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Friday, February 27, 2009

Product Review Blogs and Consumer Opinion: Don’t Overlook the Obvious

Product Review Blogs and Consumer Opinion: Don’t Overlook the Obvious

A new view on the value product reviews can add to your business

Product review blogs: good, evil, beneficial, or a waste of time?  The debate continues, and many product sellers are on the fence about whether sending off valuable inventory to be reviewed is actually worth it or not. You’ll hear convincing arguments from both sides of the fence: those who have had great success with increased sales and business visibility after having a product reviewed, and those who have seen no viable return on the investment of their product at all.  However, as with everything, the true value in a product review is just that, the value you place on it.

Value is determined by the worth people place in something. Product review blogs can bring value to your business in a couple of different ways. As we know, they provide immediate and long term exposure to your product. They provide an additional channel for product marketing.  They provide visibility in places you may not have reached on your own (or thought about reaching), which can be beneficial. Does this always mean sales? No.  You may not even see a measurable increase in traffic to your site.  So, without a guarantee of sales or increase in traffic, what value can we place on product review blogs that will be of any worth?

It goes without saying that your best option is to choose product review blogs that have a loyal readership, good traffic numbers, a blog which is active, up-to-date and well taken care of. Additionally, you’ll want to choose review blogs where readers typically leave active comments to product posts.  Not only do you increase your chance of promising exposure, you also stand to gather an extremely valuable marketing tool that you’ve likely over looked: Consumer opinion about your product.

Yes, those little comments that people leave at the end of your product review.  Those little lines of ‘I love it’ or ‘I hate it’ can add immense value to your business.  Consider how much money and time some businesses spend on market research, consumer opinion, consumer satisfaction, etc.  Of course you want to know what people think about your product; what they like, what they don’t. Ultimately, you’re not the only one who wants to know what consumers think- retailers who are considering carrying your product on inventory, press and media, potential investors and even buyers want to know too.

Consider incorporating your product review comments into your media or press kit as a way of showing consumer confidence and approval in your product. Not only does this provide a tidbit of ‘good vibes’ about your product, it shows potential consumer demand in a very tight marketplace.  As retailers cut back on inventory purchases and focus on products that provide consumer benefit, and a high possibility of sales, adding consumer approval to what you’re selling will only make it more valuable.  

Of course, take any negative comments into personal consideration for improving what you’re doing. Then, take the positives and compile a summary of glowing consumer opinions to incorporate into your press kit. You can simply create a brief listing of the places in which you have been reviewed (the more clout the blog has, the better) with a compilation of positive comments and summary of how these comments reflect on your product.

As product sellers dig deeper to find leverage for their products, and the retail market looks harder for products that will sell in a boot-strapped economy, painting a positive picture is essential.  If you’re planning on submitting your product to be reviewed anyway, don’t forget to gather up those hot little comments and make them useful.  You never know where one nice word might take you!


Andreea said...

Great article with lots of good points! I couldn't agree with you more.

Heather Ledeboer said...

Thank you, well written.

sarah said...

Thanks for the info, I am actually sending a tutu to a blog mom..., which I think is a good one from what I've read. But Im still so new to all of this, press kits, press realeases getting myself out there etc! SO, thanks again!
Sarah Davis,

hall said...

I recently came accross your blog and have been reading along. I thought I would leave my first comment. I dont know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.


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