lead generator. Since we work with sexual content, options like Facebook ads aren’t a possibility for example. We managed to find a successful workaround by creating a shareable quiz that gets widely spread by affiliates, through podcasts and blog posts.”

“The second goal of the assessment is to immediately send people to the right place. Next, to the instant gratification they get in the outcome of the quiz, they become part of our emailing list, which enables us to send them more valuable and personalized content.”

“The big goal still is list building, but doing it in an attractive, sexy way that matches our business.”

ii. What are the results - qualitative and/or quantitative - of the quiz?

“The quiz is up and running for a little less than a year now and, on average, quiz brings in around 5000 new leads each month. And this is the months where we don’t undertake any special launches or podcasts. In months where we focus more on marketing and communication, this number can go as high as 15.000 to 20.000 new contacts in just 30 days.”

Recommended: What’s More Important In Digital Marketing: Quality Or Quantity?

“Interesting to note there is that we used to work with another quiz tool which only brought us around 500 new leads a month. The big difference in results comes from choosing a tool that allowed us to incorporate advanced calculations in the backend, which enables us to build more accurate profiles. In short: More personalization.”

“Another outcome is that the assessment helps us to segment our mailing list, helping us to provide more targeted content when we follow up.”

iii. Do you have any tips or lessons learned that you want to share with marketers who wish to set up something similar?

“Craft your quiz in such a way that it really provides value. This could take a lot of work and even some customization behind the scenes, but it’s worth it.

By providing your potential leads with a result as subtle and specific as possible, the better results you’ll get and the more engaged people will be throughout the process.”

Conclusion:

Using a marketing assessment or quiz can be a novel and entertaining way to reach your audience. Not only can you receive more leads, but you can also learn more about them than you can with classic lead generation tactics.

On top of that, it enables you to enrich your nurturing tactics. You could, for example, send out personalized follow-up emails based on the information you’ve received.

Stefan Debois

Stefan Debois is the founder and CEO of Survey Anyplace, an online software tool to create engaging surveys, quizzes, and assessments. Besides kitesurfing, Stefan is passionate about the use of technology to build professional relationships with people, at scale. Connect with me on Twitter and LinkedIn.

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