BEDFELLAS MAKE CONSUMERS GOOD OFFERS VENDORS ARE TURNING TO CROSS-PROMOTIONS TO ENLIVEN THEIR MARKETING CAMPAIGNS.
Tie-ins and cross-promotions are proving highly successful.
To introduce its new basics line engineered for children, Hollander Home Fashions got the Good Housekeeping Seal of Approval -- and the attention of Moms and kids -- on its new Puffy Bear juvenile pillows and mattress pads.
The marketing campaign, which runs through April 2000, includes advertising in Good Housekeeping magazine, as well as the Puffy Bear logo on coordinated hangtags, graphics and packaging. A name tag enclosed with pillows reads, "This pillow belongs to," a boon for kids going off to daycare or kindergarten.
As for response, David Stewart, vice president of marketing at the company, said, "Rarely have we seen such enthusiasm for a new product introduction."
In a unique promotion that will be in stores by the end of summer, Louisville Bedding has partnered with the worldwide Make-A-Wish Foundation, which grants wishes to children with life-threatening illnesses. With each purchase of a "Make-A-Wish" pillow or mattress pad, a contribution will be made to the Foundation in the name of the participating retailer. U.S. packaging includes the Foundation's wishbone logo, a mission statement and pictures of Wish children. Also included are hangtags that relate the specific wishes of some of the children.
Pillowtex Corp. is appealing to literary types through a cross-promotion with Barnes & Noble. The campaign includes the tag line, "Snuggle up with a good book and a great down comforter," and offers gift certificates of $5 to $20 at the bookstore with each down-comforter purchase.
In today's health-conscious climate, addressing consumers' physical or psychological well-being is a sound marketing strategy.
DuPont Sleep Products' "How to Know When to Throw Your Pillow Away" program, to be launched in mid-September, encourages better "sleep hygiene" through discarding those worn-out pillows and buying new ones. "The useful life of a pillow is one to three years," said Wes Jones, marketing manager. "We're trying to educate and motivate consumers about replacing that pillow."
Another educational effort is Pacific Coast Feather's "needs-based merchandising," including the "Find the Best Pillow Support for You" program. Point-of-sale signage and detailed graphics walk consumers through the pillow-buying process, beginning with a user's shoulder width and sleeping position, explaining different levels of quality, and offering a money-back comfort guarantee.
Soren Mills, marketing director, noted that nine out of 10 consumers said the program has given them more confidence in their purchase.
Berkshire Blanket Inc.'s "Welcome to the Berkshires" program uses black-and-white lifestyle photography and the line, "The Luxury of True Comfort" on packaging, tags and point-of-sale signage to evoke a nostalgic image of a carefree vacation in the mountains.
"We've hit a nerve with the consumers who are heading away from their offices in droves, escaping faxes, phone calls and endless e-mails," said Ellen McNulty, director of marketing and public relations for the company. "It's all about the comfort found in nature -- something that every consumer understands and appreciates as a luxury."
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|Publication:||HFN The Weekly Newspaper for the Home Furnishing Network|
|Date:||Jun 28, 1999|
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