With a well-received launch at the 2016 NBF Bed Show, Beds magazine was excited to catch up with Silentnight to find out more about what the company has been doing to launch its new Studio brand to the consumer.
Those of you who, like us, visited the NBF Bed Show in Telford last year, will no doubt have caught a glimpse of Silentnight’s new Studio brand. The launch was something of a talking point as a departure from the company’s usual approach, which is is by no means a criticism. In fact, many heralded the style driven new product with its simple purchasing options as not before time in offering a mattress brand to Millennials, and one that they can relate to.
At the time of the trade launch, we caught up with Nick Booth, Silentnight’s marketing director, who told us that this was a conscious choice for the company - which was able to take such a new approach thanks largely to its well-established and trusted status.
Manufactured in the UK, the Studio mattress combines gel, with state-of-the-art memory foam and varying densities of Studio Flex foam, and it is available in three options - softer, medium and firmer comfort levels. The bed frames come in three styles and four fabrics, from which customers are able to design their own product using an interactive selection process according to style, colour, storage and size.
What’s more, the frames are in keeping with the busy, fast moving demographic audience, in that they are available on a two-week delivery. Those purchasing the mattresses separately can rest assured that next day delivery is available, thanks to their ability to be rolled and boxed for maximum convenience.
Having soft-launched the brand with a number of selected retailers, the company has now begun its national consumer-facing marketing awareness campaign which, we discovered, is very much lifestyle focused, making full use of all the up to the minute digital marketing channels available.
“We are growing our outreach on social media,” said Nick, “which is a very important tool for our marketing of Studio. We have plans to make our Studio social media channels very interactive, so our customers will actively want to engage with us, and share their experience.”
This consumer launch campaign was developed with both the consumer/lifestyle press and end consumers in mind. A number of select communications were utilized across various channels in order to raise awareness of the new brand and to maximise reach.
To grab the attention of the core demographic – young professional people, and in particular those who live and work in city locations – part of the campaign made use of digital screens situated within high footfall locations in London. The company secured three of these large motion digital screens at: Euston, Liverpool Street and Waterloo stations.
This was, as one might expect, supported by a wider campaign across the country, with roadside screens and further digital media placed in strategic locations including Birmingham, Bradford, Cardiff, Coventry, Edinburgh, Glasgow, Liverpool, Leeds, Manchester, and Sheffield.
In keeping with the digital theme, the launch also took advantage of a highly targeted digital display and paid social plan. This was aimed at people searching for new bedroom furniture, mattresses and bed frames, raising the profile of this campaign with those consumers most likely to engage with the brand.
It wasn’t digital alone, however. The campaign also incorporated some of the more traditional methods of marketing, with adverts in key national print titles. But even this adopted approach was delivered with a modern twist. Metro, for example, experienced a Studio ‘takeover’ with four consecutive page adverts featuring across three dates - 24 and 29 November, and 6 December. These appeared in both national and London specific publications, achieving an impressive reach with the target audience. Additionally, the London specific consumers were treated to a rather persuasive call to action to experience Studio themselves.
Sometimes there is nothing better than the face to face approach, and whilst consumers were invited, via the adverts to experience Studio for themselves, the media too had the opportunity to do so at a successful media event held on 22 November at the Good Housekeeping Institute in Soho. Attendance levels for the event were impressive, to say the least, with more than 70 journalists across 26 lifestyle and interiors titles, not forgetting some of the influential bloggers and other new media contacts. It also provided a great opportunity for social media interaction.
With the marketing activity creating a real buzz around the launch, Studio by Silentnight took the opportunity to further encourage engagement with its the target market by hosting two popup shops in two popular London locations. These provided a fantastic opportunity for people to see and interact with Studio by Silentnight themselves. Visitors were afforded with the opportunity to design the perfect bed for them whilst rubbing shoulders with a number of VIP guests, who also paid the shops a visit. Feedback from the events was particularly impressing, ranging from “This is the best thing ever,” to “What an incredible experience, I’ll bring my girlfriend back here tomorrow.”
All this consumer activity offers the advantage to the brand’s retailer customers of a great deal of interest in the product, but whilst the company has invested significant time and effort into the consumer launch, it has also invested in its trade customers, arming them with a number of key tools to sell the range.
The selected specialist independent retailers chosen to display Studio, showcase all three of the mattresses in their stores in order to demonstrate the comfort story to customers. Additionally, new point-of-sale material has been created, allowing the options to be easily explained.
Sales are, of course, hugely important, but there is more to the launch of Studio than meets the eye. The investment in a brand for the Millennial generation, using modern marketing methods that speak to them and get them excited about choosing a mattress, is arguably also an investment in the future of the industry. And one that Silentnight is delighted to make.