The Power of Customer Testimonial
Customer testimonials are one of the most powerful marketing tools available. A close cousin of the ‘referral’, testimonials provide a third party endorsement of a product or service and they are incredibly effective means of overcoming consumer skepticism. This is particularly true, if you have a small business that operate primarily in a local or regional market. After all, when a testimonial is from someone in a consumer’s own state or city or even neighborhood, it is generally perceived with an extra helping of credibility. The extra bonus of the customer testimonial is their power to solidify the relationship with the customer offering the endorsement. After all, once a person has “gone public” with their recommendation of a something, they are much less likely to abandon the brand.
When it comes to obtaining effective testimonials, small business owners typically have an advantage over large businesses since owners are generally in contact with at least a portion of their best customers on a regular basis. Most consumers who have had positive brand experiences are more than happy to pen a few words of recommendation if asked by a familiar name or face.
So let’s talk about the nitty-gritty for a moment.
How should you collect testimonials?
- POS. Ask for them at the point of sale if you have a retail establishment. Create a very short comment card to collect the information. Ask open-ended but specific questions such as “What part of your shopping experience did you enjoy the most?” or “What would you tell a friend about XYZ product?” Sincerely thank your customers who take the time to fill them out and ask permission to publish their responses. Assure them you will use only a first name and last initial and a city to protect their privacy. (Adding a location to a testimonial increases the believability factor).
- Online. There are literally hundreds of web sites that allow consumers to submit reviews of products, services and establishments such as Insiderpages.com, Yelp.com, Google Places and local.yahoo.com Make sure your company is listed on these and then encourage customers to use them via word of mouth, cash register receipts, web site links from your site or blog and even links on your HTML emails. The secondary benefit on online referrals is they elevate your online visibility and often link back to your web site. The result? More traffic to your website. Voila!
- Social Networks. Shame on you if you haven’t set up a Facebook Page for your business and then explored other social sites to assess their fit for your brand. These sites can be a rich environment for two-way conversation with your customers that often result in unprompted testimonials.
When should you collect testimonials?
- As often as possible. Testimonials collection shouldn’t be a ‘campaign’. It should be an ongoing effort in your place of business.
Where should you use them?
- Your print materials. Sprinkle them creatively in your text and images to reinforce your brand messages.
- Your web site. There are so many fun and creative ways to bring testimonials to life online. Video messages, animated text formats and even graphics. Of course, there is nothing wrong with the old-fashioned list format if the content says it all.
- Your direct mail or email. Spice up your newsletters by adding a new testimonial or two to the sidebar and margins. Give customers something new to think about by varying the type of testimonial.
Which ones are best?
- The best testimonials are the ones that are specific. The ones that refer to specific dollars saved or products purchased. Details make the statement more believable and often more useful to the reader.
- The key to a great collection of testimonials is diversity. Make sure your testimonials address different aspects of your business when possible.
Hopefully by now you’ve started thinking about how testimonials can add impact to your marketing pieces. Now, get out there and start the conversations with your customers. It’s time well-spent.
From surf to landscaping: Mindstorm launches two new client web sites.
One of the best parts about working at Mindstorm is the wide array of great clients we work with on a regular basis. Recently we completed and launched two new web sites for clients that have truly been a pleasure to work with, in two very diverse industries.
The first site, aimed at the local surfers and skaters, is for Charlotte and Myrtle Beach-based surf shop Wallerbears. It’s rich with cool imagery and gives visitors easy access to the shops via the social network of choice. It also provides product inventory information and helpful links for snow and surf reports. The owners of the shop really know their business and have a need to update product and store information quickly and efficiently. To best meet this need, we built the site using In Context Editing features from Adobe. This gives the client the ability to make changes to their site on their own schedule and without added cost.
The second site we recently launched was for a company named American Boxwood. As their name implies they are a national supplier of boxwood plants to landscapers and nurseries. In addition to redesigning their business-to-business web presence, we also completed a company rebranding including logo redesign. The impressive team from American Boxwoods opened our eyes with their depth of knowledge in this niche market. We certainly relish the opportunity to be a small part of their successful team.
Social Media Jump Start
In attending a few Social Media conferences and events recently, I recognized a trend among many small to mid size businesses. They have a basic understanding of Social Media and the various outposts of Twitter, Facebook, Linked In, blogging, Flickr and YouTube. They are pretty sure employing a Social Media strategy could have a positive effect on their business. But they are fearful of taking that first step.
Granted, there are a lot of very valid “what if” scenarios to consider. There is also a commitment of time that must be made. However, the potential rewards of having ongoing open dialogue with your target market are too great to pass up. As a small business owner and a marketer, it pains me to see companies miss opportunities like this.
For some businesses, it’s just a matter of more education on the topic. With learning comes comfort. Likely that is why so many turned out for the recent Social Fresh conference held in Charlotte. The one-day event was chockfull of useful tips and information and provided an open forum for questions and answers from some leaders in the Social Media movement.
But I am beginning to realize that what many businesses need is a jump-start. At Mindstorm, we believe that the majority of a company’s social media content must originate from within their own walls. That’s why we have developing a custom Social Media Jump Start package for small to mid-size businesses.
How does it work? Basically, we sit down with a business and assess where they are in terms of comfort level. We listen to their objectives and vision for using Social Media and we gain a basic understanding of their target market. Then, we formulate custom recommendations and a simple but thorough plan to execute. We set up the corresponding accounts on behalf of our client and then teach them how to use them appropriately. We monitor and guide the efforts for several weeks, assess the success, and provide feedback. Once a client feels confident, we take off the training wheels and they ride off on their own into the online land of opportunity.
Want to learn more? Have thoughts on our approach that you’d like to share? We welcome your comments and feedback
Online Social Networks: My Personal Rules of Engagement
Dear Online Social Media Users,
Like millions of other people, I am a regular participant of online social networks for a wide variety of reasons ranging from making new friends and reconnecting with old acquaintances to learning, sharing, networking and even promotion. I’ll admit it. I love it! It’s fun, time consuming and very addictive.
What’s more, I truly consider many people whom I have never met face-to-face to be friends. Just as if we would have met at a cocktail party, ballgame or professional engagement, I enjoy your personal anecdotes, jokes and conversational insights.
In a recent personal conversation with a colleague, I was reminded just how comfortable and potentially dangerous online socializing can be. Not necessarily the criminal brand of danger as much as the ole “foot-in-the-mouth/negative impression” kind. It is so easy it is to forget the very public nature of online social media in the midst of some witty bantering among friends. It is with this thought in mind that I have written the following reminder for myself for all online interactions. Maybe you’d like to consider them too.
1. Refrain from using profanity. It’s tacky. There are plenty of ways to express negative emotion effectively without dropping an F-bomb. Someone once said, “Profanity is the weapon of the witless.”
2. No bad-mouthing of individuals, competitors or other brands. Negative feedback offered in a constructive way is fine. Negative comments about others who may not be my personal “cup of tea” or who may be direct competitors, are not. Something about potentially burning bridges goes here. If someone really gets my goat, I know how to use the “unfollow” and “unfriend” options.
3. In retweets, reposts and fowards, reconsider rules 1 and 2. Even if I wasn’t the original author, the content that I pass along is a reflection of me.
4. Take the time to answer genuine questions and to actively engage with new users. As my mother used to say, “We were all new once.” Anyway, new participants bring new ideas and new opportunities.
5. Conversations with multiple “inside” references or issuing invitations not open to everyone who can read your posts are best handled with the Direct Message/ Private Message functions. Never alienate others.
6. Never engage in conflict using social media. A healthy debate is great. Verbal attacks are not. Take it to a private forum or better yet, walk away.
7. Above all, do not confuse being online with being anonymous. Anything you submit, post, or offer on the web can be traced back to you.
No matter your online objectives, do yourself a favor and always represent yourself well. After all your personal brand is one of the few assets that you will have from cradle to grave. Make it your own but treat it with respect.
Your online friend/follower/connection/colleague,
Kelli
Jeff’s brush with glory…preserved by the Charlotte Observer
Click here to read all about it!
Jeff’s Got Game! $25K worth!
A couple of times a year, Jeff takes the day off work and plays in a charity golf tournament. He swears it’s for the altruism and networking aspects. Of course it is. It has nothing to do with his love for all athletic endeavors or enjoying a gorgeous spring day.
Yesterday he played in the YMCA Charity Golf Tournament at the Ballantyne Country Club. He has been following the TPI (Titlest Performance Institute) golf fitness regimen under Dr. Buddy Overcash of Ballantyne Chiropractic so he was anxious to try his improved skills. I think it’s safe to say that none of us (including Dr. Overcash) were prepared for the outcome. Jeff sunk a 25 ft putt to advance to the finals of the putting contest at the end of the day with two other contestants. And much to the shock and awe of the crowd, he sunk a 50 footer to win the $25,000 prize! Apparently this has not happened in the previous nine years of the tournament. In the immortal words of Harry Caray, “HOLY COW!”
So does the credit go to karma, good luck, TPI, skill? Who knows. All we can say is congratulations Jeff! And…Dr. Overcash…you can likely sign him up for another year!
Mindstorm Communications Wins Silver in Communicator Awards
Mindstorm Communications was awarded a Silver Award of Distinction for the design of the web site for Sagebrush Steakhouse. The site was redesigned and launched in 2008 and has since doubled its number of unique visitors per month. The site features full e-commerce capabilities, interactive maps and a visitor e-club. The site can be viewed at www.sagebrushsteakhouse.com.
About the Communicator Awards:
The Communicator Awards is the leading international awards program honoring creative excellence for Communications Professionals. Founded by communication professionals over a decade ago, The Communicator Awards received over 9,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world.
Trade Shows and Events: Thinking of Skipping Out? Think Twice.
Budget cuts and economic forecasts have many businesses cutting back in as many areas as possible. Oftentimes this includes trade shows and industry events. There is little doubt that trade shows are expensive. The cost of creating an attractive exhibit alone can be a bit much to swallow but factoring in space rental fees, set up costs, travel, lodging and dining is enough to make a business executive with only half the budget of previous years weak in the knees. Anyway, now that we have the Internet, we can cultivate and maintain conversations from the comfort of our own homes and offices right? Well, not really.
Even in the age of digital marketing, few would argue that there is any substitute for one-to-one face time with customers and prospects. And when you think about it, industry events and shows offer a fantastic consolidation of people in one place. Add to that the opportunity to check out your competitors and to possibly attend some helpful educational sessions and the case for attending builds quickly. Still worried there won’t be enough bang for the buck? Consider these thoughts:
• Tradeshow Weekly estimates most companies will cut about 20% of the trade shows in 2009 over 2008. This could mean that there will be less competition at the show. This could yield higher sales/lead volume per exhibitor.
• Many shows are offering discounts this year. Do your homework and inquire well in advance.
• Along the same lines, register early to take advantage of substantial early-bird discounts and avoid late penalties.
• Know of a complementary or non-competitive exhibitor? Consider booth sharing. It’s hard to beat splitting costs in half.
• Send out digital invitation and follow up literature to attendees when possible. Cutting out direct mail costs can take a slice out of expenses right off the top and it is highly effective in most cases.
• Need a new display, check out used trade show displays that can be updated with new graphics. If you can find a good fit for the need, you could save upwards of half the cost of a shiny new display. If you attend less than 5 shows a year, booth rental might be a good option as well.
• Make sure your graphic files are professionally prepared and thoroughly proofed before they are sent to print. Prepress services drive up output costs and wreck havoc on deadlines possibly leading to rush charges.
If you still can’t manage to foot the bill for all the trade shows this year, consider simply attending and walking the floor. You will still have the opportunity to gain valuable information, network and meet with key customers face-to-face. And in terms of building relationships, there are still very few gestures as effective as the good ole handshake.
A Bright Spot: Solar Energy at the US National Whitewater Center
I really thoroughly enjoy my job. It allows me to work in a wide variety of industries and to learn about products, businesses and distribution channels that I never knew existed. No two days are ever the same. How many jobs can boast that?
One of our latest projects has really inspired me and I feel privileged to have the opportunity to work on it. Our client, Cyclone Roofing, has donated an entire rooftop solar energy system and installation to the US National Whitewater Center. Everyone involved with the project from electricians to installation professionals has donated their time and equipment. Why? All in the name of making a positive contribution to the environment, giving to an incredible facility that is an asset to our region and providing a hands-on educational opportunity for our community to learn about the immediate impact of sustainable energy. It’s a win, win, win.
Mindstorm was selected to provide PR and marketing support services. It’s a great story and it doesn’t have a downside. How many times does that happen these days? Over the past weeks I have had the pleasure of meeting many members of the media and organizations that rally behind the Green movement in Charlotte. Their passion is palpable and contagious. I have spoken and corresponded with politicians, administrators and officials of our city, county and state. And each time I tell the story to a new set of ears, I get a little more passionate about spreading the word. Good news is fun to tell. The support and reaction has been amazing. Click here (www.cyclonesolar.com) to see some of the early results for yourself.
Of course it hasn’t been roses all the way around. Unfortunately I have still encountered people who go out of their way to try to poke holes and criticize. Mostly these were the folks who never read past the headline to fully understand the story. There were others who stomped and pouted a bit because they wanted to be the only ones to tell the story. They missed the memo that this is not “about them” I guess. Luckily, they were the small minority.
The best part, it’s not over yet! The whole project will culminate, as good news should, in a celebration to be held at the US National Whitewater Center on May 21. By next year, the US National Whitewater Center will realize $5000 in savings on their power bills without spending the first penny on the project. The environment will be benefit through a wide variety of real offsets. School children, civic leaders and the visiting public will learn valuable information about the most recent advances in solar energy and how it can make a difference in their lives. But, the ultimate outcome, in my opinion, would be the inspiration of others to make a difference. To step out of the mode of negative thinking and day dreaming and into the world of taking actionable steps that benefit not only their own companies but those around them. Pay it forward. It’s newsworthy. It’s the right thing to do.
Listen Carefully…Opportunity is Knocking.
Try for a minute to drown out the screams from Wall Street and shrill sound of government rescue sirens. Shhh…hear that? Opportunity is knocking. Amid the gloom, doom and economic pessimism these days, it’s easy to lose sight of the fact that recessions actually create opportunities for smart small and mid-size businesses to grow! That’s not a misprint. Grow and thrive. Really!
While the general feeling being passed down from the top is that huge, behemoth businesses are failing and bleeding at unprecedented rates and the sky is falling, the fact is life will go on. And because of this simple fact, consumers will continue to consume both products and services and businesses will continue to provide them. Oh sure, we’ll cut back here and there and well watch our pennies and some businesses will necessarily close the doors but far more will adapt and survive.
Smart businesses will even thrive and grow. They will seize the opportunity presented by weakened and disheartened competition and capitalize on the customers who are being abandoned by the dying giants. They’ll scoop up some fantastic new talent from the deep pool being created by big business layoffs. They’ll continue to spend marketing dollars wisely positioning their brands while their competition freezes and slashes budgets. Why? Because they understand that a marketing dollar spent in a down economy is far more powerful than those spent in a boom. And if they weather the storm appropriately the long run payoff will be big.
And these savvy and focused companies will quietly grow and thrive even while the stock market ebbs and flows and while the government scrambles to get dollar number one of the stimulus plan onto the street. They will remain calm amid the panic of the masses and will continue to focus on the goods and services that provide employment and sustenance for over half of the US population. And when the recession ends (as it will in 11-13 months if history is any indication of the future), we will have a new generation of business leaders and “ones to watch”. Granted, small businesses probably won’t be enjoying a boost from the Feds this go round and yes it’s a bit of a punch in the gut. But it’s not a fatal blow.
How can I be so sure? History. It’s happened this way time and time again. It’s pure and simple capitalism. As entrepreneurs, it’s in our blood. As Americans, it’s in our mettle. Now, turn off the news and answer the door.