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.
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
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. 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
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.
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. 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. 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. 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
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. 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. 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. 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. 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
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. “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. Various Campaigns
“The Nap Tour” (4 months, 7 cities)
Valentine’s Day (Twitter)
Labor Day (Uber)
‘Casper in the Wild’
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. 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
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
Editor's Notes
Condensed SWOT for Casper: Strengths- Convenience factor (esp. regarding delivery- no human interaction is necessary), Free shipping/returns/100 night trial, good for the environment ( Casper is free from harmful chemical flame retardants and instead uses a purely mechanical fire sock made from silica threads), easy bed-in-a-box packaging that has turned into a unique “experience”
Condensed SWOT for Casper: Strengths- Convenience factor (esp. regarding delivery- no human interaction is necessary), Free shipping/returns/100 night trial, good for the environment ( Casper is free from harmful chemical flame retardants and instead uses a purely mechanical fire sock made from silica threads), easy bed-in-a-box packaging that has turned into a unique “experience”
Condensed SWOT Analysis for helix : Strengths- Easy “bed-in-a-box” packaging, Free shipping/100-night trial, Split and blended options for couples, “Innovative personalization technology” customizability (i.e. firmness, temperature regulation) Weaknesses- Only one showroom to test out the products, Company only sells mattresses, Not very cheap- lowest mattress price is $600, Company founded in August 2014, no strong brand loyalty as of now Opportunities- Expand into international markets, 2014 startup company, room for larger brand awareness/loyalty, Open more physical locations, Can expand into other product categories (i.e. pillows, sheets, mattress covers, etc.) Threats- The amount of other high quality competitors (i.e. Casper, Tempur-Pedic, Sealy PosturePedic), Difficult economic conditions, Only dependent on customers from the US and Canada
This is why we decided not to use it for ad words; however, we connected it to a special month long promotion allowing the purchaser of the mattress to receive $10 off a set of sheets.