Marketing Bedgear Builds Brand Awareness Through Creative Partnerships And Events
is just as important as their fitness training and nutrition. We are excited to partner with the Red Sox and bring sleep awareness to the forefront for better health and wellness of the players and Red Sox community,” said Eugene Alletto, CEO of Bedgear. In addition to its partnership with the Red
By Gretchen Kast
Centered on delivering superior sleep quality to enhance active lifestyles, Bedgear offers an array of sleep innovations with performance fiber technology to provide better rest and maximum recovery. Building on that idea, the company has developed an innovative marketing strategy that positions the brand alongside professional sports teams. As the “Official Performance Bedding Partner” for both the Boston Red Sox and the Dallas Mavericks, Bedgear has created creative opportunities to connect with new customers through exclusive, high-profile events and sweepstakes. Bedgear helped kick off baseball spring training season this February with the Red Sox, hosting an exclusive team fitting session to build each player’s personalized sleep system. For this event, the company’s fitting experts hosted one-on-one sessions at JetBlue Park at Fenway South in Fort Myers, Fla. This allowed each player to interact with the company’s full assortment of pillows, sheets, mattress protec- tors and mattresses, and ensure the proper fit based on their individual needs to best enhance their sleep and recovery every night. “Sleep is a vital component for peak ath- letic performance and can be the edge be- tween winning and losing the game. Fitting players with our personalized sleep system
14 Sleep Retailer / Spring 2017
Sox, Bedgear has also teamed with the Dal- las Mavericks to hold a series of events pro- moting the brand. Last month, the company hosted a special appearance at Nebraska Furniture Mart with the Mavericks Point Guard, Devin Harris. Beyond signing auto- graphs, Harris also addressed fans on the importance of getting quality sleep in order to achieve their goals. With performances from the Mavericks’ DJ Poizon Ivy and the Mavs ManiAACs, this was a must-see event for lo- cals—driving valuable traffic to the retail store. The company will once again team up with the Dallas Mavericks for another unique mar- keting event this April: this time, an exclusive sleepover at the American Airlines Center in Dallas, TX. More than 1,450 fans registered to win a chance to “Sleep like the Mavs” at the Bedgear Performance sleep shop in Ne- braska Furniture Mart and online at
Mavs.com. This special opportunity will be awarded to one lucky fan and 20 of their guests. The once- in-a-lifetime experience includes 50 tickets to the Spurs game, a meet and greet with point guard Devin Harris, a tour of the Mavericks Locker Room and a Bedgear performance pil- low, blanket and mattress topper. The night will end at midnight with a sleepover and break- fast in the morning.
All three of these events serve to showcase Bedgear’s wide range of performance bedding options—and underscores its innovative ap- proach to experiential marketing. By building its brand awareness through partnerships with leading athletes and sports teams, Bedgear is reinforcing the idea that quality sleep is an essential part of a healthy lifestyle. Looking be- yond traditional media, Bedgear has developed a creative marketing strategy that connects with consumers in new ways. Visit
bedgear.com
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