This post is part two of last week’s post here.
Traditional print promotions have included testimonials – since always – yet because these were company-published pieces, they never achieved the objective authenticity perceived by consumers in today’s social media. In short, people want to see what their peers have to say (in unobstructed communications vehicles). Obviously, consumers trust today’s social channels much more than brand brochures. So why not leverage this power as much as possible?
The point here is that republishing customer Tweets, Facebook posts, Google or Yelp reviews, even in print, can achieve customer respect, trust and decision to buy. In fact, these reviews would achieve a new power due to visibility in new channels. A prospect receiving printed social reviews in a unique, direct mail piece for the first time is much more likely to take notice. And awareness, combined with consumer trust in peer reviews, can incite purchase.
We have seen web content integrated with print pieces, such as mobile QR (quick response; see my post here for more info) codes and direct-mail PURLs (personalized URLs). These are good mechanisms for driving consumers to web content, but why not just give consumers the content they seek – more conveniently – in the print piece on their desk?
So – enough on the idea – how to execute? Again I would recommend not to replicate history by re-formatting Google reviews to fit a standard print-brochure “Testimonials” page. The more a marketing piece can demonstrate the “authenticity” of the social channel, the more trustworthy to the viewer. So show the icons, URLs and even screenshots. Afraid of showing negative reviews? An understandable concern – but be aware that the occasional negative review reinforces the consumer trust in the authenticity of the channel and consequently the brand. In other words, if a brand achieves only glowing reviews, it looks fishy and unrealistic to the viewer. Give the consumers all the info they want, to make the judgement call by themselves (then stand back and let them purchase).
Integrated marketing communications is nothing new; nor is cross-channel marketing. Success comes from using these old ideas in new ways. Social media reviews, in print? Try it out. Let me know what happens. The early adopters always have an edge – what have you got to loose?
Like what you read? Can I help apply such thoughts to your business? Comment below, and let’s connect!
Jake Aull | Zen Fires | Websites, SEO, SocialMedia & Design
email | 404.259.5550 | @jakeaull | Facebook.com/ZenFires
