Buying a mattress is one of the vital choices people make for their health. It helps them get a solid night’s sleep, which is essential for mental and physical well-being. As a mattress retailer, selling your product with this line of thought should be easy. But it’s not, thanks to your market competitors selling the same thing.
That’s why you must look for creative ways to sell your product. How do you do that? Before diving into the how, you need to figure out the who and what. Who are your target customers? And, what are their challenges, preferences, and expectations?
Here are some ideas to help you stitch unique marketing campaigns for your mattress business.
The Discount Game
Discounts are a great way to bring in customers, and it’s the oldest trick in the book. But it still works because everyone loves a good deal.
If you can offer discounts at the right time to your potential customers, you are enticing them and giving them an excellent opportunity to pass the message to their friends and family. This means more business to you.
However, the way you position and craft your discounts can be a hook. For example, it is common for customers to wait for the holidays as a lot of purchase is kept aside for the special discounts that come during this season. You could offer a pre-holiday discount to beat the rush and attract customers early on. Flash sales, mystery coupons, and hidden surprises are sweet deals that your customers won’t be able to resist.
Build Your Website and Online Presence
An online presence can be a page on a social media site or your very own website. While a website is more authentic, a social media site gives you more coverage. You can use your website to sell your mattress online by setting up an e-commerce website. It is a great way to bring in more business, while you can also use SEO to leverage the traffic. Informative articles, blogs, and surveys are also great for engaging with your customer base. You can talk about your mattresses, how to take care of them, how to make them last longer, and encourage your potential customers to invest in one.
Old School Newspaper Advertisement
If you think online is the only place to run a campaign, you are missing out on the immense potential the newspapers, magazines, and flyer advertisements still hold, especially among local customers.
Creating visibility in your local community can be achieved through placing strategic advertisements in these media. You are reaching out to a large audience who still prefer the old fashion way of making a purchase. The best part about newspaper and magazine ads is that they are no longer as expensive as they used to be.
Run Surveys, Polls & Games Around Sleep
Selling a mattress by selling sound sleep and comfort is a common idea. But it’s an effective one. After all, it touches the pain points of a customer. There are ways to spice up this idea and create attractive campaigns around it.
You can organize polls, surveys and games to show how an uncomfortable mattress can affect sleep and how insufficient sleep can lead to health problems. By using creative campaigns, you can be sure your customers are engaged and getting the nudge in the right direction. Once they realize their need through your campaigns, you will be the first brand they come to looking for the solution to their problems, i.e., to buy a mattress.
Expand Your Product Line
Purchasing a mattress is an investment that happens once in many years. You cannot expect a customer to repeat for a long time. Hence the lifetime customer value is low since you are only selling mattresses. The best way to increase this is to add sleep-related products to your line that have a shorter lifetime and, thus, can bring them back to your business. Examples of such items include pillows, bedspreads and cushions, aroma candles, sleep oils, etc. This way, you are still catering to the same group of customers and addressing their same pain points.