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September 23, 2009 -
Simmons is celebrating the
launch of its new value-oriented
ComforPedic Loft™ collection
of memory foam mattresses
featuring the company’s next
generation technology with a
North American retailer tour.
The highly visible ComforPedic
Loft “Showroom on Wheels” is
expected to travel over 10,000
miles throughout the United
States and Canada, visiting 31
cities and numerous retail
locations during an eight-week
period. This Simmons® NxG®
Memory Foam ComforPedic Loft
road tour will allow the company
to present the new models to
retailers all over the country
who did not attend the Las Vegas
Furniture Market. It will also
allow those retailers who
committed to carrying the line
at the Vegas market to
personally give their retailers
a first-hand look at the new
bedding brand from Simmons.
 A Powerful Presence in High
Point As Well
The 53-foot, 18-wheeler rolling
showroom will arrive in High
Point, NC on October 17th in
time for the opening day of the
world’s largest furniture
market. The truck will be
located in High Point, and will
be open to those retailers who
are interested in stopping by
during the course of the show.
The road trip actually began on
the closing day of the Las Vegas
show with the truck heading to
Los Angeles followed by
Sacramento, CA. After the
California leg of the trip, the
road show is scheduled to make
its way across the country and
into Canada with stops in Salt
Lake City, Denver, and Omaha,
Neb., as well as touring other
major cities including
Milwaukee, Chicago, Toronto,
Ontario, New York, Boston, and
Philadelphia before arriving in
High Point.
The truck is an easy-to-spot
advertising and marketing
vehicle (figuratively and
literally) with a full trailer
wrap that features bold, color
images of the ComforPedic Loft
brand and products. Some of the
truck’s other images include the
NxG Memory Foam handprint and
the brand feature/ benefit
claims of “Dissipates Heat,”
“Quicker Recovery,” and
“Consistent Comfort.”
Tracking the Trip Using
Modern Social Media
Ah…nothing like virtual reality,
real TV and yes now Twitter® and
Facebook® to keep us abreast of
a moving marketing campaign….to
track a live event. According to
Scott Smalling, president of
Simmons’ specialty sleep
division, he and Butch Webster,
the well-known industry veteran
who serves as vice president of
Simmons’ specialty sleep
division, will join the rolling
mattress display on the
cross-country trek, traveling in
their own ComforPedic branded
SUV. Smalling says that he and
Webster will conduct sales
meetings and training, and that
they will oversee the product
set up at each tour location.
Smalling says it will be
invaluable to receive real-time
feedback from both consumers and
retail sales associates (RSAs).
Interested dealers and consumers
will be able to follow the
tour’s progress on Simmons’
Facebook page and through
Twitter, as Smalling chronicles
his own experience on the road
with daily posts at
www.twitter.com/ComforPedicLoft.
Scott Smalling tells BEDROOM
Magazine that the “ ‘Showroom on
Wheels’ is going to be a real
adventure for those going on the
road. In this modern age of
personal marketing, we take
reaching out to our dealers and
consumers very seriously. Taking
a new product directly to our
dealers and creating an event at
their location is a unique
concept. We know that retailers
are watching their resources
very closely, and we want to do
what we can do to make things
more convenient for our Simmons
customers. Since we will be on
the retailers’ turf, I have a
feeling that the tour will
provide us with insights we
would never learn in a
traditional bedding showroom.”
To learn more about the new
Simmons ComforPedic Loft
collection, retailers are
invited to visit
www.comforpedicloft.com. |
