The Marketing Behind a Clever Idea

The Sleepkeeper journey all started eight years ago, when a girlfriend asked Diane Tipper to make a new tie-able bag for her pillow. That friend knew Diane was a gifted seamstress. This proved to be the catalyst for a travel-worthy (and Insta-worthy) pillow packer.

The fabric was initially purchased from retail fabric shops, then in 2014 Diane sourced a local maker and fabric supplier.

After a job loss setback, Diane retrained in website design. As a trial for the course, Diane built a website using her CSS knowledge, planning to try to sell her fledgling ‘SleepKeeper’ pillow packer. She then learnt more about SEO (Search Engine Optimisation) to apply to her product’s website. The site started to get visits and sales from travellers.

The next pillow packer made was for the Scouts – and it was water resistant. Imagine how handy it would be on those tough camping trips. By 2017, with expert help, Diane began importing some of the fabrics. She now imports four fabric colours and plans six in the future. They are too cute!

Why do folks want a Sleepkeeper pillow packer?

For older people, it’s for the health of their neck and for the younger, it’s for the comfort of having their very own pillow with them.

One night out a year ago, Diane took public transport to a hotel stay, so it was best to take a few less items. As the classy hotel had a pillow menu, she thought surely that will be fine. Diane did NOT take her own squashable pillow pack. In the middle of the night, the pillow ‘wasn’t fine at all’.

Diane says, ‘This will never happen again, as I’ll always take my SleepKeeper’. The wrapping device makes the pillow small enough to pack down on top of your bag.

If interested, this Australian-made product retails at $29 and is available at

Media Reviews

Diane asks Australian travel bloggers to write up product reviews/sponsored posts and this is done through email reach-out. ‘Mapping Megan’, a top 5 travel blogger in Australasia, proved to be one of the best word-of-mouth sources for her. It pays to ask!

Busy Pinterest and Facebook profiles, with many user stories, also help in her marketing. The product tends to attract the ever-moving US road traveller market.

Have you ever used a freelancer for any services?

Diane has used a freelancer for writing a blog, but it was difficult for the blog writer to get the understanding behind it, make it real and engaging. It is often the case with outsourced content, so instead the entrepreneur must find someone who resonates with the story or product.

Recently, she used a freelancer to write a press release. A PR specialist, the freelancer was a recommendation by Realise Business – a NSW government-funded business support system and networking.

Freelancers can try to connect with these supportive business agencies, e.g. RDA (Regional Development), BEC (Business Enterprise Centre), etc. to be a source of talent for micro and small businesses.

Next steps for this micro business?

Getting in touch with all the camping and travel sites and gaining some PR.

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