What is the ultimate marketing strategy for 2021? Experiment.
Last year, nothing in the marketing world went according to plan. In fact, the most successful brands were the quickest to throw out outdated plans, communicating in real time, delivering messages that referenced toilet paper shortages, quarantines, and chaos—in a word, reality.
It’s a new year, and marketers have a new opportunity to anticipate the unexpected and experiment with agility. Many established best practices from ancient times (like 2019) no longer make sense. We recommend trying the trends above, or running your own experiments.
Don’t play it safe in your marketing efforts. This year, as last, playing it safe may actually be the brand’s thing, but don’t assume you’re experienced. One of the questions is: “Which of the following beauty brands do you like (or want to try)?”
What the seller gets: Data on the user’s physical characteristics, behaviors, and preferences.
What the user gets: A gamified (well, quiz-ified) profile setup.
How the quiz is distributed: Through Facebook and Instagram ads. You can also search “IPSY quiz” directly on Google.
Source: IPSY
Dollar Shave Club.
Quiz Overview: Dollar Shave Club’s grooming quiz is one of the best product recommendation quizzes out there. It takes less than a minute to assess your grooming and hygiene habits, recommend a subscription plan, and itemize that plan so you can scale up or down as needed.
What’s Nice: They provide a “why” for each suggestion, “because your hair is wavy” and “because you shave every day.”
What sellers get is useful data, and higher AOV. If you go to the site to buy blade replacements and take the quiz, spend doubles.
What users get: Free product recommendations. Literally, no email, name, or profile required to get results.
How the quiz is distributed: Dollar Shave Club is fully behind this quiz. On the homepage, the main CTA directs people to the quiz.
Source: Dollar Shave Club
Sundays for Dogs.
Quiz Overview: This healthy dog food brand designed its consultation quiz as a conversation with veterinarian Dr. Tory. She wants to know your dog’s name, age, breed, activity level, and more.
What’s Nice: Sundays personalizes the experience by calling out your dog’s name throughout.
What Sellers Get: Lead capture, and zero-party dog data. (Well, it’s not directly from the dog — so it’s probably first-party data.)
What Users Get: On the results page, users are directed directly to product recommendations, complete with meal price comparisons — so you can see how a Sunday dog breakfast compares to your morning cup of coffee.
How Quizzes Are Distributed: Sundays for Dogs follows a similar strategy to Dollar Shave Club — the main CTA on the homepage takes visitors to the quiz.
With Gainful.
Quiz Overview: Gainful’s quick quiz creates a personalized protein powder “formulated for you.”
Nice Design: Personalized, and I mean personalized with your name on the packaging.
What Sellers Get: Demographic and behavioral data as well as name, email, and phone number. What more could a marketing team want?
What Users Get: Their own protein blend — and free shipping.
How the Quiz Is Distributed: A button and banner CTA on the top right of the homepage direct traffic to the quiz.
Source: Gainful
Living Proof.
Quiz Overview: Haircare brand Living Proof uses eight questions to get data.
Nice Design: Recommended products are broken down into brazil phone number lookup steps — shampoo first, then conditioner, then styling and treatment products. It feels concise and organized.
What Sellers Get: In addition to valuable user data, Living Proof also gives them a good opportunity to capture emails, names, ages, and multiple purchases.
What Users Get: A customized haircare plan that solves their core problems.
How the Quiz Is Distributed: “Hair Care Quiz” is listed on the main navigation bar. Safe practice.