Most have what I refer to as a favorite “toy” (cars, boats, power tools, those lucky few with airplanes, motorcycles, etc.). This toy is the one thing you had to have, love to show off, and must talk about. For me, I love my lawn mower. This is a man/machine love all the way. Many of you get what I’m saying without explanation (all you John Deere fans), but for those that don’t, I’ll provide a little more detail.
My mower came to me from a friend, who I would describe as a car guy, who replaced the mower with a newer model. I referred to my old mower as the “Ferrari of Lawn Mowers,” although my sons did not agree. After consistent, tender loving care it would soldier on for 23 years. I witnessed its demise, and since there was no hope in repairing it due to the age and hours on the motor, it was time to go shopping.
I consulted many trusted sources like Consumer Reports, read online reviews, and talked to friends and family. After weeding through all my options, I finally found want I wanted! Less than $200 later, I was the proud owner of my new mower.
Of course, I had to try it out immediately. It started on the first pull. It weighed seemingly half of my old mower. The wheels easily adjusted. It was everything the brand promised and more. I was totally happy with my new “Ferrari.”
As a new brand advocate, I wanted to let all those out there know about this amazing lawnmower. Unfortunately, the manufacturer did not have any way for a customer to provide a customer review on their web site. Companies, just like this one, can create greater brand awareness by simply asking customers to write reviews and testimonials, and refer friends (who knows once someone sees your new toy they may want one of their own). A recent study from Nielsen, a leading global provider of information and insights into what consumers watch and buy, found that online consumer reviews are the second most trusted form of advertising.
Why wouldn’t every company ask their customers to write reviews? It just makes sense. It’s also free marketing and advertising of the most trusted kind.