This is hip and clever, which means it will automatically turn off a number of small biz owners and simply not be possible for others. Still, consider this: Pizzeria Delfina in San Francisco is taking their worst Yelp.com reviews and putting them on t-shirts that the staff wears while working.
Logic says you would put your best reviews on the shirts, but this is San Francisco — where restaurants sometimes have an adversarial relationship with Yelp users. So the t-shirts become a clever way, I think, to lessen the impact of negative reviews and even indirectly make fun of the sometimes angry, pushy Yelp reviewers and the silly things they say.
I’m not sure this would work in my hometown, but in San Francisco I think it’s a clever way of taking control of your brand and the impact that reviews might have on it. For more background on the t-shirts, read the original post on the 7×7 blog.
Not For You?
If this exact idea isn’t for you, there are still lessons here:
1.) Look at the buzz these t-shirts have created for this pizzeria. Can you put your best reviews on t-shirts or some other business collateral and generate your own buzz?
2.) Advertising your best reviews is just good business.
3.) Advertising your best reviews might, in turn, encourage other customers to leave reviews, too.
Your Turn: Is this clever marketing? Is it risky? Would it work in your community?