MARKETING


Stearns & Foster Hosts Special RSA Event With HGTV Star Jonathan Scott


By Brooke S. Pisarsky Back for a second year with Stearns & Foster, HGTV star Jonathan Scott recently brought the brand to life for a group of lucky retail sales associates in New York City. Scott wowed the RSAs with a city loft that included two beautifully designed bedrooms featuring the S&F Reserve and Estate collections. Because retailers know that S&F consumers love to put fashion-forward touches in their bedrooms, Scott discussed the craftsmanship of the beds with the RSAs, and how to transition rooms from season to season. The RSAs chosen for this special VIP meeting were part of a national sweep- stakes encouraging retail associates to learn more about the brand, its philosophy and product lines. Winners received an all-expenses paid trip to the Big Apple, in-


cluding the meeting with Scott and master craftsman Joe Kavanaugh out of Albany, NY. Kavanaugh, who has been with Stearns & Foster for 16 years and has created tens of thousands of beds, shared his experi- ence with RSAs, including the focus put on craftsmanship and the finest materials in each and every S&F bed. “What a great way to learn more about Stearns & Foster,” Brandi Hood, Store Manager at Sleep Outfitters Harrodsburg Rd, Lexington, KY said. “Meeting an actual craftsman and learning how the mattress is put together really motivated me to get back to my store and share this informa- tion. Seeing New York City for the first time didn’t hurt either!” This unique event built upon the success of Stearns & Foster’s integrated marketing


campaign, which launched last year and starred Scott himself. The company has plans to continue this momentum through- out the year by re-investing in national ad- vertising to drive retail traffic, and engaging consumers’ enthusiasm for design-focused content through its social media channels. Visit stearnsandfoster.com


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