What is a testimonial?

The testimonial is an ordinary person just like all of us, but famous, who is called to "testify" if a product yields positive results when used.

They also associate their own image with these products to increase their popularity.

However, it can often happen that they overshadow the brand, indeed the consumer tends to focus on the protagonist and remember that particular commercial thanks to them, and not remember the actual brand of what is being sponsored.

There are different types of testimonials:

• Celebrities: brands, to get noticed, play the celebrity card to leverage their popularity, get known and obviously advertise their product.
• The typical consumer: an ordinary person who, because of their demographic, physical or professional characteristics, is chosen as the type of consumer who might be interested in the product or even in the type of message that the company wants to send to its customers.

Industry Expert: Selected to record commercials where they are the experts in the field related to that particular product. This type is mainly applied to products related to hygiene and health.

Fictional Character: This category mostly pertains to invented and imaginary animated characters, that, even if well-known to the public, help establish a certain familiarity with the product and also facilitate the association of the brand with the chosen character.

 How to advertise a product using a testimonial?

To advertise a product through a testimonial, it's essential first to choose a good testimonial who must be:

• Real
• Objective
• Controllable
• Targeted

It must have key points based on:

• First and last name: to have a recognizable identity.
• An image: that is, the physical presence that represents the product.
• The text: that is, the written testimony where the customer obviously remained satisfied.
• References: to be recognizable and traceable.

After finding the right testimonial it's necessary to understand which medium to use to ensure that the promotion is successful:

• Through social media: Facebook and Twitter, for giving testimonials directly on the web.
• Quality indicators: newspaper articles, blogs.
• Product reviews: through "stars" which allow understanding how much that product was rated.
• Create a video testimonial: that is, filmed testimonials that are highly viewed on pages and social networks.

Use content marketing: that is, the creation and sharing of content to acquire and retain customers, which can then be used to publish: customer interviews, successful case studies, event presentations, and reviews.

The presence of a testimonial is very important for a company because if the customer already has a positive opinion about a certain product or service, they are more inclined to use it.

And what means do you plan to use your testimonial with? Good luck with your advertising!