Customer reviews are a great way to market your business, and they work in
almost any medium. In this set of articles, we will take a look at a few different
types of customer reviews and some of the details to keep in mind to maximize
their effectiveness, whether you're using them to market back massagers or other activated carbon products like those from this company. To start off, we will talk about the customer
review as it is used in commercials.
The great thing about commercials is that the audience has limited options
when they are on. Either they can switch channels, or they just put up with
watching or listening to the commercial. This means that you don't have to put
a whole lot of effort into grabbing customer attention with a customer review
centred commercial. This is just as well because, let's face it, these reviews
tend to be quite earthy in nature. They are trying to validate a product through
identification with the target audience, rather than through entertainment.
A real estate client looking through
listings would appreciate hearing reviews from home owners.
A mother wants to talk to other mothers who have hired from a nanny agency just like a businessman wants
to see the cost effectiveness of a certain software from others who have succeeded
through using it.
Although a business using a commercial setting to use a customer review does
not have to worry so much about grabbing attention, it does have to worry about
time frame. Air time is fairly expensive, in both radio and in television. That
means your customer review ad has to be designed with time in mind.
To fit a good customer review into your ad, you have to strip everything down
to the essentials. Television works great, because you can supplement the audio
parts of the review with the visual. You don't even need to have the reviewer
introduce him or herself; you can just include the name down at the bottom of
the screen. All that is really necessary with television is a one liner about
how appreciative of the product, such as suction diffusers the customer is; you will
probably even find that you can fit more than one review into a slot, and that
gives more punch to your statements.
With radio commercials, you do have to make the audio presentation count for
everything. Most of the time, one customer review per ad will be all you can
get in, so make sure that review hits every point you need covered. In summary,
some products will rely heavily on customer reviews. A eco friendly product will need to have plenty of good reviews from previous users in order to sell the product to the public who is environmentally conscience.