SIT ‘N SLEEP
The Sleeping Giant
From “Mom and Pop” to $160 MM in revenue annually.
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 big ticket items (a.k.a. considered purchases). 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.
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. Be Memorable
2. Build Credibility
3. Educate the Consumer
1. BE MEMORABLE
Sit ‘n Sleep had built credibility as a considered purchase, but to continue on the path of success, Sit ‘n Sleep needed to become memorable. With a consideration cycle lasting just three weeks, it’s crucial for considered purchases to be top of mind. The key was running memorable ads with frequency. 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. There was one very large pool of customers that had a great feeling about the Sit ‘n Sleep brand – previous customers.
2. BUILD CREDIBILITY
Online reviews have become another way for Wingman to engage with Sit ‘n Sleep customers post-purchase. Sit ‘n Sleep closely monitors reviews and interacts with customers (both satisfied and not). This expanded Sit ‘n Sleep’s customer service reach and vastly improved customer ratings across all locations. A strong online presence with high ratings has helped Sit ‘n Sleep maintain its credibility in the digital age.
3. EDUCATE THE CONSUMER
Research showed that a lot of people knew their quality of sleep is linked to their health, success and overall well-being, but they didn’t instinctively connect that to a mattress. They were open to the suggestion but they hadn’t made that connection for themselves. They needed to be told.
This new educational campaign 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.
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 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. The campaign shortened the sales cycle because people were compelled to replace their mattresses more frequently.
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.
FROM 1 STORE TO 40 LOCATIONS
$160 MILLION ANNUAL SALES REVENUE
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.
Wingman Media is an award winning Media Buying and Media Planning Agency in Los Angeles, California. We plan data-driven media campaigns for companies that sell niche products and services and drive maximum response from all channels - including television, digital, programatic display and video, connected TV, paid social media, paid search, radio, and audio streaming.
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