I used to think that sleep was a pretty uncomplicated thing, aside from occasional post-race backaches. That notion was put to rest by an e-newsletter that dropped in my inbox on June 12 from Van Winkle’s, a new website created by Casper.
Casper is one of several recent startups with dreams of sharing in America’s $7 billion-a-year mattress industry. Like many of them, it has opted to sell directly to consumers, rather than rely on an expensive network of brick-and-mortar stores (its own or someone else’s). With only a single product, a mattress combining latex foam with memory foam, Casper’s emails have been all soft-sell, relying on videos, testimonials, infographics, prize sweepstakes, live demo event invitations, and social media call-outs to generate interest and sales.
But these tactics, while important, may not be enough to differentiate oneself. Creating and curating content, when done well, works because consumers associate your company, your product or service with a specific niche. Please see the slideshow below for a quick look at how Van Winkle’s gives Casper an opportunity to build its brand.
Paul Bobnak is the Research/Content Director for Direct Marketing IQ. He is also the Archivist at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and email in the world. Paul can be reached at email@example.com.