Mattress Advertising Wars

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Mattress Advertising Wars

Автор: Larry Mullins

How do you translate the power of national mattress branding into retail sales?

“Let me tell you Larry. Sealy and Simmons are very concerned about the growing percentage of our high end mattress business that is going to Tempur-Pedic. Very concerned.” This was a comment made by a very strong mattress retailer in the Midwest speaking to me recently. Should these mattress giants be concerned? Some say that Sealy and Simmons have lost the high ground. The high-end ground, that is. There was a time when Sealy Posturepedic and Simmons Beautyrest were synonymous with mainstream high end bedding. There was a time when retailers did not use prices to advertise Posturepedic and Beautyrest. No one discounted the products. Now the mainstream customer interested in a high end mattress often thinks TempurPedic. Now it’s Tempur-Pedic prices that are not advertised and products that are not discounted.

How did this happen? Tempur-Pedic’s emergence and branding power did not happen overnight. In fact, the “modern revolutionary, space age” product has been lolling around in plain sight for nearly twenty years. It is a good product, to be sure. But Tempur-Pedic is not a revolutionary new product, it is rather a modern miracle in brilliant marketing. Tempur-Pedic did not defeat Simmons Beautyrest and Sealy Posturepedic who are still fighting it out in the tactical, blood-red ocean of mattress wars. Tempur-Pedic made them irrelevant to a certain consumer demographic by defining and branding for itself an uncontested, strategic Blue Ocean with virtually no competition. How did Tempur-Pedic do this?

The answer to that question is the theme of this article. This answer is most important to the independent retailer who wants to understand and profit big time from this revolution. Wrapped up in Tempur-Pedic’s grand strategy are many of the simple principles that can lift a struggling home furnishings business wise enough to adopt them to new levels of success. These principles include Blue Ocean strategy and the concept of branding with a killer USP, a Unique Selling Proposition. The smart independent retailers who master this style of strategic thinking will likely be standing when this period of uncertainty and recession ends.

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