Tag Archives: Yelp

“I Love Your (Product/Service)!” —David Craig, David Craig PR And Marketing

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An endorsement is a form of word-of-mouth marketing. A recommendation from another person can have greater influence on decision making than a traditional ad.

A positive comment about your service or product, especially from a trusted source, can cause you to choose one car/restaurant/plumber/movie/etc. over another.

It’s important to make sure the good things being said about your product or service are shared via your website and your social media platforms. You don’t have to include the entire text of a rave; in fact, a brief except usually works better.

Hollywood knows this. Short blurbs, lifted out of context, have powered movie promotion for decades. A sentence or two of user-generated input from a happy customer makes a quick, easy to digest, post for your Facebook page. A few such glowing statements can be a strong addition to your website. But, again, keep them short.

If yours is a business that’s not reviewed on Yelp, Angie’s List or another review site, ask your customers for feedback. If you have a small number of clients/customers, ask them individually for an endorsement.

If a Yelp review says great things about you, but also adds a downbeat disclaimer, it is not unethical to edit accordingly (unless you change the meaning of the comment).

Even when endorsements are paid, they can be effective. I like Matthew McConaughey and I believe he actually does drive a Lincoln. On local radio, a live, conversational endorsement spot by a personality tends to generate more reaction than ad copy read by an announcer.

When people say good things about your product or service, don’t just smile and say thanks. Proudly share those raves with your market through all available channels.

(photo credit: <a href=”https://www.flickr.com/photos/kc7cbf/8526035785/”>Nick / KC7CBF</a> via <a href=”http://photopin.com”>photopin</a&gt; <a href=”http://creativecommons.org/licenses/by-nc/2.0/”>cc</a&gt;)

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In Our Wired World, Is The Medium Still The Message?

A half-century ago, Marshall McLuhan wrote about the nature of various media. His philosophy put forth the idea that a medium—movies, TV, radio, live theatre, art, print—communicates in its own way, regardless of its content.

While I am a believer in the value of good content, there may be corresponding perceptions in 2013 regarding the various online media we use to communicate. If you obtain the same exact message, does it matter whether it comes from Facebook, as opposed to Twitter? If you are sent the exact same information via text message, as opposed to email, do you regard it differently?

Does a video you watch on Youtube have the same impact if it is viewed instead on a corporate or media outlet website? Do you judge a press release differently if you find it via search rather than in your email inbox? If a retailer has a sale, do you prefer to learn about it from a marketing email sent directly to you or from a display ad on their website?

Do you feel differently about blog posts that you subscribe to or seek out each day/week versus those you come to (as you may have come to this one today) via a link posted on Facebook, Twitter or LinkedIn? If you are turned on to content via aggregators, do you feel differently if you get a tidbit from, say, the Drudge Report rather than Google Reader, Huffington Post or Fark?

Are there web destinations that you would prefer to access via their smartphone apps rather than deal with their actual site in your laptop browser? If a company’s print ad directs you to its web content, are you more likely to go to a Facebook page than a company website?

If you are an active social media participant, how do you determine where and how to share, say, a restaurant experience? Do you go with Twitter, Facebook, FourSquare, Instagram, Yelp, Foodspotting, Untappd, Youtube or Vine? Or all of the above? With which would you prefer to learn of your friends’ eating and drinking activities?

While I still believe content is king, where and how you obtain the content can color your perceptions. Even in the online world that McLuhan did not live to see, the medium may still be at least part of the message.

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Traditional Media: Not Quite Dead

Look, I enjoy the internet, mobile apps, social media, blogging, texting, email, etc. as much as the next guy. Actually, in most cases, more than the next guy. I watch TV shows on Hulu, listen to music on Spotify, get much of my news from the web.

But I am tired of hearing people—especially bright people in PR and marketing—say that traditional media are dead. They are not. Certain outlets may not be healthy, but TV, radio and print are still reaching millions of people daily.

I recall a presentation earlier this year in St. Louis about the power of Twitter to engage and motivate people. The presenter made the point that his agency’s campaign was so successful on Twitter that it got his cause coverage on radio and in the newspaper. In other words, one of his milestones for social media success was obtaining some love from traditional media.

When you’re stuck in rush hour traffic, a mobile app may give you the reason why. But if you want trustworthy local traffic info, you will likely dial up a local terrestrial radio station.

Google spent $213 million on TV, newspaper and magazine ads in 2011.

On my Twitter timeline, I see numerous tweets everyday about content in newspapers, on television and on radio. Maybe that’s just an indication of who I follow, but it points out that a decent amount of the content on social media is about traditional media.

Newspapers still reach a significant number of readers. If you had a choice of getting a feature story in your local metropolitan daily paper or on the most popular local blog, which would you choose?

Television still reaches huge numbers of viewers. Would you rather have coverage on a morning TV news show or would you rather post your Youtube video to your Facebook page?

Radio still has tons of listeners. Would you rather your event get a mention from a top morning drive radio show or would you prefer it get listed on Yelp or a similar website?

You may or may not favor traditional media outlets, but don’t discount their reach and their power.

Sidebar note: Always, ALWAYS, remember that the word “media” is plural.

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