Talking it through Marcus Thomas LLC’s Phil Johnston (from left) leads a panel discussion on how technology is reshaping today’s consumer with Michelle Montgomery of Simmons Bedding Co., Stephen Stickley of Ashley Sleep/Sierra Sleep and Ken Hinman of Talalay Global.
“The rules of the marketing game are changing,” said Phil Johnston, senior vice president of Cleveland-based marketing communications agency Marcus Thomas LLC. Today’s consumer enjoys having her voice heard in the marketplace. She is speaking to you—the marketer—and to other consumers.
“These conversations take place outside of your control,” Johnston said. “They are value exchanges that can mean lots of different things to consumers—affirmation, recognition, customer service.”
The industry has a special advantage—sleep is a huge piece of a health and wellness “macro trend,” he said. The disconnect is that they dread shopping for sleep products.
The industry’s reputation has spawned “category disrupters” with online business models—such as Casper and Tuft & Needle. They are vocal in their criticism and exploit many consumer fears.
The antidote is to make authentic connections with shoppers, Johnston said. Segment your audience. There are four shopper segments: retailer reliant, brand aficionado, feature geek or budget watcher.
“Decide who is the best person I can design my product for, then follow through with a complete marketing strategy,” Johnston said. “Embrace their voices, be where they are in social media and speak to them on their own terms.”
