Until 2014, there was no consolidated source of information for parents and parents-to-be in Ireland who were trying to select the right products for their babies. Based on this observation and our vast experience in the parenting realm (as publishers of Easy Parenting magazine, The Ultimate Maternity Guide and Mums Online), Zahra Media Group teamed with international research company Kantar Millward Brown to develop the National Parenting Product Awards (NPPAs) – to independently and rigorously test products in this category, amongst consumers and experts.
The first National Parenting Product Awards were held in 2014 and have grown in recognition and coverage since then. If you’re curious and want to learn more, we have the top 5 reasons that you should enter your brand…
The only independently run research and parenting awards in Ireland. The NPPAs are the first, and only, independently run research study testing parenting and baby products in Ireland. Over 175 brands are rigorously tested by a minimum of 70 mums (per product) and 20 experts in three centres around Ireland, making it the most in-depth of awards, as well as truly all-Ireland. An analytical research report is then produced for every product tested by international research company Kantar Millward Brown.
Reach and coverage. All winners and runners-up are included in the National Parenting Product Guide (NPPG) – the go-to reference for parents buying parenting and baby products. The NPPG is distributed via the Irish Daily Mail to 120,000 people and winners are also listed on the National Parenting Product Awards website. Winners and runners up are also listed on the Mums Online website for one full year, giving evergreen search results. The digital reach of last year’s NPPAs was 1,080,732 and growing, while the #NPPA16 hashtag saw over 1 million impressions over the week the awards took place.
Receiving an award can raise the credibility of your brands as well as increase the visibility of your products. Using your award-winning marketing material can stamp your brand with both approval and trust from Irish mums. To date, many of our award winners have effectively used their NPPA awards to boost their credibility and visibility in the Irish parenting market by updating their packaging with the award logo, including the award logo on TV & print advertising, and rebranding in line with feedback received via the research reports. But don’t listen to what we have to say – here’s what one of our clients has to say about the awards:
“The National Parenting Product Awards are a truly unique award system. They are the only product awards where the products are tried & tested by Mums and a panel of experts. The market overview report provides in-depth information on shopper behaviour and attitudes towards key baby categories. The category research in particular is of great value as it is a cost effective way for a brand to gain consumer insights on category drivers and performance against standard and bespoke metrics.” — Sharon Skelton, Global Marketing Director Crosscare ltd.
Which all means that you attract new customers! Couple together brand awareness with independently verified awards and boosted credibility – and you get new customers. Awards + New customers = Increased profits.
Gain hugely valuable research insights into what mums think of your product. Research reports can be a costly business. Not only are they difficult to organise, they need to be independently verified to carry any weight. Market Research says…
“Product Detail reports cover not only the performance of the market and its subcategories as a whole, but they also cover the specific market values and trends of specific products in the industry within specific countries. Many of these reports are intended solely for industry experts that need the highest level of detail about very specific market factors.”
And the cost?
“Cost: These reports tend to be priced at $10,000 and up.”
The NPPAs offer this valuable research into your product and the Irish market at a fraction of this cost. The research is collated and provided by international research company Kantar Millward Brown, and can be purchased following the awards for a fraction of the cost of other similar reports.