Marketing today is tough. Marketers are constantly on the lookout for new tools and tactics that will deliver value for their brand and give them a competitive advantage in the marketplace.
Think about it. Not on TikTok? Time to make some reels. Looking to advertise with that family-friendly magazine? Get ready to shell out 10K. Attending a tradeshow? Add virtual events to your repertoire, too.
Figuring out a way to make your brand stand out from the competition and capture the attention of your target audience can be a guessing game. It can also drain your marketing budget in a hurry. Then, you’ve got to justify that spend to your CEO.
There is one marketing tactic that will never change: the power of consumer trust.
Trust is not a fad. It doesn’t go out of fashion. Trust is the most important factor that affects how consumers shop, what they purchase, and what they tell their friends about. Peer endorsements and trusted, authentic reviews are the most powerful tool a marketer can have in their toolbox.
Trust is the hardest thing to earn. But once you have it, it’s likely forever.
In fact, an Edelman Brand Trust Survey found that more than 80% of consumers say trust impacts their purchasing decisions – and yet, only a third say they trust the brands they buy from.
So how can you earn consumer trust and build loyalty to your brand? Ask yourself two questions:
Who are you trying to reach?
Before you market your product, you need to think about who you are trying to reach. You’ll want to drill down to be as specific as possible. Let’s say you’re a CMO marketing a new kids’ toy. You’re not just trying to reach parents; but perhaps your ideal target market is single moms with a toddler who is 2-3 years old. Being specific on who you are trying to reach means you can better understand their needs, which is the perfect segue into the second point…
What problem are you trying to solve?
Now that you have created your ideal customer persona, you must address their challenges and pain points and communicate what you can do to solve them. How does this toy help make this single mom’s life better? Perhaps it helps children build problem-solving skills and experience playing independently, which gives this busy mom a little “me” time in her hectic day.
Trying to reach a specific market and appeal to your target consumer’s needs isn’t easy, especially in today’s ultra-competitive marketplace. That’s where the Parent Tested Parent Approved Seal of Approval awards program comes in.
It’s why we’re so effective in helping brands build trust with consumers and stand out from the competition.
The Parent Tested Parent Approved Seal of Approval Awards Program
The Parent Tested Parent Approved Seal of Approval is the industry-leading awards program where your product undergoes thorough, unbiased testing from selected parents that match your ideal customer persona. That’s how a brand earns the seal of approval. This isn’t a pay-to-play awards program. You can’t simply buy the seal of approval and slap it on your product and marketing collateral.
It’s no secret that a recognized product award can translate into an increase in sales of up to 35%. Award-winning brands are viewed as trustworthy, reputable and honest with consumers. People want to associate themselves with brands they respect and believe in, and the trust that comes with a respected third-product peer endorsement is invaluable. It makes your product a winner, and everyone loves a winner.
Our seal of approval means your product has been tested, and approved, by parents.
Since 2007, it’s been the instant symbol of trust for millions of consumers.
After all, trust isn’t bought. It’s earned.
What makes us stand out from other product awards?
All products are tested by parents who fit your ideal customer persona.
We’ve built an engaged community of more than 250,000 parents. To start the testing process, we select a group of testers from our community that fit your ideal customer persona.
Products are sent to testers and undergo a thorough testing process in the parents’ homes. Our products are authentically tested, because we believe true consumer trust shouldn’t be earned through a picture and a survey. Our seal delivers what it promises: it means your product has been tested, and approved, by parents.
Our community, along with millions of consumers, recognize the seal of approval as trusted and dependable. It is the foundation of what Parent Tested Parent Approved was built on and, after more than 15 years, we remain true to our vision of building brand trust and helping consumers make smart, informed purchasing decisions for their families.
Our product award isn’t voted on.
When it comes to building brand awareness and trust, product awards shouldn’t be a popularity contest. The award should be authentic and unbiased, and given by consumers who have used the product.
Social proof is a very real trend today, and is used by many of the world’s most popular brands. If a product is trusted by others, it becomes a must-have, right? Authentic third-party peer endorsements influence buying decisions, and our award-winning products don’t earn our seal of approval through a vote. Only products that are tested, and approved, by parents earn the right to bear our seal.
Authentic and trusted e-reviews by parents…for parents.
As we mentioned above, third-party recognition is golden, and marketers understand the importance of e-reviews. In fact, the retail landscape has changed. Millennials and Gen-Zers are using reviews as the first step in their purchasing journey.
But there’s a caveat. Not all reviews are created equal. Fake reviews are a growing threat in the world of online reviews, and consumers are catching on and want to know which reviews are genuine…and which are fraudulent.
Online reviews should not be for sale. At Parent Tested Parent Approved, all our e-reviews are authentic and real, from parents who have tested your product and endorsed it as being trustworthy and reliable.
Earning the seal isn’t automatic.
We’ll say it again: you can’t just buy our seal of approval. That’s not how consumer trust works. Every product, no matter if it comes from a startup business or a nationally-recognized brand, goes through the same testing process. If your product doesn’t meet the testing standards, it will not earn the seal of approval. It’s that simple and it’s what our awards program is built on. Earning the seal isn’t a given, because trust isn’t bought.
Product feedback is shared with you.
Our seal of approval also comes with custom market research from the parents that test your product. Once the testing process is complete, we share product feedback with you, whether your product earns our seal of approval or not.
Custom surveys from our community of over a quarter million parents.
Our highly influential parenting community provides invaluable insights on consumer behavior trends for the brands we work with. We engage our community with targeted, customized surveys, collecting and analyzing data to help brands understand their target consumers’ behaviors and needs. This research helps brands deliver consumer and marketing strategies, branding, advertising, and communications – any touchpoint with your target audience.
In conclusion: building trust isn’t an option. It’s a must.
Marketers know the importance of standing out from the competition. If you’re looking to build brand awareness, drive an increase in sales and power brand loyalty, consumer trust is imperative.
And it’s what we do.
With the Parent Tested Parent Approved Seal of Approval, parents are both judge and jury. We believe in building brand trust while helping parents make smart, informed purchasing decisions. Some of world’s most well-known brands have put their trust in us. Why shouldn’t you?
If you’re looking to get the most out of your marketing spend while earning the trust of millions of consumers, we can help.
After all, every relationship is built on trust.