The Importance of Constant Contact in Marketing

The Importance of Constant Contact in Marketing

A Lesson I learned From Buying a Mattress

So there I was laying in my bed in the middle of the night wide awake. I looked at the alarm clock and it reads 1:34 am. My alarm is going to go off at 5. I start doing the math in my head, I’ve got 3 hrs. and 26 minutes left to sleep! I roll over tossing and turning, clock reads 3:46 am. Crap! Over 2 hours went by and I was unable to fall asleep! Come on Scott! Go to Sleep! I only have an hour and 14 minutes left before I have to get up! Next thing I know my alarm is going off. Crap! Time to get up!

This scenario has played itself over and over again the past few months. It’s time to fix this! I started researching and reading everything I could to get deep restful sleep. I took action on what I learned. I took all the electronics out of my bedroom, got a new pillow, got blue light blocking glasses, bought grounding sheets. Sleep has gradually improved. One thing I’m missing: A new mattress. Being in the Marine Corps infantry, I was use to sleeping on rocks, so I thought the mattress was the least of my problems. However, if I’m going to fix this issue I need to go all the way!

When I woke up (or should I say got up) I did my morning routine which consists of meditation, working out, listening to my favorite YouTube channel for a daily dose of motivation while drinking coffee and answering emails. Well, this particular morning I did some research on mattresses. I was going to buy one this coming weekend and I wanted an idea of what was out there.

The next morning arrives and I go through my morning routine. I turned on YouTube, enjoying my daily dose of motivation while answering emails. A commercial came on YouTube in between videos: it was a commercial for a mattress. I said to myself, “huh, isn’t that interesting! I was just researching mattresses online yesterday!”

So, the next day arrives and it is mattress shopping day! I’m so excited to get a new mattress and hopefully put this sleeping issue to rest (no pun intended). I go to the mattress store and the sales person asks would you like soft or firm? I had no idea, so I tested pretty much every mattress in the store. I ended up getting one that was in the middle of “firm” and “soft”.

Pretty exciting, right? That was my mattress buying story. You’re probably wondering what this has to do with marketing or real estate. Well, read on….

So, it has been a week since I bought the mattress. I’ve been doing my morning routine every day since and guess what commercial keeps popping up on YouTube? Yep! That same mattress commercial I saw the day before I bought my mattress. The first day, I paid no attention to it because I had not heard of the name before. The second day I heard it again and I was sort of annoyed because I’m no longer in the market for a mattress. The third day I heard it, I realized it was the same mattress company, doing the same commercial. This time, I clicked on the “skip ad” button to skip this annoying thing. The fourth day I was really regrettinghaving done a google search on mattresses because now this commercial won’t go away. The fifth day, something caught my attention with this commercial, it was all the benefits I would receive by getting a good night’s sleep. The sixth day, I was actually intrigued enough by this commercial I watched the whole thing and then guess what I did? I went to google and searched for this particular company…..

I went to their website just to “check them out.” Big mistake on my part! After visiting their website, I went on Facebook and guess what ad I saw? You’ll probably never guess! It was an ad from that mattress company! I’ll never get away! Here is the lesson to be learned….

It took multiple touches from this company for me to even pay attention. If I only saw their message once, I would never even know their name. Here is the interesting part, when I was in the market for a mattress, I still paid no attention to them. Why didn’t I pay attention? I believe it was simply because this was the first time hearing their message. It wasn’t until the sixth time that I was intrigue. If it wasn’t for me having already bought a mattress, I’m sure I would be buying from them.

This example is why it is so important to hit the same audience multiple times with your message. Everyone is different, one message might be enough for some people. For example, It took me six times to pay attention, however that same commercial could have caught the attention of someone else the very first time, especially if they’re in the market. Another important lesson to be learned is if you touch the same audience multiple times, you are going to surely annoy some of those people. Here’s my thought on annoying people….. WHO CARES! Either you gain a customer or not! Don’t let the thoughts of others deter you from achieving your dreams. You will get some pissed off people but that’s a small price to pay for the amount of people who are receptive to your message and who you will help. Remember this quote from Aristotle, “Do nothing, say nothing, be nothing.” Get your message out to as many people as possible! Next time I buy a mattress, I know who I’m buying from….