Here’s a non-traditional (and clever) way to use the survey tool to identify high volume competitive users.
First, pre-qualify your respondents with a teaser in the newsletter like “If you menu tabletop butter, take this 3-question survey to earn 100 points” (we ran this survey on behalf of a prospective sponsor). Then qualify further on the basis of these branching questions:
1) Which brand do you primarily buy?
2) Which format do you primarily buy?
3) How many cases per month do you typically buy?
Cross tab the results by high volume competitive users and viola: A highly qualified target account list for your sales people and brokers.
The cost? In this example, we ended the survey after 1,000 responses ($2,000 in points) and the identified competitive volume available for conversion from the 91 high volume buyers is in excess of 7,500 cases or $190,000.
The numbers jump dramatically when you calculate all the competitive volume – however, you might choose to reach out to the medium and lower volume users through Foodservice Rewards rather than your sales force.
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N.B. Competitive use surveys are not allowed in categories in which more than one branded sponsor is participating – for obvious reasons.
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