Imagine this: A couple walks into your store and they’re looking around for a new mattress. The guy is clearly irritated because he would rather be home watching the game but the little lady insisted they shop for a new bed because she just couldn’t take it any longer. They try out a few mattresses and the guy thinks to himself, “Hey, I think I could actually make this experience fun.” While on the king-size deluxe Ultimate Hybrid model (of course), he says to the RSA, “How is this mattress going to perform during our more intimate moments?” as he winks and raises his big furry man ‘brows at his wife. She jabs him in the ribs, and quickly apologizes to the RSA for her husband but the RSA insists that this is no problem and explains that many customers actually ask similar questions. The male RSA then launches into a 10-minute story about his many conquests on different mattress surfaces and provides the couple with a graphic account and recommendation for the best bed for sex.
Are you good with this? Didn’t think so, but the reality is we are not doing much to help that RSA deliver valuable information to the consumer when it comes to a couple wondering what sex is going to be like on that new bed. Do we really think it doesn’t cross people’s minds? Do we also believe our sales force out there – the frontline for the industry – is NOT being asked these types of questions? Will a consumer care if they get that new mattress home and it absolutely stinks when it comes to intimate experiences?
We reached out to our Sleep Geek community of nearly 4,000 members, most of which are RSAs, and asked them a few questions on the subject prior to launching our SexySleep research project. We knew that if we were going to touch on this subject it was critical we learn our way in with the RSA to really understand what we needed to know. Here is what they told us:
- 87% said they have been asked sex questions during a mattress sale.
- The majority have never been given any information or training on how to deal with those types of questions.
- 86% believe that a mattress construction can directly impact the quality of the intimacy experience.
- 73% say if intimacy can make the mattress more relevant to buyers, then we should be educating consumers on the subject.
- The overwhelming majority believes we SHOULD BE TALKING about sex in the mattress industry in a tasteful way to create more interest with consumers.
So what are we waiting for? Do we care what the RSA thinks? In our SexySleep research, we found that memory foam could make intimacy “uncomfortable, and even difficult.” We know that the majority of consumers did not think about sex prior to buying their mattress, but once educated a little, the majority of them will make it a determining factor when buying their next mattress. So if all of this is true, what is keeping us from making a more direct connection?
The bottom line here is that consumers care about sex and when they buy one of our products, get it home, and have a bad experience, it can make them very angry. The RSA clearly wants us to build more value in our products by making the connection and they need information from all of us to be knowledgeable on the subject. We all have to realize that the conversation is happening EVERY DAY, but we’re just not participating in it. Why the hell not?
Debate me. Disagree with me. I don’t really care, but get off the sidelines and engage. We can talk about this subject in a very tasteful, educational way that will help the consumer make good decisions.
I was just at the Furniture Today Bedding Conference, where I heard people complaining about the same old thing with the bedding industry – they were sick and tired of everyone always talking about product, price, and promotion. It doesn’t have to be this way. Just get creative and help consumers understand that we can make their sex life even better with our products.
For those of you reading this that think sex isn’t important or that we should not be engaging people on the subject, you need to spend some time and money and speak to 255 consumers on the subject and then come back and tell me we should continue ignoring it.
The headline of this blog is “Marketing Experts Wonder Why Industry Avoids Sex.” At the Furniture Today Bedding Conference, I talked to Scott Bedbury – he’s the guy who helped Nike and Starbucks find huge success through his marketing strategies. When I shared the SexySleep reseearch with him, he almost couldn’t believe we were not already talking about this, so I really don’t think I am crazy. And he’s not the only one. Many industry leaders are taking notice and encouraging the conversation. I have video I will share right here on Q’s Views, so make sure you’ve subscribed. You don’t want to miss it.
Do you think I am crazy? Would you care if your mattress were horrible to have sex on? If your sex life could improve by purchasing a particular type of mattress, would you do it? If your group of friends found out that a mattress could make sex better, would they care? Do you think that Joe Six Pack and Jane Box of Cheap Wine would give a darn?
Don’t sit on the sidelines anymore. Share your thoughts in the comments section.