Dunkin’ Donuts is a household name when it comes to coffee and donuts. However, the brand has been constantly reinventing itself to stay relevant in today’s fast-paced world. One of its most successful marketing campaigns in recent years has been their “Dunkin’ Runs on You” campaign. This campaign focuses on engaging customers through interactive polls and surveys, allowing them to have a say in the brand’s decisions. In this blog post, we will explore the effectiveness of this campaign and how businesses can boost engagement by incorporating interactive content in their marketing strategies.
Importance of Interactive Content in Marketing
Interactive content refers to any type of content that requires active participation from the audience rather than just passive consumption. This can include polls, quizzes, surveys, games, and more. According to a study by Content Marketing Institute, 81% of marketers believe that interactive content grabs attention more effectively than static content. Furthermore, 79% agree that it enhances customer retention.
In today’s digital age, consumers are bombarded with advertisements and promotions on various platforms. As a result, it has become increasingly challenging for businesses to stand out and capture their audience’s attention. That’s where interactive content comes in. By encouraging active participation, it creates a sense of personalization and involvement for the consumer, making them more likely to engage with the brand. It also offers a fun and entertaining way for businesses to gather valuable insights from their target audience.
Benefits of using Interactive Content in Marketing
- Increased Engagement: As mentioned earlier, interactive content boosts engagement by creating a personalized experience for the consumer. This leads to longer interaction times and higher click-through rates compared to traditional static content.
- Higher Conversion Rates: When consumers are actively involved in the content, they are more likely to remember and recall the brand. This can lead to an increase in conversion rates as the brand stays top of mind.
- Valuable Insights: Interactive content allows businesses to gather valuable insights and feedback from their target audience. By analyzing this data, they can make informed decisions about their marketing strategies and product offerings.
- Better Brand Awareness: Interactive content encourages social sharing, which can lead to increased brand awareness and reach. When consumers participate in polls and surveys, they are more likely to share their results with their friends and followers on social media.
Examples of Successful Polls in Dunkin’ Campaign
The Dunkin’ Runs on You campaign has been a huge success, thanks to its clever use of interactive polls and surveys. Here are some examples of how the brand has effectively used these tools to engage with its audience:
1. “Donut or Bagel?” Poll
In this poll, Dunkin’ asked its social media followers to choose between a donut or bagel for breakfast. The poll received over 4,000 votes, with a clear majority (69%) choosing donuts. This not only created engagement on social media but also gathered valuable insights into their customers’ breakfast preferences.
2. “Coffee or Tea?” Poll
Another example of an effective poll by Dunkin’ was asking its followers to choose between coffee or tea. This simple yet effective poll received over 7,000 votes, with coffee being the clear winner (78%). This not only created engagement but also allowed the brand to understand their customers’ beverage preferences better.
3. #DunkinDoneRight Survey
In this survey, Dunkin’ asked its customers to rate their overall experience at their local store using the hashtag
DunkinDoneRight. This survey not only gathered valuable feedback but also encouraged customers to share their positive experiences on social media, creating buzz around the brand.
Effective Survey Strategies for Customer Feedback
Surveys are a great way for businesses to gather feedback from their customers. However, designing an effective survey can be a challenging task. Here are some strategies that can help you get the most out of your customer feedback surveys:
1. Keep it Short and Simple
In today’s fast-paced world, consumers have shorter attention spans. To ensure a high response rate, keep your survey short and simple, with no more than 10 questions. Make sure the questions are easy to understand and answer.
2. Use Visual Aids
Visual aids such as images, videos, or emojis can make your survey more visually appealing and engaging. They can also help in better conveying the message and gathering accurate responses.
3. Offer Incentives
To encourage participation, consider offering incentives such as discounts, freebies, or entries into a prize draw. This can motivate customers to take the time to complete the survey and provide valuable feedback.
4. Ask Open-Ended Questions
Open-ended questions allow customers to provide detailed and honest feedback. These responses can offer valuable insights into customer preferences and pain points, which can help businesses improve their products and services.
5. Test and Refine
Before launching your survey, make sure to test it with a small group of people to identify any issues or areas for improvement. This will help ensure that you receive accurate and useful data from your target audience.
Tips for Designing Engaging Polls and Surveys
Designing engaging polls and surveys goes beyond just asking a question and providing multiple-choice answers. Here are some tips to make your polls and surveys stand out and capture your audience’s attention:
1. Be Creative
Think outside the box and come up with creative ways to engage your audience. This could include using humor, incorporating trending topics, or using interactive features like sliders or drag-and-drop options.
2. Personalize the Experience
As mentioned earlier, interactive content is all about creating a personalized experience for the consumer. Use their name in the survey or poll, or ask them to choose their favorite product or flavor. This will make them feel more involved and connected to the brand.
3. Go Beyond Text
Incorporating images, videos, or GIFs into your polls and surveys can make them more visually appealing and engaging. It can also help in better conveying the message and capturing the audience’s attention.
4. Make it Mobile-Friendly
With the majority of people accessing the internet through their smartphones, it’s essential to make your polls and surveys mobile-friendly. This means using a responsive design that adapts to different screen sizes and ensuring that the text and buttons are large enough to be clicked on easily.
5. Use Social Media Platforms
Social media platforms like Instagram, Twitter, and Facebook have features that allow businesses to create polls and surveys directly on the platform. This not only makes it easier for customers to participate but also increases the chances of your poll or survey being shared with a wider audience.
Analyzing Poll and Survey Data for Insights
Collecting data from polls and surveys is just the first step. The real value lies in analyzing this data and turning it into actionable insights. Here are some tips for effectively analyzing poll and survey data:
1. Identify Trends
Look for patterns and trends in the data collected from polls and surveys. This could include common preferences, behaviors, or pain points among your target audience. Identifying these trends can help businesses make informed decisions about their marketing strategies and product offerings.
2. Compare Results
If you have conducted multiple polls or surveys over time, compare the results to identify any changes or shifts in customer preferences. This can help businesses stay updated and adapt to changing consumer trends.
3. Segment Data
Segmenting data based on demographics or other factors can provide a deeper understanding of customer preferences and behaviors. This can help in creating more targeted marketing strategies and product offerings.
4. Use Visualization Tools
Using visualization tools such as graphs, charts, and tables can make it easier to analyze and understand poll and survey data. It also makes it easier to identify patterns and trends visually.
5. Collaborate with Experts
If analyzing data is not your strong suit, consider collaborating with experts who can help you make sense of the data and provide valuable insights. This can be especially useful for businesses with limited resources or expertise in data analysis.
Best Practices for Promoting Polls and Surveys
Creating engaging polls and surveys is only half the battle won. To ensure a high response rate and gather accurate data, businesses need to promote their polls and surveys effectively. Here are some best practices for promoting polls and surveys:
1. Utilize Email Marketing
Leverage your email list by sending out an email blast to your subscribers, inviting them to participate in your poll or survey. Make sure to include a clear call-to-action and a link to the poll or survey.
2. Use Social Media Platforms
Social media platforms are a great way to reach a wider audience and promote your polls and surveys. Use hashtags, eye-catching visuals, and creative captions to encourage participation.
3. Collaborate with Influencers
Partnering with influencers who have a significant following can help in reaching a larger audience and creating buzz around your polls and surveys. Choose influencers who align with your brand values and target audience for maximum impact.
4. Offer Incentives
As mentioned earlier, offering incentives can motivate customers to participate in your polls and surveys. Consider offering a discount code or freebie to those who complete the survey.
5. Make it Shareable
Include social sharing buttons or options within the poll or survey, making it easy for participants to share their results on social media. This can help in increasing brand awareness and reaching a wider audience.
Case Studies of Increased Engagement through Dunkin’ Polls
1. #DunkinDoneRight Survey
The
DunkinDoneRight survey mentioned earlier not only gathered valuable feedback but also increased the brand’s engagement on social media. The hashtag was used over 1,000 times on Twitter alone, with customers sharing their positive experiences at Dunkin’ stores.
2. “Donut or Bagel?” Poll
Not only did this poll gather valuable insights into customer breakfast preferences, but it also created buzz on social media. Customers were encouraged to share their favorite option and tag their friends, leading to increased brand awareness and engagement.
3. “Coffee or Tea?” Poll
This poll received over 7,000 votes, with coffee being the clear winner. What made this poll even more successful was the use of emojis in the options, making it more visually appealing and engaging.
Conclusion
In today’s competitive market, businesses need to find creative ways to engage with their target audience. The Dunkin’ Runs on You campaign has proven the effectiveness of using interactive polls and surveys to boost engagement and gather valuable insights from customers. By following the tips and strategies mentioned in this blog post, businesses can create engaging polls and surveys that capture the attention of their audience and provide them with valuable data and feedback. So don’t wait any longer, start incorporating interactive content into your marketing strategy and watch your engagement levels soar with
