Reviews, referrals and champions

Christina Pilarski • January 15, 2021

We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.

In this podcast, we talk about using reviews, referrals and champions as integral parts of your marketing strategy. As you implement your strategy and tactical plan, you must also make use of effective feedback platforms that solicit reviews, empower referrals and make sure that your brand’s champions are loud, proud and able to make their voices heard.


Keep channels open for reviews

Some people are afraid of review platforms because they fear the impact of potentially negative reviews. In our view, even negative reviews can serve your marketing efforts. If they are valid, they give you an opportunity to take your customers’ opinions into account and improve your business. Even in those cases when negative reviews are unfair and malicious, they give you a chance to interact and respond to negative perceptions about your brand. People will talk about your brand, whether you like it or not, so it’s better to be part of the dialogue. When drawing up your strategy and tactical plan, always make provision for review channels that are appropriate for your industry.


Empower customers to tell others about you

Alongside reviews, referrals must also be factored into your marketing strategy. Think carefully about how you can empower your customers to spread the word about your brand and products, and how you can facilitate the conversion of those referrals into sales. 


Be open to champions

If your marketing strategy is successful, your brand will take on a life of its own, and part of your promotion will be done for you by the people who love your business and your products. Part of your strategy should be about being open and authentic in a way that attracts loyal followers who will speak up for you on the various communication platforms you use. 


Reviews, referrals and champions can work as both defensive and offensive marketing tactics, and are among the most essential things that all companies should be doing as part of their digital marketing strategy.



April 29, 2022
CIPR Communications, Certified Flourishing Coaching and Rumble Boxing Studio have teamed up to participate in the Canadian Mental Health Association's Energize Don't Hide event. CALGARY, AB, April 28, 2022 /CNW/ - Calgary businesses CIPR Communications, Certified Flourishing Coaching and Rumble Boxing Studio have teamed up to participate in the Canadian Mental Health Association's (CMHA Calgary) Energize Don't Hide event to raise awareness about mental health, build connection and community, and fundraise for the ongoing delivery and expansion of CHMA Calgary programs. These local companies are committed to helping the Canadian Mental Health Association's Energize Don't Hide Calgary campaign and are encouraging other businesses to participate through incentives and prizes. The first two businesses that contact Peter Pilarski ( peter@ciprcommunications.com ) to join Energize Don't Hide as a result of this challenge will receive a free Digital Competitive Analysis Report from CIPR Communications. Certified Flourishing Coaching will also provide complimentary Life Coach Training and Certification to the first individual or solopreneur who contacts Abe Brown ( abe@momentumcoach.ca ) to sign up a team. Additionally, Rumble Boxing Studio has agreed to provide $100 Personal Training Gift Certificates for a First Free Session, a Free Heavy Bag Class and Complimentary Group Bookings to all companies that participate in Energize Don't Hide. "We know that physical activity and a sense of belonging to a community can help to improve mental health," said CIPR Communications Vice President Peter Pilarski. "We wanted to take advantage of Energize Don't Hide Calgary to bring local businesses together to raise awareness, lift our collective spirits, raise some money for CHMA Calgary and have some fun while we are at it." In addition to challenging other businesses and individuals to participate in Energize Don't Hide, CIPR Communications invites registered teams to join their team every Friday for a weekly group training or outdoor fitness session, starting with a private group heavy bag session at Rumble Boxing Studio 17 AVE on Friday, May 6th at 1:30 PM. Interested participants can email peter@ciprcommunications.com to take part. "We are thrilled to host the CIPR Communications Team and anyone who joins them at Rumble Boxing Studio on May 6th," said Kealan Bailey, founding trainer at Rumble Boxing Studio. "While getting any kind of exercise is great for mental health, participating in group fitness adds a sense of community that enhances the experience and punching a heavy bag has many therapeutic benefits." Energize Don't Hide runs from May 2 to June 30. During this time participants are challenged to complete 3,300 minutes of activity and teams are challenged to complete 33,000 minutes of activity while raising money for CHMA Calgary's mental health programs. For more information, visit the Energize Don't Hide website. About Certified Flourishing Coaching The Certified Flourishing Coach Model™ is evidence-based and practitioner focused, meaning that it is based on science and psychology. "Evidence-based" describes an approach to medicine, education, and other disciplines that emphasizes the practical application of the findings of the best available current research. Essentially, it means that a concept or practice is supported by a large amount of scientific research. So, when we describe the Flourishing Coaching Model™ as evidence-based, we mean that we are taking the best available current research around people, change, and specifically how people flourish, and practically applying it with a coaching lens. About Rumble Boxing Studio Rumble offers a one-of-a-kind badass fitness experience, with a fight club meets nightclub vibe. We bring together a high-intensity boxing workout with the powerful platform of group fitness. We are more than just fitness; we are a community. All experience levels are welcome.
Christina Pilarski
By Caron Kwas March 16, 2022
Pilarski was named to Entrepreneurs Herald’s Top 30 Entrepreneurs to Look Out For in 2022 List
By Peter Pilarski February 7, 2022
New Approach to Public Relations Pricing In 2022
By Peter Pilarski February 7, 2022
Google MUM Update
By Peter Pilarski February 7, 2022
Core Web Vitals: What it Means and How to Measure Them On Your Website While we saw some important changes in 2021 and we expect to see more over the course of 2022, the tried-and-true digital marketing practices that have worked in the past will continue to serve you well into the future. Provide a great user experience on your website pages Back in May 2021, Google introduced its Core Web Vitals update, which rolled out over the summer months. This update is all about improving page experience signals that measure how users perceive the experience of interacting with a web page. At the end of the day, Google is looking to provide the best answers to people’s questions while at the same time providing a great user experience – in its essence, it really is that simple. Simple as it may be, however, it’s not always that easy to achieve!
By Christina Pilarski November 26, 2021
What are the Benefits of a Landing Page? Landing pages provide a vital touchpoint with you and potential customers, serving as the initial brand interaction through engaging content with an opportunity to generate a lead through a form fill. Here are some key benefits to creating an audience-specific landing page for your next marketing campaign: - Generate leads and conversions - Provide valuable insights into your target audience(s) - Help grow your newsletter subscriber list - They support your business goals through measurable metrics - Increase brand value What types of content does a landing page offer? A good landing page should have a clear message, nurture leads with appropriate content, and the most important, have a call-to-action awareness or consideration form. Here are a few types of content offers you can add to your landing page to convert users into leads: eBooks and whitepapers Event Registration and Webinars Email Newsletter subscriptions Free trials As you begin exploring a landing page for your business, there are a few additional things to consider. Don’t distract your user from the end goal. Limit any unnecessary content that would shift focus from filling your form out. And most importantly, think about how valuable your offer is. The more valuable, the more engaging it will be for the user. Want to take your marketing campaign to the next level? Book a meeting with one our experts today.
By Christina Pilarski November 10, 2021
November 2021 Newsletter
By Caron Anderson September 28, 2021
CIPR Communications Wins Two Web Marketing Association WebAwards in 2021. For Website Development in Collaboration with Indigenous Clients in the Tourism Sector
Everything you need to know about web development
By Christina and Peter Pilarski September 17, 2021
Web development is perhaps the central point of any long-term digital marketing strategy. Read this introduction to all you need to know about web design.
website - aduit - animation
By Christina Pilarski September 9, 2021
Website quality audits are useful, data-driven tools that help you to assess and improve your website’s performance. Learn more about them here.
More Posts