Thursday, July 31, 2008

The rarest of gifts for a marketer: A good online review

Why falling fowl of online reviewers is a rotten egg

What was proudly displayed on the counter of my favorite Peruvian roast chicken place the other night?

It was a framed letter from Yelp, the online review site, saying Chicken on the Run had been consistently rated by its readers as a great place to eat. It gets 4.5 stars out of 5.

Reviews from local magazines were printed on the walls, but the Yelp letter of approval was the only recommendation to be displayed so prominently, so tenderly (a lovely, huge frame) and with such impact.

It makes sense. Yelp's online reviewers like Ina K., who posted this review of Chicken on the Run including a chart showing her Tastiness to Value Scale, are the rarest of jewels.

If you believe what Peter Bradshaw says in his new book, "Satisfied Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000," you can see why. A bad review spreads online like the plague and reviewers like Ina are your best defense, your Vitamin C.

The next funny marketing insight came from one of my six year-old twin sons.

As we were eating the chicken, (or NOT eating too much in my case. I am trying to lose 20lbs as part of the Twitter Tweightloss Challenge ... Go Team Strong) my boys were watching Mexican football through the window without the sound. In fact, they were sitting in the same spot as the people in this photo, but with their noses pressed up against the glass of life (watching TV, someone's else life).

Between goals, a commercial came on, showing a young woman rubbing her fat away with anti-cellulite cream.

My son Ned said, "Look mum, eat your chicken. Just rub that stuff on later."

No yolk.

Posted by Internet Marketing Report Online editor Julie Power on Thursday July 31 at 6 a.m.


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