responsive design

Marketing Monday: Casper Mattress

Casper-Mattress-boxtoscaleYou know what I appreciate? Someone who looks at something that works well enough, then changes the way it’s done.

Like haven’t all of us did the awkward 5 minute (ok 2 minute) mattress test in a furniture store then spent several hundred dollars (or more) on a bed, hoping it was going to work out?

Casper is an interesting company, for many reasons. Let’s look at it from the product, service, and marketing points of view.

Product

A high quality product packaged in such a way that it’s an experience to get.

So these beds come in a box. They warn you to open the box in whatever room your bed will live in. If you go on Youtube and look up ‘Casper mattress’ there are literally hundreds of videos of people opening the box and unpackaging the mattress, you know like this one:

The reviews to back up the claim.

While it is one thing to let people leave reviews, it’s another thing to collect ages, how they sleep, how long they sleep, and who they sleep with as part of the experience.

casperreviews

It makes the reviews left on this site seem more real and believable than they otherwise would be.

Not a ton of offerings.

Do they have 9 different mattresses? Nope, you just pick your size (twin, double, queen, or king). Too many choices is paralyzing and Casper has chosen to carry one good kind of bed and sell it.  They also eliminate a lot of the reasons why people don’t chose to buy online (yes this is one chart but if you look at others, you’ll see they are all pretty similar):

LivePerson-Top-Reasons-Abandoning-Online-Purchase-Jan2013

 

Offering free shipping, clear offerings, a simple but responsively designed website, and one step checkout means customers are less likely to navigate away… plus it helps that they are pretty much the only online mattress game in town.

Service

The trial period is 100 nights.

It’s one thing to try on a pair of jeans and send them back and it’s another thing to take back a PITA item like a bed back. But these guys do it. Pretty cool. (It seems like a courier from the company picks it up and either donates it to charity or recycles it, just FYI.)

They include a hand written note and tools to help you open the bed.

It’s kind of like when you send in your Mac to get repaired and they send you three pieces of precut tape to close your box. Do they need to? Of course not. Is it a classy touch? Sure is.

It looks like getting a Casper bed is a pretty custom experience.

Marketing

They are using email.

No one thinks email marketing is sexy anymore. Trust me, I actually try to sell it to people.



But Casper gets it. The only way you can follow up with someone after they come to your website is via email (social media posts can get lost in the shuffle or even sometimes not even appear for the person who ‘likes’ your page in the case of Facebook). They ever have a fun way of asking.

casperemailmarketing

 

They are still a little corporate though.

Do they have an Instagram account with user generated photos. Do they have a Pinterest board of bedroom decorating ideas? Nope, these guys are sticking to Facebook and Twitter, which is fine. They still seem a bit corporate though (using the same well taken photos regularly). I kind of want them to bust out a little!

So if you are in the market for a Made In The USA bed with good reviews that doesn’t involve an awkward exchange with a salesman, this may be for you. Here’s hoping you like us were inspired by Casper today.

 

Website Launch: Brunswick Downtown Association

Website Launch: Brunswick Downtown Association Tour from Nicole Ouellette on Vimeo.

What would you do if you had a website software you loved but it wasn’t mobile friendly and didn’t seem like it was going to become so anytime soon?

The Brunswick Downtown Association was faced with this very dilemma. They loved the Wild Apricot system for the reports it generated and the time it saved tracking members but the design was limiting and cumbersome.

The BDA wanted to appeal to an increasing population of mobile users… and this system they were paying $100/month to use was beginning to seem outdated. Deborah, Patti, and Alexis were ready to make a move to open source software and we were ready to help.

First off, we wanted to keep what they loved so we took Wordpress and made a Wild Apricot style dashboard in the backend. Sure it was some custom programming but it performs the needed functions so the switch was less painful. Alexis can now easily generate reports and track membership with numbers that match up from previous years’ data generated by Wild Apricot.

Patti wanted a way for members to submit events and all she’d have to do was click ‘approve’. We ‘hid’ the event submission under a login (members only!) and now, Patti gets an email when a member wants to post an event, saving her hours of data entry.

For the website visitors, we made a responsive layout using a modern color scheme; showcasing photos; and using buttons to get visitors to highly trafficked areas on the site. Visitors can find content by clicking on anything in the menu, slideshow items, buttons, hot links, or by typing what they are looking for in the ‘search’ box, which appears on every page.

For the members, we have a responsive business directory with customizable listings. Refreshing the page puts different members on top, making sure everyone has an equal shot of being seen. Instead of the business name clicking on a detailed listing, the BDA wanted the click to take website visitors directly to member websites (or in some cases, Facebook pages or other online properties). This makes sure members get the most bang for their buck, getting users to websites sooner rather than later. We also made easy to see/use buttons to get users to ‘Contact’ (to email the business owner) and ‘Website’ (in case they don’t know to click on the business name to get to the business website).

As a member upsell, we also have custom ad space on the sidebar of the desktop and tablet version of the business directory pages, allowing members who want more visibility to purchase advertising and further support the BDA.

Special thanks to Alice, Matt, and Ashley who made very significant contributions to this project, pleasure to have you on the team!

And congratulations to Brunswick Downtown Association who has been using their website the past two months and helped us work out the bugs post launch. You’ve got a great organization and we’re excited to come visit this summer and see some of the fun events you have planned.