Making the most of content
Firefly examines how to make the most of your PR content, re-using and recycling evergreen material to wring the greatest benefit from it. …Read more
Online reviews can make or break a brand – but marketers often underestimate how much control they can have over the process
Before the internet, a customer’s power to respond to bad service or a bad product was limited. Companies offered the opportunity to provide feedback through comment cards. Journalists would publish their opinions in magazines. Disappointed customers could pen a strongly worded letter. Stories of poor experiences could be passed on to friends, family and colleagues through word of mouth. Or you could vote with your feet, by opting to purchase a product or service from elsewhere.
This isn’t just true for the B2C world – it’s true everywhere. Falling out of the top right-hand corner of the Gartner magic quadrant can be disastrous for a brand. Clashing with a well-mobilised user group may not prompt a mass-exodus to open source, but it can cause long-term damage to a brand. Similarly, consistently good reviews across a wide variety of platforms can have a broad halo effect for a brand’s reputation, from better supplier interactions and prospects who give you the benefit of the doubt to easier hiring.
So what are the most important things to know?
These thoughts come from the rich bank of resources we have from over thirty years of delivering campaigns for B2B and B2C brands from CenturyLink to Crucial, LG to Simplehuman. This information can help you make the right decisions and ensure that you handle your reviews programme as effectively as successful as possible. We’d love the opportunity to discuss your ideas – drop us a line on firstname.lastname@example.org and we can schedule a call.
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