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  • Purple Innovation, Inc: The Online To Offline Marketing Challenge

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    Anoushka Bhatia
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    Purple Innovation aims to grow in-store sales to 30% of total sales by capturing customers at the top of the buying funnel through various communication channels. They want to pivot from customers who order mattresses online to the 75% who prefer to touch and feel mattresses in person before purchasing. Their message will focus on the technological superiority of the Purple mattress while retaining their comedic tone. They plan to run TV ads showing their "Egg Test" and print ads near stores to drive customers offline. Their budget will allocate 30% to offline channels in the first year, adjusting later based on offline revenue. Performance will be measured by reach, return on ad spend, mattresses sold, and sales growth online and offline.

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    Purple Innovation aims to grow in-store sales to 30% of total sales by capturing customers at the top of the buying funnel through various communication channels. They want to pivot from customers who order mattresses online to the 75% who prefer to touch and feel mattresses in person before purchasing. Their message will focus on the technological superiority of the Purple mattress while retaining their comedic tone. They plan to run TV ads showing their "Egg Test" and print ads near stores to drive customers offline. Their budget will allocate 30% to offline channels in the first year, adjusting later based on offline revenue. Performance will be measured by reach, return on ad spend, mattresses sold, and sales growth online and offline.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    569 views3 pages

    Purple Innovation, Inc: The Online To Offline Marketing Challenge

    Uploaded by

    Anoushka Bhatia
    Purple Innovation aims to grow in-store sales to 30% of total sales by capturing customers at the top of the buying funnel through various communication channels. They want to pivot from customers who order mattresses online to the 75% who prefer to touch and feel mattresses in person before purchasing. Their message will focus on the technological superiority of the Purple mattress while retaining their comedic tone. They plan to run TV ads showing their "Egg Test" and print ads near stores to drive customers offline. Their budget will allocate 30% to offline channels in the first year, adjusting later based on offline revenue. Performance will be measured by reach, return on ad spend, mattresses sold, and sales growth online and offline.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 3

    Purple Innovation, Inc:

    The Online to Offline Marketing


    Challenge
    Section A, Group 7
    Anoushka Bhatia (2020PGP046)
    Anubhav Patel (2020PGP051)
    Kartik Kandiwalsa (2020PGP193)
    Katre Sujeet Nilkanth (2020PGP202)
    Krati Garg (2017IPM061)
    Prachi Yadav (2020PGP305)
    Venkatesh (2020PGP475)
    6M’s of Marketing Communication
    • Grow instore sales to 30% of total sales by capturing the Top of the Customer
    Buying Funnel (attention of customers & making them aware of Purple’s
    Mission unique value proposition)
    • Get them to drive to their nearest mattress/furniture store with Purple already
    at the top of their mind through different communication channels

    • 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.

    • Reach/Impressions: Number of People watching the ads and the


    frequency

    Measurement • Return on Ad Spend (ROAS), the number of mattresses sold, Bounce


    rate, growth in the sales of mattresses sold in brick-and-mortar store, and
    by online channels  

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