The primary challenge that was being faced by our mattress industry client was the lack of brand recognition as a manufacturer and conservative budgets in a very aggressive mattress manufacturing and retail space. The company had significant challenges stealing market share from the much larger competitors such as Sealy and Tempurpedic, among many others.
The company had established a reputation for creating products that were superior in every way through attention to details and quality of products but the major brand names dominated the market simply due to name alone. Our goal was to overcome the big brands by focusing on value.
Starting with a new website redesign, our goal was to present our client in a manner that reflects their rich history of innovation. Beginning with the fact that they were the original creators of the air technology, an emphasis was placed on presenting the value of the product compared to the more expensive industry leading brands. This messaging carried through to not only our SEM efforts, but through our content marketing, email marketing, and social strategies.
The direct comparison direction focusing on greater value was intended to redirect search traffic towards the industry leaders and capture market share through the presentation of better value.