Georgia-based Simmons who has brought us the Murphy Bed, The Studio Couch, The Hide-a-Bed, Kings, Queens, Pocketed Coils and the Bowling Ball Mattress found their Canadian mattress sales sluggish, resulting in some dealer reluctance to participate in promotions.
To create an original retail advertising campaign that would demonstrate Simmons’ support of its dealer network, increase dealer participation, reduce advertising costs and increase sales.
J. Gottheil designed a dealer co-op program, including ads, point of purchase material, product illustrations, logo sheets, 3 nationally advertised newspaper campaigns and an events calendar, linked to nationally advertised programs.
The first ad took just 10 days to increase sales by 40%. The second ad increased sales by a further 50%. The third ad sold out Simmons entire Canadian stock and created a month’s worth of back orders! By bringing dealers together, J. Gottheil was also able to organize a group media rate and halve advertising costs. After the success of this initial program, Simmons had dealers calling to be wait-listed for the next nationally advertised retail campaign.