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Expo TV Videopinion Program to Encourage Consumer Product Dialogue
The Videopinion Program was developed to give consumers an outlet to publicly express their passion for products and services. Written product reviews can be impersonal, while Videopinion reviews were designed to convey the depth and impact of a true word of mouth experience. Videopinion reviews open the door to unique and authentic product discussions. Videopinion reviews allow consumers to connect with other like-minded shoppers by engaging them in a dialog that encompasses both the product being reviewed and the review itself. By encouraging both positive and negative reviews and welcoming advertisers to join in on the conversation, we are facilitating an extraordinarily direct and honest exchange.
Consumers can now speak to manufacturers through Videopinion reviews, and manufacturers are beginning to listen. After watching a mixed negative product review of the "Flash Flight," the company's President left a comment on the review addressing the reviewers' concerns. ExpoTV.com added a disclaimer above the manufacturers comment to make clear to users that the information provided was left by someone affiliated with the brand. Additionally, the company provided Expo users with a "special code" to input when placing an order online, which would get shoppers some "cool free swag." By opening up the communication circle, Videopinion reviews allowed a consumer to freely express his views about a product, allowed the product manufacturer to address those concerns, and gave all consumers the opportunity to benefit from and participate in that interaction.
Credit Information
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Client: Expo TV
Agency: N/A
Budget: Undisclosed
Case Study URL: http://www.expotv.com/index.php?option=com_video&Itemid=41&VideoId=12724
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