Ads Suggestion Internal Memo Case
The memo write-up should be organized by the following questions:
After its successful launch and IPO, Purple was looking to sustain its growth momentum by partnering with traditional bricks & mortar players.
1. How do you explain the rise of the new wave of DTC mattress companies?
2. What is Purple’s value proposition? Is it unique relative to other industry players?
3. What value do bricks & mortar mattress retailers offer to customers?
4. Imagine that you are the Chief Marketing Offer (CMO) of Purple and the CEO asks you to devise a marketing communication plan to help generate offline sales at partner stores, such as Mattress Firm. While you may suggest multiple media to help accomplish the task, you know digital/online marketing will continue to play a role. Develop a digital ad campaign to help drive traffic to partner offline stores. In doing so, please consider the following elements:
- Who do you want to target?
- What kind of message do you want to convey?
- What kind of images/videos and text should be included?
- Which digital platforms do you recommend running the ads on?
- How will you assess the success of your proposed digital ad campaign?
* Note: To get a sense of the digital campaigns Purple had been running in the past, please watch the videos described in Exhibits 1, 3, and 4 in the case (the links are provided there). Do not include any sentence from the case or outside source .
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