It is a primal instinct to mimic the pattern of other animals. And it is Human nature to trust other humans!

In primitive times we’d trust a man-made trail/path when lost in a forest. We’d be cautioned if we saw another person running away from an animal and maybe start running in the same direction as well right?

Well it isn’t as different even thousands of years later!

Want to dine at a new restaurant? Let’s check how fellow diners review this place?

Looking at buying a new car? Let’s stick to the ones we see most on the road!

Need a new TV set? Let’s quickly look up what tech reviewers have to say about it!

The evolution of the survival instinct has made it a part of basic human nature to check the opinion of fellow humans about decisions, be it trivial or life altering!

And this is where the concept of Testimonial Marketing comes into play!

Here’s how we implemented effective testimonial marketing in the Education Sector.

It is a common observation that as far as marketing/branding communication goes in India, specially in the area of Education, fear of missing out is a very big factor.

From pages filled with adverts highlighting their best performing students to going to the extent of showcasing the hectic study schedule of toppers, it is a general tendency of educational institutes to create a fear of missing out among parents and capitalize on it for business.

However, we intended to bring about a change in this nature of communication. 

As far as the future of a child is concerned, it probably is the biggest concern for a parent and instead of the emotion of fear, a longer lasting emotion to convert a sale would be that of TRUST. 

Transactions of Trust is the name of the video series and instead of showcasing students (the way it is usually done), we got parents of students to speak about the improvement in the academics of their children and highlighted the Trust factor in the business of higher education.

The intention of the Testimonial marketing campaign was to gain the trust of other fellow parents because as far as education is concerned, the parents are the ultimate decision makers.

Here’s a few sample videos from the campaign.

A word of caution. An endorsement isn’t a testimonial! And it is of utmost importance for both business owners and potential customers to know the difference between endorsements and testimonials.

Team Beacon has extensively worked on Testimonial Marketing with multiple businesses across various verticals.

If you’d like to explore Testimonial Marketing for your business, we’d be happy to help!