Who’s Joey Mattress? They’re a YOUNG, VIBRANT and LOCAL mattress startup. 🛏

This brand started their journey not too long ago. And it’s now their 2nd BIRTHDAY this year! 🥳

For their birthday, Joey’s energetic team wanted to do something great for our community, so they worked tirelessly to start a movement across Malaysia. 🎉

The Movement

So, what’s the movement about?

Well, the movement is aimed at spurring all local businesses to support one another during the pandemic.

To kickstart this, Joey Mattress partnered 7 local startups to upscale their brand strategy, hoping to create a ripple effect 💧 to encourage other startups to do the same.

Secondly, they hope to provide better sleep to Malaysians through this movement. 😴

“2020 and 2021 so far have been a tough year for most, if not all, Malaysian businesses”, said Joey Tan, Founder of Joey Mattress.

Supporting small businesses is already old news and people aren’t posting much about this topic anymore, she added.

That’s why Joey Mattress is looking to spark this conversation again once more.

Sounds interesting, right? 🤔 If you’re a startup looking for more info on brand partnership, you’re in the right place. Read on!

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Who Is Joey Mattress’ Target Audience for This Brand Collab?

Speaking of target audiences, we’re curious to learn who exactly is Joey Mattress’ targeting for this brand collaboration.

So, we decided to ask Joey to name and explain why she chose to target her chosen demographic group. 🎯

“We’re targeting people like us for this brand partnership”, she began. This refers to young adults who prioritise sleep and self-care.

Her reason for targeting this demographic group is simple: young adults generally appreciate convenience and quality; are more health-conscious, tech-savvy and open-minded to try new things, she explained. 🙂

Catering to a target audience is a huge thing. But catering to them WELL is another BIG TASK. Curious to learn how Joey did it, we popped her this question.

She reveals it’s all about placing your customers at the very heart of everything you do. That’s how great customer service is achieved. 💪

Yes, it sounds obvious, but it’s SO EASY to forget this when growing your business in an ultra-competitive market, she noted. She advises to focus less on winning battles (your competitors), and focus more on winning the war (your customer’s heart).

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How Joey Mattress Decided On Their Target Demographic Group For This Brand Collab?

And psst… here’s a juicy secret. Joey and Winson explained they created their customer persona based on the pain points she and Winson experienced as shoppers. 🛍️

They focused on creating a mattress company that caters to people exactly like themselves and it’s no surprise, their strategy is working really well as seen in their early success.

Joey Mattress was started because the traditional way of mattress shopping is not user-friendly at all, Joey recalled. So that inspired them to start a company to counter that pain point. 😃

They wanted to make mattress shopping easy and enjoyable for their customers. So, they tried their best to make things: “Easy to buy, easy to try, easy to return and easy on the wallet.”

This makes it the logical choice for Joey Mattress to select young adults as their target audience since most of them prioritise convenience a lot these days.

So, targeting this demographic group gives Joey a golden opportunity to reap the highest profits for their business. 💰

How much did they profit? Here’s a hint: To-date, Joey Mattress has sold over 10,000 mattresses. 🤫

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Increasing Brand Awareness Through Brand Partnerships

Intrigued by this movement, we also sat down with Joey to understand what she hopes to gain from this partnership. 🤔

The end goal is to create higher brand awareness for all of us, Joey explained.

It is aimed at positioning our partners and our own brand in front of a wider, diverse Malaysian audience, she elaborated.

Agreeing with Joey, brand partnerships, especially mutually beneficial ones, can bring higher brand awareness, which could potentially help local brands to rise above Covid-19. 🦠

Just take a look at these 7 brands Joey Mattress partnered with to produce these incredible products:

• ana tomy (sleep journal 📚)
• Lilin+Co (sleep candle 🕯)
• Goodpair Socks (socks for bed 🧦)
• Perfectly Tea (sleep tea ☕)
• Salang Design (shirt 👕)
• Kandle Kandle (room spray for better sleep 🧴)
• Bros Malaysia (water bottle🚰)

From this partnership, Joey Mattress is now able to reach a wider range of target audience, capitalising on existing the target audience’s of their brand partners.

This means achieving higher brand awareness for themselves as well. So, why not start planning your own brand partnership today?

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Sharing Similar Brand Values In A Brand Partnership Is Important, Why?

If you look carefully at this partnership, the similar brand values shared between Joey Mattress’ and its partners has an advantage. 🇲🇾

What’s the advantage?

Well, since they are brands that share similar values, they likely have very similar target audiences.

This is highly beneficial for Joey Mattress because they can capitalise on their 7 partners’ target audience without directly competing with them!

For example, this means Joey Mattress can expand their customer base to Perfectly Tea’s audience.

Partnering with Perfectly Tea would give more brand awareness to Joey Mattress’, and potentially even greater sales.

As such, Joey’s partnership with the 7 brands ties into their brand vision nicely. 👍

So, bear all this in mind when planning your brand collaboration. 🙂

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Problems To Expect When Planning A Brand Partnership

Every campaign has its highs and lows. Most business owners revel in their glory moments when they’re standing on the peak of the mountain. ⛰️

One of the biggest problems Joey experienced was time management. ⏰

It was really difficult finding time to liaise with 7 other brands on top of managing content creators and press contacts, Joey recalled.

Other than that, they were also extremely busy developing landing pages, arranging the deliveries of the products and other activities for the campaign. PHEWW! 😓

To resolve this problem, Joey said they sat together as a team to re-prioritise their existing tasks to ensure there’s sufficient time to communicate with the 7 brand partners. ☎️

Communication is key when liaising with so many partners. So many potential misunderstandings and problems could go wrong.

So, they centered their communication on ensuring all 7 products are perfectly designed, produced and arrive at the Joey Factory before the launch date.

It was hectic, that’s for sure, Joey remarked. But it’s a good kind of hectic, she said with a smile. 🙂

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What other marketing activities is Joey Mattress implementing for their 2nd Birthday?

We are hosting some very fun giveaways for this birthday celebration, Joey said. 🎉

Other than doing birthday giveaways on their own platform, Joey Mattress is also hosting giveaways on the 7 brand partners’ platforms as well.

This helps them reach a wider group of target audience so that they aren’t just exposing their brand to existing customers only. It expands their customer base.

To end on this note, we asked Joey whether she has any plans to expand the brand regionally or globally. 🌎

“Our primary focus is to become Malaysia’s favourite sleep company”, mentioned Joey.

For now, the goal is for the brand to be seen by more Malaysians who are in need of a restful night’s sleep and help them sleep better and to launch more products that do that, she ended. 🙂

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Wrapping It Up…

We are facing trying and difficult times. Even the most seasoned business owners like yourself could use some encouragement in times like this. 💪

Here’s what Joey has to say as an encouragement to business owners like yourself.

“Stay lean”, she urges. “As startups, we do not have deep pockets like corporates so it’s very important to keep our expenses in check.”

She advises local startups to “start small, scale fast” and “do things in-house and do it yourself.” 🔧

There is some truth to Joey’s statement. After all, we live in an era where raw, unedited content, such as videos, get more attention than directed, cinema-level content.

So, whatever you’re doing, start first by trying to do it yourself and then scale with experience. 💡

Focus on your customer, not your competition. The goal is to win over your customer’s heart, not your competitors’, she summarised.

We’re all consumers. Malaysian businesses still need your support, now more than ever. This isn’t just last year’s news. So, let’s start spreading this movement!

Stay tuned for our next article as we interview Joey’s brand partners, Kandle Kandle, ana tomy, Goodpair Socks and Perfectly Tea about this movement.

#Sapotlocal today. KITA BOLEH! 🇲🇾