In today's competitive market, consumer-backed awards and product reviews are pivotal in shaping brand perception and driving sales. These endorsements not only build credibility but also provide tangible proof of product satisfaction. Brands that win consumer-backed awards or receive positive reviews can see significant boosts in their visibility and profitability. Here’s how you can leverage these recognitions to enhance your brand’s sales strategy.
1. Consumer Awards and Their Impact on Purchasing Behavior
Consumer awards, like Product of the Year, are highly valued by both brands and consumers because they are based on real user experiences and opinions. Winning such an award can dramatically increase a brand’s credibility and consumer trust, translating into stronger sales performance.
For instance, Product of the Year, which operates in over 40 countries, has consistently been shown to increase product visibility in-store and online, leading to an average 20% uplift in sales for winners. A survey conducted across multiple markets demonstrated that consumers are 50% more likely to try products with the Product of the Year seal. This recognition serves as a reliable, consumer-backed endorsement that builds instant credibility and differentiation in a crowded market.
Awards and distinctions can strongly influence how consumers perceive products, often swaying purchasing decisions in favor of the recognized brand. Consumer-backed awards such as Great Taste Award in the UK or Good Housekeeping Seal in the USA have a long history of impacting buyer behavior. These awards act as a seal of approval, ensuring that a product has been rigorously tested and approved by a trusted source.
An example is Dove’s Baby Wipes, which received the "Parent Tested Parent Approved" (PTPA) award in Canada. After receiving this recognition, Dove Baby saw a noticeable increase in sales, as parents were more likely to trust and buy the product based on peer approval from fellow parents.
2. Synergies Between Consumer-Backed Awards and Reviews for Enhanced Brand Reputation
Consumer-backed awards and positive reviews create a potent combination for building brand credibility and driving sales. Awards serve as a distinction for specific aspects of a product—whether it’s taste, quality, or innovation—capturing consumer attention and interest. This initial recognition is crucial in a crowded market where consumers are overwhelmed with choices.
Once a product has garnered attention through an award, it’s the subsequent reviews from actual users that provide validation of its quality and reliability. While the award highlights the product’s excellence in a particular area, the reviews reassure potential buyers that the product consistently meets expectations in real-world use.
For instance, when a product like Dove's Baby Wipes receives a consumer-backed award, such as the "Parent Tested Parent Approved" (PTPA), it signals to parents that the product has been recognized for its quality. As positive reviews start to accumulate, they serve as endorsements from other consumers, solidifying trust and credibility. This synergy between the award and user feedback significantly enhances the likelihood of purchase, as consumers feel more confident choosing a product that has both recognition and a track record of positive user experiences.
Ultimately, the combination of consumer-backed awards and positive reviews creates a compelling narrative that can lead to substantial sales growth. By leveraging both, brands can effectively attract attention and foster trust, transforming curious shoppers into loyal customers.
3. Maximizing the ROI of Consumer Recognition & Handling Negative Feedback Post-Award
Winning an award is just the beginning. Brands need to actively promote their recognition to maximize the return on investment (ROI). Prominently featuring awards in advertising, packaging, and digital platforms reinforces the product's credibility and encourages more sales.
For example, when Nescafé won the "Product of the Year" award in Australia for its new coffee blend, it made sure to incorporate the award seal into all promotional material. This led to a 15% increase in sales in the months following the award announcement. By associating the brand with the award in its communications, Nescafé gained heightened consumer trust and increased sales.
While awards boost reputation, brands must still address negative feedback that can arise, even post-award. It’s essential to maintain credibility by responding to negative reviews with empathy and solutions, ensuring that the recognition doesn’t get overshadowed by unresolved complaints.
Pantene, for example, received the "Allure Best of Beauty" award but faced criticism from users regarding product performance for certain hair types. The brand responded by offering personalized product recommendations, ensuring that even customers who had negative experiences felt valued. This approach not only managed negative feedback but also preserved the brand’s positive image.
Popular Consumer-Backed Awards Around the World
Here are a few examples of consumer-backed product awards:
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Product of the Year – operates globally in over 40 countries, including the USA, UK, France,
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Great Taste Award – United Kingdom.
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Good Housekeeping Seal – USA.
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Parent Tested Parent Approved (PTPA) – Canada.
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Australian Mother & Baby Awards – Australia.
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Conclusion
Consumer-backed awards and reviews have a substantial impact on brand reputation and sales. Awards like Product of the Year help build instant credibility, while positive reviews amplify trust in the product. By effectively leveraging these recognitions and addressing any subsequent negative feedback, brands can strengthen their relationship with consumers, resulting in significant sales growth.
About Product of the Year
The world’s largest consumer-voted award for product innovation, reaching 4.5 billion consumers. Founded in 1987 in France, ”Voted Product of The Year” now operates in more than 40 countries around the world through local Licensees - ensuring a consistent international approach.
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About Try & Review
Try & Review is proud to be an official partner of the Product of the Year Award in Singapore and Malaysia. We support the operational aspects of the awards by conducting user surveys on participating products, ensuring that consumer insights are accurately captured and reflected. Our collaboration helps brands gain valuable feedback while recognizing excellence in product innovation and quality, ultimately empowering consumers to make informed choices.
