The Brief

For more than 120 years, A.H. Beard has been helping Australians and New Zealanders get a better night’s sleep. With its core product lines — King Koil, Domino, Signature and Nature’s Rest — the family owned and operated business constantly innovates in sleep technology to manufacture supremely comfortable mattresses for its customers.

A number of new players have emerged in the sleep category over recent years, and A.H. Beard wanted to understand how its brand was perceived in relation to the competition. The team turned to Sharley Consulting to measure its brand awareness, favourability and consumer sentiment, as well as track share of voice and share of search online. 

Our Approach

To help A.H. Beard determine how the brand was performing in-market, Sharley Consulting conducted a survey to measure awareness, consideration, and preference towards A.H. Beard’s master & product brands. The survey was sent to over 1,000 consumers in Australia and tracked A.H. Beard against 17 other brands. Respondents were asked about their mattress purchasing behaviours and their experience with A.H. Beard (if they had one). 

Given more consumers are comfortable making mattress purchases online, Sharley Consulting also wanted to understand how A.H. Beard’s digital presence compared to its biggest competitors. Sharley Consulting’s strategists tracked A.H. Beard’s share of search on Google for branded and non-branded searches, share of voice on social media platforms and digital advertising, and consumer sentiment via online review platforms.

These insights were gathered alongside tactical marketing initiatives to support A.H. Beard’s brand and digital growth. With content marketing optimised for SEO and paid social campaigns, Sharley Consulting ensured the brand continued to build its online presence and was accurately represented in the market. 

The Result

Alongside the survey reports, Sharley Consulting also provided a targeted list of recommendations to help A.H. Beard increase its brand awareness and salience — particularly online. 

These surveys were indispensable to help the team understand where they were positioned, whilst providing objective, data-driven findings to guide future decision-making, brand and marketing investment.