Bernheim- Part 2

An earlier post discussed the survey provided by one of our favorite family spots, Bernheim Arboretum and Research Forest.

Here are a few other thoughts on the context of the survey.

Building Connections For the Future

If I were in charge of marketing for Bernheim Forest, my #1 goal of this survey would be to collect email addresses so that I can build the database and reach more people with my newsletters, email blasts, etc.

But on their survey, the email address is the LAST data point, and there is hardly enough room to write it in.

Why not collect the email address FIRST, and give the visitor lots of room to write it out legibly?

Also, while I just became a fan of Bernheim Forest on Facebook, I see NO mention of its Facebook page anywhere in their brochure or on their website. I’d love to see them build this connection in the near future.

Finally, why ask for my home and cell phone numbers? Are they really going to call me? Compared to emailing (or even snail-mailing), that would be far more expensive.

My advice is to shorten the survey to focus on the most important piece of information they want- email addresses- and provide some good reasons for the respondent to share it by outlining a few of the benefits they’ll receive.

Update: See Part 1, or go read Part 3.