Serta Simmons Bedding Announces New Cooperative Marketing Program to Support Independent Retailers and Amplify Share of Voice in Local Markets
ATLANTA – February 10, 2017 – Serta Simmons Bedding, LLC (“SSB”), the number one manufacturer and distributor of mattresses in the United States, today announced that it has launched an innovative, cooperative marketing strategy in partnership with its large independent retailer base, called the Advantage Marketing Program.
The Advantage Marketing Program (“AMP”) offers retailers the opportunity to partner with SSB in an aggressive advertising effort by leveraging SSB’s size and scale on a national level. AMP builds on significant investments that SSB is making in product development for its two best-selling brands, offering retailers more depth and breadth across all facets of their marketing efforts.
“In addition to making significant product portfolio investments in our market-leading Serta® and Beautyrest® brands, we are excited about engaging our participating retail partners in a new way to capture consumer attention in their specific markets, matching their advertising investments on a dollar-for-dollar basis,” said Michael Traub, Chief Executive Officer of SSB.
The campaign kicked off in January through a multi-million media buy funded by SSB to extend consumer awareness in lifestyle, business and general interest publications and local radio networks. To date, the AMP has generated more than 1.4 billion impressions for the Serta and Beautyrest brands.
“SSB is committed to helping our strong network of independent retailers grow, and this program gives us a way to further support their success,” said Traub. “We have seen a great response from our partners thus far and are proud to help them amplify their advertising efforts that connect with consumers and drive traffic into their stores.”
Retailers can sign up in specific locations or by store, which means that large retailers with multiple locations who join the program have the opportunity to significantly increase their awareness in target markets.
“It can be difficult for independent retailers to gauge whether ads are reaching target customers or if a creative message is effective,” said Traub. “Through this program, we are investing alongside our retailers, and we are also providing access to market research and promotional strategies that are typically reserved for companies making substantial national ad buys.”
AMP also extends the reach of SSB’s industry-leading Serta and Beautyrest brands. In addition to the AMP, Serta and Beautyrest will continue to actively promote their sub-brands and product lines throughout the year with national advertising campaigns featuring the iconic Counting Sheep for Serta and New England Patriots Quarterback Tom Brady for Beautyrest Black. Both brands will introduce new campaigns in 2017.
About Serta Simmons Bedding, LLC
Serta Simmons Bedding, LLC (“SSB”) owns and manages two of the largest bedding brands in the mattress industry – National Bedding Company L.L.C. (the largest licensee and majority shareholder of Serta, Inc.) and Simmons Bedding Company, LLC. SSB is based in Atlanta and operates 32 manufacturing plants in the United States, six in Canada and one in Puerto Rico. Its subsidiary, National Bedding Company L.L.C., is based in suburban Chicago and markets a broad range of products under the Serta® brand, including Perfect Sleeper®, iComfort®, Sertapedic®, Bellagio® at Home® and a portfolio of licensed products. In addition to National Bedding Company L.L.C., Serta, Inc. has five other independent licensees in the United States that manufacture and market Serta-branded products. SSB’s other subsidiary, Simmons Bedding Company, LLC, is based in Atlanta and markets a broad range of products including Beautyrest®, Beautyrest Black®, Beautyrest® Sleeptracker® and BeautySleep®. Both subsidiaries also serve as key suppliers of beds to many of the world’s leading hotel groups and resort properties.
This press release contains forward-looking statements within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995. These statements are subject to risks and uncertainties. All statements other than statements of historical fact or relating to present facts or current conditions included in this press release are forward-looking statements. Forward-looking statements give our current expectations and projections relating to our financial condition, results of operations, plans, objectives, future performance and business. You can identify forward-looking statements by the fact that they do not relate strictly to historical or current facts. These statements may include words such as “anticipate,” “estimate,” “expect,” “project,” “seek,” “plan,” “intend,” “believe,” “will,” “may,” “could,” “continue,” “likely,” “should,” and other words. Such statements are not guarantees of future performance and are subject to risks and uncertainties that could cause actual results to differ materially from the results projected, expressed or implied by these forward-looking statements. Any forward-looking statement made by SSB in this press release speaks only as of the date on which it is made. SSB undertakes no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future developments or otherwise, except as may be required by law.