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Fix fails before launch: SurveyMonkey

SurveyMonkey’s new online video campaign implores businesses to make better choices by doing better research.

The shouldas

Under the banner ‘Shoulda Used SurveyMonkey’, the campaign uses humour to point out situations that the research-tools firm could have helped to avoid.

Currently, the campaign includes two video spots. Each has a tagline about how business should ‘deliver’ things that their customers ‘actually’ want. It’s about getting things right before they go to market, rather than waiting for the fail.

Spots and tags

The ‘Avoid Messy Marketing Mistakes’ video shows what can go wrong if branding decisions are made without proper forethought. It ends with the line ‘Deliver ideas that actually hit the mark’.

The ‘Avoid Awkward Customer Experiences’ video focuses on SurveyMonkey’s potential to get new product and service offerings right before they go to market. It ends by telling viewers to ‘deliver experiences your customers actually want.’

Survey strategy

These ads don’t sell new features. They promote the existing functionality as being fit for an underexploited purpose.

It seems that SurveyMonkey is looking to expand their market share as a genuine market research tool. In this campaign, they’re using humour to show why they should be taken seriously.

Does SurveyMonkey have the features and functionality you need for serious market research?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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