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Casper Mattress Presentation


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In my Marketing for the Internet class, my team analyzed Casper Mattress' digital marketing and pitched suggestions on how to increase engagement with the brand. The executive team of Casper saw our presentation and sent us a personal thank you with a sample of their newest product.

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Casper Mattress Presentation

  1. 1. Justin Ashley, Michelle Carignan, Tricia Grudens, Jillian Koehnken & Julia Kohn
  2. 2. What is Casper?
  3. 3. Executive Summary Casper is an e-commerce company specializing in the sale of mattresses online. One mattress, one set of sheets, one pillow. Big name Investors 2013-Today “Casper”- The Name
  4. 4. Agenda Company Research Analysis and Recommendations SEO & SEM Website Social Media Email Budget recommendation
  5. 5. SWOT Strengths Convenience factor Free shipping/returns/100 night trial Good for the environment Easy bed-in-a-box packaging that has turned into a unique “experience” Weaknesses A “one-size-fits-all” business practice Only 3 showrooms to test out products
  6. 6. SWOT cont. Opportunities Open more physical locations Expand into international markets 2014 startup company→ room for larger brand awareness/loyalty Room for more investors Threats The amount of other high-quality competitors Difficult economic conditions
  7. 7. Competitor Analysis
  8. 8. Main Target Market Celebrities posting 25-30 years old Most individuals are moving into new homes Based on retargeting tech Uses mobile devices access instagram/ facebook. Always on the go.
  9. 9. SEM & SEO
  10. 10. SEO Strengths & Weaknesses Blog Posts + Frequency + Keywords - Missing key elements - Poor length Website + GTmetrix 85% Site speed score & 78% Yslow score - Image dimensions & redirects
  11. 11. Search Retargeting Third party extension Very strong strategy Ex) Uses Instagram and Facebook Utilizes their on-the-go target market
  12. 12. SEO Recommendations Blog Posts Add H2 tags, bulleted lists, meta descriptions, and tags Increase the length of each post by 250 words Website Height & Width elements Limit new sites, broken URL’s, A/B testing of a new webpage to limit redirects. Backlinks Backlink Building
  13. 13. SEM- Paid Search Search ‘Casper’ First paid search that comes up Includes sitelinks extensions Added customer reviews Used to be the dream team Quality score Click-through rates: ranks 4,319 for their traffic
  14. 14. Ad groups & Keywords Ad Group: Matress Best mattress Best mattresses Cheap matress Cheap matresses Matress Matress firm Matresses Ad Group: Mattress Better sleep mattress Caspers mattress Mattress companies Mattress in a box Mattress retailers Mattress startup Sleep mattress Ad Group: Pillow Best pillow for side sleepers Best pillows for side sleepers Casper pillow Pillow for side sleepers Side sleeper pillow
  15. 15. SEM Recommendations 1. Bid on the ad groups/keywords listed previously. Competition is high, if quality score is strong, Increase traffic Brand awareness to their target audience. 2. Increase Quality Score: Lacked relevant landing pages. Advise changing keywords searches to a more relevant page Reducing clicks
  16. 16. Website
  17. 17. Summary Intuitive and accessible Strategically organized User-friendly Top tab is static, ideal for scrolling Shopping, Product Testing, Reviews, Customer Service Chats, and FAQ Proper Care and Troubleshooting Returns Giving back to the community
  18. 18. Current Functionality Features reviews on top tab Most reliable Clear call to action Click to call “See the product” as a blue button, against gray background throughout each page Attentive staff Chat window
  19. 19. Current Functionality Site features videos Watch how mattress, sheets and pillows are made Test the mattress in select locations Features carousel with pictures of the apartment in each locations Picture sets the scene for both day and night FAQ page sorted by product and functionality Drop down menu for maintenance, problems use, cleaning, shipping and accommodations Quality Promise Try out the product for 100 days
  20. 20. Third Party Extensions 17 extensions Heap analytics Cloud sponge Sift science Pingdom Cloudfare Cloudfront: is another delivery network Google commerce MediaMath Olark doubleclick keywee Optimizely Imgix Extole Converto Google tag manager Segment
  21. 21. Recommendations Additions to Navigation Bar Include social icons Customer reviews Product Return site Currently has very clear instructions “Try the Product” tab “Make an Appointment” via drop down menu Reviews Tab
  22. 22. Social Media
  23. 23. Social Media Basics 85.5% of millennials (ages 18-49) use social media regularly Houzz Twitter→ 40.1K followers Facebook→ 215.1K likes Pinterest→ 2.6K followers Instagram→ 25.9K followers LinkedIn→ almost 2K followers
  24. 24. “Unboxing” “YouTube mega-trend in which consumers film themselves opening everything” Featured on Instagram accounts of celebrities like Kylie Jenner, Kat Graham, Emmy Rossum, and Ashley Greene Shows prospective customers a lot about Casper
  25. 25. Various Campaigns “The Nap Tour” (4 months, 7 cities) Valentine’s Day (Twitter) Labor Day (Uber) ‘Casper in the Wild’
  26. 26. What They’re Doing Right They answer you! Main goal is to form relationship with existing/prospective customers, not make an immediate sale Search retargeting Paid social media
  27. 27. Recommendations Increase brand engagement Facebook Augmentation/more paid social media Create more questions on social media sites for followers to answer and/or comment on Create more shareable videos and “listicles” Make better efforts to create relationships without marketing to people
  28. 28. Email
  29. 29. What they’re doing right Casper sends out regular emails Spaced out every 2 - 4 days Variety of content “Snoozeletter” Access via the website
  30. 30. Sign-up Recommendations ● More clear location to sign-up for more information ● This is a way to sign-up for their emails
  31. 31. More Recommendations Timeline of “Snoozeletter” Blog content via email Message disconnect
  32. 32. Budget & Our Request Relies on WOM Spends little on advertising Making about $75 million 2015 Taking 10% of revenue = $7.5 million for advertising