1. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1
Brand Reach
Getting the right content to the right places.
Durand Vadnais – Director, Client Success

2. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.2
Consumers expect answers on-demand
I-want-to-buy
moments
82%of smartphone
users turn to
their device to
make a product
decision2
I-want-to-buy
moments

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Endless customer journeys

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Reach tactics

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Google loves fresh consumer content
Perform better on long-tail search
Increase CTR up to 17%
Increase intent to click up to 11.6%
Lift organic search traffic up to 28%
Increase
performance
of Ad Words
Relevance
for More
Keywords
Promote
Trust with
Seller
Ratings
Improve
Results and
CTR with
snippets

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Reviews
Brand Answers
Brand Responses
Photos and Videos
Bazaarvoice delivers
content
Bazaarvoice delivers
audience
Network and syndication
RETAILERS
Need Content
Have an Audience
BRANDS
Need an Audience
Have (or can get) Content

7. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.7
Leverage your content
Review content is rich
and well trusted.
It can be leveraged
across almost all
channels to both raise
further awareness of the
program and gain huge
value from the content.
Print Social In-store PR Sampling Ads TV
Digital out
of home

8. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.8
Multi-channel
Syndication
(to relevant retailers in
network)
Brand Site
Facebook
Mobile
Volume Generating Tactics Review Content “Home”
To ensure that you continue to receive Magnum®
e-mails (and prevent them from being filtered as spam),
please add MagnumIceCream@email.magnumicecream.com to your e-mail address book.
Are you starry-eyed over Magnum®
Ice Cream? Is it 5-star worthy?
Rate your favorite flavors now–your stars will guide the other
pleasure seekers.
Don't just enjoy your Magnum®
. Bring out the stars for it!
Facebook
Twitter
Email
Homepage

9. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.9
Collateral - FSI
This is a great multi-brand
example, however the same
concept can be leveraged for a
single brand, perhaps calling
out multiple products.
Tips
Consumers trust content from other
consumers, so it’s key to reference
the consumer nicknames to drive
home authenticity.
You could also consider adding text
along the lines of ‘see more reviews
at brand.com’

10. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.10
Coupons are an easy place
to add review content that
will make them stand out
from the crowd.
Tips
Make the rating element stand out
by using stars; consumers recognize
them instantly.
Ensure the customer nickname is
quoted to add to the authenticity
of the message.
If possible, A/B test to determine
the effectiveness.
Coupons
13%
Increase in FSI
redemption rate

11. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.11
In-store
In regional test
market,
business grew
44%
vs control

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In-store examples: Unilever

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Aveda – Top rated by you
CTA drove to mobile site to read more reviews Review quotes and star rating at shelf

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Email is still the most widely
adopted of digital marketing
forms. Adding your top rated
content with the inclusion of
a well worded subject line
can improve open rates
significantly.
Tips
Visualize the scores and add
product pictures to really bring
the content to life.
As well as ‘star’ ratings you could
consider making claims with your
content, e.g. 95% of consumers would
recommend this product to a friend.
Top rated emails

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Review content is a
great way to validate
claims about products
and increase your
chances of a customer
clicking through.
Some clients have used
both static and dynamic
content.
BV has its own
Advertising
solution that can also
facilitate this.
Display ads

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Print is a trusted source
by consumers. Adding
your Consumer Generated
Content to ads not only
adds further trust but
makes great copy.
Tips
Add copy that indicates customers
can see more reviews on your
.com site to further validate.
Print ads

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Content call-out email

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As well as using social
media for ‘Asks’ you
can promote your
content through the
channel.
Consider calling out
‘review of the month’ and
consider adding the
Facebook App to
showcase content.
Social media

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This multichannel amplification example covered Coupons, Digital assets and
Print to consistently reinforce the message across the board.
Multichannel campaigns

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Discover A/B tested with half
of creditcards.com traffic
going to a Discover listing
with no R&R. The other half
saw a listing as seen in this
sample with prominent
average star rating placement.
Discover multichannel campaign

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Discover constantly changes
headlines, text placement,
and inserts. Recent versions
included “Customers have
spoken” headline with
average star rating below
and prominent quotes on
the right side of the letter.
Direct mail
Letter insert

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Additional direct mail
Letter w/ no CGC.
Insert w/ Avg
Rating & card
comparison.
Letter w/ Avg
Rating headline &
quotes. Insert w/
quotes.

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In theater movie poster

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Thank you
Questions?