{"id":5813,"date":"2021-05-06T10:19:30","date_gmt":"2021-05-06T02:19:30","guid":{"rendered":"https:\/\/www.brand360.com.my\/?p=5813"},"modified":"2024-12-20T15:15:42","modified_gmt":"2024-12-20T07:15:42","slug":"brand-partnership-strategy-joey-mattress-part-1","status":"publish","type":"post","link":"https:\/\/www.brand360.com.my\/chinese\/case-study\/brand-partnership-strategy-joey-mattress-part-1\/","title":{"rendered":"Be A PRO In Your Brand Partnership Strategy Like Joey Mattress \ud83d\ude0e (Part 1)"},"content":{"rendered":"
\n

Be A PRO In Your Brand Partnership Strategy Like Joey Mattress \ud83d\ude0e (Part 1)<\/h1>\n<\/div>\n

<\/p>\n

Who\u2019s Joey Mattress? They\u2019re a YOUNG, VIBRANT and LOCAL mattress startup. \ud83d\udecf <\/p>\n

This brand started their journey not too long ago. And it\u2019s now their 2nd BIRTHDAY this year! \ud83e\udd73 <\/p>\n

For their birthday, Joey\u2019s energetic team wanted to do something great for our community, so they worked tirelessly to start a movement across Malaysia. \ud83c\udf89<\/p>\n

The Movement<\/u><\/strong><\/p>\n

So, what\u2019s the movement about? <\/p>\n

Well, the movement is aimed at spurring all local businesses to support one another during the pandemic.<\/p>\n

To kickstart this, Joey Mattress partnered 7 local startups to upscale their brand strategy, hoping to create a ripple effect \ud83d\udca7 to encourage other startups to do the same. <\/p>\n

Secondly, they hope to provide better sleep to Malaysians through this movement. \ud83d\ude34<\/p>\n

“2020 and 2021 so far have been a tough year for most, if not all, Malaysian businesses\u201d, said Joey Tan, Founder of Joey Mattress. <\/p>\n

Supporting small businesses is already old news and people aren\u2019t posting much about this topic anymore, she added.<\/p>\n

That\u2019s why Joey Mattress is looking to spark this conversation again once more. <\/p>\n

Sounds interesting, right? \ud83e\udd14 If you\u2019re a startup looking for more info on brand partnership, you\u2019re in the right place. Read on!<\/p>\n

\n\n

Who Is Joey Mattress\u2019 Target Audience for This Brand Collab?<\/u><\/b><\/h2>\n

Speaking of target audiences, we\u2019re curious to learn who exactly is Joey Mattress\u2019 targeting for this brand collaboration. <\/p>\n

So, we decided to ask Joey to name and explain why she chose to target her chosen demographic group. \ud83c\udfaf<\/p>\n

\u201cWe\u2019re targeting people like us for this brand partnership\u201d, she began. This refers to young adults who prioritise sleep and self-care. <\/p>\n

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. \ud83d\ude42<\/p>\n

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.<\/p>\n

She reveals it\u2019s all about placing your customers at the very heart of everything you do. That\u2019s how great customer service is achieved. \ud83d\udcaa<\/p>\n

Yes, it sounds obvious, but it\u2019s 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\u2019s heart).<\/p>\n

\n\n

How Joey Mattress Decided On Their Target Demographic Group For This Brand Collab?<\/u><\/b><\/h2>\n

And psst\u2026 here\u2019s a juicy secret. Joey and Winson explained they created their customer persona based on the pain points she and Winson experienced as shoppers. \ud83d\udecd\ufe0f<\/p>\n

They focused on creating a mattress company that caters to people exactly like themselves and it\u2019s no surprise, their strategy is working really well as seen in their early success. <\/p>\n

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. \ud83d\ude03<\/p>\n

They wanted to make mattress shopping easy and enjoyable for their customers. So, they tried their best to make things: \u201cEasy to buy, easy to try, easy to return and easy on the wallet.\u201d<\/em> <\/p>\n

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. <\/p>\n

So, targeting this demographic group gives Joey a golden opportunity to reap the highest profits for their business. \ud83d\udcb0 <\/p>\n

How much did they profit? Here\u2019s a hint: To-date, Joey Mattress has sold over 10,000 mattresses<\/strong>. \ud83e\udd2b<\/p>\n

\n\n

Increasing Brand Awareness Through Brand Partnerships<\/u><\/b><\/h2>\n

<\/p>\n

Intrigued by this movement, we also sat down with Joey to understand what she hopes to gain from this partnership. \ud83e\udd14<\/p>\n

The end goal is to create higher brand awareness for all of us, Joey explained. <\/p>\n

It is aimed at positioning our partners and our own brand in front of a wider, diverse Malaysian audience, she elaborated. <\/p>\n

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. \ud83e\udda0<\/p>\n

Just take a look at these 7 brands Joey Mattress partnered with to produce these incredible products:<\/p>\n

    \n
  • ana tomy (sleep journal \ud83d\udcda)<\/li>\n
  • Lilin+Co (sleep candle \ud83d\udd6f)<\/li>\n
  • Goodpair Socks (socks for bed \ud83e\udde6)<\/li>\n
  • Perfectly Tea (sleep tea \u2615)<\/li>\n
  • Salang Design (shirt \ud83d\udc55)<\/li>\n
  • Kandle Kandle (room spray for better sleep \ud83e\uddf4)<\/li>\n
  • Bros Malaysia (water bottle\ud83d\udeb0)<\/li>\n<\/ul>\n

    From this partnership, Joey Mattress is now able to reach a wider range of target audience, capitalising on existing the target audience\u2019s of their brand partners.<\/p>\n

    This means achieving higher brand awareness for themselves as well. So, why not start planning your own brand partnership today? <\/p>\n

    \n\n

    Sharing Similar Brand Values In A Brand Partnership Is Important, Why?<\/u><\/b><\/h2>\n

    If you look carefully at this partnership, the similar brand values shared between Joey Mattress\u2019 and its partners has an advantage. \ud83c\uddf2\ud83c\uddfe<\/p>\n

    What\u2019s the advantage? <\/p>\n

    Well, since they are brands that share similar values, they likely have very similar target audiences. <\/p>\n

    This is highly beneficial for Joey Mattress because they can capitalise on their 7 partners\u2019 target audience without directly competing with them!<\/p>\n

    For example, this means Joey Mattress can expand their customer base to Perfectly Tea\u2019s audience.<\/p>\n

    Partnering with Perfectly Tea would give more brand awareness to Joey Mattress\u2019, and potentially even greater sales. <\/p>\n

    As such, Joey\u2019s partnership with the 7 brands ties into their brand vision nicely. \ud83d\udc4d<\/p>\n

    So, bear all this in mind when planning your brand collaboration. \ud83d\ude42<\/p>\n

    \n\n

    Problems To Expect When Planning A Brand Partnership<\/u><\/b><\/h2>\n

    Every campaign has its highs and lows. Most business owners revel in their glory moments when they\u2019re standing on the peak of the mountain. \u26f0\ufe0f<\/p>\n

    One of the biggest problems Joey experienced was time management. \u23f0<\/p>\n

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

    Other than that, they were also extremely busy developing landing pages, arranging the deliveries of the products and other activities for the campaign. PHEWW! \ud83d\ude13<\/p>\n

    To resolve this problem, Joey said they sat together as a team to re-prioritise their existing tasks to ensure there\u2019s sufficient time to communicate with the 7 brand partners. \u260e\ufe0f<\/p>\n

    Communication is key when liaising with so many partners. So many potential misunderstandings and problems could go wrong. <\/p>\n

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

    It was hectic, that\u2019s for sure, Joey remarked. But it’s a good kind of hectic, she said with a smile. \ud83d\ude42<\/p>\n

    \n\n

    What other marketing activities is Joey Mattress implementing for their 2nd Birthday?<\/u><\/b><\/h2>\n

    We are hosting some very fun giveaways for this birthday celebration, Joey said. \ud83c\udf89<\/p>\n

    Other than doing birthday giveaways on their own platform, Joey Mattress is also hosting giveaways on the 7 brand partners\u2019 platforms as well. <\/p>\n

    This helps them reach a wider group of target audience so that they aren\u2019t just exposing their brand to existing customers only. It expands their customer base.<\/p>\n

    To end on this note, we asked Joey whether she has any plans to expand the brand regionally or globally. \ud83c\udf0e<\/p>\n

    \u201cOur primary focus is to become Malaysia’s favourite sleep company\u201d, mentioned Joey. <\/p>\n

    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. \ud83d\ude42<\/p>\n

    \n
    \nWrapping It Up\u2026<\/u><\/b><\/p>\n

    <\/p>\n

    We are facing trying and difficult times. Even the most seasoned business owners like yourself could use some encouragement in times like this. \ud83d\udcaa<\/p>\n

    Here\u2019s what Joey has to say as an encouragement to business owners like yourself. <\/p>\n

    \u201cStay lean\u201d, she urges. \u201cAs startups, we do not have deep pockets like corporates so it’s very important to keep our expenses in check.\u201d<\/em><\/p>\n

    She advises local startups to \u201cstart small, scale fast\u201d and \u201cdo things in-house and do it yourself.\u201d<\/em> \ud83d\udd27<\/p>\n

    There is some truth to Joey\u2019s statement. After all, we live in an era where raw, unedited content, such as videos, get more attention than directed, cinema-level content. <\/p>\n

    So, whatever you’re doing, start first by trying to do it yourself and then scale with experience. \ud83d\udca1<\/p>\n

    Focus on your customer, not your competition. The goal is to win over your customer’s heart, not your competitors\u2019, she summarised. <\/p>\n

    We\u2019re all consumers. Malaysian businesses still need your support, now more than ever. This isn\u2019t just last year\u2019s news. So, let\u2019s start spreading this movement!<\/p>\n

    Stay tuned for our next article as we interview Joey\u2019s brand partners, Kandle Kandle, ana tomy, Goodpair Socks and Perfectly Tea about this movement.<\/p>\n

    #Sapotlocal today. KITA BOLEH! \ud83c\uddf2\ud83c\uddfe <\/p>","protected":false},"excerpt":{"rendered":"

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