Challenge: Creating a Mattress Store Digital Ad Campaign to reach new customers

Kristen Robinson, an account executive at Spectrum Reach for over six years, was so under the weather recently, the last thing on her mind was being able to craft a mattress store digital ad campaign.

“I was home sick for a week with bronchitis and sinus infection…, [and] I could not talk on the phone,” said Robinson. “[During that time], I was doing a tremendous amount of cold calling through email. I sent an email to a mattress company that I saw was advertising on Facebook.”

The company is small, with only one location, but after the owner responded to her email and mentioned he had worked in radio, Robinson knew she was in good shape — at least from a sales point of view.

Solution: Pitch the business on a targeted mattress store digital ad campaign

Being sick and without a voice didn’t stop Robinson from showcasing her company’s advertising solutions to the potential client.

“I sent him an email with co-​op opportunities I looked up in AdMall as well as some ‘Did you know’ info directly pulled from [the local account intelligence report in] AdMall,” said Robinson.

“Well, he responded right away, and I scheduled a meeting same day, even though I could barely talk and sounded like Darth Vader. We hopped on a call, and I discussed the email I sent him, telling him about our capabilities.

“He asked if I could put together a proposal ‘as fast as possible,’ so I sent it to him later that day. He approved it the next morning. So, in less than 24 hours from a cold call email I signed an annual [mattress store digital ad campaign].”

Result: A new annual contract originating from a simple email cold call

When all was said and done, Robinson was able to close the mattress store digital ad campaign, consisting of streaming and linear TV, for a total of $3,000.

“While this win might not be huge, it’s one to celebrate for sure,” said Robinson. “So, thank you, AdMall, for continuing to support what I do and […providing information I can use straight] from the site to close a deal.”

“[AdMall is] such a great resource to get ideas on how to prospect, and [includes co-​op ad data for vendors], digital audits, and local intel. Highly recommend [for any sales rep new to the product].”

AdMall’s Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state and national level. It is the baseline report a rep should run before their first sales call that will put them on a level playing field with a potential client.

Everything from market demographics, consumer spending, marketing/​budget figures, top products sold, industry challenges and opportunities, and more can be found in this report. If you’d like to learn more about the Local Account Intelligence Report, feel free to register for the next AdMall 101 webinar in AdMall’s Learning Center.

More About: Bedding/​Mattress Stores

Bedding retailers face competition from mass merchants, department stores, and warehouse clubs. The weak economic climate is blamed for recent sales losses, particularly regarding the specialty bedding category.

The average (queen) mattress price depends on the type:

• Innerspring and foam mattresses $1,050
• Latex $2,000
• Hybrids $2,050

Bed and mattress businesses number approximately 14,400 and report revenue of $27.4 billion. Overall, the global retail mattress industry is estimated at $52.45 billion. Global internet sales of mattresses in 2024 is estimated to be $15 billion.