The Punchbowl Trends Blog

Marketing insights from the leading celebrations site for moms

How Brands Can Earn and Keep Moms’ Trust

March 31, 2014 · in Trends

brands earn moms trust

Moms will trust brands that make her life easier. Brands that provide easy online transactions, engaging content, and personalization will often win this trust. Brands that gain moms’ trust will see customer loyalty, improved word of mouth marketing, and experience an increase in sales. 

With so many mom-approved brands out there, which ones succeed at earning moms’ trust? These three top brands have seen great success at earning consumer loyalty: Amazon has a strong reputation with moms, as well as the rest of the population. Their reputation for unmatched security, endless inventory, and fast shipping helps Amazon to earn repeat customers. They also provide a recommendation system to suggest other relevant products based on what someone has just bought. This small attention to detail can be a real time-saver for busy moms.

Johnson and Johnson: Johnson & Johnson is one of the most trusted brands in the US. Moms connect with them on an emotional level, especially when it comes to their baby products. This emotional connection is very hard to break, especially when it is between a mom and her child. Johnson & Johnson provides targeted content, touching TV commercials, and even text message health advice for new moms. Create a strong relationship with moms to win her trust and have your brand be top of mind.

Craftsman: It may come as a surprise, but a recent survey by YouGov BrandIndex concluded that the #1 best perceived brand by US moms is Craftsman. In an economy where families may have less and less “extra” money, moms turn to Craftsman to complete household projects on their own. There has been an increase in interest by moms to complete home improvement projects, with 1/3 of women claiming they preferred a dozen tools to a dozen roses this Valentines Day. With DIY project popularity on the rise, it’s not just dads that want the latest tools. Craftsman recently launched a new marketing strategy focusing on engagement, which clearly caught the modern mom’s eye.

Once a brand has gained mom’s trust, how can they hold onto it? Pay attention to these tips, and your brand may have an advantage over others:

  1. Form a powerful connection: Moms trust brands that she connects with. Emotional connections are the strongest, and will lead mom to purchase your products – sometimes regardless of the price. Offer valuable content on your blog and social sites to foster this connection.
  2. Invest resources into your website: Be the go-to website for mom. Your brand’s website should do more then provide the basic functions – it must be easy to navigate, effortless to find specific products, and informative. It is essential that your website be easily accessible from smartphones and tablets, as moms will give their loyalty to the brands she can access from any device. Invest in website development and testing to make sure your brand’s website is accessible on any device and offers the best online shopping experience possible.
  3. Personalize your message: Instead of targeting a broad group of moms, create specific messages geared toward the different types of moms your brand wants to reach. Moms want brands to understand who they are as individuals – from new moms to moms with multiple children. Provide unique benefits for specific segmentations, and mom will reward your brand with her loyalty.
  4. Be open to feedback: Show that you care about mom’s opinion and ask for consumer feedback. This shows that you are interested in what she thinks, and want to improve your products to further suit her needs. Take the time to answer any criticism that is posted on social media or within product reviews. Unless they are inappropriate, try not to delete negative posts – moms trust brands that take time to respond with valid and helpful responses to customer issues. Allow for this transparency to create a human connection that will grow far beyond your products.

Always strive to not only earn, but to also maintain moms’ trust in your brand.  To learn about other consumer trends that impact moms, download our free white paper.




Posted by Carly Botelho