Podcast Summary: Bathroom Break #31 – "Are Surveys Dead? (Is Die Hard a Holiday Movie? 🧑‍🎄)"

Podcast Title: The Marketing Millennials
Hosts: Daniel Murray & Jay Schwettelson
Episode: SPECIAL SERIES: Are Surveys Dead? (Is Die Hard a Holiday Movie? 🧑‍🎄) | Bathroom Break #31
Release Date: November 25, 2024

Introduction to Bathroom Break Series

In this special episode of The Marketing Millennials, Daniel Murray teams up with Jay Schwettelson from the Do This, Not That podcast and Subjectline.com for the Bathroom Break series. This collaboration promises quick, actionable marketing tips ideal for those brief moments of downtime—perhaps even during a bathroom break! The duo sets the tone with a lighthearted debate before delving into the core topic of quiz funnels in marketing.

Holiday Movie Debate: Die Hard and Mean Girls

[00:08] Jay Schwettelson:
"Welcome to a new special series called the Bathroom break. That extra 10 minutes you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both. But that's your choice."

Kicking off with a playful discussion, Jay poses the perennial question: Is Die Hard a holiday movie? Daniel doesn't shy away from potential backlash, confidently asserting:

[00:19] Daniel Murray:
"Oh, my goodness. I'm gonna get hate from it. But I think it is a holiday movie. I do think. Of course it is."

The banter continues with Mean Girls:

[01:05] Jay Schwettelson:
"Mean girls, holiday movie or not."

[01:24] Daniel Murray:
"I don't think that's a holiday movie."

This segment not only serves as an engaging icebreaker but also showcases the hosts' chemistry and ability to blend fun with informative content.

Deep Dive: Quiz Funnels in Marketing

Transitioning from holiday debates, the conversation shifts to the main topic: Quiz Funnels and Their Role in Modern Marketing.

Why Quizzes Over Surveys?

[02:09] Daniel Murray:
"Great way to drive engagement because people have been used to doing it with all Buzzfeed. People love finding an answer to something."

Daniel emphasizes that quizzes tap into the innate human desire for self-discovery and personalization, making them more engaging than traditional surveys.

Jay concurs, highlighting the decline of surveys:

[02:50] Jay Schwettelson:
"Surveys are kind of dead. And the reason surveys are dead is you hear a survey, it's kind of like hearing the word webinar just feels long, it feels boring. Quizzes though really are kind of like surveys and they're crushing it."

Benefits of Quiz Funnels

1. Enhanced Engagement:

   • Quizzes encourage interaction, leading to higher engagement rates compared to static content.

2. Data Collection and Segmentation:

   • Quizzes provide valuable insights into the audience's preferences and behaviors, aiding in effective segmentation and personalized marketing.

3. Personalization:

   • Tailored offers based on quiz responses can significantly increase conversion rates.

[03:56] Daniel Murray:
"I would use it to tailor personalized offers to take them on a journey. So what I would do is basically start with maybe an open-ended question like what is your biggest challenge for this topic."

Platforms for Creating Effective Quizzes

The hosts discuss various platforms that facilitate quiz creation:

• Typeform: Renowned for its user-friendly interface and interactive designs.
• Octane AI: Ideal for integration with e-commerce platforms like Shopify.
• Outgrow: Utilized by Daniel's team at Snack Nation for creating customized quizzes.

[06:31] Daniel Murray:
"Outgrow is the one we used at Snack Nation."

Best Practices for Designing Quizzes

1. Understand Your Audience:

   • [07:42] Daniel Murray:
     "You should do upfront research on your audience before you create the quiz. Cause it could come off a little tone deaf to your audience if you don't really know them."

   Conducting thorough research ensures the quiz resonates with the target demographic, avoiding mismatches in tone or content.

2. Incorporate Fun Elements:

   • [08:44] Jay Schwettelson:
     "Try to tie in something, a fun element to it, Right. Where if you're saying, okay, which what type of HR director are you... it's categorizing that person's frame of mind into something that's kind of fun."

   Adding entertaining aspects makes the quiz more enjoyable, increasing the likelihood of participation and completion.

3. Keep It Concise:

   • [09:38] Daniel Murray:
     "Don't overthink every question. There's only one or two questions that really lead to the answer that the rest is just to add fun."

   Focusing on essential questions ensures the quiz remains engaging without overwhelming the respondent.

4. Personalize the Outcome:

   • [05:20] Jay Schwettelson:
     "One question quizzes... increasing click through rates by over 40% versus just standard content because people love that interactive nature of it all."

   Offering tailored recommendations or incentives based on quiz results enhances the user experience and drives conversions.

Real-World Applications and Success Stories

Snack Nation's Approach:

At Snack Nation, quizzes categorize users into different snacking types (e.g., "Protein Muncher" vs. "Sweet Tooth"), allowing for personalized snack box offerings.

Guru Conference Example:

Jay shares a case where they created a 1980s-themed quiz for their guru conference, asking which 1980s movie participants had seen. While popular, the quiz received feedback for missing certain iconic films, highlighting the importance of comprehensive planning.

Final Thoughts and Recommendations

The hosts conclude by reiterating the effectiveness of quizzes as a marketing tool. They encourage marketers to embrace quizzes for their interactive and engaging nature, which can significantly enhance audience engagement and data-driven personalization.

[10:16] Daniel Murray:
"This might be a lame answer, but I really like Grinch. And then I also like Home Alone."

[10:29] Jay Schwettelson:
"Christmas Vacation is absolute Chevy Chase. That's easily the best holiday movie of all time."

Their lighthearted exchange wraps up the episode on a fun note, blending marketing insights with personal preferences.

Key Takeaways

• Quizzes Offer Superior Engagement: Compared to traditional surveys, quizzes are more interactive and enjoyable for respondents.

• Data-Driven Personalization: Quizzes facilitate effective audience segmentation, enabling personalized marketing strategies that cater to individual preferences and needs.

• Strategic Design Is Crucial: Understanding the audience, incorporating fun elements, and keeping quizzes concise are essential for maximizing their effectiveness.

• Platform Selection Matters: Utilizing robust platforms like Typeform, Octane AI, or Outgrow can streamline the creation and integration of quizzes into broader marketing campaigns.

For more actionable marketing insights and strategies, tune into The Marketing Millennials and join the conversation on LinkedIn and Instagram. Don’t forget to follow Daniel Murray on Twitter and LinkedIn, and subscribe to The Marketing Millennials newsletter at workweek.com.