Posts Tagged ‘push-pull polls’

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MONDAY MORNING QUARTERBACK DIGEST #19

July 23, 2018

Monday Morning Quarterback Marketing Digest. Here are some marketing and research thoughts for this week. Email me (Mark@dennettgroup.com) if you need more info on any subject.

FALL COOPERATIVE PROGRAMS – Just another reminder that we are now recruiting for our Fall cooperative marketing programs. For the firms that have joined us, thank you. If you are interested in saving up to 90% on your media expense by sharing these costs with like-minded businesses, contact me. I will send you a fact sheet.

WHEN IS A POLL, NOT A POLL? – Political Blogger Peter Sage is reporting that someone is running a political poll in Southern Oregon right now. They are asking you who you plan to vote for. Once you tell them, they ask you questions designed to discover issues that would push you away or pull you toward a specific candidate. This is called a push-pull poll and it is not a real poll. Legitimate polls are quantitative; they want to learn what percentage of a specific population (universe) think a certain way, without leading them. Push-pull polls are politically motivated qualitative research (think focus groups) designed to help shape mostly negative ad messaging. I hate push-pull polls because they make professional, scientific polling much more difficult by creating a more skeptical public. We don’t (and never will) do push-pull polls. Offering an alternative to push-pull research is one reason we continue to recruit people to our Jackson County online panel (www.DCGresearch.com). This new research tool will allow local firms to do professional polling at an affordable price.

DO YOU KNOW YOUR CUSTOMER? – We currently conduct Facebook campaigns for a variety of travel and tourism clients. Marco Mottola of Trigger Digital had some outstanding tips on using Facebook in Forbes Magazine. One I specifically liked, which we also use, is matching your current customer data to potential new customers on Facebook. You take your customer database, upload it to Facebook and build out a Look-A-Like audience from that. Of course, this requires that you know your customer. Want to learn how to do this? Just email me.

FACEBOOK IS NOT FOR TEENS – Speaking of Facebook, as it has become mainstream, it is now less popular with teens. Not surprising. I mean once your parents and grandparents use it, what respectable teen wants to be on it? So, where do you find teens today online? According to current research: YouTube, Instagram and Snapchat are the most popular online platforms among teens. Fully 95% of teens have access to a smartphone, and 45% say they are online ‘almost constantly’… scary.

ARE WE BECOMING MORE ANGRY WITH CONGRESS? – In early 2016, Facebook introduced alternatives to the traditional “like” reaction. PEW did an analysis recently of congressional outreach on Facebook since then. Between late February 2016 and Trump’s election day, just 2% of all reactions to congressional posts used the “angry” option. By the end of 2017, 9% of all reactions to posts by Democrats and 13% of reactions to posts by Republicans were angry.

Until next week, enjoy summer and have a great day.