Part Two: Analyzing the Competition

Because there is nothing quite like our product currently on the market, our competition is simply the different companies that make seat covers for travel chairs and the Tempur-Pedic brand of bedding.The car seat covers do not have commercials because the people who make them are not big enough to run ads on the television. Most of the time, they come in stock in the cars and they are made through companies who sell a various amount of other car parts.

Tempur-Pedic

This brand appeals to people ranging from young adults and older. Their auto line is limited to back supports and travel pillows, appealing to people who have lumbar issues and people who have various other medical problems. They do not have any products such as entire seats made from their materials or headrests. In this commercial, Tempur-Pedic uses "real people" to make the bed and the company seem more personable. All of the people in the commercial are of various different ages and ethnic backgrounds, and they all seem to be happy and satisfied with their product. They start off in a small town, showing comfort and making the product seem reasonable no matter what type of financial situation you are in. Their slogan is "The most highly recommended bed in America" which shows that everyone is not only using, but bragging about their beds. One major propaganda technique that is used in the commercial is repetition. The people in the commercial keep saying "Ask me..." filling in the blanks to make their answers point towards how much they love their bed. Another technique that they use is plain folks. The way the commercial is filmed is not very high end. It seems like interviews that anybody could have held using simple technology to edit and produce. There are no famous people in the ad showing the reliability and that it is a smart buy.  

Our Campaign

• One thing we will be sure to do is make the commercials easy to understand and personable so that people feel a sense of trust when they think of our brand. We think that this was one of the better techniques that Tempur-Pedic used in the commercial described above. 
• Another thing we learned from viewing the Tempur-Pedic commercial is to not limit your brand to one product. The Tempur-Pedic commercials only show beds but they do create many other products like car cushions, pillows, and dogs beds. If you show the consumer one product, they will only associate that one product with your company. 
• After researching our competition we found that it is important to have an actual advertisement (commercial, ad in magazine). When you have an advertisement, it gives you the chance to tell the consumer why your product is different and better from the competitors. The car seats that are made through companies that sell a various amount of other car parts don't have that opportunity because they don't have out ads. Buyers will therefore go online and buy the cheapest car seat on an easily accessible website.
• The Tempur-Pedic commercial that we watched had a lot of emphasis on showing off the satisfaction that the customers had with their product. We see this as something we need to incorporate by getting "consumer opinion" and somehow throwing that into all of our ads. Whether that be through statistics, interviews, or quotes, these things are very important to include in order to prove reliability and satisfaction.