Purple Innovation, Inc: The Online To Offline Marketing Challenge
Purple Innovation, Inc: The Online To Offline Marketing Challenge
• Pivot from their current customers who don’t mind ordering mattresses online
Market to the 75% of customers who prefer to touch, feel & experience the mattress
for themselves before making the purchase
Message
• The technological superiority that has gone into making the Purple ‘No
Pressure’ Mattress, while retaining the comedic & light-hearted tone that all
their past communication through digital channels has had.
6M’s of Marketing Communication
• Diversifying the communication media is a conclusion that the management has
already arrived at. TV should definitely be a focus for Purple.
Media
• Running ‘Egg Test’ TV spots with a CTA being ‘Come try it for yourself’. Similar print
ads can also be run (specific to a region with the CTA- ‘XX miles till the sleep of your
dreams’ to visit the store)
• The latter CTA could also be embedded in their digital ads with a google maps link
to the nearest store selling Purple’s mattresses
• Since we are targeting 30% of the total sales to come from the offline channel,
allotting a similar proportion of the total marketing budget would be a good
Money strategy. In the first year, slightly more budget would be required as the new
channel would be integrated. In the subsequent years budget can be adjusted as
per the revenue made by the offline channel.