Bleueco manufactures eco-friendly mattresses made entirely in Saint-Hyacinthe and exclusively available online. In a market dominated by large manufacturers, the young company is banking on digital to promote its products and its ecological mission.
Justin Lapointe, 32, is vice-president of Matelas bleu.eco but he prefers the title of “resourceful leader.” An expression that, according to him, better sums up the daily life of entrepreneurs. Launched last year, the family business (his father is a foam specialist) makes mattresses that are as eco-friendly as they are unique. The foams used are made from natural oils and the cover is made from eucalyptus fibers. Thanks to their revolutionary multi-layer system, Bleueco mattresses adapt to all types of sleepers and ensure optimal spinal alignment. And their lifespan even exceeds industry standards. Since Bleueco mattresses are only available online, it’s no surprise that the company’s marketing strategy is based exclusively on digital.
Are you social media savvy? Do you have a strategy for all things digital?
Skillful is a big word! I do my best, but it all takes so much time. I realize that social media management could be a full-time job. The days are already busy when you're an entrepreneur. I would say that, for now, our strategy is "what we can do, we do well!"
What tools do you use to promote your mattresses?
We do a lot of advertising on Facebook and we use keywords on search engines. I have a background in quantitative studies and sociology. Lucky! It helps me segment our target audience on Facebook, and find original keywords, by putting myself in the shoes of the potential customer. But again, we always come back to the same problem. It takes a lot of time.
What's your best digital move so far?
Our promise to plant three trees for every mattress sold. This is not just a slogan, but rather a way to prove our true commitment to the planet. But it is true that it is an argument that has convinced potential buyers. We will soon be planting our first trees, here, in the Maskoutaine region. People will also be able to follow us, live, on Facebook.
What are your next challenges regarding digital marketing?
One day we will have to develop interesting content, linked to our product and our mission, on Facebook. But to succeed in building a community, we must take the time to create substantial content. And since time is lacking... For now, we prefer to wait. It's the same for our Instagram account. We want quality visuals, which we still don't have time to create. One day or another, if we want to focus on growing the company and developing new products, we will have to call on digital marketing specialists.
Like Justin, would you like to hire a digital marketing professional? Whether it’s to expand your customer base or optimize your social media, we can help you.
Read the article on the La Presse website
http://www.lapresse.ca/xtra/entreprises/201710/11/01-5139616-des-matelas-ecolos-et-quebecois.php