Message & Media: Reputation Guaranteed
• Encourage it. Like your company guarantee, customer reviews/ratings build credibility, consumer trust and your reputation. Encourage and post both positive and negative reviews to strengthen your reputation as being an honest and balanced marketer. Customers and prospects value customer reviews as being candid, helpful and trustworthy.
For example, GEICO's website provides a graphic summary of its auto insurance reviews. Interesting to note, GEICO gives you 12 options for changing the sort order of their reviews including lowest to highest. Yes, you actually can read all the one-star ratings first, followed by the two-, three-, four- and five-star reviews with headlines ranging from "Unbelievably Bad" to "Best Switch I Ever Made."
I don't know where else GEICO promotes these ratings, but there are plenty of opportunities to do so using traditional, digital and social media.
• Reinforce it. Seize the opportunity to reinforce your reputation in creative ways. For example, I recently saw this sign on the back of a Staples delivery truck, "Top speed set at 60. It saves fuel and reduces emissions." Prior to reading the message as I sat behind the Staples truck at a stoplight, I'd never thought of Staples a being eco-friendly. Now I do.
The takeaway: Look for new opportunities to bolster your good name with both customers and prospects. With Facebook fans, YouTube videos, QR code links and the like, there are many ways to do it. Tap them.