Why? Because it’s all too easy to let testimonials fall through the cracks. Especially if no one is specifically assigned the responsibility for them.
In most companies, if individual marketing managers want testimonials, they have to get them themselves. And with everything else on their plates, they just don’t have the time, money, or resources to even attempt the job, much less do it right. So they avoid testimonial-driven creative altogether. Which is a shame, because testimonials can boost response 30% or more.
The solution? Consider appointing one person in your marketing department to manage the process of getting testimonials – and be the point person everyone in your organization contacts when they need testimonials.
Put this task in their job description, and include testimonial-related objectives in their annual goals. For instance:
- Conduct an annual testimonial drive, to be completed by DATE.
- Film and edit 12-16 high-quality customer testimonial videos for TV, PR and web use.
- Secure signed testimonial releases. Keep an up-to-date repository of signed releases, with photos of each candidate, and dates of the shoot.
- Using a service like The Transcription Company (Burbank, CA), have the full testimonial interviews transcribed — with time code — for quick reference. (NOTE: This will speed up the testimonial video editing process and save you money.)
- From the transcriptions, develop a “best testimonial quotes” document, arranged by topic, for use in direct mail and other print media. Distribute to the marketing and PR team.
Your testimonial point person will need to have a budget adequate to cover the task – and may need to enlist outside help. But by making testimonial recruitment a written, quantifiable goal, you’ll be assuring yourself the steady stream of customer testimonials you need to boost sales. It will get done. (And oh yes, senior management – and your peers in other departments – will thank you!)
In the meantime, if you’d like to learn more about what The Testimonial Wrangler can do to help, click here. Or email me at Marla@TestimonialWrangler.com.