How to create a five-star, strategic product review programme
It’s no secret that consumers shopping habits have been massively impacted by the pandemic. Ecommerce skyrocketed, growing four and a half times faster in the UK compared to pre-pandemic times. And while more consumers are looking to shop online, the secret to turn clicks into purchases is trust. Nearly nine out of ten shoppers who trust a brand will buy again and trusted companies outperform others by up to 400% in terms of market value.
These days, shoppers do their homework by researching products through their favourite publications and/or influencers before buying. So, ensuring your brand has a good reputation has never been more important.
And that starts with a strategic review programme - to land coverage in key publications and reach influencers that your target audience follows.
To build a five-star review programme with impact, brands need to follow a four-step process:
1. Determine the goal of the programme
2. Identify the people you’re trying to reach
3. Establish the right programme that matches your goals
4. Amplify results
#Goals
Now, it might sound obvious to some, but what should the goal of a review programme be? Awareness? Brand preference? Conversion?
Most brands are looking to get top-rated reviews to drive sales. Customers looking to make a purchase are likely to visit review sites to determine which product to buy. However, conversion might not be the only goal. For example, a £50,000 pair of headphones won’t appeal to consumers en masse due to the price-point – however, a dedicated review programme for such a luxury product can have a halo effect on the brand more widely.
The goal for the reviews programme may not necessarily be conversion, and this is why identifying the objectives are key. It will inform what type of review programme will help you achieve the best outcomes to spotlight a particular product.
Find your people
A major part of a successful review programme is a laser-focus on your target audience. At Eat the Fox, we call them your people – i.e., the specific people that you’re trying to influence and align to your goals.
Mapping out your target audience means you can focus purely on the publications they’re reading and drive coverage there. For example, if you’re targeting Millennial men for a new flagship smartphone, you’ll likely want to feature in the likes of GQ, Esquire, TechRadar, The Guardian and Wired.
However, your target audience is unlikely to consume traditional media – broadcast, print and online. Chances are, they will also be following their favourite influencers across a variety of platforms. So, to ensure your content is reaching the right people, you may want to research which influencers your target audience are most likely following.
A review programme that ladders up to your #goals and reaches your people
Once your brand has mapped out its goal and the people you want to reach, the time has come to choose the best type of product review programme: traditional, interest-based or benefits-led. Depending on your goals, you might choose a few different strategies or focus in on one.
Traditional review programme
A traditional review programme focuses on dedicated media who write product reviews across national, lifestyle and tech publications. Tech publications will have dedicated review writers per product type – wearables, smartphones, home entertainment and more. If the publication rates the product highly, it’s likely to be awarded the outlet’s ‘recommended’ badge. And some tech media even automatically enter five-star products into their own award programmes – making it a five-star review that keeps on giving!
Interest-based review
An interest-based review programme focuses on individual’s particular passions or hobbies, spotlighting your product among engaged readers. For instance, if your brand produces incredible portable projectors that are great for camping, going after the likes of The Great Outdoors and Camping & Caravanning makes sense.
Benefits-led feature review
A benefits-led feature review is the last option in the trifecta. By focusing on unique selling points, a benefits-led review brings to life how the product can impact your people. For example, getting journalists to test out a product in a real-life scenario – if you’re pitching a travel writer, you can send them the product while they’re on their next trip.
Amplifying results
Picture this – you’ve followed the above steps and landed a five -star review in a key title that your people are reading. Yes! Time to celebrate – we love it when a good piece of coverage comes together.
However, brands can do even more with top-rated reviews – amplify top-rated reviews, award badges and journalist quotes by licensing the review. Depending on the publication and package your brand negotiates, your brand could licence the five-star review and publication name for retail packaging, point-of-sale, banner ads, social content or even above the line advertising. This will ensure the review is being maximised across all channels that the customer would encounter along their purchasing journey. A lot of work and prep has gone into that five-star review, so shout about it!
By doing the prep work to identify your goals, find your people and choose the best type of review ahead of time, you ensure the reviews are not just making any impact – but the right impact.
Consumers are increasingly doing their homework before making a purchase, so earning a positive review in a trusted publication or review site supports them along their purchasing journey. Follow our process and turn your five-star coverage dreams into reality.
