one perfect mattress for everyone€¦ · casper sleep, inc. needs to create a stronger identity to...
TRANSCRIPT
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One Perfect Mattress for Everyone
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Background & Introduction
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Background & Introduction
Founders - Gabe Flateman, Philip Krim, Neil Parikh, T. Luke Sherwin, Jeff Chapin
Launched - April 24, 2014
Goal - Become “A Warby Parker of mattresses”
Direct-to-consumer sales model
“One Perfect Mattress” for all consumers
Pricing at 1/3 of Big Mattress
Made of four different foam layers - 10 inches high
Free delivery via UPS
75-night free trial to 100-night free trial (“no hassle” return policy)
Company value is over $550 million
$75 million investment from Target
Increase presence in the market by building brand awareness
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SWOT Analysis
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Strengths Weaknesses
Opportunities Threats
Engaging customer serviceFree delivery and long trial periodSocial media presenceProduct quality and variety - e.g. dog mattress, sheets, pillow; “Woolly” magazine
Focusing primarily on major citiesObscure identityLimited in-person customer interactionLimited television advertising Doubtful quality among some consumers
Direct-to-consumer competitors with similar services - e.g. Leesa’s and Tuft & Needle’s 100-day trial and delivery box; SaatvaMajor mattress competitors including Serta and Tempur-PedicOmnichannel by store-based mattress sellers
International expansionPhysical store representationMid-size cities or college towns
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Brand Evaluation
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Brand Evaluation
direct to consumer; delivery to home; no ‘middle man’Convenience
Customer Service
Originality
Affordability
Variety
prioritize and value customer interaction and feedback
developed own foam
lower price compared to major competitors
dog mattress, bedding (sheets)
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Target Audience
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Target Audience
Primary: “Both men and women aged between 25 to 34 with
household income between $33,000 and $46,000”
- “Millennials” (18-34, $1.3 trillion buying power)
- First generation to grow up with the Internet
- Ad-friendly but.. are they?
- WELLBEING
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Target Audience
Secondary: “Anyone and anything in need of a mattress”
Purchase funnel:
1. Top to middle:
Raise awareness ⇨ generate interest
2. Middle to bottom:
Convert consideration/intent ⇨ purchase
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Media Evaluation
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Media Evaluation: Social
Post at least once a day, 83% of the time about sleep, 15% engagement
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Media Evaluation: Social
Personality shines: satirical, responsive
Shorty Award in 2017
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Media Evaluation: Branded Content Integrates with other media
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Media Evaluation: Offline Nap mobile, snooze bar, stay inn
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Problem Statement&
Marketing Strategy
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Problem Statement
Casper Sleep, Inc. needs to create a stronger identity to maximize awareness as it has limited physical stores, limited television
advertising and less recognition outside of major U.S. cities and a few foreign cities.
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Marketing strategy
Reach broader audienceAlternate communication method
Show originality
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Objective &Strategic Decision
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Objective & Strategic Decision
Original:Brand websites
Social media
Update:Emails
Tv commercial
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SEO
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SEM
Don’t forget cookies!
Choose the best keywords
Optimize brand website’s content
Attract quality links
Manage an ROI-driven paid research campaign
Increase quality score
Retargeting
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Ad Group: Wave
Keywords:
[ ] Casper
+ Mattress, box, free delivery
“ ” Perfect mattress
Sleep item, pillow, in a box
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Third party extensions
Existence somewhere else: display
Following consumer purchasing journey
Customer review websites
Interested websites by modelled audience
device-based websites by targeted audience
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Blind spot!
Timeliness for news
Affordable cost
Targeted marketing
Effective conversion
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Recommendations
Keep on to social media!
Listen to customers
Hold ONE brand voice
Communicate with them
Assess company’s brand position
With solid brand strategy
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Communication Strategy
Objective: Use TV to raise awareness and promote website
Option 3: Use TV The “Casper Way”
Promote Casper as a caring, funny, youthful brand Inform audience of website and Casper-related events - i.e. arrival of pop-up stores, new product
No $50 promo code on TV
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Rationale
Option 1: had expanded to new geographies and did not incorporate TV.
Option 2: had bland tonality: not very interesting and did not represent emotional brand.
Option 3: gives flexibility for use of social campaigns.
Gain recognition from foreign market and domestic mid-size cities
Promotional codes better positioned for online display or checkout
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TV Idea: Penguins Hibernate
Casper color: Sapphire | Bears showing cub how to hibernate… cave has casper bed
1. Bear sees penguins 2. Build cave to hibernate 3. Lay in bed
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Thank You