retail

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.

 

Marketing Monday: Nervous Nellies

Every Monday is a preview of a company, person, or website doing something cool in terms of marketing. Have an idea? Let me know!

Nervous Nellies Enterance

The Nervous Nellies entrance let's you know you're about to do more than just buy jam.

Stonington Buy Local Campaign

Stonington's 'buy local' campaign is really nice. I saw it coming onto the island on a roadsign and liked how it was both positive and empowering.

I met Anne Beerits at Nervous Nellies Jams and Jellies when she was one of my first real clients. She was so nice and fun to work with and I told her if I was ever in Deer Isle, I’d stop by her shop.



When I was in town over the weekend, I stopped by her place. “See why I have such a hard time marketing this place?” she said. And I had enough material for about 100 blog posts just based on what I saw. Great products, a buy local campaign, an integration of art and product (Anne’s husband Peter Beerits is a sculpture), and a historical tribute to Deer Isle-Stonington (relics from Hardy’s, a local gas station, was saved by Peter and Anne and are displayed in the village/sculpture garden).

Anne is in the process of redeveloping their website but I think a place like this with a following (over 10,000 on her email list and decent foot traffic since at least 10 people came while I was visiting on a fall Sunday morning) is bound to succeed, online and off.

And because pictures say a lot, here’s a visual tour of Nervous Nellies in Deer Isle, Maine:

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