Do awards & accolades matter?
We just fed the latest issue of our MomSquad Trendletter. The lead feature looks at moms’ take on product awards. So many of our clients participate in awards programs, and there’s been a proliferation of such programs in the past couple of years. Media companies and others have figured out that not only do awards benefit the recipient, they can attract attention for the publication, web site or other entity making the award.
Awards do help products break through in a cluttered marketplace – at least catching moms’ (and presumably other consumers’) eyes initially. Some awards aren’t worth the time – it seems everyone wins, watering down the value of their seal. Consumers catch on quickly. And not every company can afford to enter every award. But organizations like Parents’ Choice and Family Fun run heavily research-based award programs with strict criteria, and we’ve seen them make a difference – especially for new and unproven products and emerging categories of products and media.
Read more about moms’ view of award seals, as well as “Sitter Socials” and what’s on mom’s New Year’s resolutions list in our December Trendletter, and let us know what you think!
Awards programs are great for all of the reasons you mention – they are beneficial to the product winning the award and for the company giving the award. It’s also a great opportunity for the team behind the product to receive some much deserved recognition and provide them with a boost.
Great point about recognition for the team involved. And there are an expansive list of awards and lists across industries – something for everyone. I would just be selective and not chase everything.