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We’re made for romance, but we talk low prices
March 16, 2005
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David Perry |
We are missing a huge opportunity in the bedding industry. Are Hollywood and countless consumer product marketers wrong to use sex to sell their merchandise? And yet we seldom go down that path. Why not?
Please hear me out on this. I know this idea sounds outrageous in the prudish confines of our conventional marketing mindsets. But think how many more mattresses we could sell if consumers thought they could improve their love life with a new one. (A new mattress, that is.)
Notice that I didn’t say “sex life.” I know that’s too strong. “Romance” is a better word for what we should be selling.
If you think about it, the mattresses we make have a more direct connection with the fun things that couples do than the beers and perfumes and shoes and clothes that use overtly sexual messages to tout their products. Those are simply the starters in the whole boy-meets-girl saga. The bed is the closer in this deal, so to speak.
Yet we stay away from marketing messages that tap into this most basic of human drives. Sure, comfort and health are wonderful messages for all consumers. But why should we stop there?
I am not — repeat, NOT — saying that we should promote mattresses as mere tools for better sex. While that message might appeal to a narrow — broad? — band of guys, it’s the gals who make most of the bedding purchase decisions. We need to speak the ladies’ language.
Again, the key word here, I believe, is “romance.” Yes, we need to literally romance the ladies. We need to talk of romantic evenings with those we love.
Some possible marketing themes:
* Put more romance in your life
* Revel in the romance
* Regain (recapture) the romance
* Return to romance
* Remember the romance
The mattresses we make are tailor-made for romance. (Hey, I like that too: Our beds are made for romance.)
With tasteful marketing, we can conjure up visions of magical moments that couples have experienced in exotic honeymoon settings. We can remind couples that their bedrooms offer escapes from the ordinary. We can remind them of that wonderful bed they experienced on that fabulous vacation getaway a few years ago. In short, we can help couples Recapture the Magic.
Let’s shed our no-fun straightjackets and try some romantic strategies for marketing our products.
Hey, if they don’t work, we can always talk about low prices!
What do you think?
Posted by David Perry on March 16, 2005 |
Comments (40)
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March 22, 2005
In response to:
We’re made for romance, but we talk low pricesanonymous commented:
Your comfort will catch fire on our mattresses but you won't burn.
March 18, 2005
In response to:
We’re made for romance, but we talk low pricesDavid Perry commented:
Hey, this is fun! Thanks for these great posts. I must say that Jimmy Orders had me laughing out loud with his questions. When I read them to my wife last night, she laughed out loud, too. Then she said... Well, some things need to remain between husbands and wives. Nice try, Jimmy.
March 17, 2005
In response to:
We’re made for romance, but we talk low pricesDoug Kays commented:
At our store, Premiere Home Furnishings in Santa Maria, CA we advertise: "Everything's better on a Premiere bed".
We don't take it beyond that...watching tv, eating, sleeping, reading a book, etc.
March 17, 2005
In response to:
We’re made for romance, but we talk low pricesMary Domito commented:
Hi David,
BINGO!
I'm with you 100%!
In fact I just did an ad for the spring wedding guide insert in our weekly Taos News newspaper.
My headline was
"Begin your life's journey together on a luxurious new
mattress set"
Thanks for the thought provoking article!
Mary Domito
President- Sleep Sanctuary
Taos, NM
March 17, 2005
In response to:
We’re made for romance, but we talk low pricesRobert Currey commented:
Hey David, You just now figure this out? Robert Currey
March 17, 2005
In response to:
We’re made for romance, but we talk low pricesChuck Brehm commented:
I agree! The Master bedroom could be be sold as "your most intimate room", "your personal space", the room we "spend the most time in", etc. With this in mind...the mattress would be the "most important element" of this room. I believe this approach would send the message without the offending even the most conserative person.
People that sell adjustable beds & linens don't seem to have any problem going into our bedrooms, the undergarment people are very bold, yet you are right...we seems to avoid naked truth. This could also be done with a comedic approach like many of the foreign countries have done.
March 17, 2005
In response to:
We’re made for romance, but we talk low pricesJimmy Orders commented:
Did you run this idea by your wife before you published your column or did you simply think of it all by yourself? Just curious.
If you did run it by your wife what did she say?
March 17, 2005
In response to:
We’re made for romance, but we talk low pricesLarry Stark commented:
I couldn't agree more. I think that the furniture industry places far too much emphasis on price as a sales appeal and far too little on the emotional aspects of the sale, and the emotional aspects of the sale are the reasons people buy, although it may seem like they were influenced by price. I'm convinced that they actually choose the place to buy for far more emotional reasons, and price/quality/value is more of a reason to rationalize their decision than the real reason they bought. Those clients of ours that have learned to use emotional appeals successfully are certainly among the most successful retailers I know.
March 17, 2005
In response to:
We’re made for romance, but we talk low pricesDavid Perry commented:
Don: Nice to hear from you. Interesting suggestion about doing some research here. I'll give that some thought. And I loved your cruise ship insights.
-Dave Perry
March 16, 2005
In response to:
We’re made for romance, but we talk low pricesDon Hofmann commented:
A very interesting concept ... and the research to back it up would be fun. When Account Planning replaced Account Service in the advertising agency world, there was a story about the CEO of a major cruise line who gathered his marketing people and said: 'Everyone talks about the good looking ships and the same great ports of call. But they are all missing the point. What makes a cruise memorable is the premission to have "romance" in the afternoon and to eat a large buffet at midnight.' He too had a thought provoking point Dave.
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