From Mom and Pop to Industry Giant – Wingman Media Agency

THE CHALLENGE

If Wingman learned anything about the mattress business over the last two decades working with Sit ‘n Sleep, it’s that mattress companies are faced with the same challenges as other businesses that sell considered purchases (big ticket items with low purchase frequency). At any given time, only a small percentage of the population is in the market for a mattress. Most consumers buy a new mattress once every ten years or following a life event: birth, death, marriage or a new home purchase. The sales cycle for a mattress is typically about three weeks and shopping for a mattress is a tedious process that’s all about comparing the specs.

THE APPROACH

A 20+ year working history with Sit ‘n Sleep has helped Wingman hone in on the key ingredients for successfully selling a considered purchase. We found there are three fool-proof marketing strategies that ensure considered purchase advertisers compete successfully in any market conditions:

1. Build Credibility

2. Be Memorable

3. Educate the Consumer

1. BUILD CREDIBILITY

Sit n Sleep’s partnership with Wingman began shortly after Howard Stern hit the L.A. airwaves. Among advertisers, the New York City shock jock was as a sought after pitchman who lent his credibility to to fledgling brands. Wingman saw an opportunity for Sit ‘n Sleep to leverage Stern’s endorsement in the LA market. Using live read ads, Stern urged listeners to visit Sit ‘n Sleep. Sales immediately skyrocketed.

2. BE MEMORABLE

Once Sit ‘n Sleep built credibility, the brand needed to expand its message to consumers outside of Stern’s influence. With a purchase cycle lasting just three weeks it’s crucial for mattress retailers to be top of mind with in-market shoppers. The key was running memorable ads with frequency on television. Wingman connected with creative strategist Cary Sacks, who wrote some of the most iconic radio and TV commercials that have ever hit the Southern California market.

In one ad, Sacks played CEO Larry Miller’s beleaguered accountant, Irwin. After becoming frustrated with Larry’s inexplicable price-slashing, Irwin screamed,”You’re killing me, Larry!” and the catchphrase stuck. This was a case of lightning striking twice because Miller’s pledge to “Beat anyone’s advertised price or your mattress is freee!” was already deeply woven into the Southern California lexicon. To this day, these two catchphrases appear in just about every Sit ‘n Sleep radio ad.

3. EDUCATE THE CONSUMER

During the Great Recession of 2008, consumer spending on mattresses hit a record low. Getting consumers to buy big ticket items like a mattress required a new message. Wingman pivoted the message to focus on the health benefits of a new mattress.

An innovative educational campaign was launched highlighting the critical link between sleep quality, overall health, and the role of a mattress.

Educating consumers raised the river of the Southern California mattress market, but Wingman then needed to redirect the waters to Sit ‘n Sleep. Consumers needed to be reminded that Sit ‘n Sleep is the mattress expert. People knew that a mattress was a huge health decision and they needed to feel comfortable making the right one.

THE CAMPAIGN

A Wall Street Journal report became a lynchpin in Sit ‘n Sleep’s new “Replace Every 8” campaign to spread public awareness about the health benefits of a new mattress. Where previously a mattress was something that consumers had little interest in investigating, now they wanted to know everything. To further the educational messaging, Sit ‘n Sleep aired subsequent broadcast and digital media campaigns informing the public about how sleeping on an old mattress can cause weight gain, sleeping-pill abuse, and trigger allergic reactions.

The campaign shortened the sales cycle because people were compelled to replace their mattresses more frequently. This transformed mattresses from a mere sleeping surface into an essential health investment, with Sit ‘n Sleep positioned as the leading expert in sleep health.

Wingman’s Interactive department created a customer retention program and collected data on when their customer’s purchased their last mattress. Those who had recently purchased received emails about sleep health or coupons for money off mattress protectors and sheets. For those nearing their replacement date, Wingman sent coupons for their next mattress purchase.

THE RESULTS

Sit ‘n Sleep has transformed its image from a one-off furniture store to an industry giant and a leading expert in sleep health. As the nation’s 5th largest specialty mattress retailer with 40 locations and over $160 million dollars in annual sales, Sit ‘n Sleep’s growth proves the value of executing a considered purchase marketing strategy.

FROM 1 STORE TO 40 LOCATIONS

$160 MILLION ANNUAL SALES REVENUE

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About Us

Wingman Media is an award-winning Media Buying and Media Planning Agency in Los Angeles, California. Our data-driven media campaigns help companies that sell niche products and services drive maximum response from all advertising channels – including CTV, broadcast television, programmatic display and video, paid social media, paid search, radio, and audio streaming.