If you ever wondered about the importance of Google AdWords, social media marketing tips and raising brand awareness online, then the success of the online mattress industry is one perfect example of how revenue can slip through the hands of successful companies if they don’t stay ahead of their game. The online mattress business has gone from nothing to a $1.5 billion business in the blink of an eye, and is the perfect example of why businesses should consider creating a bigger budget for online marketing, and consider offering all products on an online basis.
How Did Online Mattress Become All the Rage?
The online mattress trend was pioneered by companies in the United States, including Tuft & Needle, started in 2012 with a capital of just $6,000. Just four years later, the company was already boasting revenues of over $100 million, as well as a 150-strong team. Another online mattress startup, Casper (whose small list of investors includes Hollywood star, Leonardo DiCaprio), reportedly raised $200 million in 2016.
As noted by David Perry, executive editor of trade journal Furniture Today, online mattresses are no less than a phenomenon, representing around 10% of U.S. retail mattress sales. People are more aware than ever of the importance of a good night’s sleep and are seeking out easier ways to find the perfect mattress.
How are Online Mattresses being Marketed?
In essence, online marketing campaigns focus on three crucial elements of the product: the first is reduced price (you can expect to pay in the region of $700 for a King sized bed, for instance, which is half the price you would find at quality bed stores).
Quality is also key; some of the highest rated online mattresses boast features such as memory foam, special back support, blends of luxury coil plus foam, cooling, etc.
Online mattress firms are promoting the importance of quality, rather than quantity, when it comes to layers. Materials such as high-quality density foam stop mattresses from sagging and ensure longevity and allowing you to make the most of your investment.
Finally, most online companies allow you to ‘try before you buy’; that is, if after 100 days or so, you are unhappy with the quality of your sleep, you can always return the mattress (which is either disposed of or given to charity).
What Role Does Marketing Play?
Considering that people can pay over $600 for a large online mattress (which they have never seen in person nor tried out), the role played by marketing is clearly immense. Online mattress sites are clearly using social media, blogs, and websites, to enlighten people on the advantages of their product – which include easy transport.
These beds are literally delivered in a box – thanks to technology that essentially presses all the air out of them. When the customer opens the box, air begins to be absorbed by the bed and soon, it rises like a cake would in an oven, making for pretty spectacular visuals which companies are using in short videos featured on their website and on their social media pages.
The online mattress boom is the perfect example of striking the right blend between innovation and marketing strategy. Startups have a unique opportunity to make millions in a relatively short amount of time, by tapping into modern demands such as time saving, easy transport, and affordable quality.