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Product Reviews: Multiple Sales Promotion Potential
Especially in today’s competitive climate, where every marketing dollar has to demonstrate a significant return on investment, the best marketing initiatives can be those that are leveraged in different ways and in different places. Product reviews generated through a focused public relations program can be used in numerous ways to help drive sales and raise awareness in the marketplace.
The review of Lightspeed Systems’ Total Traffic Control 4.0 software suite that recently appeared in Microsoft Certified Professional Magazine (click here to read this review), is a good example of an article that generates interest in a specific product. This positive review is the functional equivalent of a full-page advertisement. But since it’s written by a third party observer, the review is even better than an ad. The reviewer describes the product, rather the company. The reviewer recommends the product, rather than the company. This objective third party seal of approval can be much more persuasive than even the most skilled explicit self-promotion.
Positive reviews like this can be further leveraged into powerful sales collateral, both on a website and in the form of hard copies. Most publications sell attractive reprints specifically designed to be used as collateral. These pieces are often the most popular and powerful collateral a company can provide a prospective customer.
Strategic, aggressive, results-oriented PR works.
If you’d like to learn more about how PR can work for your organization, contact Principor Communications at 202-595-9008 or info@principor.com.
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