How One Bakery Combined Facebook and Yelp Reviews to Develop a Great Promotion

is a bakery based in Chicago. The bakery is very involved in social marketing. We were fascinated by this promotion we saw on Facebook today. It reads:
" We are happy to announce $1 yelp days! Did you write a bad review? KNow someone who did? Bring a copy with yelp id proof and receive any 1 cupcake for $1 and re-evaluate! We have made many changes and have really listened. I may not agree with yelp politics but i do agree with satisfying customers and making people hap...py! Limit 1 per person and one cupcake for each review (we will keep the copy)."
Yelp, as you might know, is an online site where people can review all kinds of stores. With this promotion, Bleeding Heart Bakery is encouraging customers who wrote a bad review to try them again...for $1. This will not only give disgruntled customers a reason to come back, it will give Bleeding Heart Bakery great data to understand what people want from their store. And, of course, Bleeding Heart Bakery will also hopefully change those naysaye rs back to regular customers.

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"word of mouth spread offline is more positive and more likely to be interpreted as credible than wom spread online, according to a recent research study from womma member company the keller fay group. fifty-nine percent of those surveyed indicted they found wom transmitted face-to-face and on the phone was "highly" credible, versus 49% for online wom. the study also found that 66% of face-to-face wom communication was "mostly positive" versus 57% of the impressions on blogs and chat rooms. offline wom was also found to be 7% more likely to lead to purchase intent, according to the research." marsha t., advertising agency, baton rouge. la.

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