Casper Mattress Presentation
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Transcript of Casper Mattress Presentation
Justin Ashley, Michelle Carignan, Tricia Grudens, Jillian Koehnken & Julia Kohn
What is Casper?
Executive SummaryCasper 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
AgendaCompany Research
Analysis and RecommendationsSEO & SEM
Website
Social Media
Budget recommendation
SWOTStrengths
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
Company founded in April 2014, no strong brand loyalty as of now
Not very cheap- lowest mattress price $500
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
Only dependent on customers from the US and Canada
Competitor Analysis
Main Target MarketCelebrities posting
25-30 years old
Most individuals are moving into new homes
Based on retargeting techUses mobile devices access
instagram/ facebook. Always on the go.
SEM & SEO
SEO Strengths & WeaknessesBlog Posts
+ Frequency
+ Keywords
- Missing key elements
- Poor length
Website
+ GTmetrix 85% Site speed score & 78% Yslow score
- Image dimensions & redirects
Backlinks
- Number/Amount
Search RetargetingMediamath.com
Third party extension
Very strong strategy
Ex) Uses Instagram and Facebook
Utilizes their on-the-go target market
SEO RecommendationsBlog Posts
Add H2 tags, bulleted lists, meta descriptions, and tags
Increase the length of each post by 250 words
WebsiteHeight & Width elements
Limit new sites, broken URL’s, A/B testing of a new webpage to limit redirects.
Backlinks Backlink Building
Create more Value
Associate yourself & partner with other companies
Engaging videos
SEM- Paid SearchSearch ‘Casper’
First paid search that comes up
Includes sitelinks extensionsAdded customer reviews
Used to be the dream team
Quality scoreClick-through rates: ranks 4,319
for their traffic
Paid ads are relevant to the brand
Landing pages: brings viewer to Casper’s homepage-not always effective
Ad groups & KeywordsAd Group: Matress
Best mattressBest mattressesCheap matressCheap matressesMatressMatress firmMatresses
Ad Group: MattressBetter sleep mattressCaspers mattressMattress companiesMattress in a boxMattress retailersMattress startupSleep mattress
Ad Group: PillowBest pillow for side sleepersBest pillows for side sleepersCasper pillowPillow for side sleepersSide sleeper pillow
SEM Recommendations 1. Bid on the ad groups/keywords listed previously.
Competition is high, if quality score is strong, Increase trafficBrand awareness to their target audience.2. Increase Quality Score:
Lacked relevant landing pages. Advise changing keywords searches to a more relevant page
Reducing clicks
Website
SummaryIntuitive and accessible
Strategically organized
User-friendlyTop 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
Financing
Refer-A-Friend Rewards Program
Current Functionality
Features reviews on top tabMost reliable
Clear call to actionClick to call
“See the product” as a blue button, against gray background throughout each page
Attentive staffChat window
Quick and friendly
Nice use of animation to attract attentionGraphics showing bed
Current FunctionalitySite features videos
Watch how mattress, sheets and pillows are made
Test the mattress in select locationsFeatures carousel with pictures of the apartment in each locations
Picture sets the scene for both day and night
FAQ page sorted by product and functionalityDrop down menu for maintenance, problems use, cleaning, shipping and
accommodations
Quality PromiseTry out the product for 100 days
If you don’t like it it will be donated to local charity
AccommodatingFinancing program as a payment plan
Refer-A-Friend program of $50 off and $50 gift card
Third Party Extensions 17 extensionsHeap analyticsCloud spongeSift science PingdomCloudfareCloudfront: is another delivery
network
Google commerceMediaMath
Olark doubleclickkeyweeOptimizelyImgix Extole Converto Google tag managerSegment
RecommendationsAdditions 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 TabSeem ingenuine
All 5 Stars then terrible review, sorted chronologically
Should showcase its reviews in popular publications
The New York Times and The Huffington Post
Distinguishes credibility
Social Media
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
YouTube→ 467 subscribers Great for millennials
“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
Various Campaigns“The Nap Tour” (4 months, 7 cities)
Valentine’s Day (Twitter)
Labor Day (Uber)
‘Casper in the Wild’
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
RecommendationsIncrease 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
What they’re doing rightCasper sends out regular emails
Spaced out every 2 - 4 days
Variety of content
“Snoozeletter”
Access via the website
Layout & design
Sign-up Recommendations● More clear location to sign-up for more information
● This is a way to sign-up for their emails
More RecommendationsTimeline of “Snoozeletter”
Blog content via email
Message disconnect
Budget & Our RequestRelies on WOM
Spends little on advertising
Making about $75 million 2015
Taking 10% of revenue = $7.5 million for advertising