Home Articles Search Engine Optimization Article

Advertising 101: Mattresses?

Not rated
Rate:

by Devin Morrissey
May 11, 2018


Devin Morrissey
Devin Morrissey has written 4 articles for PromotionWorld.
View all articles by Devin Morrissey...

Although mattresses are an essential part of everyone’s life, they don’t require frequent replacement compared to other items found in the home. With this low turnover rate, successful marketing for this product can be really difficult, especially for individuals who own retail mattress stores. So, what does it take to be successful in mattress advertisement?

According to the New York Times, in order to create a successful marketing plan for mattresses, you must be able to build an emotional connection with customers and diversify your base. What does that mean? It means that whenever you market your mattress product, you should do so on a personal level — one that connects with customers and clients. Fortunately, careful planning and marketing research can make this process feel painless.

While it might seem like everyone you meet needs a brand new mattress from your store, the reality is, not everyone does. This means that your ideal customer will either want the mattress at a discounted price, or prefer something that has better quality for the price they’re paying. Once you know what your customer wants, you can then find possible solutions to make you both happy. That said, here’s are some things to keep in mind when coming up with marketing techniques:

Know Your Target Audience: Every business is dependent on its customer, which is why it’s important to make sure you spend time researching what consumers in your area might want before launching a new marketing campaign. For instance, do you plan on targeting college students, or do you plan on targeting newlyweds and home buyers? Will you market to middle-aged adults? Or will you be selling mattresses to families with small children? Do you plan on only marketing for mattresses, or are you open to other accessories like bed sheets and pillows?

Spending some time conducting research can answer all the following questions and help you learn more about the potential clients in your surrounding area. How? By letting you know what mattress products sell the most in your area. Finding the perfect mattress can be difficult, but finding the perfect pillow can be just as hard. So why not help consumers by expanding your horizon? If you only focus on mattresses, for example, you could be missing out on potential consumers.

Online Access: While solely relying on the internet to market your product isn’t ideal, ultimately, you’ll want to use the internet to reach a broader audience. For example, you can use the internet to explain the difference between your product and your competitor’s product, which can help draw in more consumers. As you explain the difference between products, make sure you explain the features and the benefits of each one. Address things like certain brands that allow you to sleep peacefully and beds that can help reduce back pain. Include statistics with credible sources, and tell consumers how long their mattresses should last them (typically four to eight years). This will help convince them that they’re long overdue for a new mattress.

If you think that approach won’t work, don’t worry. Living in a digital age means that there are a number of different marketing strategies that can help increase your scope and create better relationships with consumers. That means if one digital marketing plan doesn’t work, you can always rely on another; and since 49 percent of consumers would still rather go to a store and shop, there’s a lot of opportunity for your business to grow online. Whatever you do, don’t be afraid to try different marketing approaches. That’s because each time you design a new marketing strategy, there’s a good chance of your marketing approach connect with someone on an individual level, which makes it easier for you to sell your product.

Use Themes: What something you can always count on every year? The holidays, of course. So why not use it to your advantage? Holidays like Thanksgiving, Labor Day, and Independence Day are all perfect opportunities for selling mattresses. With that being said, don’t hesitate to advertise sales by the truckload or holiday-themed events to get shoppers in the door. You can also rely on other holidays like Valentine’s Day to create a romantic bedroom setting using floor model images. Another technique you can use is a picture of a customer with an endorsement attached to it. The endorsement should explain what problems the consumer had before their purchase, and how shopping at your store minimized the problem substantially — without sounding fictional.

In the end, if someone has the opportunity to experience your product, let them. If the product is everything you promised, chances are they’ll want to purchase more from you. In today’s world, consumers are more comfortable buying things they were able to experience first. Fortunately, inexpensive marketing strategies can help engage consumers and build relationships. Remember, it’s not always about the money you spend on marketing, it’s about the time and effort you put into it — and most importantly, the impact it has on consumers.

         


Submit Your Articles or Press ReleaseAdd comment (Comments: 0)  
promotion awards

Advertisement

Partners

Related Resources

Other Resources

arrow