If your cinema has a website and/or uses social media of any sort you are going to get reviews. Online reviews can be your biggest curse or the love of your life, and are one of the few things about your business that are totally out of your control.
A few words posted next to a five-star scale rating can be do or die for a business. A recent survey by ReportLinker found the following regarding online reviews.
- The level of trust by consumers of online reviews is incredibly high. 59% of consumers believe that online reviews are as trustful as personal recommendations, with a full 7% saying that online reviews are more trusted than personal recommendations.
-33% of consumers go to search to find reviews, with 25% going directly to review websites. That means that two-thirds of all customers go to other websites than yours to look for reviews.
- Besides search engines, like Google, top social sites for finding reviews were Facebook, blogs, and Twitter.
- When taking about specific product reviews, Amazon and eBay lead the way, with 57% of consumers using them for product reviews.
- 51% of the surveyed respondents admitted they had written a review within the last 12 months. 49% said they review when they are very satisfied, while 34% said they review when very dissatisfied.
- Content matters most in reviews (not credibility). 62% of consumers said that content of the review was most important and not the credibility of the reviewer - now that's scary.
CMG's advice: be on the constant lookout for reviews about your cinema and address them. Bad reviews can be very hard to cope with but nonetheless are real and have to be addressed. Be proactive with reviews and try to return comment for good and bad reviews.