Review Program
Product Reviews Program
Quote: “Product reviews are an essential part of the PR program mix. Reviews help position clients in relation to the competition and encourage client prospects to make purchasing decisions.”
What is This Section About?
This section of Trainer University provides expectations and background for securing a product review for clients.
Why is This Section Important?
Positive product reviews can be extremely valuable for clients. Product reviews can validate an emerging market, shine positive light on a client’s solution, and greatly influence customer purchasing decisions. Due to an extremely limited number of product review opportunities, product reviews should not be guaranteed as a deliverable.
Reviews Program
Reviews Program Product reviews are an important part of the product PR mix, however due to the consolidation of publications and the lack of on-site test labs, there are only five IT publications that still run reviews. They are:
Because there are so few publications that still do reviews, it is extremely difficult to secure one, so it’s best to explain the landscape to your clients. Keep in mind, if you do secure interest of the reviewer, the average wait time is 4-6 weeks before you can get the product reviewed because they are so backlogged with products. Once it’s reviewed, it can take another 2 weeks to get published, therefore these are considered “long lead” and you want your client to be aware of the timing.
Questions to ask the reviewer if you secure their interest:
Once you have secured interest with the reviewer, be sure to establish the following with your client:
Tips and Tricks
Good luck!
Quote: “Product reviews are an essential part of the PR program mix. Reviews help position clients in relation to the competition and encourage client prospects to make purchasing decisions.”
What is This Section About?
This section of Trainer University provides expectations and background for securing a product review for clients.
Why is This Section Important?
Positive product reviews can be extremely valuable for clients. Product reviews can validate an emerging market, shine positive light on a client’s solution, and greatly influence customer purchasing decisions. Due to an extremely limited number of product review opportunities, product reviews should not be guaranteed as a deliverable.
Reviews Program
Reviews Program Product reviews are an important part of the product PR mix, however due to the consolidation of publications and the lack of on-site test labs, there are only five IT publications that still run reviews. They are:
- InfoWorld
- eWEEK
- Network World
- SC Magazine (for security)
- CRN (reseller publication)
Because there are so few publications that still do reviews, it is extremely difficult to secure one, so it’s best to explain the landscape to your clients. Keep in mind, if you do secure interest of the reviewer, the average wait time is 4-6 weeks before you can get the product reviewed because they are so backlogged with products. Once it’s reviewed, it can take another 2 weeks to get published, therefore these are considered “long lead” and you want your client to be aware of the timing.
Questions to ask the reviewer if you secure their interest:
- Is this a standalone or round-up review? If it’s a roundup, what other products (vendor and product name) are being tested?
- What’s your testing methodology?
- Have you tested this type of product before? If so, when and which one?
- Can I set up a briefing with you and my client so they can explain the features and benefits of the product?
- Will you allow a representative from the client’s company to visit you onsite to walk you through the setup?
- Will you be conducting the review or someone else from your team? (If someone else, be sure to ask that person the same questions above.)
Once you have secured interest with the reviewer, be sure to establish the following with your client:
- A detailed test plan (what are the best settings/conditions to test the product under?)
- A detailed reviewer’s guide (this is a very detailed and technical document that is typically written by an engineer on the product)
- A systems engineer or other technical product marketing resource used exclusively for the reviewer (emphasize with the client that this person needs to be available on a moment’s notice for technical support or you risk a negative review if the reviewer cannot get the answers they need)
Tips and Tricks
- Be sure to check-in with the reviewer weekly and ask how the testing is going and if they need any assistance from you.
- Remind your client it is the job of the reviewer to be objective and you CANNOT guarantee a positive review.
- Keep in mind it’s the reviewer’s job to report the “end user” experience, and many times they may be looking for flaws in the product, but this isn’t always the case.
- Be sure to read the last several reviews that person has written to see if they have a pattern of positive, negative or neutral reviews.
- If the product is in beta form, be sure to point out all the flaws you know of and timing for their fixes. It’s better to be up front about that rather than ignoring them, hoping they won’t get exposed and risking a negative coverage.
- Remember, reviews are tricky, so be sure to have another Trainer team mentor you if this is your first time.
Good luck!