Digital Marketing Lifts Sealy's Online Traffic
Furniture Today Staff -- Furniture Today, September 16, 2011
ARCHDALE, N.C. - Sealy says it is enhancing its digital marketing efforts, which it credits with helping spark strong sales of the company's new Posturepedic line.
The producer has announced a new digital approach to support the "Whatever You Do in Bed, Sealy Supports It" marketing campaign.
Launched in mid-May, the campaign - which includes banner advertising, video pre-roll or brief commercials shown prior to online videos, mobile, search and a refreshed In Bed Tagger app - has contributed to a sevenfold year-over-year traffic increase to Sealy.com, officials said. The ongoing digital effort's goal is to raise awareness of the new campaign, while driving consideration for the recently launched Next Generation Sealy Posturepedic line.
In addition to display, search marketing, and pre-roll of the new Posturepedic television advertisements on sites such as YouTube and Hulu, Sealy said it has made it a priority to target consumers across websites with content they can trust.
By combining behavioral targeting with key trigger points for buying a mattress such as remodeling or moving, Sealy said it has been able to reach prospects when they are considering a mattress-related purchase. In addition to educating the consumer about a product, Sealy can remove some of the purchase barriers by directing consumers to a nearby retailer, officials said.
"Sealy is committed to driving innovation in the digital marketing space and has experienced unprecedented results," said Jodi Allen, chief marketing officer at Sealy. "Since the launch of the new digital campaign, we are achieving click-through rates in some cases more than 10 times that of industry averages."
As part of the digital campaign, the In Bed Tagger app, inspired by the fortune cookie game where one adds the words "in bed" to the end of a fortune, was updated to a version 2.0 to include additional functionality. In addition to sharing tagged images via social networks, consumers now can submit their In Bed photos in a newly created Sealy community photo gallery.
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