Creating Demand

 How to gross people out and keep mattresses moving in Hampton Roads

I’ve often wondered just how many mattress stores a town needs. Seems more and more like mattress stores in Hampton Roads are competing with Starbucks and 7-Eleven for the title of “most stores per capita.”

Mattress Firm, which bought the locally owned Mattress Discounters stores in 2010, now lists 28 stores across the metro area and nearly 1,500 across the US. Sleepy’s took the market by storm starting in 2011 and now lists 21 stores across the DMA. The firm, which has over 900 stores, mostly in the northeast, purchased the Mattress Discounters chain (separate from the locally owned company) from RoomStore in 2012.Advertising with fear

Add to that a half-dozen Original Mattress Factory stores and large and small furniture retailers along with several other outlets and you’ve got a mattress dealer on every corner. So what drives all of this demand?

If you’re Mattress Firm, you don’t wait around until people are ready to buy. You create the demand. You tell them when and why they should buy their next mattress, even if the message gets a little scary, creepy or gross.

The execution of “Replace Every Eight” is the Mattress Firmperfect example of creating FUD (fear, uncertainty and doubt) in the marketplace and stimulating sales. People who buy a mattress with a 10- or 15-year guarantee expect the mattress to last that long, but hit them with a message that says your mattress is soaked in “gallons of sweat, pounds of dead skin and millions of dust mites” and they might just replace their mattress sooner. Eeeww.

Most mattress advertising centers around getting a better night’s sleep, which is the top reason people replace their mattress, according to the National Sleep Foundation. Consumer Reports recommends changing every five to 10 years, and The Better Sleep Council (BSC) says every five to seven years. So replacing a mattress every eight years, as a benchmark, probably isn’t so far-fetched. But now I’m only worried about sleeping better (the number one reason the BSC says five to seven years). Mattress Firm’s creative team found the happy middle ground to capitalize on a great (no pun intended) alliteration opportunity. All that gross stuff will accumulate(8), so don’t procrastinate(8). Cute and clever.

But scary. Scary is motivation. It carries across media channels, it sticks in your brain: eight years’ worth of dust mites crawling around chewing on pounds of … well, you get the picture. FUD is a powerful, effective advertising tool (no product does this better than mouthwash). In many cases it’s based on fiction, not science or reality. So good for Mattress Firm in this case to at least have some real advocates to lean on.

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