Verlo Mattress Upgrades Localized Marketing Strategy With SOCi Genius To Streamline and Enhance Brand and Customer Service

The Challenge

Verlo Mattress is a leading manufacturer and retailer of mattresses designed and built to address the specific sleep comfort needs of its customers. When the brand attempted to implement a localized social strategy to enhance its local reputation, it was met with a series of challenges. 

 

Franchisee owners and their staff wanted to post on their local social channels but lacked brand assets and content guidelines and were unable to efficiently respond to reviews in time.  Google Listings were live, but there were gaps in support and education from their previous solution provider.

 

The Verlo Mattress team was also unsatisfied with the lack of direct account support from their previous vendor and needed a solution backed by a group of industry experts to provide the knowledge and insights needed to revamp the manufacturing brand’s approach to localized marketing.

 

“Our first franchisee has been with us for over 30 years, so for us, it was about educating people who’ve been in the system for a long time about digital and localized marketing. Our whole marketing play is at that local level. It’s where the brand lives and thrives. We needed our local owners to be local mattress heroes and establish their own brands,” stated Ira Klusendorf, VP of Marketing at Verlo Mattress.

“We are really excited about our use of new Genius Reviews. It is another way to help make localized marketing easier for our franchisees. We are able to control the tone and brand voice of the AI responses to different types of reviews. And we are seeing the outcomes we were expecting with fast response times for reviews, engaging responses, and ease of use for owners.” – Ira Klusendorf, VP of Marketing at Verlo Mattress

The Solution

Through partnering with SOCi, the Verlo Mattress team gained access to a comprehensive CoMarketing Cloud partner and the experienced team they were seeking utilizing SOCi Genius Reviews, Ads, Social, Listings, and Local Pages.  

 

Verlo is improving its review management performance with Genius Reviews. “We are really excited about our use of new Genius Reviews. It is another way to help make localized marketing easier for our franchisees. We are able to control the tone and brand voice of the AI responses to different types of reviews. And we are seeing the outcomes we were expecting with fast response times for reviews, engaging responses, and ease of use for owners,” said Klusendorf. 

 

With SOCi, Verlo home office team members can upload brand-approved social media assets that local franchise owners and their staff can confidently use along with pre-built templates that can be localized and scheduled weeks in advance. The approval process has allowed new members of the organization’s franchisee system to create content vetted by the home office before going live across local channels. Having the ability to quickly view the entire Verlo system and filter reports by individual owners, stores, and groups has also been a tremendous improvement to the team’s workflow. 

 

SOCi has also helped demystify the brand’s Google rankings performance. The team has used in-platform findings to augment paid digital search initiatives for each location. From a consolidation standpoint, Verlo’s local franchisees now have access to everything they need from a single dashboard.

 

“The fact that social, reviews, and listings are all hosted in one dashboard, one spot for our franchisees to be able to go to – that was huge for us. That’s what really made it easy for us to measure the success of this program. We could easily identify store owners and sales reps who were performing above and beyond, and it has helped lessen the natural tension customers feel when they walk into the store. They feel comfortable knowing they are walking into a store with great reps who provide quality service,” said Klusendorf.

SOCi Results

The Verlo Mattress team has seen the following positive metrics as a result of improving their localized digital marketing with SOCi:

 

29 hour

Decrease in review response time using SOCi Genius Reviews

 

97%

Review response rate

 

89%

Increase in Facebook post impressions quarter over quarter with over 2,300 per location

 

74%

Increase in Facebook post engagements quarter over quarter

 

6.7%

Increase in Google rankings quarter over quarter

 

6%

Increase in direction requests year over year which equates to more people coming into stores to shop

Learn how SOCi can help take your
localized marketing to the next level.

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