Well world, we did it. The Tranquil Sounds Oxygen Bar is on the market—we have found a way to sell people air. End of introduction.
Product. The Tranquil Sounds Oxygen Bar is a large contraption that increases the concentration of oxygen in your airflow by up to 43%. The advertisements maintain the science that since 90% of our energy comes from oxygen, a higher concentration of oxygen when you sleep will cause you to relax more, which will increase your alertness and focus during the day. The product also includes “soothing music” to enhance your relaxation level. It is priced at $399.99.
Product benefits include: using a headset to take in oxygen. Because I guess our bodies can’t do that on their own anymore. It supposedly will decrease your stress level as well as cause you to get more rejuvenation in a less period of time.
Demographics. A study done in 2011 reveals that roughly 63% of Americans are not getting the amount of sleep they need on a daily basis. This blows our target market wide open. However, this particular machine does not claim to help people who have problems with disorders such as insomnia or sleep apnea. So, to avoid any crazy lawsuits, I would suggest that we target people with more mild sleep disorders. Even better, we should target people who don’t get a lot of sleep to begin with, so when they do they need to cram a whole lot of rejuvenation into a short period of time.
TIME magazine came out with a list of the top 10 most sleep deprived jobs out there. These jobs include: home health aids, financial analysts, police officers, lawyers, social workers, and a few more. These are the kinds of people that the Tranquil Sounds Oxygen Bar should target. The product claims to increase restfulness during the same amount of sleep that you usually get, and people employed in these fields need to get double the rest in half the time. I would also add new mothers to this list, as they often only get to sleep when their babies sleep—which is rarely if ever.
Channels. A lot of the jobs on that list (financial analyst, lawyer, secretary) tend to be located mainly in metropolitan areas. Because of this, it may be smart to have a print ad campaign on places that people would see them during their commute to work. Billboards on the sides of major highways, or posters on trains that go between big cities and the surrounding suburbs. These print advertisements won’t be able to communicate all of the benefits of the product, so it’s important to also use a pull strategy to get people to inquire more about what exactly the Tranquil Sounds Oxygen Bar is and why they should bother buying it. We can direct these people to a website devoted to the product, and the “many benefits” it has. Of course, the website should have a clean, sleek design and should be easy to navigate. It should also be optimized for mobile use, since people may want to look it up immediately on their phones while on their way to their soul sucking jobs that deprive them of sleep so much they’re considering buying a $400 dollar sleep machine in order to cope.
I would have to have some serious sleep issues to consider buying this thing. Nothing about strapping a machine to my head while I’m asleep says relaxing. But who knows, maybe in the future the Tranquil Sounds Oxygen Bar will be in every bedroom in America.