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Retail Furniture & Mattress Stores – Is Your Message Right?

They lifted the industry’s price ceiling! They have fundamentally changed the mattress industry for the better! They are masters of marketing! These are all true statements about Tempur-Pedic. Tempur-Pedic has enjoyed phenomenal success by focusing on its consumer’s desired outcomes instead of just price. This isn’t an article about Tempur-Pedic. It’s about choosing the right marketing message for your store. Tempur-Pedic focuses on the benefits of a good night’s sleep which are numerous, including better health and waking up feeling rested, ready to meet the challenges of another day! Your advertising needs to focus on your customer’s desired outcomes.

In a previous article I outlined the marketing triangle. If you haven’t read it click here now http://peteprimeau.com/retail-furniture-mattress-stores-the-3-pillars-of-marketing/. There are three basic choices for messages that you can send your customers in your store’s marketing. You can send no message, the wrong message, or the right message. Let’s briefly explore each of these.

No Message- Most stores send no message. Their advertising and marketing lacks differentiation and a reason to respond now. Basically it just has the core information about the business and that’s it. Open up the yellow pages or go online and look up your competitor’s ads and you will see exactly what I am referring to.

Wrong Message- There are also wrong messages. The worst are the ones that are like every other store and are promising just the best price or the best service. The best marketing and advertising messages focus on your customer’s needs, interests, and desired outcomes. What do they want? Also what don’t they want? Customers want to wake up feeling vibrant and energetic. But what is most desired by some customers is not waking up with a stiff aching back!

Right Message- The right message is having something new, exciting, interesting, and different in an ad that is designed to produce a response. One of the keys is to have a USP (unique selling proposition) that separates you from other stores. Ask yourself this question, “From my customer’s perspective why should I do business with me?” This should take into consideration all possible options including the customer’s option of doing nothing at all. Your USP answers this question. One of the most famous USP’s was “Fresh, hot pizza delivered in 30 minutes or less, Guaranteed, or it’s Free!” This was the USP of Domino’s pizza for many years.

What’s Next?- Our next article will fully explore designing your USP. Coming soon will be “The 7 Deadly Mistakes Not to Make in an Ad”. Don’t miss “Are you in the right market?” Stay tuned for a series of articles on the right media for furniture and mattress stores.

Action Step- What did I miss? Please share your wisdom with us! Your feedback is critical to this blog’s success. Please post your comments! Please visit http://www.facebook.com/PrimeauFurnitureSales and Like us! Our like page has the latest breaking news in the industry as well as product information, inspiring videos, motivational quotes, and selling tips!

Articles? Please email me any ideas for articles that you want me to write. Have you written an article on sales, goal setting, or time management? I’ll be glad to publish them in my ezine and on my website! Please email them to me at peteprimeau@ameritech.net.

Wishing You Success,

Pete

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  1. Marina Klima says:

    Great information, Pete. Message is very important. I have Tempur-Pedic an they sold me solely on the message.Your education is very valuable.

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