“And I don’t give a damn ‘bout my reputation…”
We’ve all probably heard the song, “Bad Reputation” by Joan Jett and the Blackhearts. And while many of us have gone through a rebellious stage without caring about our reputations, brands don’t have this same luxury. A brand will suffer from a bad reputation. Because no matter the industry or business size, revenue is made when consumers trust a brand and feel good about purchasing its products or services.
Generating feedback
In today’s digital world, a brand’s reputation is highly dependent on reviews. With many choices on the shelf, positive reviews are a powerful tool in turning potential customers into paying customers. Reviews are also beneficial for the brand because they provide direct feedback on what customers love and what can be improved upon. At MBB, we consistently monitor reviews for the Chinet® brand. We keep a close eye on how customers are perceiving the Chinet® brand’s products, especially after rebranding. Although the quality of the product stayed the same, we have used reviews to determine if we are reaching our new target audience and achieving the brand’s goals.
Ok, how do I do it?
Most of us have probably groaned and ignored a request for a review. So how do you generate product reviews for your brand? Offering an incentive is a great way to show your appreciation, as long as it does not only apply to positive reviews. With the Chinet® brand, verified customers can be entered to win over $200 of Chinet® brand products in exchange for a review—positive or negative. Not a bad deal, right? It’s a win-win. Happy customers can have a backstock of tableware for their next get-together and unsatisfied customers can try Chinet® brand products again without spending a dime.
Plating up success
So far, we have generated over 3,600 reviews for Chinet® brand products over the past year from paid tactics. The Chinet® Classic Dinner Plate has 1,734 five-star reviews with only 7 one-star reviews. The Chinet® Comfort 16 oz. cup takes the top prize with over 3,053 five-star reviews.
The proof is on the plate. Success is made when consumers contribute to a brand’s reputation.
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