Marketing Strategy & Brand Positioning

Create awareness and brand recognition for the Magniflex brand with consumers living in close proximity to retail outlets.

The mattress market in the US is saturated and competitive. There are online only brands, adjustable mattresses, luxury mattresses, bargain mattresses and in-home trial offers everywhere. There are even mattress stores dedicated to single brands that have high-end features like adjustable firmness and heating or cooling technologies.

To be successful, it takes a clear strategy that aims to target a specific market segment with a specific value proposition to stand out from the sea of competitive offers. That positioning includes the price point, the product features, the guarantee (trial / ability to exchange) and in many cases it means also featuring a proprietary technology.

Since Magniflex offers a variety of premium products at a premium price, the strategy entails targeting affluent consumers living within close proximity to retail outlets. We suggest marketing the core brand, Magniflex, but also specific mattress models and their specific features. Examples include Magnistretch and Duo Core.

Instead of focusing on achieving the most store finder page visits, or achieving the highest conversion rate of site visitors going to the store finder page, success will be measured differently going forward. A strategic pivot towards brand awareness means the goal is now to reach as many consumers within the target audience as possible, living within close proximity to a retail outlet, as often as possible.

In order to maximize the effectiveness of this strategy, Green Dot recommends reallocating the existing Google Adwords media budget to social media marketing instead. Adding Instagram to the mix, along with Facebook will broaden the reach and increase the frequency with which consumers see the Magniflex brand messaging.

In addition, a primary focus of the brand awareness strategy is to grow the email list and social media followers for Magniflex to maximize the effectiveness of future promotions. Green Dot recommends using the promise of exclusive deals & discounts along with opinion surveys that offer a chance to win a prize (i.e $200 gift card) as tactics to grow the list faster.

On a monthly basis Green Dot will run ad campaigns on Facebook and Instagram that raise brand awareness, and also link to the Magniflex website to drive traffic. In addition, Green Dot will post a mix of lifestyle, product features and promotional content to the Magniflex page on each social media channel.

Retargeting ads will be served to all website visitors for up to two weeks in an effort to increase the frequency with which consumers experience the brand. These display ads appear on all major websites that support advertising and also link back to the Magniflex site.

Regular promotions (up to 10 per year) will be supported with  content on social media, and by a dedicated email that is sent to everyone who signed up for the email list.

All marketing campaigns are carefully tracked and analyzed including a monthly report and call with the client to review and discuss the results along with next steps.

An important aspect of this strategy is fresh, quality content that engages the audience month after month. While using images and video clips supplied by HQ in Italy can be helpful to this strategy, Green Dot recommends developing at least some content dedicated to the US market. Specifically video clips with English captions or English narration, customer testimonials and content from influencers tends to get great results.

Quarterly photo / video shoots are recommended and will yield assets that have value for both the US market, and for Italy and the rest of the world.