While watching TV with my wife the other day, I saw an ad for Tempur-Pedic mattresses that really blew me away. I thought it was new, but here’s a version on YouTube that was uploaded about a year ago:
There were two main things that really blew me away about this ad. For starters, it seems as though they’re using real customers. Of course, they could be actors, paid ‘spokespersons’, or whatever, but I don’t see any obvious disclaimers (which are usually required by law). Every marketer’s dream is to have such animated and seemingly passionate customers as we see in this Tempur-Pedic ad.
The second thing that really jumps out at me is the overall message of this ad. The company is blatantly inviting you to ignore their sales people and marketing (ironically, yes) and simply ask anyone you know who has a Tempur-Pedic what they think. That’s some serious trust in your customers, and confidence in your product, too. How many companies do you know or have worked for that would be so brave as to use their entire marketing budget asking consumers to talk to your past customers?
As a marketer, this really hit me, and make me take a step back and look at my business. What can I do to empower the customers that we already have like this, and how can we get more of them? As a consumer, what would I want/expect from a company in order for me to be so passionate about them?
2 thoughts on “How Much Do You Trust Your Customers?”
I call it it “Apple rule:” build your product such that you would be willing to shill for it. But, that it is so good a product that in the end it sells itself.
They should show how to search Twitter for #tempur-pedic.
You’re right, tho. This seems like a radical approach. I like it!