If you want people to laugh, don’t tell them you’re funny, tell them a joke. If you want them to buy your product, don’t tell them it’s wonderful, let them try it. In a world of nearly infinite choice people don’t have the time to investigate all of their options. Experience provides the shortcut to product understanding. But giving people an experience is easier for some products than it is for others.
Take mattresses for example. We spend a third of our lives on our mattress. Choosing the right mattress is important. The problem is most of us could read specifications or listen to sales people for hours and still not know a good mattress from a bad one until we tried it. Unfortunately, a few self-conscious moments on the display model in a crowded furniture store is hardly enough. How could a manufacturer of quality mattresses give people a longer trial? Select Comfort’s partnership with Radisson Hotels provides a brilliant example of touching it with the match.
Last week I traveled to Los Angeles and stayed at a Radisson hotel for a few nights where, upon checking in, I discovered my room was equipped with a Sleep Number Bed. (This was the first time I have ever actually known the brand of the mattress in my hotel room.) A control on the nightstand allowed me to adjust the firmness to my liking and a laminated card told me about the mattress and its features. Three full night's sleep convinced me that it was a very comfortable bed. But Select Comfort didn’t stop there.
They placed a small display at the check out desk that said, “Once you’ve experienced the individualized comfort of the sleep number bed exclusively at Radisson, you won’t ever want to sleep without one.” The display featured a pad of tear-off sheets with details of the promotion and a web URL where I could learn more. www.goldpointsplus.com/sleepnumber
Select Comfort found a way to let people experience its mattress (touch it with the match). The tear-off promotional sheets made it easy for me to take information in the mattress with me and share it with friends (fan the flames) and if the hotel is sharing contact information about its guests with Select Comfort, then they are also saving the coals by keeping a record of the people who have tried their mattress so they can follow up with them later.
If Select Comfort could find a way to let people try its mattresses for an entire night, then surely there is a way to let consumers experience your product or service too. Can’t think of any right now? Why don’t you sleep on it? Spread the fire. GS