When you’re in the market to replace your mattress, the internet is a great place to start. A quick internet search gives consumers a feel for what’s available and the ability to search for local mattress showrooms. But buyer beware: many well-known mattress brands rely on deceptive language and showy marketing tactics to pitch their most expensive mattresses.
Take these marketing messages with a grain of salt; your best bet is to head to a mattress showroom and work with experienced mattress sales associates who can help determine the right mattress to best suit your needs. Knowing that, keep the following tips in mind when embarking on a mattress search.
What do the phrases “Top of the Line Comfort Materials,” “Premium Support Features” “World’s Most Comfortable Mattress,” and “Industry Gold Standard” all have in common?
A lot of flashy, important sounding words that don’t list specifics or give much to go on or compare to. If you feel drawn to a mattress, ask yourself what is appealing about that mattress. There may be plenty of quality components that make one mattress the right mattress for you but beware of vague phrases that use superior words to say a whole lot of nothing. Instead, keep your eyes out for specific features that give you a better idea of what you can expect from the mattress.
Gone are the days of cramming pertinent information onto a 3- or 6-month billboard investment. While stationary advertisements like magazine ads or billboards are still used, companies are increasingly relying on fast-paced, flashy, in-your-face marketing tactics and gimmicks to get — and hold — your attention.
Commercials may fill your social media newsfeeds promoting a few different products but take note; you may find that those social media marketing campaigns don’t target the specific needs of consumers, but rather they may solely promote the mattresses with the highest price tag in their product line.
Watch out for marketing campaigns that trigger emotions. Successful marketing campaigns build on a sense of relationship with the customer. Marketing strategies that frequently go viral are those that touch on feelings, from sentimental to funny. Connecting with and evoking positive emotions in the customer is one way companies may build a following.
Before you click to find out about the limited time offer, evaluate which emotion the ad evoked in you and recognize that these feelings don’t always equate to an excellent mattress. Having a positive emotional response isn’t a bad thing, but it shouldn’t influence your decision making as you prepare to spend a significant amount of money.
Carefully Curated Sales Events
Keep an eye out for mattress stores that have frequent blow-out sales or inventory clearances, as they can seem great opportunities to pick up a quality mattress at a better price. Remember, however, that these seasonal sales are usually designed to turn a significant profit on expensive mattresses. Customers are drawn to freebies, giveaways, and drawings, yet at the end of the day, a travel neck pillow and 15% off an additional mattress purchase does not guarantee you the best sleep of your life.
Before succumbing to these deals, determine what you’re spending. You might find that, even with the deals, you’re still overspending on a mattress that is not right for you. At the end of the day, if you must replace a mattress sooner than you expected because it’s causing you discomfort, sore joints, and back pain, you haven’t saved money at all.
How Do You Make a Wise Mattress Purchase?
It is simple to say, ‘watch out for gimmicks,’ but everyone knows that clever marketing campaigns work. Here are some tips to help make your mattress purchasing experience a positive one:
- Look for specific details that explain why the mattress is high quality.
- Be aware of how the commercials resonate with your emotions. Don’t give your feelings the authority to decide brand loyalty.
- Check out the mattresses with lower price tags, too. An inexpensive mattress is not always the same as a cheaply made
- Make a list of your specific mattress needs. Refer to the list again and again. If a flashy, expensive mattress doesn’t tick the boxes, don’t give it a second look.
At Gardner Mattress, we pride ourselves on hand-building mattresses that take your direct needs into consideration. Our mattresses can be custom-made from start to finish so that you can have a bed that is the right fit for you.
You can trust that we have your needs in mind. Contact us today with your list of what you need in a mattress. We know we can provide the right mattress at the right price.