Mattress companies are banishing showrooms and trying to capture millennial through social media. Experts say that ignoring millennial means ignoring present and future. They are loyal buyers, so it is crucial to concentrate on social media to build brand awareness. Create fun content and display your brands human side, which millennial adore to see. To show that you are a group similar to them create quirky videos like grandma reading bed time stories [hire influencing models] to promote sleep line product.
New consumers look for experience and not only your products. A familiar face sharing the experience with your brand is effective marketing campaign. Marketing phrase ‘purchase my product’ potentially drives people away. Consumers are smart and so marketing efforts need to be shrewd.
People need to be given a reason to engage in an interesting post, which can be shared. People certainly engage with brand recommended by a friend. Many even look at influencers as trustworthy friendly source. Pop over to this website to get an idea of connection between mattress companies and digital platform.
Social media and mattress companies
Social media is potent marketing tool, so many brands are joining Twitter and Facebook to connect with current millennial. Experts are proclaiming that these two social channels are MUST marketing tool. Facebook and Twitter represent a gigantic potential audience but are they really effective as marketing platforms for mattress industry.
A study was focused on mattress industry’s large specialty retailers and manufacturers. In addition, these brands were investing significantly on Twitter and Facebook.
How social channels help mattress companies?
Reach widely
Facebook and Twitter network help mattress companies to spread word about special events and promotions amongst customers. Marketers are aware that reach is number game, which reveals overall customer base size.
Engagement
Much buzz around Facebook and Twitter is due to your potential to engage consumers and prospects with interesting posts. It is easy to say but doing it is the most challenging part. It was revealed that 95% consumers don’t wish to bond with any brand but just want discounts from the brand. ‘Like’ on Facebook does not mean they are keen to engage. The fact is that 3%-7% brand fans actually read the brand’s post. Basically, Facebook consumers desire to bond with their real friends and not brands.
Twitter followers follow a mattress brand if they wish brands to forward them interesting things. It was also revealed that the manufacturer with high Likes number had low engagement percentage and vice versa. Likes can be gathered in many ways. This means all Likes are not created equally.
Research Conclusion
The benefits social media has on mattress companies can be viewed as a ‘reach & awareness’ medium but not an ‘engagement & conversion’ medium. Possible engagement happening on social channel is tiny. A tiny fan group can have a vast influence but their effect will be measured in number of potential consumers reached and not the real conversion [actual customers].
Mattress industry is creating reach and awareness via Facebook and Twitter. It is a great achievement for companies, who engage consumers just once every ten years [in the past]. It is also clear that few customers are keen to connect with the mattress companies to some degree.
Is using social media cost effective?
It is tempting to consider social media as ‘FREE’. It would make you ignore real resources, which are necessary to design, manage, and promote effective social media presence. Financial side of social media for industries with higher consumer engagement percentage are expected to be convincing compared with the other options but in mattress sector research is still ongoing.
