Which Brand Mattress?
A common question people ask when looking for a new mattress is which brand mattress is the best, is the brand I know the better mattress? How is that brand mattress known, usually through advertising ? There is no simple answer to which brand mattress is best, I will try and help you make an informed decision.
How do you distinguish between what's claimed in the adverts and what you actually get from the mattress? Advertisers are very clever at subconscious power of persuasion, that's why they make a lot of money.
The main aspect of advertising is wanting us to think their brand is the best and nothing else comes close. They want us to remember their brand mattress and buy it without trying any others. How many times have we bought a certain brand seen on an advert? I also know it works as one of the most widely searched mattress brand on the internet is the one I will mention below.
A Little Branding Test
Please read the household items below and what first pops into your head. A little like a word association game, don't think just the first thing that pops into your head.
Washing up liquid
Toothpaste
Washing powder
Kitchen cleaner
Mattress
When I did this, the five I came up with are completely different to the brands I actually use. This because the power of advertising is very strong and effective.
I came up with
Washing up liquid - Fairy
Toothpaste - Colgate
Washing Powder - Persil
Kitchen Cleaner - Mr Muscle
Mattress - I won't mention it here as I don't want to be seen as advertising. I only mention it on the mattress details as anyone reading it would already be interested.
These are the brands I actually use
Washing up liquid, washing powder and kitchen cleaner I use Ecover.
Toothpaste in all honesty we use which ever is on offer at the time of purchase.
The mattress I thought of was a Silentnight mattress, I don't have a Silentnight mattress so why did I think of them?
The power of branding via advertising is very strong and strongly achieved by association. Do you remember when you were studying? All through my nursing career I learnt through association to remember important information.
A simple example is how I would remember blood pressure measurements ie 120/70. Systolic (120), I associated with sky as it above, diastolic (70) d for down.
Succesful Mattress Branding
So back to the Silentnights successful branding. The main ethos of their adverts are the no roll on roll off. Utilising the hippo and the duck for their marketing, two different partners of different weight. Cute animation we will remember and associate with mattresses.
I am not saying Silentnight are any better or any worse than any other brand mattress. We now have an exclusive range of their prestige collection at our Chester store. I use them as an example of how brands become household names through advertising.
Silentnight are not the only mattress company to use no roll on roll off springs, although we may be led to believe they are. For example Sweet Dreams use their own Sleepzone® springs in their luxury sprung mattress range. Sweet Dreams Sleepzone® mattress range also have double the springs of a standard sprung mattress with luxury comfort fillings and fabrics. They have been making mattresses for over 20 years, have won awards and are market leaders. They don't advertise through the media, they don't need to. They also don't need to add advertising revenue into their mattresses.
So which brand mattress should I buy?
I will not try and persuade you one way or another it is an informed choice and down to personal preference. Some people prefer to put their trust in a well known brand mattress, others see that you can get the same specification, or better for a lot less money. Do I want a handmade mattress or one on a production line? This isn't important to some yet very important to others.
Sleepshaper Mattress Brand
Another example I just thought of. In our retail store our most popular all foam mattresses are the Sleepshaper memory foam mattresses. Sleepshaper don't advertise their mattresses on the Television, they don't need to. It's when customers lay on them they can feel the luxury comfort and support. They have also won the Which best buy mattress status for two years beating the "well known brands" including at least three times the price Tempur mattress by a long shot. Also the Sleepshaper mattress are different to any other memory foam mattress which can be seen when you view any of the Sleepshaper mattresses on our website.
Sleepland Beds Brand as a small comparison
Another comparison is us, Sleepland Beds. Although not a mattress brand we are a bedroom retailer competing against hundreds of others. We are not a household brand name through advertising. We are known through recommendation or because you have found us through a search engine. We work extremely hard at both these aspects without spending a fortune on advertising.
Do we offer a better service and more value for money than the bed companies spending millions on advertising?. Well we don't need to add an advertising budget into our margins and we take great pride in our customer service. And we don't have never ending half price sales that must end Monday. We are honest, have honest margins and work very hard and always will be and will never "sell out" with gimmicks or misleading to get your money.
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