Marketing For Mattress Store

Solid info....we've done some videos and planning on more in 2019.

We're just in San Diego right now my friend. Thanks though....

Must be a good idea, a good email list is worth in gold!

I shopped for a mattress and the rep said 'This one is only £879'.

I told him I'd sleep on it.

Do they? uh YEAH.. purple mattress comes to mind, Nectar, Ecosa, Saatva.. there are many that operate with an online model.

Yes, we're creating an online e-commerce store, currently have 1 product, Bed in a Box.

I understand your are surprised, but this is the fact of life: from my experince, this kind of online sales (in mattress niche) is larger than ever, and rapidly expanding. Most clients reporting increased online sales. It started some 10 yeras ago, and is VERY strong now.

I have a post at this link that's probably helpful.

I've worked for mattress store owners and I have a retail store myself.

The single most profitable thing I do for marketing...by a mile...is instructional videos about specific brands and models.

The brand is in the video title. So is the city and state. These videos dominate the local search results. And they bring in buyers.

People aren't interested in mattresses until they are ready to buy. Then they go online. Some are thinking of buying a mattress online. But the local videos bring them back to the brick and mortar store.

When I did this for a group of mattress dealers, I created maybe 25 videos for each store. The owner was the star. Each video (maybe a few minutes long) talked about one specific type/brand of mattress. Or it described one problem a mattress could solve.

It took a whole day for each store...but these videos...years later...are still bringing in buyers. The strongest type of video is a product demonstration video. The prospects then call...ready to buy what was in the video.


Here are a few things I know.

Almost nobody goes on Facebook looking to buy something. But Facebook is useful in keeping in touch with customers, and keeping you in front of them. And...it's another listing that shows up high in a Google search.

When they are ready to buy a mattress, they do a Google search for the word Mattress, and usually a specific brand or model. Sometimes they include the city and state. The model name needs to be in the title of the video.

You want at least two videos for every brand of mattress, every question a mattress buyer typically asks, and every type of mattress. These are not ads, they are product demonstrations (something mattress salespeople almost never do) that sell.

Adding the work "Review" to the title of the video helps. Yes, a dealer can review something he sells. And it's more likely that the video will be watched.

Don't let the video become an ad for the store. No talking about sales. Just real information. That's what gets the customers in. If the owner is shy, get a salesman to do it.

If you want a videos that talks about the store, great. But that's not what brings buyers in.

I created most of my videos (for my clients and myself) on an old Flip video recorder (or whatever it's called). The quality doesn't matter, it's the content.

Just upload them to Youtube.

Google will allow 2 or 3 videos per page per search. Make sure the videos are yours.
Almost no dealer does anything like this. It works even in big cities.

I also build at least one other website that hosts the Youtube videos. It will also show up on a Google search. A URL like MattressesAustinTX.com helps

I've done that. And I've also advertised a free DVD. But I had them come into the store to get it. Why? Because once they are in the store, they are there to buy. Nobody wants the report unless they already decided that they need a mattress.

The problem is, this requires selling, and it's difficult to train the store owner and salespeople to transition from "Here's your free report" to "Here's what we have".

But it gets buyers in the store.



Yes. They go online to buy mattresses. And if you own a local retail store, you want that search to bring up your store's website, Listings, and videos. I have three websites for my store that all show up on page one of a Google search.
Maybe half of my buyers that came in from seeing us online (almost always from watching a video) actually went online to buy online, and saw our store's stuff all over the Google search results. And it brought them back into our store.

I would suggest mattress purchasing is based on events and not an amount of time.

• New Born
• First "big boy / girl bed"
• at about 10/12 when the car shaped bed isnt cool anymore
• Going to college
• Getting first apartment
• moving in with first girlfriend / boyfriend
• Marriage
• Divorce
• moving into a new house
• house burning down / flood / tragic event
• downsizing

Look at available marketing today I see a lot of Sleep number.. they are using sports stars reinforcing the importance of sleep vs recovery IE you work all day at a physical job you need your rest

Going hardcore blue collar a quality mattress keeps you working day in and day out - eases the pains of the job etc etc

Going hard core white collar sitting all day, falling into a pillow of feather soft comfort to release the stress of the day

I would bet weight is a consideration.. better yet weight LOSS - mattress is all compressed from your former heavy self. OR the reverse, weight gain.

And again... being a bit more detailed in the answer... a ressession is coming, there is no question about that. The moment that hits, there will be a not so fine line between WANTING a new Matress, and NEEDING one. Right NOW is overtime in the upgrading for comfort and overall well being - WANTING one. THAT will come to an abrubt stop. In my book targetting that, is the play right now. You can redirect back to NEEDING one, once that happens.

Thanks Jason......BTW......You never call.....you never write.....LOL....

Finding people that complain about beds on Social might be ( well i can tell you it is ) a chore.. but isolating what might cause not getting enough rest / un happyness would probably be more tangable in the sense of forming some type of targeting. Again this would fall into loosing / gaining weight, or an accident of some type.. Insomnia, users of CPAP's, "overworked" Single Parent might be an interesting one.

Good point.....I thought of that but haven't started doing it. Thanks

Maybe not that exactly, but something like "my bed sucks" sounds more plausible.

The short answer, yes.. they also post images of the mattress they want on Pinterest.. they ask what to buy on facebook, and twitter, they post this kind of stuff on Instagram.. they start threads on Reddit..

Its called "Social Media" for a reason LOL. Its simply understanding how to get yourself with a desired product / service / offer in front of these people in a NON SALESY way.

In essence, you don't have to "build" a list.. you simply have to find the existing list of people that have their hand raised up and waving.. I AM READY TO BUY!!!

And this doesn't stop with mattresses... its anything and everything

I'm on that, we are building a Spotify store. Then we can run Merchant Ads. Maybe in a few weeks.

Too much to explain on SEO, don't wanna go over peoples heads....LOL....

This has been my client for over 8 years and made them the top mattress store in their area. We expanded to 2nd location and looking at 10+ locations in next 12-18 months.

I'm all OVER Call Only Ads my friend, I've been running Google Adwords since 2007....

Negative....we're going for people who want luxury mattresses. We sold a $9,000 sleep system yesterday from Google My Business Page #boom

And how many of those views turned into sales...?

<double take> huh? Bounce rate is seasonal now? REALLY?!?!?!

Please... go read the first post here: https://www.warriorforum.com/offline...-never-do.html then come back here and re-read what you posted. Then go back to that post one more time and read the second to last paragraph again. Focus on these words "And it's blaming that missed sale on something other than yourself. And the reason is simple. If you blame someone else, you stop trying to figure out what went wrong."

Now... is bounce rate seasonal? or is it a personal excuse?

Thanks Claude for the material to refer to - GREAT STUFF

The owners wife is attractive and we have used her in MANY of our Facebook and IG Posts. Needless to say.....you're right, much more engagement when using pictures of her.

No. You would take the time it took to create the videos, divided by the number of videos, times the number of views...multiplied by the average cost per mattress...minus the salesperson's commission....Minus the percentage of overhead attributed to the dollar amounts of each sale......plus.factoring in the loss of sleep by thinking about all this.

And that figure will be meaningless....because I'm just playing with you.

We did try the Facebook Marketplace with little results.....but what did come of that....was we can now place our Paid Ads in the Marketplace. Testing last few weeks. Will report back.