• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Labels & Packaging
    • Markets
    • Technology
    • Equipment
    • Supplies
    • Buyers' Guide
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Labels & Packaging
  • Markets
  • Technology
  • Equipment
  • Supplies
  • Buyers' Guide
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Our Team
    Subscribe Now
    Advertise Now
    Top Features
    Dscoop Post-Show Coverage

    Slitter-Rewinders

    Craft Beer Labels

    Pharmaceutical Labels

    Luminer Converting Group: Narrow Web Profile
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    AWA to host 22nd Global Release Liner Industry Conference & Exhibition

    Domino assists Grace Label with supply chain disruptions

    Rotocon wins AI Business Excellence Award

    Quad adds Landa S10P Nanographic Printing Press

    Sihl launches materials for on-demand color label printing
    Blog
    Video Bites
    Beauty & Personal Care Labels
    Beer Labels
    Beverage Labels
    Flexible Packaging
    Folding Carton
    Food Labels
    Glue-Applied
    In-Mold
    Industrial Labels
    Medical Labels
    Pharmaceutical Labels
    Pressure Sensitive
    Prime Labels
    Promotional Labels
    Security Labels
    Shrink
    Smart Labels
    Specialty Labels
    Spirits Labels
    Wine Labels

    Quad adds Landa S10P Nanographic Printing Press

    Avery Dennison announces Core Series Portfolio Tape Selector App

    Brook + Whittle's new acquisition, SunDance goes to HP and more

    World’s first tequila in a cardboard bottle

    In-Mold Decorating Association announces 2022 IMDA Awards Competition
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Domino assists Grace Label with supply chain disruptions

    Rotocon wins AI Business Excellence Award

    Xeikon Café on Tour arrives in North America

    Specialty announces move to new facility

    Mark Andy hosts dealers' open house in Warsaw
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    AWA to host 22nd Global Release Liner Industry Conference & Exhibition

    Domino assists Grace Label with supply chain disruptions

    Rotocon wins AI Business Excellence Award

    Quad adds Landa S10P Nanographic Printing Press

    Sihl launches materials for on-demand color label printing
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Rotocon wins AI Business Excellence Award

    Quad adds Landa S10P Nanographic Printing Press

    Epson debuts two new SurePress digital label presses

    HP Indigo reaches 2,000th active install milestone

    Mark Andy hosts dealers' open house in Warsaw
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    AWA to host 22nd Global Release Liner Industry Conference & Exhibition

    Sihl launches materials for on-demand color label printing

    Siegwerk releases flexible packaging ink

    Sun Chemical expands SunColorBox range with SunConnect

    Avery Dennison announces Core Series Portfolio Tape Selector App
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    KTI

    SCENTISPHERE, LLC

    QC Electronics, Inc.

    HP, Inc.

    Martin Automatic Inc.
    Industry Events
    Webinars
    Live from Show Events
    • Magazine
      • Current & Past Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Company Profiles
      • Label Converters
      • Trade Associations
      • Add Your Company
    • Labels & Packaging
      • Beauty & Personal Care Labels
      • Beer Labels
      • Beverage Labels
      • Flexible Packaging
      • Folding Carton
      • Food Labels
      • Glue-Applied
      • In-Mold
      • Industrial Labels
      • Medical Labels
      • Pharmaceuticals Labels
      • Pressure Sensitive
      • Prime Labels
      • Promotional Labels
      • Security Labels
      • Shrink
      • Smart Labels
      • Speciality Labels
      • Spirits Labels
      • Wine Tables
    • Markets
      • Africa
      • Asia
      • Australia
      • China
      • Europe
      • India
      • Latin America
      • Middle East
      • North America
    • Equipment
      • Digital Printers & Presses
      • Flexo Presses
      • Label Converting Equipment
      • Label Fishing Equipment
    • Supplies
      • Dies And Tooling
      • Flexo Supplies
      • Ink & Coatings
      • Prepress Supplies
      • Substrates
      • Pressrooom Supplies
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Events
      • Industry Events
      • Live from Show Events
      • Webinars
    • Jobs
    • Resources
      • Supplier Gallery
      • Literature Showcase
      • Homepage Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Customer Service

    Use labels to showcase customer reviews

    ...

    Related CONTENT
    • Labels that hold up: A vital customer service commitment
    • Smith Corona launches new website
    • Sprigs + Twigs showcases how labels can be customer service assets
    • Finding a graphic designer who provides the best customer service
    • Great Lakes Brewing Company wins second annual INX Can Design Contest
    Mark Lusky07.14.17
    Increasingly, products live or die based on their reviews. It’s now commonplace for consumers to check out Google, Yelp, Facebook and other sites to “take the temperature” of a product they are interested in purchasing.

    To make it even easier to do that from a mobile device at the point of purchase, develop and deploy a webpage or even a micro-site that links to external reviews, as well as those gathered directly from customers – then add a QR code, web address or some type of URL shortener (e.g., bitly) on product labeling. Bottom line, make it as easy as possible for prospective buyers to access easily comprehensive review information in one place. This can make the difference between buying your product or someone else’s.

    To help make reviews all that they can be, be proactive. Instead of waiting for people to write a review, encourage the process in all major marketing channels – website, social media, and on labels. Make it easy for people to send their comments directly to you and/or provide information for third-party sites.

    While Facebook “likes” are one way of getting some positive feedback, a full review – especially one with attribution – is more powerful and influential in the long run. Here are some ideas to consider that can help make your reviews a key part of your overall marketing and sales program:

    1. Republish and promote. Testimonials about your product always have been a cornerstone of marketing campaigns. Once someone has posted a positive review about your product, take it and use it in a variety of other ways. Possibilities include: website callouts to reinforce key assertions and ideas on a particular page; additions to handouts at trade shows; inclusion in a business plan or other document tied to funding for business expansion; creation of a PDF that can reside on a website and/or be included in a sales/marketing packet; and serving as the basis for follow-up with select customers to see if there’s interest in developing a full-blown case study.

    Use discretion and common-sense when “re-using” these reviews. Depending on circumstances, you may want to contact the reviewer to make sure they’re okay with the wider usage; or gather further details (e.g., full attribution) that can make the review more powerful. In any case, be sure to provide full information about the review source for complete transparency and accuracy.

    2. Turn a frown upside down. Sometimes, the best reviews emerge from the ashes of discontent. While it’s typically good policy to reach out to anyone who’s expressed dissatisfaction and tried to problem-solve, this can sometimes result in the best review of all. If it’s a core issue related to dislike of your product, that may be tough. But, if it’s a concern related to pricing or delivery commitments, you have a great opportunity to make a friend by making it right…and then some.

    3. Drive market research/product improvement. While “formal” efforts, such as surveys and focus groups, can yield considerable intel, also use reviews to help identify strengths, weaknesses, opportunities and threats. Look at the complete repository of current reviews to see if there are consistent areas of feedback, both good and bad, related to everything from labels to quality (e.g., “I love your product, but the labels degrade easily.”).

    In certain circumstances, this may even form the basis of a product improvement campaign around the concept of, “You spoke, we listened.” Then, detail how the changes were driven by consumer feedback, which is golden in this era where a nimble and mindful response demonstrates authentic awareness and commitment to constant improvement.

    4. Leverage reviews for a crowdsourcing campaign. Based on the tone and specifics of reviews, enterprising product manufacturers can develop a crowdsourcing campaign. The theme can range from branding-related issues to product quality improvement via a contest to find the most compelling and appropriate solutions.

    5. Use reviews to counter negative publicity or damage to reputation. Sometimes, despite best efforts, product manufacturers get caught up in a negative environment. In some cases, this may be tied to an issue with an industry as a whole. In others, it may relate to discovery of problems with certain long-established product ingredients/constituents (e.g., talcum powder). An errant social media post by an employee, a civil disturbance at a place of work, discovery of product tainted with anything from bacteria to metal shavings…there are so many watchful eyes and so many ways for missteps to occur. If/when this does happen, being able to document a healthy track record of support via positive reviews can help mitigate the impact.

    Theatrical productions long have succeeded or failed based on the reviews of influential critics. Now, everyone has the chance to be a critic. Embrace this as a way to showcase good work, as well as counter less-than-favorable feedback.


    Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.
    Related Searches
    • digital
    • Label printer
    • label
    • marketing
    Suggested For You
    Labels that hold up: A vital customer service commitment Labels that hold up: A vital customer service commitment
    Smith Corona launches new website Smith Corona launches new website
    Sprigs + Twigs showcases how labels can be customer service assets Sprigs + Twigs showcases how labels can be customer service assets
    Finding a graphic designer who provides the best customer service Finding a graphic designer who provides the best customer service
    Great Lakes Brewing Company wins second annual INX Can Design Contest Great Lakes Brewing Company wins second annual INX Can Design Contest
    INX International Ink Co. opens contest voting INX International Ink Co. opens contest voting
    Label, packaging errors hurt customer service Label, packaging errors hurt customer service
    Label Traxx launches Siteline online artwork approvals system Label Traxx launches Siteline online artwork approvals system
    INX International Ink Co. seeks contest entries INX International Ink Co. seeks contest entries
    Mark Andy supporting digital growth in North America Mark Andy supporting digital growth in North America
    Top-notch quality won’t supersede poor customer service Top-notch quality won’t supersede poor customer service
    Labels in 2021: inform or entertain? Labels in 2021: inform or entertain?
    RadTech elects new president, board members RadTech elects new president, board members
    Pandemic creates label ‘silver linings’ Pandemic creates label ‘silver linings’
    Make your labels comprehensive and concise Make your labels comprehensive and concise

    Related Content

    • Labels that hold up: A vital customer service commitment

      ...
      Mark Lusky 09.10.21

    • North America
      Smith Corona launches new website

      Smith Corona launches new website

      Customers can now easily navigate a more user-friendly interface to find the perfect label for their application.
      08.04.21

    • Sprigs + Twigs showcases how labels can be customer service assets

      ...
      Mark Lusky 07.16.21


    • Finding a graphic designer who provides the best customer service

      ...
      Mark Lusky 06.03.21

    • Beer Labels | Beverage Labels
      Great Lakes Brewing Company wins second annual INX Can Design Contest

      Great Lakes Brewing Company wins second annual INX Can Design Contest

      The Crushworthy Lo-Cal Citrus Wheat entry won after receiving 35% of the votes that were cast.
      Greg Hrinya, Editor 05.18.21


      Trending
      • FLEXcon addresses sustainability commitment in new VideoBite
      • Domino Assists Grace Label With Supply Chain Disruptions | Label and Narrow Web
      • FLEXcon Addresses Sustainability Commitment In New VideoBite | Label and Narrow Web
      • HP Indigo Reaches 2,000th Active Install Milestone | Label and Narrow Web
      • Epson Debuts Two New SurePress Digital Label Presses | Label and Narrow Web
      Breaking News
      • AWA to host 22nd Global Release Liner Industry Conference & Exhibition
      • Domino assists Grace Label with supply chain disruptions
      • Rotocon wins AI Business Excellence Award
      • Quad adds Landa S10P Nanographic Printing Press
      • Sihl launches materials for on-demand color label printing
      View Breaking News >
      CURRENT ISSUE

      April 2022

      • Dscoop Post-Show Coverage
      • Slitter-Rewinders
      • Craft Beer Labels
      • Pharmaceutical Labels
      • Luminer Converting Group

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Alkemist Labs Announces Alkemist Assured Seal and Next Generation Transparency Reports
      GC Rieber Foundations Expand Philanthropic Efforts
      Coatings World

      Latest Breaking News From Coatings World

      PPG Sets Goals to Reduce Greenhouse Gas Emissions, Unveils 2021 ESG Report
      Birla Carbon to Present Sustainable Carbon-based Solutions at PaintIndia 2022
      BTC Europe, NXTLEVVEL Biochem to Distribute Biobased & Biodegradable Solvents in Europe
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      Anumana's ECG Pulmonary Hypertension AI Algorithm Gains Breakthrough Status
      inHEART's 3D Cardiac Modeling Tool Earns FDA Nod
      FDA OKs RapidAI's Pulmonary Embolism Triage, Notification Tool
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Corealis CDMO Completes Deal with ArchiMed
      Piramal Pharma Solutions Upgrades Oral Solid Dose Capabilities
      Steriline Robotic Applications to Improve Quality in Drug Primary Packaging
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      L'Oreal CEO Nicolas Hieronimus On Sustainability Initiatives
      Glossier Announces New CEO
      Men’s Skincare Market to Hit $13 Billion by End of 2022
      Happi

      Latest Breaking News From Happi

      Zocdoc’s Appointment Analysis Shows Consumers Are Seeking Skin Health Care in Person Again
      Four Seasons Resort Maui To Offer Project Reef Sunscreen Beginning on World Oceans Day
      IFSCC Extends 2022 Early Bird Registration
      Ink World

      Latest Breaking News From Ink World

      HP Indigo Reaches 2,000th Active Install
      Siegwerk Introduces New NC-Based Flexible Packaging Ink
      Sun Chemical Expands SunColorBox with SunConnect
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      AWA to host 22nd Global Release Liner Industry Conference & Exhibition
      Domino assists Grace Label with supply chain disruptions
      Rotocon wins AI Business Excellence Award
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Thinx Names Meghan Davis as CEO
      Kimberly-Clark Reportedly Examining Sale of Latin American Tissue
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Extremity Medical Rolls Out OMNI Stable Ankle Fracture System
      James W. Stone Named AANA President
      Tom Hedman Named Senior Principal Scientist at Spinal Simplicity
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Canatu Receives IATF 16949:2016 Certification
      Applied Materials Announces 2Q 2022 Results
      ams OSRAM Supervisory Board to Elect Dr. Margarete Haase as Chairwoman

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login