Page 43 - Beverage MasterAprMay 2021

Craft Distillery

by posting them and in your place of business. sales and conversion rates.
Do you have a food menu or do you use a
trusted vendor? Are kids allowed? Is there an That’s why it’s important to hire the right agency
“Adults-Only” area? Tasting rules? Your menu to manage your online presence with these initia-
and offerings should be clearly stated online tives and more. Doing so ensures that you uphold a
and in person. Make sure to keep this updated. valuable asset - your business’s reputation, without
Are you a brewery with a flight menu? Let them taking away from your valuable time.
know either way. Some things cannot be avoid-
ed (such as running out of a flavor or not being All in all, your social media strategy in how you
able to offer growlers) … try to keep up on this respond to negative comments can flip the unsat-
as much as possible. Mention it on social or dis- isfactory customer experience on its head, turning
play it on a board at your business. them into positive sentiments and increased sales,
resulting in the happy sound of clinking glasses.
You will always have to take the good with the
bad, but the more you know, the more you can Chris Mulvaney is a business developer, entrepre-
prepare for. neur, and an award-winning creative marketing
strategist. His extensive professional background
It’s True: Those Bad reviews Can Actually Improve includes working with some of the world’s leading
Your Sales. Believe it or not, bad reviews have the brands - and personally helping clients refine their
power to improve your sales and conversion rates, corporate vision and generate the kind of eye-pop-
too. ping results that too many companies only dream
about. Visit... cmdsonline.com
As previously mentioned, if your business gets
only positive reviews, consumers might question
whether those reviews are legitimate.

Since nobody is perfect, having a healthy mix of
both positive and negative reviews will help cus-
tomers view your business as more trustworthy.
Most customers actually expect negative reviews
on your site, and if they don’t see them, they think
your reviews are fabricated.

And, when there are negative reviews mixed in
with the positive ones, that reduced skepticism will
add to your brand’s authenticity.

For that reason, it’s important not to delete
your negative comments on your social channels
because they can actually work in your favor by
making the positive comments that much more
credible.

The Last Gulp

To recap:

● Create a uniformed GAMEPLAN.

● Use other competitors’ negative review experi-
ences to improve your brand strategy.

● Leverage negative comments to drive beverage

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