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Purple Innovation, Inc: The Online To Offline Marketing Challenge

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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Anoushka Bhatia
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1K views3 pages

Purple Innovation, Inc: The Online To Offline Marketing Challenge

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.

Uploaded by

Anoushka Bhatia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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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