Marketing To Parents And Achieving High Conversion Rates - Brooke Shapiro - Amazon Legends - Episode #268

Amazon Legends Podcast

Sep 14 2023 • 1 hr 12 mins

Join us for an enlightening podcast episode featuring Brooke Shapiro, a marketing expert with 15+ years of experience in guiding startups, particularly in the kid/baby/parent-focused space. Discover the keys to successfully marketing to parents and boosting conversion rates on platforms like Amazon. Brooke emphasizes the importance of addressing parents' pain points, showcasing before-and-after results, and maximizing A+ content to convey your product's value effectively. Brooke is not just a marketing pro; she's also the founder of "Sprinkles Parents," a platform providing education, activities, and resources for families with kids under 5 years old. Learn how your brand can benefit from focus groups, testimonials, sampling, and sponsorships with Sprinkles Parents. In her free time, Brooke co-hosts the delightful "Let’s Spoon" podcast, where they explore all things ice cream. Beyond her professional work, her most important role is being a dedicated mom to Jace (2018) and Rayna (2020), who face challenges with Charcot Marie Tooth. Brooke's mission is to help brands connect with families, ensuring both brands and parents can thrive. Tune in for invaluable insights into effective parenting marketing and creating a brand that resonates with families. Don't miss this engaging episode – like, share, and subscribe now!


  • Highlight Before and After Transformation: Show before and after pictures, specifically illustrating the positive changes your product can make in parents' lives.
  • Identify Pain Points: Understand the pain points parents experience, such as the high cost of childcare, diapers, and education. Tailor your marketing to address these specific concerns.
  • Cost vs. Value: Parents are willing to pay more for products that they believe provide value, especially if it solves a problem they're facing, such as helping their child sleep better.
  • Resale Value: Highlight the potential resale value of your products, especially for baby and kids' items, as parents may want to recoup some of their expenses later.
  • Community Building: Building a sense of community among parents can be a valuable marketing strategy. Parents often seek advice and support from others in similar situations.
  • Quality Over Cost: Emphasize the quality and long-term benefits of your product rather than simply competing on price.

Quote of the Show:

Parents' pain points are the key to successful marketing. Show how your product helps parents sleep, save time, and save money. If you can communicate this visually and in your copy, you'll set yourself up for more success.

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Would love for them to join my Marketing on the Fly program.

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