12. What Is the Value of "Top of Funnel" Advertising? | Wake-Up Call

Mark and Mike evaluate the relative benefits of upper-funnel awareness and lower-funnel targeting in the advertising mix of mattress brands and retailers – examining industry data from Somnigroup’s March 2026 Investor Presentation as a backdrop for the conversation. ▬ ABOUT THIS EPISODE ▬ 00:00 Intro 02:11 Why Marketing Matters 03:28 What is Upper vs Lower Funnel 07:29 Somnigroup Findings 09:05 How the Upper Funnel Helps the Lower Funnel 11:00 Sponsor Break 12:14 Nectar's Lower Funnel Strategy 18:59 Demand Creation in the Upper Funnel 26:02 Somnigroup's Upper Funnel Shift 28:24 Wrap-Up To access the Show Notes — including links to the companies, products, people, and other resources discussed in this episode — go to the EPISODE PAGE here: https://www.wakeupcallpod.com/episode... ▬ ABOUT THE WAKE-UP CALL PODCAST ▬ Hosted by Mark Quinn and Mike Magnuson, Wake-Up Call fosters conversation around the trends, threats, opportunities, and ideas that are shaping the future of the mattress and sleep products industry. Frequent topics include retail, consumer behavior, emerging technologies, marketing, business strategy, artificial intelligence, manufacturing, e-commerce, merchandising, sleep innovations, and major industry events. More details here: https://www.wakeupcallpod.com SUBSCRIBE TO WAKE-UP CALL through your preferred podcast platform so you don't miss an episode: 🔔 *Subscribe on YouTube*:    / @wake-upcallpod   🔔 *Subscribe on Spotify*: https://open.spotify.com/show/033MnKb... 🔔 *Subscribe on Apple Podcasts*: https://podcasts.apple.com/us/podcast... Follow Wake-Up Call on LinkedIn for more discussion of this content, or to leave questions or suggestions for future episodes, by going HERE:   / wakeupcallpod