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Q3 Campaign Imminent: Sleep Number reduces media spend, pushes product launch to next quarter due to global pandemic

Due to its store closures and notable media reduction, Sleep Number SN refocused its April marketing efforts to target loyal insiders and brand advocates; since these people are already fans, it takes less money to reach them. Amid the coronavirus shutdowns, mattresses aren't at the top of most consumers' priority lists unless they're already fans of specific brands. The company also moved the launch of its new 360 smart bed from Q2 to Q3 when its execs plan for in-store operations and media spend to have recovered, its recent earnings call reports.

In response to the global pandemic, SN's manufacturing plant's sewing team members started sewing new elastic bands on masks that needed repair.

According to iSpot's estimations, the company spent $32.7m on national TV ads YTD, a 9% decrease from $30m spent during the same time period of 2019. Total spend in this channel equaled $117.7m in 2019 and $113.4m in 2018. It primarily targets male millennials and Gen-X via this channel (see targeting right). 

Offer omni-channel ad spend ahead of SN's upcoming product launch since Kantar data reveals it also utilizes OOH, print, search, radio and local broadcast; however, remember most companies are holding back on OOH spend until consumers start commuting again and SN itself significantly reduced its marketing spend for now. As briefly mentioned, the company tends to target millennials and Gen-X with a skew toward parents and especially dads.

Agency & martech readers - We don't see any major signals of upcoming reviews, so read elsewhere for now. Horizon Media respectively picked up PR and media duties in 2009 and 2014.