Sit n’ Sleep
Wingman’s Considered Purchase Marketing Strategy: How We Grew A One-Off Mattress Company Into A Top National Retailer
1: BUILD CREDIBILITY
Stern hit the L.A. airwaves and immediately became the number one morning show with the prized male 18 – 49 demographic. The radio show was the perfect vehicle for building Sit ‘n Sleep’s credibility. In live reads, Stern urged his loyal listeners to go to Sit ‘n Sleep and pay a visit to his buddy, CEO Larry Miller. Immediately, Sit ‘n Sleep’s sales went through the roof.
2: BE Memorable
3: EDUCATE THE CONSUMER
By 2007, Sit ‘n Sleep had reached 100 million in annual sales. But the great recession hit hard. By 2008, Sit ‘n Sleep fell to just 79 million in annual sales. Once people’s property values fell they stopped using their homes like ATMS and the mattress business suffered. The common retail philosophy was to ‘just have another sale’ but when people don’t have any money or can’t get credit, another sale won’t help. Miller decided, “We have to change the way we talk to people.”
Changing Sit ‘n Sleep’s message required some intense research. It was one study that changed the conversation completely. “The average mattress will double its weight in ten years as a result of being filled with dust mites and their detritus.” – The Wall Street Journal article revealed.
According to the study highlighted in the article, a mattress can double in weight after eight years due to the accumulation of dead skin cells, body oils, sweat, and dust mites. Miller wanted to change the way Sit ‘n Sleep talked to people and wound up changing the entire conversation.
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. They had long-standing employees, a bed match system to find the perfect mattress for your body type. 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 online campaigns informing the public about how sleeping on an old mattress can cause weight gain, sleeping-pill abuse, and trigger allergic reactions.
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, social media, radio and OOH.
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