Why Cannabis Leaders Must Heed Consumer Reviews
“Facts do not cease to exist because they are ignored.” Aldous Huxley
When they are good, online ratings and reviews (R&R) are a pleasure to read.
However, when they are bad, many managers will avoid them like the plague – or be shielded from them.
And when the poor feedback is addressed internally, it will often be hastily explained away or buried. Sadly, some firms don’t even have a process to collect and assess consumer feedback.
Every cannabis business needs to pay attention to their R&R. Here’s why:
1) Your consumers are digital ‘natives’.
You need to understand what they are doing & saying online and influence them where they are spending much of their time. Digital natives want product transparency, convenience and access and will find it on platforms like Reddit, Weedmaps, Leafly and Google.
2) Negative R&R is more than just complaints
It is a commentary on your product quality, customer experience, freshness, and packaging. Use this criticism to find opportunities for operational improvement.
Online transparency also makes it hard to cover up poor product performance. Consequently, managers must get things right from the get-go.
3) R&R can spur product trial
Since many cannabis brands are undifferentiated and similar in price, purchase intent often comes down to how you perform on R&R. Online feedback is regularly the first stop on a buyer's digital and brick & mortar journey.
Frequently, consumers will rely on what online reviewers say before they reach a store, be exposed to brand messages or speak to a budtender.
4) Positive social feedback can accelerate brand building through boosting local SEO.
For example, Google reviews are a significant factor in local search rankings. More positive reviews can help your business appear higher in search results not to mention build trust, credibility, and social proof. They can also lead to higher web traffic and ecommerce sales.
5) R&R is a window into consumer needs, trends and competition.
Many cannabis companies are woefully ignorant about their customer’s needs and requirements. R&R taps into this plus evolving tastes and competitive moves.
Keep in mind…
> Your R&R may not be representative of the target market or all consumers. Marketers should not overreact to a few, isolated data points, particularly given that some feedback can be fake or vindictive.
> Companies should employ cross functional teams (including suppliers, if necessary) when reviewing their R&R. Many problems are best diagnosed and solutioned holistically.
> Positive R&R are a rich source of marketing messages and brand proof points. Use them.
Let’s talk. I help marketers, innovators and product developers mine consume insights and develop more relevant and differentiated brands.
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