Can a mattress be social? Tempur-Pedic becomes buddies with Facebook and Twitter

This is one of the first commercials I have seen in a while that directly linked Social Media with a product. Mattress Company Tempur-Pedic (the squishy mattress with the handprint) has a new “ask me” television campaign to drive potential consumers to Facebook and Twitter sites to get a first hand look at what “actual Temper-Pedic owners” are saying about the mattresses. Tying in social media directly with an ad has been done before yes, but this one caught my attention as it so closely ties in social media directly with the product’s TV ads.

Curiosity got the best of me, and I just had to check out what people are saying. Currently Temper-pedic has 3,396 fans on Facebook.   Tempur-Pedic’s Twitter presence is fan based only, I could not find a page dedicated to the company through a keyword search.   One of the first Google hits on Tempur-Pedic and Twitter came up with a comment by consumer Gretchen Rubin, who claimed that the company’s pillows had a horrible smell.   I guess that proves the posts are real, but if I was the CEO of Tempur-Pedic, it’s probably not the first impression I would want of the company.

Back to Facebook , the replies I read were positive, save one from Nicole Brown on Christmas Eve.   Ms Brown is a current customer and made a comment that she is looking for sheets that better fit her mattress. Tempur-pedic was on its game, and sent a reply with a recommendation for something that may help her in less than 24 hours. The Tempur-Pedic reply was on Christmas Day no less! That’s exceptional customer service!

Based on replies on what customer’s are saying, I wouldn’t mind giving Tempur-Pedic a try.  However, like fine jewelry and luxury automobiles, you get what you pay for. On December 22nd, fan Betsi Lynch called her Tempur-Pedic the “best $7,918 she’s ever spent.” Now that’s some pricey sleep!  

Costs aside, there are lots of consumers that desperately need a comfortable mattress due to back problems or other physical limitations, and I’ll bet this sort of product that would be perfect for them.   Kudos to Tempur-Pedic for taking a brave step into social media to keep the dialong between clients and potential clients going.  

You can check out the Tempur-Pedic ad here:

http://www.facebook.com/video/video.php?comments&v=1204137496205

Diversity Consumers & New Media: outreach for a happy holiday

With holiday season upon us, we are all scurrying to finish last-minute wrapping and shipping, baking and decorating.   Retailers (both online and brick and mortar) are pulling out all the last ditch efforts to get people to spend, spend, spend.

 When it comes to consumer demographics, retailers are learning a message loud and clear:

Do not ignore minority consumers!

According to a Multicultural Report by research firm Diversity Affluence, African Americans possess $87.3 billion in purchasing power, Asian Americans possess $90.2 billion, and Hispanic Americans hold $104.5 billion.

So, how do businesses reach these very different audiences?

One way of communicating is definitely through new forms of media.  A 2009 report by Big Reports found that although all demographics named cell phones as the most common new media item being utilized, Hispanics, African Americans, and Asian respondents replied with higher usage than Caucasian respondents.

Minorities also have a higher regular usage rate, and are more receptive to use their mobile device to play videogames, take/upload picture phones and use instant messaging online.

In addition, minorities who are active online have been found to be more active on social media sites than Caucasian citizens.   

While in 2008, Facebook was secondary to MySpace, today, the roles have reversed, and most (but not all) minority groups have reported to prefer Facebook.  

The exception to preference in Facebook relates specifically to Hispanic-speaking Americans, who gravitate to social media sites with a stronger established Latin American presence.   Many prefer MySpace or Hi5 (strong in Latin America, allowing Hispanics in the U.S. a better opportunity connect with family members out of the country.

What to do? 

It is anticipated that usage of social networking will continue to grow among all ethnic groups.  Smart marketers will recognize that there is no “one size fits all” approach for a diverse consumer mix.   By creating a communications strategy based on where target consumers interact, marketers and consumers will have a happy holiday season for all.