![]() Some people want to spend as little money as they can for something like this. Even the simplest of ideas probably requires far more equipment and work than you would think. The bottom line is that professional video production is not cheap. ![]() The benefits of a viral video are clear, and for those looking to replicate Purple’s success, here is some advice. Purple has five upcoming product launches, and just raised over two-million dollars for their pillow on Kickstarter. They’re adding 574,000-square-foot manufacturing building in addition to the 90,000-square-foot space they started in. ![]() Since January, Purple has grown from 30 employees to 340. ![]() Nothing could have launched the brand like that did.” “So I think there was some validation in that video is going to work. “The founders kind of rolled the dice and gambled on that video, but at the same time we didn’t spend as much on our Kickstarter video at the beginning, and it had a really good response,” said Bischoff. The next video wouldn’t be about pre-selling, but about introducing the world to their brand and their product. It was their first foray into using video and the digital landscape to sell their product. “So it’s a $5,000 mattress that you buy for $1,000.”įunded by the previous success of the Pearce brothers, Purple also ran a Kickstarter campaign last October, raising $175,000 for mattress pre-orders. “When you sell over e-commerce, you sell for less because you’re not paying a mark-up for marketing costs, retail costs or having a building that you use for retail,” said Bischoff. They invented the product, the machines that make it, and they sell it via e-commerce-a development in the mattress industry that they say has revolutionized the way things are done. The brothers have been granted 38 patents, and have 16 patents and patents pending for the Purple product line, the core of which is their hyper-elastic polymer mattress, a material that differentiates them from the memory foam and latex competitors. Tony and Terry Pearce, the founders of Purple, a have invented and licensed products to companies like Nike and Dr. “We’ve invested in new machines and we’re hoping that by this fall we’ll be able to increase it by multiples.” “It’s been a crazy growth, and we don’t really know how much we can sell, because of that problem of not being able to make as much as we’d like to,” said Dan Bischoff, communications, public relations and content marketing professional for Purple. The benefits of a viral video go beyond establishing a brand-the company has seen massive growth in only its first year of business. With more than 70 million views, a video showing Goldilocks testing out mattresses went viral, and in the process launched a brand for Purple, a comfort company that started their product line with mattresses. After flipping through several pages of a storybook titled "Goldilocks and the Three Beds," she announces Purple Mattress offers a 100-night no-pressure guarantee: if you don't love it, you can get your money back.Alpine-This fairy tale came true. If a mattress lets you put weight on raw eggs without breaking them, it's a sure sign it will cradle your pressure points and support your body. Goldilocks suggests the raw egg test when searching for the perfect bed.
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