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Quizzes Can Serve Sponsors, Bring People in, Sell Products and Create Lead Gen

Quizzes can bring people back to your website, which can be huge. Northwestern’s Medill research determined that the frequency with which a reader comes back to a publication’s website “is the single biggest predictor of retaining subscribers—more than the number of stories read or the time spent reading them.” So quizzes are definitely worthwhile to try.

I just found out that I am a Strategist, thanks to Lessiter Media’s No-Till Farmer quiz. The quiz is sponsored by one of their advertisers, Indigo Ag “to provide you with a customized personality profile, information and tools you need to get closer to the results you want in 2021.” After answering a few fun photo choices to figure out my personality, I received this:

“You are the Strategist. You’ve got the perfect plan, so others follow it.” And then at the bottom you see this: “At Indigo Ag, we know how effective asking one question can be. How one practice change, one grain marketing decision, can accelerate your path to success.” I’m also given links to their Grainwaves podcast and Atlas Insights, their next-gen product.

The quiz was definitely more fun than just reading an ad. We like quizzes, trivia—virtual nights still attract a big crowd—and puzzles. The Wall Street Journal studied how different reader habits affected subscriber churn. They looked into how various products and subscriber actions affected customer retention during the first 100 days after a reader had signed up. They found that “playing a puzzle had a more dramatic impact on reader retention than other actions the team had been promoting.”

Here are more reasons for using quizzes:

To facilitate your advertisers. At this time last year, the quiz “Mexican Caribbean: What is Your Celebrity Travel Style?” in Questex’s Luxury Travel Advisor brand might have looked a little out to sea. But now seems a good time to get people excited about traveling again. “You know your clients’ celebrity travel style,” they write. “You may even have clients who are celebrities. But did you ever wonder about your celebrity travel style? Take this quick quiz to find out…” The six questions range from who you want on your private plane down there to whether you want to stay in a private jungle loft or beach villa. There’s no right or wrong here at the end, only “Apple Leisure Group can help you and your clients find the perfect vacation package for every celebrity style. Click here to learn more.” Oh, my style is America’s Sweetheart!

To sell products and build archives. MedLearn Media has a popular Compliance Question of the Week. Typical “Laboratory Question” is: “I’ve heard there is a CPT® code for COVID-19, is this true?” After the answer is given, readers are told that “This question was answered in an edition of our Laboratory Compliance Manager. For more hot topics relating to laboratory services, please visit our store or call us…”

To educate readers about your topic – and maybe sell a webinar. “Who are these Five Influential Women Engineers?” the American Society of Mechanical Engineers asks in this quiz. “Many influential women engineers are role models and mentors for the next generation of female engineers. How many of these women do you recognize?” Then after I got just 2 out of 5 questions right, I got this: “Interested in finding out more about these influential women engineers?” Hit the Learn More button. Another way to do this would be to market a webinar based on showing people how much they do not know on an important topic.

Lead generation. “How Much Do You Know About Professional Development for EdTech?” the latest Education Week quiz asks. It’s sponsored by Spectrum Enterprise, but Education Week maintains editorial control. You have to give your email address to see the results. For this quiz, there were 593 participants. (I got 5 out of 8 right, just below the average.) In the past, Education Week would regularly achieve nearly 90% quiz completions and around 60% of people who completed the quiz filling out the registration form.

To establish the organization as an authority. On the American Chemical Society homepage, there’s a “Molecule of the Week” feature: “I’m a new weapon in the fight against COVID-19. What molecule am I?” (There’s always a clever question.) I click for the answer. “Clofazimine. In the age of COVID-19, clofazimine may have a new life,” the answer page says. “Learn more about this molecule from CAS, the most authoritative and comprehensive source for chemical information.” When I click on their archive, I see they’ve been doing this feature since 2005! (Bullvalene was the first. Superbowl was the fifth.)

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Quiz Time: This Event Will Inform, Engage and Inspire. What is SIPA 2020?

I was watching Jeopardy the other night—okay, it has become the highlight of my exciting evenings—and in Final Jeopardy they asked something about an Ernest Hemingway novel and Spain. Oh my gosh, I shouted, happy to be out of a Zoom box for the first time all day, it’s The Sun Also Rises!
On Monday, June 1, the sun will rise on SIPA 2020, our first-ever, two-day virtual annual conference, and the lineup is shaping up to be exceptional. (Early-bird prices expire on Saturday.) So figuring that you can get all the details on the website and with my current love of quizzes, I devised my own, based on six of the sessions. Good luck.
1. Fill in the blank: Euromoney article today led with this paragraph: “At the start of April, Exabel, an artificial intelligence and machine-learning platform for active asset managers, partnered with 1010data, __________________ data provider to the retail, consumer packaged goods and financial services industries, to develop their COVID-19 impact dashboard.”
a. a real-time
b. an alternative
c. a consumer
d. a personalized
2. Stephanie Williford, CEO of EB Medicine, said that they were going to do something but then people got furious and they had to change up. What was it?
a. Run podcasts on how coronavirus is affecting emergency clinicians
b. Do special COVID-19 podcasts
c. Put all their COVID-19 information behind a paywall
d. Let their audience know about yoga and meditation apps
3. Day 1 keynote speaker Don Harkey, CEO of People Centric, said that he has seen this as a result of everyone working from home:
a. People working shorter hours
b. Less effective virtual events
c. Work teams are actually becoming closer and feeling tighter as a team.
d. The old kids show Zoom has been completely forgotten
4. Today, this company launched a live streaming events platform that combines existing resources such as Pages, Events, and Live to help companies reconnect with their customers and communities.
a. Google
b. Facebook
c. Instagram
d. LInkedIn
5. Education Week’s monthly Online Summits have Discussion Rooms. For the next event on May 20, the following is true:
a. 5 of the 9 rooms have sponsors
b. 4 Education Week writers will be part of the discussions
c. Education Week provides 1 hour of professional development credit if the educator attends live.
d. All of the above
6. Fill in the blank. Krystle Kopacz, CEO of Revmade, wrote this in an article in March: “At this point, researching how competitors have tried to solve the problem is important. You want to learn from any missteps and present a unique solution to your audience. You can’t drive _____________ if you’re replicating something that’s already created.
a. revenue
b. loyalty
c. success
d. harmony
ANSWERS
1. b – alternative data. The article said that this dashboard will give investors a close to real-time insight into how the pandemic and lockdowns have impacted consumer spending in the U.S. Meg Hargreaves, COO, Industry Dive, and Michael Marrale, CEO, MScience, will present Content Licensing: Alternative Data 101 on Monday, June 1 at 12:30 pm.
2. c – EB Medicine is doing a, b and d. But when they put COVID-19 info behind a paywall, people were furious. Dan Fink, managing director, Money-Media, a Financial Times company; Lynn Freer, president, Spidell Publishing Inc.; and Stephanie Williford, CEO, EB Medicine, will present Growing Your Audience in the Time of Pandemic, Tuesday, June 2 at 1 pm.
3. c – Teams are becoming closer. Harkey will present Keynote: Accelerating Out of the Crisis, Monday, June 1 at 11 am.
4. d – LinkedIn. On Tuesday, June 2 at 1:40 pm, Steve Kearns, marketing leader, social media, LinkedIn, and Michelle Peña, senior editor, Business Management Daily, present All Things LinkedIn: Sales, Marketing and Content Strategies.
5. d – All of the above. At 12:05 on Monday, June 1, Matthew Cibellis, director of programming, live & virtual events, Education Week, will present Creating a Standout Virtual Event.
6. b – loyalty. On Tuesday, June 2 at 11 am, Krystle Kopacz, CEO, Revmade, will present Keynote: Six Steps to Improve Your Digital Revenue Outlook Immediately.
SCORE
1-2 right – You have to register for SIPA 2020 to learn more!
3-4 right – You have to register for SIPA 2020 and lead a discussion!
5-6 right – You have to register for SIPA 2020 and be on next year’s program committee.