one perfect mattress for everyone€¦ · casper sleep, inc. needs to create a stronger identity to...
TRANSCRIPT
One Perfect Mattress for Everyone
Background & Introduction
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
SWOT Analysis
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
Brand Evaluation
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)
Target Audience
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
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
Media Evaluation
Media Evaluation: Social
Post at least once a day, 83% of the time about sleep, 15% engagement
Media Evaluation: Social
Personality shines: satirical, responsive
Shorty Award in 2017
Media Evaluation: Branded Content Integrates with other media
Media Evaluation: Offline Nap mobile, snooze bar, stay inn
Problem Statement&
Marketing Strategy
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.
Marketing strategy
Reach broader audienceAlternate communication method
Show originality
Objective &Strategic Decision
Objective & Strategic Decision
Original:Brand websites
Social media
Update:Emails
Tv commercial
SEO
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
Ad Group: Wave
Keywords:
[ ] Casper
+ Mattress, box, free delivery
“ ” Perfect mattress
Sleep item, pillow, in a box
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
Blind spot!
Timeliness for news
Affordable cost
Targeted marketing
Effective conversion
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
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
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
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
Thank You