As Director of Digital Marketing at Nature’s Sleep/GhostBed, Rich Bernstein knows how cutthroat the mattress industry is. With new competitors arriving seemingly every day, Rich couldn’t rely on traditional marketing to spread the word about Nature’s Sleep/GhostBed. “A few years ago you had 10 or so bed in a box stores and now you have over 100,” Rich recalls. “One of the biggest challenges I was facing was differentiating us from the competition and demonstrating why a potential customer should pick us.”
Despite Nature’s Sleep/GhostBed reputation for quality, their new line of GhostBed products was fighting for attention against competition that were all flash and no substance.
Needing to try something new, Rich saw the results his competitors were getting from social media and recognized the potential. Reviews from influencers could be a powerful tool to reach an entirely new audience while emphasizing GhostBed’s superior quality. There was just one problem: Connecting with reputable influencers and investing in this entirely new branch of marketing seemed like a time- and resource-intensive task.
“We wanted to get involved, to see how that would play out,” Rich says. “But it was a big risk. One of the biggest challenges I was facing was differentiating us from the competition and demonstrating why a potential customer should pick us.”
Rich didn’t have to look far to find the solution he needed. Having worked with Intellifluence CEO and Co-founder Joe Sinkwitz in the past, he trusted Joe’s expertise and reputation in influencer marketing. “He’s a friendly guy, he’s trustworthy, and he understands the space better than anyone,” Rich says. “Though there are multiple influencer platforms out there, this was the obvious choice.”
Intellifluence’s team walked Rich through their intuitive platform for creating and managing influencer marketing campaigns. When Rich wanted to get more buy-in from the rest of his team, Joe happily obliged with more demos.
“What really stood out for me at first was the relationship building,” Rich says. “The way it comes across, it’s not a sales pitch at all. It’s more of ‘This is how it’s going to work, and this is all the stuff we can do to help you.’”
Understanding Rich’s severe time constraints and budget, Joe recommended Intellifluence’s enterprise-level plan which equipped Rich with a dedicated account manager. Rich’s account manager went out of their way to understand Rich’s goals and learn everything there was to know about GhostBed. Rich’s account manager then used that knowledge to create targeted campaigns for social media platforms like YouTube and Instagram.
“I’ve done a lot of demo calls and they’re always like, just spend 20 hours a week with it, but I don’t have that kind of time,” Rich laughs. “But I knew I could trust Intellifluence to delegate the work to the people who know the business.”
With Intellifluence already working with thousands of reputable and motivated influencers, connecting to industry giants was easy. And, since everything from payment to communication is handled by Intellifluence’s platform, managing these relationships was even easier. As a result, Rich was able to accumulate influencer reviews and he always had the tools he needed to track campaign performance. Best of all, his account manager handled all of the heavy lifting which freed up Rich’s time and allowed him to focus on other aspects of his business. “Anytime we had an issue, I would email my account manager and he would respond so quickly,” Rich says. “He’s always keeping me up to date, and he gets into the campaign really often, making sure he communicates directly with influencers on our behalf.”