CHICAGO, IL – “Listening” was the operative word, and how brand’s manage social engagement with consumers was the focus of discussion during the Thursday, March 26 Inspire: Chicago tour hosted by brand marketing technology and analytic firm Bazaarvoice. Bazaarvoice helps the world’s biggest brands capture, analyze and most importantly, act upon social data—to drive true, customer-centric change.
The firm – which offers a technology platform that amplifies consumer feedback into the places that influence purchase decisions – also offers network analytics to help marketers and advertisers provide more engaging experiences that drive brand awareness, consideration, sales and loyalty.
Blueprints of user-generated content
The Inspire: Chicago marketing seminar – which was held at the eclectic Catalyst Ranch meeting space, located at 656 West Randolph Street – was a semi-private event held for the company’s clients to get talking on issues they face in managing engagement with their own shoppers. Staggered headlining sessions like Top Myths of Consumer-Generated Content, Harnessing the Voice of the Customer, social media curating, Motivating Google with Reviews and Local Marketing Trends and Tips to Ensure Your Success in 2015 were all highly-relevant and content-rich discussions driven by the event’s theme: Become an Audience Architect.
“Success today is contingent upon listening to your consumers in an authentic way,” said Matt Sharon, Bazaarvoice Partnership Director, Chicago, when kicking-off the day’s discussions. Each session was immediately followed by the client attendees participating in private break-out sessions.
“We love these types of sessions,” Sharon said. “They’re personalized engagements designed for our clients so we can continue to offer best in class consultation, while also providing thought leadership about consumer behavior.”
Sharon also cites Bazaarvoice’s 10 years of great success in helping brands, retailers and manufacturers spark conversations from their consumers.
“The voice of the consumer, whether captured in ratings and reviews, stories, or social posts, photos or video, is an essential element in a brand’s ability to credibly engage shoppers with experiences that educate, entertain, and validate the value of a product or service. When that digital content is shared where consumers are researching, deciding, or purchasing a product, it has a significant positive impact on sales online, as well as offline.”
Nicole Vallier, Client Success Director of Bazaarvoice’s Chicago office, discussed brands’ asking their shoppers for feedback. A framework Vallier shared for brands to do this successfully is to manage campaigns via “Evergreen” tactics such as a triggered e-mail from site actions or a spotlight segment within newsletters, along with tactics that leverage social media. Vallier’s framework noted that Evergreen tactics should be “easy and on-going,” as well as provide transparency. (E.g., if samples were offered and the reviews are based off said samples, then that vital information needs to be provided to consumers reviewing that user-generated content.)
Another framework offered was “Targeted” tactics, which could include incentives and sweepstakes, e-mailed for reviews from verified purchasers, sampling programs with calls-to-action (usually with larger brands) and feedback from consumers of live events.
Frank Burns, a Client Success Partner from Bazaarvoice’s Texas headquarters, delved into the analytics portion of the day’s agenda, sharing the importance of generating and monitoring consumer-generated reviews (or content) during the entirety of each product’s life-cycles.
Gain more ground in consumer feedback
Headquartered in Austin, Texas, Bazaarvoice has offices in Amsterdam, Chicago, London, Munich, New York, Paris, San Francisco, Singapore, Stockholm, Sydney and Tokyo. For more information on Bazaarvoice and how they can support your brand engagement efforts and data, visit www.bazaarvoice.com .