Tempur-Pedic recently announced they are the official mattress of the PGA Tour, which makes this its first national sports sponsorship. I think this is a brilliant move by the company and here are a few reasons why:
- According to Nielsen ratings, 55% of golf audiences are 35 years or older with over 85% of them earning more than $40,000 a year. It’s true that 70% of them are men, but have you heard my argument on that before? This is a great target audience for Tempur-Pedic products.
- Connecting to a sport creates opportunities for great experiential marketing events like hosting retailers at a tournament in a private tent, or even doing something for the consumers in attendance by having them connect with Tempur-Pedic products. Imagine a place where weary golf fans could go during a tournament to take a 20-minute power nap. After a few hours of walking around following their favorite player, people may get tired and that’s a perfect chance to offer a break on your product.
- If we in the industry are going to claim that sleep can enhance quality of life, why are we not making more connections to that idea outside of our own industry? Sleep is a performance enhancer, just like good diet and exercise. Show me a professional athlete that isn’t dialed in to the negative or positive impact sleep can have on their game. Bringing that conversation to the doorstep of professional sports makes total sense, if you ask me. But let’s not stop at sports; what about connections to big-time fitness personalities, nutrition experts, or other lifestyle brands? There is so much that can be done. (Simmons did a good thing by working with Dr. Andrew Weil, but I’m not sure if that went anywhere. Let me know if you have more info.)
I know what you’re thinking – the Tempur budget is much larger than your own. I understand that, but why does your sports connection have to be the PGA? Why can’t it be your local junior golf program or little league? I know these ideas are less exciting than something on the larger stage, but I promise a local relationship can mean a great deal to people if you do it right!
So do you think we do a good job of connecting to the idea that sleep is a performance-improving activity? Show me the evidence!