How a MATTRESS COMPANY Built a $1B Business using Buying Triggers

A big reason Casper, the Sleep Company has crushed it since 2014 starting with no brand awareness, and competitors with VERY deep pockets is that they took seriously the strategic marketing practice of timing/buying triggers, specifically “when are people most likely to be TRIGGERED to begin the journey to buying a mattress?”

That answer was between 1 AM-3 AM but the surprising part was that many of their ideal customers had experienced similar life events that TRIGGERED those sleepless nights.

— Started a new relationship and their partner was spending the night

— Got a dog who now slept in the bed

— Had young children who started crawling into bed with them

— Got divorced and had trouble sleeping in the bed they’d shared with their ex

Because many customers realized that they had a sleeping problem and were desperate for a solution. Casper did one very smart marketing move:

They focused on SEO as a way to increase brand awareness and addressed sleeping problems that customers felt and experienced.

Focusing on keywords such as “can’t sleep”, “sleeping positions” and “what to do when you can’t sleep.” If you understand your customer’s buying triggers, you can get in front of them *before* they begin actively looking for a solution like yours and dominate the market.