News
Archive for May, 2017


Branding: Mattress Firm Enlists Steve Wozniak to Update the Brand

Wednesday, May 10th, 2017

When you’re an established brand that needs a branding update, what do you do? Well, Mattress Firm is calling on Apple co-founder Steve Wozniak to help bring mattress sales into the 21st century. Following suit of rivals Casper, Eve, and Lessa, the 31-year-old U.S. chain that boasts over 3,600 stores is attempting to become a technologically-savvy mattress retailer while featuring mattresses from Serta Simmons Bedding (SSB). (In marketing-speak, we call that a branding update.) Earlier this week Steve Wozniak hosted a reveal for two tech-integrated mattresses, paralleling previous reveals done by Steve Jobs and Tim Cook for Apple. The reveal served as an introduction for Mattress Firm’s “Technology to Power Off” campaign, which was created by advertising network Droga5 in order to heighten the retailer’s prominence as a tech brand and to reach out to fatigued millennials as well as older generations.

The reveal included the Simmons Beautyrest Black HybridPlus – a memory foam mattress that features individually wrapped coils for comforting support, as well as the Serta iComfort TempTouch – a foam mattress which uses breakthrough technology to regulate body temperature for a cooler night’s sleep

“Fostering a spirit of collaboration, this partnership brings together the sleep industry’s best in product design and innovation coupled with Mattress Firm’s national footprint to bring better sleep to people across the country,” said Serta Simmons Bedding CEO Michael Traub. “Through our shared commitment to our customers, these products ultimately deliver compelling value based on their individual needs and sleeping preferences.”

New Branding Campaign

Mattress Firm’s exposé will be followed up by a digital, TV, and radio campaign with Wozniak’s pitch being released via a sponsored content post on Wired.com. “The average American isn’t lining up outside a mattress retail store waiting for the latest breakthrough in technology,” said Sicily Dickenson, Mattress Firm’s new CMO as of last year. “It’s about taking that first step toward just stopping the sea of sameness out there around sales and price and that perception that shopping for a mattress is going to end up like a used-car experience.”

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Website Development Update: redcup Beverage Service

Tuesday, May 2nd, 2017

Website Development

At the end of February, we told you about our new client, redcup Beverage Service and their website development project. The site has been completed for several weeks now, so we have an update on the new design as well as some of the initial analytics.

The old redcup site did not have Google Analytics (GA) installed, so we don’t have year-over-year comparison data. However, we do have some promising stats from the first month that the new site has been functional. (Heck, just having GA installed is a huge upgrade. You can’t improve what you don’t measure. Hooking up GA to the site means redcup now has the means to measure their site’s performance and overall ROI.)

Website Development Benchmarks

Bounce Rate

First, the bounce rate is 36.45%. “As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. 41 to 55 percent is roughly average.” The site’s low bounce rate means it is pulling a relevant audience to itself.

Average Session Time

Second, the average session time in that period was just over two minutes (2:12). It means that people found enough engaging information to stay on the site an average of over two minutes. Think about how long you stay on any given website. Two minutes is good and a very respectable number for any website, much less a new website development.

Pages Per Session

Website Development

Third, the average pages visited per session is nearly 4 pages (3.50), which is great given that the bounce rate is so low and the average session time is over two minutes. If the bounce rate was high and session time low, we might infer that people were coming to the site, flipping through a bunch of pages, not finding what they are looking for, and bouncing off. Since all these numbers are strong, we can derive that the site is delivering relevant content to the target audience.

And that’s what good website development is supposed to do. Websites are conversation starters. They tell your audience that you are an expert at what you do and they should contact you. (Or that you’re easy and reputable to do business with and they should purchase on site from you.) For redcup Beverage Service, the new website is drawing relevant traffic, and the visitors are finding what they are looking for.

Is is time for your website to be updated? contact FiG to discuss your website development needs.