With the vast array of marketing options available today, many businesses overlook the power of the personal reference. Word of mouth referrals are some of the most effective, but how can you reach a new client base outside of your current customers' circle of influence? When you want to preserve that sense of personal involvement with your clients, but it isn't practical to bring them with you, consider the impact of a strong set of customer testimonials. People are attracted to the idea of connecting another customer with your satisfactory services or products, and for those who aren't already affiliated with your existing customers, a solid testimonial can help establish that connection.
There is a fine art to using testimonials, as they can be very complimentary if used properly, and downright irritating if not used in moderation. In trade show situations, it may be beneficial to incorporate video testimonials of your satisfied clients in a demonstration included in your display. Putting a face to those complimentary words can speak volumes about your commitment to customer service and involvement.
While actual live or recorded testimonials may not be possible or practical in every instance, the written kudos of a small group of happy clients can be included in the literature you hand out at a show, or in a print ad run in a newspaper or magazine. Take this approach with caution, however. While potential clients may like to hear the feedback of past customers, you can have too much of a good thing. No one wants to flip through pages and pages of gushing praise. If not approach with moderation and discretion, the resulting product can come off seeming phony and overly saccharine.
Outside of tradeshows and live interactions with customers, a business can still use the power of personal suggestion to promote their business. Many customers have taken to researching services and products heavily prior to making purchases, so if you have a website, consider setting up a comments and suggestions page, or a section where customers can review the service or products they receive. The benefits to this can be numerous. Not only will future customers have the chance to see the positive feedback, but you can take any criticisms or suggestions from those reviews to help improve your service.
The market today is flooded with an overabundance of stimulation -from loud, overbearing TV ads to radio spots to direct mail flyers and colorful magazine ads. What many customers are missing is the real humanity behind a business. This applies not only to the creators, developers and vendors of a product or service, but the real, human faces of those who have benefitted from it. That touch of real life can make a huge difference in a customer's willingness to make the first step and approach your business initially. Establishing a good reputation is worth every bit of effort it takes to get the word out and make a good name for yourself and your business.
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Written by Lawrence Reaves for Monster Displays - http://www.monsterdisplays.com/ - They will help you get the display, accessory, or graphic that's right for you and your marketing message. They are not happy unless they know you are completely satisfied from design concept to delivery!
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