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Justin Ashley, Michelle Carignan, Tricia Grudens, Jillian Koehnken & Julia Kohn
What is Casper?
Executive SummaryCasper is an e-commerce company specializing in the sale of
mattresses online.
One mattress, one set of sheets, one pillow.
Big name Investors
2013-Today
“Casper”- The Name
AgendaCompany Research
Analysis and RecommendationsSEO & SEM
Website
Social Media
Budget recommendation
SWOTStrengths
Convenience factor Free shipping/returns/100 night trialGood for the environment Easy bed-in-a-box packaging that has turned into a unique “experience”
WeaknessesA “one-size-fits-all” business practice Only 3 showrooms to test out productsCompany founded in April 2014, no strong brand loyalty as of now
Not very cheap- lowest mattress price $500
SWOT cont.Opportunities
Open more physical locations Expand into international markets2014 startup company→ room for larger brand awareness/loyaltyRoom for more investors
ThreatsThe amount of other high-quality competitorsDifficult economic conditions Only dependent on customers from the US and Canada
Competitor Analysis
Main Target MarketCelebrities posting
25-30 years old
Most individuals are moving into new homes
Based on retargeting techUses mobile devices access
instagram/ facebook. Always on the go.
SEM & SEO
SEO Strengths & WeaknessesBlog Posts
+ Frequency + Keywords- Missing key elements - Poor length
Website + GTmetrix 85% Site speed score & 78% Yslow score- Image dimensions & redirects
Backlinks - Number/Amount
Search RetargetingMediamath.com
Third party extension
Very strong strategy
Ex) Uses Instagram and Facebook
Utilizes their on-the-go target market
SEO RecommendationsBlog Posts
Add H2 tags, bulleted lists, meta descriptions, and tags Increase the length of each post by 250 words
WebsiteHeight & Width elements Limit new sites, broken URL’s, A/B testing of a new webpage to limit redirects.
Backlinks Backlink BuildingCreate more Value Associate yourself & partner with other companies Engaging videos
SEM- Paid SearchSearch ‘Casper’
First paid search that comes up
Includes sitelinks extensionsAdded customer reviewsUsed to be the dream team
Quality scoreClick-through rates: ranks 4,319 for their trafficPaid ads are relevant to the brandLanding pages: brings viewer to Casper’s homepage-not always effective
Ad groups & KeywordsAd Group: Matress
Best mattressBest mattressesCheap matressCheap matressesMatressMatress firmMatresses
Ad Group: MattressBetter sleep mattressCaspers mattressMattress companiesMattress in a boxMattress retailersMattress startupSleep mattress
Ad Group: PillowBest pillow for side sleepersBest pillows for side sleepersCasper pillowPillow for side sleepersSide sleeper pillow
SEM Recommendations 1. Bid on the ad groups/keywords listed previously.
Competition is high, if quality score is strong, Increase trafficBrand awareness to their target audience.2. Increase Quality Score:
Lacked relevant landing pages. Advise changing keywords searches to a more relevant page
Reducing clicks
Website
SummaryIntuitive and accessible
Strategically organized
User-friendlyTop tab is static, ideal for scrollingShopping, Product Testing, Reviews, Customer Service Chats, and FAQ
Proper Care and TroubleshootingReturnsGiving back to the communityFinancingRefer-A-Friend Rewards Program
Current FunctionalityFeatures reviews on top tab
Most reliableClear call to action
Click to call“See the product” as a blue button, against gray background throughout each page
Attentive staffChat window
Quick and friendlyNice use of animation to attract attention
Graphics showing bed
Current FunctionalitySite features videos
Watch how mattress, sheets and pillows are madeTest the mattress in select locations
Features carousel with pictures of the apartment in each locationsPicture sets the scene for both day and night
FAQ page sorted by product and functionalityDrop down menu for maintenance, problems use, cleaning, shipping and accommodations
Quality PromiseTry out the product for 100 daysIf you don’t like it it will be donated to local charity
AccommodatingFinancing program as a payment planRefer-A-Friend program of $50 off and $50 gift card
Third Party Extensions 17 extensionsHeap analyticsCloud spongeSift science PingdomCloudfareCloudfront: is another delivery
network
Google commerceMediaMath
Olark doubleclickkeyweeOptimizelyImgix Extole Converto Google tag managerSegment
RecommendationsAdditions to Navigation Bar
Include social iconsCustomer reviews
Product Return siteCurrently has very clear instructions
“Try the Product” tab“Make an Appointment” via drop down menu
Reviews TabSeem ingenuine
All 5 Stars then terrible review, sorted chronologicallyShould showcase its reviews in popular publications
The New York Times and The Huffington PostDistinguishes credibility
Social Media
Social Media Basics 85.5% of millennials (ages 18-49) use social media regularly HouzzTwitter→ 40.1K followersFacebook→ 215.1K likesPinterest→ 2.6K followersInstagram→ 25.9K followersLinkedIn→ almost 2K followers YouTube→ 467 subscribers
Great for millennials
“Unboxing”“YouTube mega-trend in which consumers film themselves opening everything”
Featured on Instagram accounts of celebrities like Kylie Jenner, Kat Graham, Emmy Rossum, and Ashley Greene
Shows prospective customers a lot about Casper
Various Campaigns“The Nap Tour” (4 months, 7 cities)
Valentine’s Day (Twitter)
Labor Day (Uber)
‘Casper in the Wild’
What They’re Doing Right They answer you!
Main goal is to form relationship with existing/prospective customers, not make an immediate sale
Search retargeting Paid social media
RecommendationsIncrease brand engagement Facebook Augmentation/more paid social media Create more questions on social media sites for followers
to answer and/or comment on Create more shareable videos and “listicles” Make better efforts to create relationships without
marketing to people
What they’re doing rightCasper sends out regular emails
Spaced out every 2 - 4 days
Variety of content
“Snoozeletter”
Access via the website
Layout & design
Sign-up Recommendations● More clear location to sign-up for more information
● This is a way to sign-up for their emails
More RecommendationsTimeline of “Snoozeletter”
Blog content via email
Message disconnect
Budget & Our RequestRelies on WOM
Spends little on advertising
Making about $75 million 2015
Taking 10% of revenue = $7.5 million for advertising