MARKETING
Forever Foundations “Fills In the Gap” With New Value-Driven Program
By Christopher Schriever Designed to increase attachment rates, sales and margins, Forever Foundation’s new “We Fill the Gap” program offers a full choice in foundations and bed frames to appeal to all ages and lifestyles, from millennials to emp- ty-nesters. The company is unveiling the new marketing and sales program to retailers and mattress manufacturers at the Summer Las Vegas Market.
“ A ‘good-better-best’ solution to match the sale of the mattress, providing the retailer a strong profit opportunity”
Retailers have offered traditional wooden foundations and bed-frames for years, but adjustable bed base sales have taken off re- cently, creating a whole new momentum for a new lifestyle-marketing program. “Historically the choice has been to sell a mattress with a traditional style wooden foun- dation for a MSRP of $100 to $250. This was the price range deemed unsurmountable by the industry,” explained company president Dennis Rodgers. “With the incredible success of the adjustable bases at price points from $800 to $2,000 and more, the price point ceiling certainly has been re-established. This has created a huge middle ground opportunity between the $250 foundation and the $800
power base, not only in price, but also product value, consumer value and profit opportunity.” With an expanded selection of value-driv- en models under the “We Fill The Gap” pro- gram, Forever Foundations has created a middle-priced and higher-margin attachment foundation program that ranges in retail price from $399 to $699. The company has estab- lished a “good-better-best” solution to match the sale of the mattress, providing the retailer a strong profit opportunity and a unique sleep solution for the consumer. “This is especially true for mattress sales to customers who may be larger and heavier (people who need more support), for mod- ern-living customers who live in smaller spac- es such as apartments and condos (people who need storage) and for people who are more health conscious (no dust mites, al- lergens or, bedbugs),” Rodgers stated. “We become part of the total solution, joining the overall sale of the “right” mattress, top-of-bed pillows, protection systems, and linens to the right choice of supporting the mattress with a Forever Foundation.” Visit
foreverfoundations.com
Spring Air’s Summer Sales Event Promises Aggressive Product Promotions
By Brooke S. Pisarsky While reinforcing all of its national branded collections, Spring Air International and its licensees will offer a variety of bed designs at aggressive values as part of a major Sum- mer Sales Event to be rolled out at the Las Vegas Market. According to company pres- ident Rick Robinson, some of the compay’s licensees, such as Spring Air-California, will have its Summer Sales Event products on hand for presentation during the show. “Our Las Vegas effort is both local and national in scope,” Robinson noted. “Our
16 Sleep Retailer / Summer 2015
showroom becomes a stage for Spring Air licensees to offer their own show specials, while at the same time we’ll be promoting retailer awareness and commitments to our current line offerings both in our space and around the market center.” As part of Spring Air’s increased focus on marketing strate- gies, themes and materials, the company will have several new, customizable retail TV spots—including one carrying the Summer Sales Event theme—that licensees and their retail customers can use to attract local mat- tress shoppers.
Along with access to the commercials on the company’s new media center at
springairtv.com, the company will also step up its production of other marketing media and materials tied to the new promotional themes. “We’re very pleased with the performance of our current national lines,” Robinson con- tinued, “and wanted to commit this market not only to emphasizing those products but also to spotlighting factory designs and spe- cial pricing aimed at driving local business throughout the summer months.” Visit
springair.com
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