Baylee Ramseier

Leesa Mattresses for Millennials in Kansas City & Los Angeles

Introduction

Target’s Psychographic Summary

 Millennials buy accessories with their purchase

 When shopping for a mattress millennials are focused on size and price

 Millennials want to buy online and be shipped to the house

 Millennials buy a new mattress every 5.3 years

 Millennials feel knowledgeable about mattress sizes and where to buy

Target’s Demographic Summary

 Gender: Females

 Age Range: 24-39

 HH Income: Less than $50,000

Target’s Geographic Summary: Kansas City, MO and Los Angeles, CA

I was given this assignment in my Intro to Advertising class to come up with a media plan for the

mattress company Leesa. I was given the budget $100,000-$110,000, with the minimum

requirements of buying three Spotify moments, two TV shows, and 15 Google ads. I have done

research on Leesa and millennials who buy mattresses to determine who would be a good target

audience.
 Baylee Ramseier

Media Buy Overview

Media Vehicle Total Cost CPM
Spotify
Gaming $ 2,500 $ 104.17
Fitness and Health and Lifestyle $ 3,000 $ 16.67
In-car Listening, Commuting, and
Travel $ 5,000 $ 33.33
All Spotify Totals/AVG $ 10,500 $ 51.39
TV
American Dad $ 45,495.20 $ 33.09
All American $ 18,144.00 $ 12.17
All TV Totals/AVG $ 63,639.20 $ 22.63
Google Ads
Google Totals/AVG $ 35,194.50 $ 4,085.33
Total/Averages $ 109,334 $ 37.01 *

Target Audience: Millennials in Kansas City and Los Angeles

Psychographic Elements of Millennial Mattress Shoppers: 39% of millennials feel as

if they don’t get enough sleep and 47% of millennials say that a good night’s sleep is important

for your health and wellbeing (“Mattress Shopper’s Buyers Journey”). While millennials think

sleep is important 49% of millennial mattress buyers use an app to track their sleep. Millennials

are most likely to buy a new mattress due to household change or a life event versus Generation

X and Boomers. Millennials also want to upgrade their mattress because it is old and worn out

(“Mattress Shopper’s Buyers Journey”). Out of the 36% of mattress buyers say they would buy a

mattress online. Out of the 36% of people 43% of them are millennials. Millennials are also more

likely to have a mattress-in-a-box delivered to them. While millennials are shopping for

mattresses, they feel knowledgeable about the sizes and where to buy a mattress (“Mattress

Shopper’s Buyers Journey”). Millennials are more likely to involve someone in their shopping

experience when most satisfied mattresses buyers shop buy themselves. Satisfied mattress
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shoppers are more likely to go in stores to try out a bed and do research when millennials do

research on the web (“Mattress Shopper’s Buyers Journey”). Millennials make their mattress

purchase based on the size and price of the mattress where other satisfied buyers make their

purchase based on size, prize, quality, and type. Millennials are more likely to return their

mattress before the end of their mattress journey (“Mattress Shopper’s Buyers Journey”).

Millennials replace their mattresses every 5.3 years. They also buy accessories when

making a new mattress purchase. 7 in 10 millennials purchase accessories with their mattress

(“Mini Field Guide to the Mattress Shopper”). Millennials are more likely to buy sleep

technology to Boomers. Millennials base their selection off size, price, sales, discounts, and

quality. 48% of millennials take 1-4 weeks in their mattress journey. 7 in 10 millennials would

shop differently the next time they make a mattress purchase (“Mini Field Guide to the Mattress

Shopper”).

Demographic Elements of Millennial Mattress Shoppers:

 Gender: In the “Mattress Shopper’s Buyers Journey” 38% of the people they

asked about buying a mattress were males and 62% of them were females. Of the

38% of males 34% of them were millennials who have recently bought a mattress.

The 62% of females 66% of them were millennials who have recently bought a

mattress (“Mattress Shopper’s Buyers Journey”). Based on the information I’m

choosing to target females rather than males, considering a big percentage of

millennials who have bought a mattress are females.

 Age Range: In 2019 the age of millennials was 18-39 (“Mattress Shopper’s

Buyers Journey”). When you look at the “Mini Field Guide to the Mattress

Shopper” it talks about how millennials age 24-39 start to purchase mattresses. To
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narrow down the target audience I’m going with the age range of 24-39, to not

waste time or money on millennials out of that age range who aren’t thinking of

buying a mattress.

 HH Income: In the “Mattress Shopper’s Buyers Journey” 44% of the people they

asked had a household income of less than $50,000, 32% $50,000-$99,000, and

22% $100,000 or more. Of the 44% of people with a household income of less

than $50,000 51% of them were Millennials who have recently bought a mattress.

The 32% of people whose income is $50,000-$99,000 33% of them were

millennials who have recently bought a mattress. The 22% of people whose

income is $100,000 or more only 16% of them were millennials who have

recently purchased a mattress (“Mattress Shopper’s Buyers Journey”). Based on

the information I’m going with the household income of less than $50,000. Most

of them have recently bought a mattress, which from the psychographic elements’

millennials buy a new mattress every 5.3 years. They are more willing to buy

mattresses based on the information.

Geographic Target: Kansas City, MO and Los Angeles, CA: In Kansas City, MO Leesa has

one partnering store being West Elm, but there are two on the Kansas side of Kansas City at

Pottery Barn and Macy’s. Los Angeles has 52 partnering stores in the area, most being Sit’n

Sleep’s (“Try Leesa Mattresses Before You Buy”).

Mattress Industry & Leesa Company Profile

Mattress Industry: When buying a bed most people think of going to a store seeing

rows and rows of mattresses, they must try to get a perfect fit. With the experience of mattress

shopping you get a talkative salesperson that knows “what’s best for you”, that has changed. In
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2007 Bill Bradley, a machinist, figured out how to get a foam mattress in a box to ship to your

house. He called it “Bed in a Box”, but it wasn’t until competitors like Casper and Tuft & Needle

came around that the mattress-in-a-box started to become more popular (Farrell). Companies that

sell mattresses-in-a-box usually have free shipping and a trial time of 100 days and sometimes

more depending on the company. After or during the 100 days if you don’t like the mattress you

may send it back for an exchange or money back (Farrell).

A problem about mattress shopping is trying to find a comparable mattress. Manufactures

make it difficult for people to do this, they sometimes give the same mattress a different name

depending on where they are being sold at (Farrell). Asking a salesperson to take you to a

comparable model is wasting your time. Companies who sell mattresses-in-a-box have made this

problem non-existent, by having a few mattresses, sometimes only one, that suits almost all

sleepers (Farrell). Mattress-in-a-box companies don’t just sell their mattresses online through

their website, but through partner businesses. For example, you can try a Leesa mattress at West

Elm. According to Consumer Reports the more someone test a mattress before buying it, the

more satisfied they are when they do make the purchase (Farrell). While the mattress-in-a-box

industry is growing it is still important for them to test the bed.

Company Overview: Leesa is a mattress-in-a-box company based in Virginia Beach,

Virginia (“Leesa Takes the American Mattress Industry by Storm”). Leesa believes in “the

power of good products and good purpose” (“The Leesa Story: Giving the Gift of Sleep”). Leesa

mattresses are assembled and shipped from the United States. Once a costumer has ordered a

week later the mattress is assembled and compressed, then shipped to the home (“The Leesa

Story: Giving the Gift of Sleep”). Leesa is a “Certified B Corporation”, using their company for

good. Leesa uses recycled and natural materials in their mattresses and runs their home office on
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renewable energy. Leesa also cares about giving to the people, for every ten mattresses bought

they donate a mattress to people in need (“The Leesa Story: Giving the Gift of Sleep”). Leesa has

donated over 36,000 mattresses for those in need. Leesa is also partnered with Sleep Out

America which is an organization that helps children who are facing homelessness (“2019

Impact Report”). Leesa partners with more than 1000 organizations locally and nationally to

provide safe places for families with children a safe place to sleep (“2019 Impact Report”).

Leesa mattresses arrive within 3-10 business days because they don’t have a warehouse

were their products sit (“When Will I Receive My Leesa Mattress”). To unbox your mattress,

you take it out of the box but it on your bed frame or platform and unwrap it (“Q&A”). All

Leesa’s come with a 10-year warranty (“Q&A”). Leesa also has a return policy. When you make

your first purchase on a mattress it has a 100-day trial, you must keep the mattress for at least 30

days to let your body adjust to it. After the 30 days you aren’t feeling the mattress you may

return it and get a refund (“What Is the Leesa Return Policy”). When a mattress is returned to

Leesa they donate them to their partners to give out to people in need, so no bed is wasted

(“What Is the Leesa Return Policy”).

Products: Leesa start their business with just one mattress being the Leesa Original

mattress, now Leesa has four different mattresses (Chen and Redman). The mattresses Leesa

offers are the Leesa Original, Leesa Hybrid, Leesa Legend, and Leesa Studio (“Compare

Mattresses”). Mattresses can be made up of innersprings, foam, or hybrid. The innerspring is

what traditional beds have, a metal spring coil that is in rows and columns throughout the bed

(“How to Choose the Right Mattress: Leesa”). A foam mattress is made up of multiple layers of

foam, a base layer, middle layer, and a top layer that allows airflow. A hybrid mattress is a cross
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between an innerspring and a foam mattress. The bed has the innersprings in the middle and is

surrounded by foam on the outside (“How to Choose the Right Mattress”).

The Leesa Original is an all foam mattress with a breathable and cooling cover. The

Leesa Original is made up of four layers, the support layer, memory foam layer, comfort layer,

and the Leesa cover (“Compare Mattresses”). The Leesa Original is a medium-firm mattress that

support side, back, and stomach positions. The mattress helps relieve pressure and lower back

pain (“Compare Mattresses”). The Leesa Hybrid is one of their award-winning mattresses.

Mentioned previously the hybrid is made up of innersprings and foam. The top layer of foam has

holes to allow for cooling, springs for advanced support, and the Leesa cover (“Compare

Mattresses”). The Leesa Hybrid is also a medium-firm mattress that allows for all sleep

positions.

The Leesa Legend mattress is a luxury hybrid. It consists of a double layer of springs, a

layer of innersprings and micro coils, that help support the hips and shoulders. The cover for the

mattress is made up of organic cotton and merino wool, which allows for a comfortable

temperature when sleeping (“Compare Mattresses”). It is also hypoallergenic due to the merino

wool being resistant to bacteria, mold, and mildew. This mattress is also made up of recycled

water bottles for the polyester and recycled steel for the coils (“Compare Mattresses”). The last

mattress from Leesa is the Studio, which is like the Leesa Original. It has three layers of foam

that is a medium-firm mattress. This mattress relieves pressure from the hips and shoulders and

is cooling due to the foam (“Compare Mattresses”). The special thing about this mattress is that

it has the same great quality of the other mattresses, but it is the cheapest mattress that Leesa has

(“Compare Mattresses”).
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Though Leesa is a mattress company, they sell other accessories. They sell a foam pillow,

a hybrid pillow, comforters, sheet sets, a mattress protector, mattress topper, and a foam seat

cushion (“Accessories”). Leesa also offers bundles, the Preferred Bundle, Luxury Bundle, and

the Accessory Bundle. The Preferred Bundle includes the Leesa Original or Hybrid mattress,

platform bed, and a mattress protector (“Bundles”). The Luxury Bundle includes the Leesa

Hybrid or Legend mattress, an adjustable base, and a mattress protector. The Accessory bundle

includes a premium foam pillow, duvet cover and insert, and a white or grey sheet set

(“Bundles”). Leesa also sells bases that include a platform bed, adjustable base, foundation, and

bed frame.

Price: Leesa’s prices range from the cheapest queen size being the Studio at $699 to the

most expensive queen being the Leesa Legend at $1,949, they also provide free shipping, so

shoppers don’t have to think twice about buying their mattresses. I compared Leesa to Casper

and Tuft and Needle to see what Leesa prices were to their competitors. I compared Leesa’s

Hybrid bed to Casper’s Nova Hybrid and T&N’s Hybrid mattress. Leesa’s twin size Hybrid is

$949 where Casper’s twin is $931, and T&N’s is $995. Leesa’s queen size Hybrid is $1,549

where Casper’s queen is $1,696, and T&N’s is $1,595. Leesa’s king size Hybrid is $1,699 where

Casper’s king is $1,951, and T&N’s is $1,845 (“Hybrid Mattress” and “Nova Hybrid Mattress”).

Leesa’s prices are almost identical to Casper and Tuft and Needle. Casper and T&N have offer

products just like Leesa. They offer mattress accessories like pillows and sheets; they also have

bed frames and bundles. The twin sizes are close in price compared to the queens and kings.

Leesa’s bundle prices are $1,021 for the Preferred Bundle, $2,021 for the Luxury Bundle and

$388 for the Accessory Bundle (“Bundles”).

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Place: The main place you can buy a Leesa mattress is on their website, but they have

partnering stores that carry and display their mattresses so customers can try before they buy.

Leesa partners with Macy’s, West Elm, Pottery Barn, and Sit’n Sleep. You can find these stores

across the U.S. (“Try Leesa Mattresses Before You Buy”). There are still areas that have more

stores than others like the West coast, the South, Northeast, and most of the Midwest.

Why Millennials are the Perfect Target for Leesa

 Millennials are more likely to buy their mattress online and Leesa’s main place to buy

their mattress is off their website.

 Millennials are also more likely to buy things from a company that have a good purpose,

and Leesa donates mattresses to children and families in need.

 Millennials want to buy accessories with their purchase of a mattress and Leesa has

accessories to go with their mattresses.

 Millennials would rather buy a mattress-in-a-box and have it delivered to their house and

Leesa’s mattresses are in a box shipped directly to your home.

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 Millennials take 1-4 weeks to do their mattress journey and Leesa gets your mattress to

you within 3-10 business days.

 When shopping for a mattress millennials are more focused on size and price. Leesa has

six different size mattresses.

 Millennials are more likely to buy sleep technology over Boomers. Leesa has an

adjustable bed frame to fit the sleepers needs.

 Millennials believe sleep is good for your health and wellbeing. Leesa makes sure you

have a good night’s sleep based on the make up of their mattresses. They also help with

health issues with their hypoallergenic cover. The mattresses help with back pains and

shoulder pains as well.

 Most millennials have an income of $50,000 and less, 51% of them had said they recently

bought a mattress or were looking. Leesa’s prices work with this income.

Media Plan Recommendations

Spotify Recommendations

Spotify Variables that do not change:

o Format & Platforms: The format I decided to go with for my Spotify campaign

was audio. I decided to go with audio because I thought it best fit the moments I

had gone with and the “Spotify Millennial Research”. The moments I chose were

in the categories of gaming health/fitness, and traveling, all of which were

recommended for audio listening. I also figured if you were driving, working out,

or gaming you were more occupied on looking at something else, so why spend

the money on something that doesn’t apply to the target.

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o Target Locations: The target location for this campaign is Kansas City, Missouri

and Los Angeles, California.

o Age: The age that I will be targeting is 24-39-year old’s based on my research.

o Gender: The gender I will be targeting with this ad campaign will be females

based on my research.

o Schedule start/end dates: The Start date for this campaign will start on June 1,

2021 at 12 a.m. and will end August 31, 2021 at 11:59 p.m. I have chosen this

three-month time span because summer is right around the corner and thought this

would be a great time to start a new campaign.

Spotify Moment Name: Gaming

o Rationale: According to the “Spotify Millennial Research” streaming music is

how millennials express themselves and chose Spotify as their top music

platforms. Streaming radio has a lot of benefits for advertising. The benefits

include highly targetable by content, demographic, and geographic elements,

strong for 18-39-year old’s, highly measurable, timely, and strong engagement.

This is good because my target audience are 24-39-year old’s. I chose gaming as

one of my Spotify moments because it was something different and millennials

are more likely to buy sleep technology. I figured if they would buy sleep

technology, they had other kinds of technology like gaming systems.

o Time of day: Evening/Night (6pm-11pm)

I chose evening/night because that is what Spotify recommended for advertising

(“Millennials on Spotify: Key Streaming Moments”).

o Budget: $2,500
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For this moment I decided to go with one of Spotify’s premade cost. This being

the first ad I did, I had to test the waters with the middle amount they have set.

Budget delivery likelihood: High

The budget delivery is high and based on fitness and health & lifestyle, age range,

and gender the budget for this will be fully spent.

o Cost per impression (or ad served): $0.20

This means for each ad delivered is $0.20.

o Estimated impressions (or ads served): 130k

This means the total number of

times the ad was delivered, so

this one will be delivered

130,000 times.

o Estimated reach: 24k

This means that on average

24,000 listeners will hear the ad

at least once.

o Estimated lifetime frequency:

The estimated lifetime frequency

for this moment is 6.5. This

means that on average a listener

will hear the add 6.5 times over the span of the campaign.

o CPM: The number of CPMs for Fitness and Health and Lifestyle is $104.17. This

means for every 1000 listeners it cost $104.17.

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Spotify Moment Name: Fitness and Health & Lifestyle

o Rationale: I chose fitness and health & lifestyle based on the psychographic

elements from millennial research. They believe sleep health is important, so I

thought this was one of the better places to put an ad about Leesa.

o Time of day: Morning (4am-8am) evenings (6pm-10pm)

I chose morning and evening based on the information Spotify has about time of

day for their moments (“Millennials on Spotify: Key Streaming Moments”).

o Budget: $3,000

For this moment I decided to create my own price, I went $500 more than what

their premade cost were. I also wanted to spend a little more on this moment

because millennials care about their sleep health so this would be a perfect place

to put an ad for that.

o Budget delivery likelihood: High

The budget delivery is high and based on fitness and health & lifestyle, age range,

and gender the budget for

this will be fully spent.

o Cost per impression (or ad

served): $0.20

This means for each ad

delivered is $0.20.

o Estimated impressions (or

ads served): 150k

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This means the total number of times the ad was delivered, so this one will be

delivered 150,000 times.

o Estimated reach: 95k

This means that on average 95,000 listeners will hear the ad at least once.

o Estimated lifetime frequency: The estimated lifetime frequency for this moment

is 1.8. This means that on average a listener will hear the add 1.8 times over the

span of the campaign.

o CPM: The number of CPMs for Fitness and Health & Lifestyle is $16.67. This

means for every 1000 listeners it cost $16.67.

Spotify Moment Name: In-car Listening, Commuting, and Travel

o Rationale: I chose this moment/interest to be able to tell a story to the listener

while they are on the road. Spotify recommends telling a story that will capture

their imagination for driving, I thought this would be a good moment to allow the

creative team to really show who our client is and why they should go with them

(“Millennials on Spotify: Key Streaming Moments”).

o Time of day: Morning (7am-11am) and Evening (6pm-9pm)

I chose morning and evening based on the information that Spotify has provided

about targeting millennials and the time of day (“Millennials on Spotify: Key

Streaming Moments”).

o Budget: $5,000

Since I was grouping three moments/interest I thought it would be better to spend

$5,000 for this. I am not a Spotify ad expert, so I just went with the highest option

they gave without creating your own.

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o Budget delivery likelihood: High

The budget delivery is high and based on the in-car listening, commuting and

travel moment, age range, and gender the budget for this will be fully spent.

o Cost per impression (or ad served):

$0.20

This means for each ad delivered is

$0.20.

o Estimated impressions (or ads served):

250K

This means the total number of times the

ad was delivered, so this one will be

delivered 250,000 times.

o Estimated reach: 180k

This means that on average 180,000

listeners will hear the ad at least once.

o Estimated lifetime frequency: The estimated lifetime frequency for this moment

is 1.6. This means that on average a listener will hear the add 1.6 times over the

span of the campaign.

o CPM: The number of CPMs for in-car listening, commuting, and travel is $33.33.

This means for every 1000 listeners it cost $33.33.

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Spotify Placements
Est.
Lifetime
Frequenc
Spotify Cost per Est. Ads y,
Moments or Time of Ad Served, Est. Reach, Maximu CPM
Interest Format Budget Day Served Maximum Maximum m (Listeners)
$
Gaming Audio $ 2,500 Evening $ 0.020 130,000 24,000 6.5 104.17
Fitness and
Health & $
Lifestyle Audio $ 3,000 Evening $ 0.020 150,000 180,000 1.6 16.67

In-car Listening,
Commuting,
and Travel Audio $ 5,000   $ 0.020 250,000 150,000 1.9 $ 33.33
All Spotify
Totals/AVG   $ 10,500     176,666.67     $ 51.39

TV Recommendations

American Dad

o Reason: I decided to choose American dad as one of my shows because it was

number 13 on a top 20 list for most popular contemporary shows for Millennials

(Johnson, 2019). I first started out choosing Jeopardy because it was number one,

but my budget wouldn’t allow me to have a reasonable amount of insertions,

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because the rating was high. I thought moving down the list would give me a

smaller rating to base my calculation on.

o Cost per ad: The cost for an ad to run during American Dad in Kansas City,

Missouri will cost a total of $1,827.80. I got this number by first taking the rating

(0.37) times the cost per point ($247) giving me the cost per :30 ad ($91.39). I

then took the cost per :30 ad ($91.39) times the number of insertions (20) getting

the total cost $1,827.80. The number of insertions come from how many ads you

want in your show times the total number of TV show days. The totals number of

TV insertions comes from how many days in the week you want your ad to be

shown times number of weeks in your campaign. The cost for an ad to run during

American Dad in Los Angeles, California will cost a total of $43,667.40. I got this

number by taking the rating (0.37) times the cost per point ($5,901) giving me the

cost per :30 ad ($2,183.37). I then took the cost per :30 ad ($2, 183.37) times the

number of insertions (20) getting $43,667.40.

o CPM: The CPM for Kansas City is $12.93 where the CPM for Los Angeles is

$53.25. The reason Kansas City is cheaper than Los Angeles is because of their

cost per point in their DMA. If Kansas City’s CPP was higher their cost would be

higher. Los Angeles’ CPP is $5,654 more than Kansas City’s.

All American

o Reason: I decided to choose All American as my second TV show because it is

on a list of top favorite shows Millennials are watching right now (These Are Gen

Z & Millennials' 17 Favorite TV Shows Right Now). I looked at the list and chose
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a TV show. I thought any of them would be good since it was something

Millennials are watching right now.

o Cost per ad: The cost for an ad to run during All American in Kansas City,

Missouri cost a total $1,613. I got this number by first taking the rating (0.4) times

the cost per point ($168) giving me the cost per :30 ad ($67). I then took the cost

per :30 ad ($67) times the number of insertions (24) getting the total cost $1,613.

The cost for an ad to run during All American in Los Angeles, California cost a

total $16,531. I got this number by first taking the rating (0.4) times the cost per

point ($1,722) giving me the cost per :30 ad ($689). I then took the cost per :30 ad

($1,722) times the number of insertions getting the total cost $16,531.

o CPM: The CPM for Kansas City is $8.80 where the CPM in Los Angeles is

$15.54. The gap between the CPM’s in this show is much small than the gap in

American Dad. This is due to the cost per point is lower in both DMAs but

significantly lower in Los Angeles.

Lengt
h of
Show HH Total
in TV HH Viewing Viewe Cost Per No. of
Minut Rati Ratin in Progra #/H rs Point Cost per : Insertio CPM
TV Programs es ng g% Market m H (000) (CPP) 30 Ad ns Total Cost (Viewers)
American
Dad
0.37 $ $ $ $
Kansas City 30 0.37 % 909,420 3,365 2.1 7 247 91.39 20 1,827.80 12.93
0.37 5,276,6 $ $ $ $
Los Angeles 30 0.37 % 00 19,523 2.1 41 5,901 2,183.37 20 43,667.40 53.25
Shameless
Total/AVG 22,888 48 $ 3,074 $ 1,137.38 40 $ 45,495.20 $ 33.09

All American
$ $ $ $
Kansas City 60 0.4 0.4% 909,420 3,638 2.1 8 168 67 24 1,613 8.80
5,276,6 $ $ $ $
Los Angeles 60 0.4 0.4% 00 21,106 2.1 44 1,722 689 24 16,531 15.54
All American $ $
Total/AVG 24,744 52 $ 945 $ 378 48 18,144 12.17
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All TV
Total/AVG 47,632 100 $ 2,010 $ 757.69 88 $ 63,639.20 $ 22.63

TV Insertion Worksheet
Los
Kansas City Los Kansas City Angeles
All Angeles All American American
American American Dad Dad
Length of Show (in minutes) 60 60 30 30
Number of ads per show 2 2 2 2
         
       
Days per week ad runs 3 3 2 2
Number of weeks in your
campaign 4 4 5 5
Total number of TV show day 12 12 10 10
       
Total number of insertions 24 24 20 20

Google Keyword Recommendation

o Keyword List:

o Best Mattress

o Foam Mattress

o Hybrid Mattress

o Best Mattress in a Box

o Memory Foam

o Mattress Sale

o Sleep Health

o Mattress

o King Bed Size

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o Queen Bed Size

o Full Size Mattress

o Single Mattress

o Sleep Technology

o Best Online Mattress

o Mattress Deals

o Rationale: I chose the keywords I did based on what millennial mattress shoppers want.

In the psychographic portion of my research, I found that millennials are looking more at

the price of a mattress and its size. Therefore, I chose the keywords “King Bed Size”,

“Queen Bed Size”, and “Full Size Mattress”. Millennials also looking for sales/deals

when they are making a purchase, therefore I chose the keywords “Mattress Sales” and

“Mattress Deals”. I decided to pick the keywords “Memory Foam”, “Hybrid Mattress”,

“Single Mattress”, and “Foam Mattress” because they are types of mattresses. I chose the

keywords “Best Online Mattress”, “Best Mattress”, and “Best Mattress in a Box” based

on Millennials wanting to buy online and have it shipped to their home. My last three

keywords are “Mattress”, “Sleep Health”, and “Sleep Technology”. The last keywords I

decided on because Millennials believe that a good night’s sleep is good for your health,

they are more likely to buy sleep technology, and they are looking for a mattress.

o CPC Logic: I decided my cost per click range based on what the low and the high cost

was, for example one of my keywords range from $1.01-$4.50. The range wasn’t that

big, so I went in the middle. Another one of my keywords range from $3.89-$16.83, so I

went on the lower end because the range was bigger. There were a few exceptions to this

being my cheapest keyword and my most expensive keyword.

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o Keyphrase Cost Range: The most expensive keyword that I chose was “Best Mattress in

a Box”. The high cost of the top of page bid for this keyword is $18.42. I believe this

keyword is the most expensive compared to the others because other mattress in a box

companies are willing to pay a high price to get their ad at the top of the page. I decided

to spend $9 per click for 250 clicks for a month. This is a more competitive keyword

based on the price, so I thought I would go in the middle range. I know my competitors

are buying it for that much, but I have a few other keywords that are closer to the higher

side. I wanted to spend more in those areas that were a little cheaper than $18.42 to get

my client the most traffic for their ads. The cheapest keyword I chose was “Sleep

Health”. The low cost of the top of page bid for this keyword is $0.79. I believe that this

keyword is the cheapest compared to the others because not every mattress brand aligns

their company with improving your sleep health. I decided to spend $0.79 per click for

550 clicks for 3 months. I did this because it was the cheapest price and millennials

believe sleep health is important when looking for a mattress. I bought more clicks for the

cheaper price on what millennials look for health wise for sleep.

Cost Per
Click Total Clicks Number of
Keywords/Keyphrases (CPC) per Month Months Total Clicks Total Cost CPM (CPC)
Best Mattress $ 3.54 300 2 600 $ 2,124.00 $ 3,540
Foam Mattress $ 5.00 250 2 500 $ 2,500.00 $ 5,000
Hybrid Mattress $ 4.45 300 1 300 $ 1,335.00 $ 4,450
Best Mattress in a Box $ 9.00 250 1 250 $ 2,250.00 $ 9,000
Memory Foam $ 2.53 400 2 800 $ 2,024.00 $ 2,530
 Baylee Ramseier

Mattress Sale $ 3.31 550 2 1,100 $ 3,641.00 $ 3,310

Sleep Health $ 0.79 550 3 1,650 $ 1,303.50 $ 790
Mattress $ 4.00 400 2 800 $ 3,200.00 $ 4,000
King Bed Size $ 2.50 200 2 400 $ 1,000.00 $ 2,500
Queen Bed Size $ 2.00 500 3 1,500 $ 3,000.00 $ 2,000
Full Size Mattress $ 2.50 450 2 900 $ 2,250.00 $ 2,500
Single Mattress $ 3.66 400 3 1,200 $ 4,392.00 $ 3,660
Sleep Technology $ 4.00 300 2 600 $ 2,400.00 $ 4,000
Best Online Mattress $ 7.50 200 1 200 $ 1,500.00 $ 7,500
Mattress Deals $ 6.50 350 1 350 $ 2,275.00 $ 6,500
             
Google Total/Avg $ 4.09 5400   11,150 $ 35,194.50 $ 4,085

Strategy Thoughts

o Budget & Media

I think that the Google and Spotify ads are worth it for my client. Both media vehicles are

good about pinning the bullseye of our target. Spotify ads you can set your age range,

geographic area, and gender. This is great, it makes targeting your audience a whole lot

easier when you can put those filters on to see how well you will do. Google is also great

because you can target it down by geographic and have keywords that your target will

most likely be searching for. I don’t think TV is that great because you can’t hit that

bullseye, you can hit the target, but not as good as you can the other two. Not everyone in

your target audience is going to watch the same thing at the same time as other people in

your target audience. I think the best choice for time, place, and circumstance is Google.

The buyer is looking up what they want into Google at the time that they want to know,

the place they want to know, and the right circumstance for their need. They are actively
 Baylee Ramseier

seeking for what they want and need. Spotify and TV are a hit or miss kind of deal on the

time, place, and circumstance. The buyer isn’t actively searching for what they want or

need, they are occupied with something else. I do think that sometimes it hits TPC, but

more on the side of not breaking through to the potential buyer.

o CPM Analysist

CPM means cost per thousand. For Spotify the gaming moment CPM is $104.17, fitness

and health & lifestyle is $16.67, and in-car listening, commuting, and traveling is $33.33.

For American Dad the CPM is $33.09 and All American is $12.17. For Google ads the

CPM is $4,085.33. The best media vehicle that has the best price for my client is TV.

Spotify has a higher average CPM being $51.39 and TV being $22.63. When looking at

TPC I didn’t want TV, but I had to have it for the minimum requirements, but when you

look at CPM you would rather have TV. Google is out of the question for this. Google

ads go by your personal devices and the clicks you give to an ad. If you buy a keyword

for $3 the CPM for that $3,000, because the click is unique to you and you only. You

can’t have 1,000 people on the same computer clicking the same ad at the same time.
 Baylee Ramseier

Work Cited

“2019 Impact Report.” Leesa Sleep, www.leesa.com/blogs/leesa-news-and-press/2019-impact-

report. Accessed March 10, 2021.

“Accessories.” Leesa Sleep, www.leesa.com/collections/accessories. Accessed March 10, 2021.

“Bundles.” Leesa Sleep, www.leesa.com/pages/bundles. Accessed March 10, 2021.

Chen, Joanne, and Justin Redman. “Leesa Mattress Review: An Honest Assessment.” The New

York Times, The New York Times, 21 May 2019,

www.nytimes.com/wirecutter/reviews/leesa-mattress/.

“Compare Mattresses: Leesa Original VS Leesa Hybrid VS Leesa Legend.” Leesa Sleep,

www.leesa.com/pages/compare-mattresses. Accessed March 10, 2021.

Farrell, Mary H.J. “Is a Mattress-in-a-Box Right for You?” Consumer Reports, 8 Feb. 2021,

www.consumerreports.org/mattresses/is-a-mattress-in-a-box-right-for-you/.

“How to Choose the Right Mattress: Leesa.” Leesa Sleep, www.leesa.com/pages/mattress-

buying-guide. Accessed March 10, 2021.

“Hybrid Mattress.” Tuft & Needle, www.tuftandneedle.com/mattress/hybrid/. Accessed March

10, 2021.

Johnson, Sheree. Millennials' and Boomers' Favorite Tv/Video Shows & Networks Are

Surprisingly Not That Different Sh. 21 Oct. 2019, sjinsights.net/2019/10/20/millennials-

and-boomers-favorite-tv-video-shows-networks-are-surprisingly-not-that-
 Baylee Ramseier

different/#:~:text=Media%20Dynamics%20recently%20shared%20results,in%20Table

%20I%2C%20Animal%20Planet%2C.

“Leesa Takes the American Mattress Industry by Storm.” Leesa Sleep, 14 July 2015,

www.leesa.com/blogs/leesa-news-and-press/leesa-takes-the-american-mattress-industry-

by-storm.

“Millennials on Spotify: Key Streaming Moments.” Spotify Advertising, ads.spotify.com/en-

US/millennials-on-spotify/. Accessed March 29, 2021.

"Mattress Shopper's Buyers Journey," The Better Sleep Council,

2020, https://www.sleepproducts.org/pdf/ISPA-BuyerJourney.pdf. Accessed March 10,

2021.

“Mini Field Guide to the Mattress Shopper”, The Better Sleep Council,

2018, https://www.sleepproducts.org/mini-field-guide/. Accessed March 10, 2021.

“Nova Hybrid Mattress.” Nova Hybrid (2021): Shop The Best Plush Mattress Online | Casper®,

casper.com/mattresses/casper-nova/. Accessed March 10, 2021.

“Q&A.” Leesa Sleep, www.leesa.com/pages/qa. Accessed March 10, 2021.

“The Leesa Story: Giving the Gift of Sleep.” Leesa Sleep, www.leesa.com/pages/our-story.

Accessed March 10,2021.

“These Are Gen Z & Millennials' 17 Favorite TV Shows Right Now.” Startpage,

www.ypulse.com/article/2020/05/26/these-are-gen-z-millennials-17-favorite-tv-shows-

right-now/. Accessed March 30, 2021.

 Baylee Ramseier

“Try Leesa Mattresses Before You Buy.” Leesa Sleep, www.leesa.com/pages/try-in-store.

Accessed March 10, 2021.

“What Is the Leesa Return Policy? Donations and Bed Adoption: Leesa.” Leesa Sleep,

www.leesa.com/blogs/questions-and-answers/what-is-the-leesa-return-policy. Accessed

March 10, 2021.

“When Will I Receive My Leesa Mattress?” Leesa Sleep, www.leesa.com/blogs/questions-and-

answers/when-will-i-receive-my-leesa-mattress. Accessed March 10, 2021.