2019-07-09-what-to-do-about-bad-reviews

What to do about Bad Reviews

Bad reviews can unfortunately be a sad reality of doing business today. Consumer expectations have become elevated due to social media and the immediate ability to share and collect information about customer experiences. Although you do a tremendous job of caring for your customers, sometimes a customer will feel their experience wasn’t what they expected. Inevitably, they will take their experience public.

Companies have a bad habit of blaming the customer in most instances, which only makes the situation worse. Consider that many consumers today take to searching online reviews about a company before they even decide to interact with you, and you’ll quickly realize the importance of managing your reputation online.

4 Important Reasons to Manage Your Online Reviews

  • As mentioned above, consumers are searching online reviews before engaging with a company. They’ll judge you by others’ experiences before giving you a chance.
  • Online reviews typically show up when users Google search your company. You want to ensure they properly represent your business.
  • You cannot delete online reviews–you have no choice but to handle them in some way. If you ignore them, you are stoking the potential fire.
  • Likely the most important reason of all: if you respond properly to a negative review, you will not only show that existing customer you care about their experience, but you will show the viewing public how you handle the situation if/when something does go wrong. This builds trust, and trust is imperative to your business’ success.

How to Respond to a Bad Review

  • Start by ensuring you are in a calm state when you type your response. You’ll need to keep all emotion out of it and only state facts.
  • Acknowledge their frustration. Most of the time customers just need to be heard. Don’t judge or shame them for their opinions.
  • Apologize where needed. Being sorry isn’t necessarily an admission of guilt; you can be sorry they didn’t enjoy their experience. That being said, if you are partially or fully to blame, you absolutely need to accept responsibility.
  • Never post personal information online, including details of their experience, unless it is imperative to correcting the issue. As an example, if a customer is upset that your business didn’t complete a task they expected, you can explain your process without using details of their personal situation.
  • Always attempt to diffuse the situation and take it offline. Don’t argue with the customer in your response. Simply offer to discuss further and include your phone number and/or email address. If the customer continues to post or edit their initial review, do not take it any further.
  • If possible or applicable, offer to make it right. Doing this in public is valuable to potential customers to show that you are ultimately interested in ensuring your customers have a good experience. (If you’re worried customers will see this and try to expect the same, it doesn’t actually happen that often.)

Example of a Proper Response

This response is crafted to be relatively neutral. If your situation permits including some details about the situation, by all means go ahead as long as it doesn’t include personal information or potentially offensive information.

Hello, [name]. Thank you for taking the time to post your feedback. I am sorry that your experience wasn’t as you expected. We would like to work with you to correct the issue and improve our process if needed.

I’d like to discuss this matter further with you. If you’re comfortable, please reach out to us at [phone number] or [email address]. We’d love to make this right.

When crafting your response, do your best to be as authentic as possible, catering each response to the review that was left for your business. If you go with a canned response, other potential customers will see this and quickly judge your company as inauthentic and uncaring.

Need help with your online reviews? Give us a shout, we’re happy to help.

creative-logos-2-catch

7 Clever and Memorable Logo Designs

I have this thing: an uncontrollable need to scan my surroundings, assessing the logos I see on signage, menus, storefronts, POS displays. I mean truly, it’s a problem. I’d seek help, but I’m sure I’d even assess the doctor’s clinic logo.

The beauty of this problem, however, is that I see so many amazing logos that jump out at me and stick in my brain. Now THIS is the true purpose of a logo, a part of what makes a customer remember you.

What makes these logos memorable?
Parts of a memorable logo are color, unique icons, and sometimes the lettering depending on how unique. But the most important aspect is cleverness. Some of these clever logos are just really cool.

Here are a few examples of what I mean by cleverness. I’ve seen these throughout the internet and around the real world:

1. Yoga Australia

Look closely. It’s a woman doing yoga, yes, but check out the space inside her arm and bent leg. It forms the shape of Australia.
Yoga Australia - Clever Logo Design

2. Elefont

Is it an “e”? Is it an elephant’s trunk? It’s both! Negative space is prime real estate in the logo design business.
Elefont - Clever Logo Design

3. Food Writers

More negative space: a spoon forming the inkwell within a fountain pen.
Food Writers - Clever Logo Design

4. London Symphony Orchestra

This is one of my favorites. A graceful swoosh is a combination of the initials of this organization, formed seemingly by the fluid movements of a conductor.
LSO - Clever Logo Design

5. Handydog

Now this one looks like it was fun to create. A classic use of hand shadows.
Handy Dog - Clever Logo Design

6. Alberta Land Trust Alliance

An organization dedicated to environmental conservation, this bird icon was formed out of water, land and trees. Can you see it? (Designed by Jenn Garman for Urban Creative Co.)
ALTA - Clever Logo Design

7. Australian Pork

Another from Australia. The pig snout forms the shape of the continent.
Australian Pork - Clever Logo Design

Conclusion
A logo doesn’t need to be simply an icon and good lettering, or even the right set of colors. Finding some clever twist that makes your logo as unique as your company can be incredibly fun, and also make people remember it well after they’ve seen it.

Do you have a clever logo, or have you seen one that you found particularly memorable? Tell us about it; make a comment below!

The Value of Bold Marketing

The Internet has become such a floodgate of information that it’s becoming increasingly difficult to stand out in the world of marketing. Information overload has given both businesses a bit of attention disorder in that there is so much to read and learn that we don’t always know where to start. To add to this mess, buying patterns are ever changing, and just when we think we’ve learned how to connect with consumers, it all changes.

Only the brave survive in a cut-throat world. There are cautious marketers who hold onto their budgets as though they will bleed and whither, and those that take advantage of the opportunity to really shine. To survive, you want to be one of the shiny ones.

Watch trends carefully for golden opportunities

In a down market, the lack of competition opens your roadway. The media does a really good job of injecting fear into the marketplace, both for businesses and consumers. When that dreaded ‘R’ word comes out, business and consumer alike hoard their budgets like they are about to whither and die. Consumers only make those decisions because the businesses they buy from are afraid. Fear leads fear. Optimism leads optimism. Be optimistic and swim upstream. Your customers WILL follow.

A great example of optimism that led to success was when the American auto industry was crashing and needed a bail out from the US government. Ford CEO Alan Mulally understood about the importance of optimism in a time of crisis. “What I have learned is the power of a compelling vision,” he had said. At a time the auto industry was at its tipping point, he made painful decisions to overhaul Ford’s operations, relationships, and ultimately its image in the industry. The automaker adjusted its persona to reconnect with its buyers, listening to the market, and regaining buyer trust. Ford didn’t take any bailout money, but made some smart choices at just the right time.

Take a tangent

In a sea of competition, it can be overwhelming to determine how to stand out. While much of your competition may stick to traditional tactics, magic happens when you step outside of your comfort zone. If your competition is slashing prices, don’t follow suit. Following someone else’s shadow is never a place you want to be as a business. Watch what they are doing, and then send a different message.

As an example, price-slashing is an indicator of desperation, an emotion consumers react to with fear rather than drive to buy. Rather, listen to your consumers. Why are they not moving forward on a purchase? Find a positive solution to help them take that step forward. Ironically, fear of loss can be an enormous driver to buy. If you advertise your prices are dramatically reduced, buyers understand this to be an abundance of product available to them (that no one else wants, either), and there is no rush to buy. However, if you advertise there are only 5 widgets left at this price, the buyer’s fear of loss (of the deal) will drive a rush purchase.

Be Unyieldingly Creative

Consumers love to be entertained. By tapping into their emotions, you are able to show them exactly why you are a great company with whom to do business. When planning your next marketing strategy, consider the problems your buyers face. How do you solve those problems in the most unexpected way?

I use Skittles a lot in my marketing examples because I think they have a very intimate relationship with their buyers. Candy-lovers were looking for something different: not potato chips, not chocolate, but something out of the norm. Skittles uses exactly this as their identity; they are severely out of the norm. Their advertisements are very unexpected, but they are memorable. Their website even knocked our socks off by inventing the first infinitely-scrolling main page in Internet history. And it’s madly engaging. If you ever want to waste 4 hours, visit Skittles.com.

skittles-website-marketing

Another wonderful example of creative advertising is Lulu Lemon’s YouTube video, “Sh*t Yogis Say.” Hilariously in touch with their more extreme clientele, the video is an amateurish clip collection of the yogi stereotype. This project would not have required a massive marketing budget to achieve; however, with nearly 3 million views it certainly has found its way around the yoga community and beyond.

I’ve forever loved the European campaign Mini Cooper launched a few years ago, where they took advantage of guerilla marketing to place a number of Christmas gifts throughout city streets. These gifts were fashioned with ripped wrapping paper and ribbon, indicating the Mini Cooper was small enough to fit under any Christmas tree. Genius!

mini-cooper-marketing-strategy-gift-box

Conclusion

There are many ways to reach your demographic, but the more unique your approach the more likely your campaign will create movement in the marketplace. Don’t be afraid of bad publicity as a result; it just means you’ve made an impact, and awareness is golden.

Have you seen a campaign that blew your mind? I’d love to hear about it in the comments below.