Selling Sleep

 

Picture credit: Elizabeth Lies on Unsplash

Mattress makers may be giving themselves reasons to lose sleep with their marketing.

They say a clear conscience guarantees sound sleep. I’ve seen laborers sleeping soundly on a piece of cloth spread across rocky surfaces after a day’s work in the hot sun. I have seen perfectly healthy people toss and turn on the plushest of mattresses. Sleep is complicated. Mattresses need not be.

Mattresses are getting commoditized, thus giving rise to brand marketing. Ever since mattresses started becoming brands, there seems to be a struggle for differentiation.

Mattress marketing is getting increasingly complex in its messaging. Some mattress brands emphasize how a mattress conforms to the contours of the human body on it. Some use the imagery of the spine and the risks to health from bad sleeping postures. Some brands sell shopping and shipping conveniences. Other brands highlight their product’s construction similar to how automobile tire companies try to sell their products based on superior technology and cross-sectional pictures. Mattress brands also wade into couples therapy territory with a tailored feel to each half of a mattress.

The more complex the messaging, the harder it becomes for a buyer to be surefooted about a mattress.

In other words, the more marketing dollars used to promote mattresses, the more complex the messaging gets, and the more difficult it will become for mattress companies to sell. The last thing that the greatest mattress companies want to deal with is the analysis paralysis of confused consumers.

From a consumer's point of view, some introspection might help mattress makers position themselves for a higher trajectory in marketing. Some questions might help.

Can a mattress manufacturer follow the model of Gilette’s razor blades? Innovate on the mattress toppers and accessories, something that can be changed out every few years with more innovative versions.

Can the mattress manufacturer reposition itself as a productivity tool? After all, a good night’s sleep is not the end but the means to an end; a good night’s sleep ensures a more productive day and a better quality of life.

Could home builders add mattresses and furniture to their offering because, after all, a mattress needs a bed, which in turn needs a room?

Can a mattress company create complementary product lines for incremental uses, from dorm rooms to sleeping under the stars, much like apparel brands that allow for mix and match combinations and accessories?

Can a mattress brand be positioned as a wellness product or a medical product?

Can a mattress manufacturer become a sleep-and-sensory-experiential offering instead of a one-off product sale?

Would it help a mattress manufacturer to strip away all the marketing noise about its value proposition and instead focus on stories of sleep deprivation? In sleep deprived cultures, would such messaging bring greater clarity about the need for the product and create brand gratitude?

Addressing these questions while crafting a marketing strategy might help mattress makers think bigger. After all, they are selling something precious and priceless – sound sleep.

The Slow Gym

 

Physical therapists can transform the fitness industry with preventative services.

“You’d be surprised at the number of patients I see for injuries they sustained in a gym, even with a personal trainer,” said the physical therapist who underwent years of training in the medical field and is considered a purist for relying more on hands than on equipment to treat injuries. After an injury while dancing at an Indian wedding, I not only gained a new gait, but also insights into the business of physical therapy.

The facility was equipped very much like a gym, but largely underutilized. This was a physical therapy clinic, but it was also a business. The physical therapist had to worry about marketing, cash flows, and a lease, alongside customer satisfaction.

Another physical therapist at a university, a Ph.D., didn’t have those worries. She brought in research papers to explain how the body works to her college athlete patients. Yet another physical therapy office had mostly elderly patients. For all practical purposes, the place looked like a busy gym in slow motion due to its rehabilitative purpose – a slow gym. Slow gyms, like Slow TV, the Norwegian television channel which broadcasts several hours of views from a running train, serve a niche audience. A physical therapy center must go beyond its niche audience.

Typically, one thinks of a physical therapist only for rehabilitation after an injury or surgery; there is a stigma attached. They don’t permeate popular culture, something that personal trainers have done since the Jan Fonda era. Peloton gets celebrity trainers to keep its subscribers hooked. Social media’s audio-visual convenience allows individual physical trainers to build a massive following. Chris Heria has close to 5 million followers. We even see solo fitness instructors at parks leading small groups of followers. ‘Future’, an app, makes markets for personal trainers allowing for subscribers to get one-on-one lessons via live video. Subscribers’ progress gets tracked on a complimentary Apple Watch.

The market seems primed for physical fitness. Viral marketing tools abound. Gyms allow us to pay a subscription fee to feel less guilty about not working out regularly. Physical trainers push their sweaty customers to the sound of pulsating music.

In the midst of this fitness frenzy, physical therapy practitioners are left behind. Even when exercising the wrong way causes injuries, chiropractors get a call, but physical therapists remain an afterthought.

Physical therapists must eliminate the stigma of being something for the injured or the elderly and expand into physical fitness by promoting preventative maintenance of human mobility. Physical therapists could try:

• Subscription based models for access to a physical therapy expertise.
• Training camps for personal fitness instructors.
• Extended hours to utilize the capacity of a physical therapy center after patient hours.
• Partnerships with gyms and fitness instructors as distribution channels or affiliates.
• Building a cool personal brand online.

Lastly, advocacy groups must make slow gym into a movement by enlisting the help of athletes, soldiers, and movie stars – maybe even Jane Fonda.

 

 

Leg room has no legs

The airline that rethinks leg room on long haul flights could have a leg up on its competition.

In starting this article, I got distracted and tried to see how many times I could use the word ‘leg’ or legs’ in the title and sub-title, much like how airlines are obsessed with extra leg room to differentiate their brand.

Long haul flights quite often resemble traveling by bus in rural India. “That’s why they have Airbus,” quipped a fellow passenger when I made the observation as we calmly watched the gate agent in New York’s JFK airport coping with passengers jostling to board the flight and stay crumpled in uncomfortable positions for hours at a stretch.

While airlines flaunt the extra inches they offer you in leg room, others design products to make long haul flights in cramped seats less unbearable – from special neck pillows to compression socks for the elders. Some passengers show up for long haul flights dressed in their pajamas with a pillow tucked under the arm, ready to sleep. In coach or economy class, the lucky few win the coveted three-seater or four-seater lottery where they get to stretch out and actually sleep flat if their neighboring seats are unoccupied.

Besides the discomfort, not only for the passengers, but also for the crew on long haul flights (they take turns sleeping inside tiny box-shaped cells in 4-hour spells), the health risks of sitting in flights for long stretches of time can be serious. Cases of deep vein thrombosis (DVT) affecting even young and athletic passengers aren’t unheard of.

Any airline that is serious about standing out from the crowd has an opportunity lurking within this problem. Aircraft manufacturers and airlines could reimagine aircraft interiors from scratch and think of how best to use the space inside an airplane for giving long haul passengers the most comfort with the least health risk.

Aviation could draw lessons from the rail transportation and the furniture industry.

Aircraft manufacturers could hold a contest for industrial design students and professionals to rethink aircraft seats. Long haul air travel probably needs a transformer seat, one that transforms into some sort of a bunk bed.

Perhaps they can they draw inspiration from sleeper cars of long-distance trains of the Indian Railways. Their 3-tier sleeper cars have seats where both, a bench’s backrest and its canopy, get repurposed using a simple chain and hook to make three tiers, each with a flat bed. The overhead bins will need to be reconfigured. Seat belts, safety regulations and instructions will have to be redesigned for the sleeping position.

Business and first class could still stay differentiated with options of privacy and elbow room.

Long haul flights where all passengers enjoy the choice of being seated or lying flat during flight could mean higher revenues per passenger for the airline, and fewer sleepy faces for the immigration cameras.