What targeted marketing with innovative product offer brings
American Simmons Bedding Company has just introduced a new product line targeted to the coveted and by industry standards untapped Millennial segment
Jeff Willard, Executive Vice President of Marketing for Simmons stated: “The Millennials are just starting to pave their way in the world, and our CURV mattress (memory foam line) provides them with the good rest they need to do it. We believe this group represents a huge untapped opportunity. We know Millennial consumers are looking for the latest technology from a trusted brand, and many want memory foam. However, until now, many couldn’t afford a memory foam mattress from a leading brand. With CURV, we are changing this”.
The company is convinced that the generation who has grown up during memory foam’s rapid rise in popularity defines memory foam as the gold standard in mattress comfort. Simmons has done consumer research under the age of 35. The results: 53 % of mattress shopping Millennials would be “very” or “extremely likely to consider a memory foam mattress. However, 62 % say “higher cost” was the biggest deterrent for buying a memory foam mattress.
CURV is priced under USD 999.00. It delivers the comfort of memory foam at an affordable price point. Each mattress features CURV’s specially designed memory foam, shaped in an exclusive horizontal curve pattern deigned to support and conform to the curves of the body, while facilitating airflow for a comfortable, restful night’s sleep. For additional comfort, Simmons added gel to its CURV memory foam in select models. This gel memory foam pulls double duty, both providing support and helping to alleviate pressure while comforting the body.
For the generation that not only sleeps, but eats, works, texts, talks, studies, relaxes, entertains, connects, practically lives on their beds, Simmons understands the importance of a strong, hard wearing bed. Therefore, each CURV mattress is reinforced with Simmons’ exclusive supportive foundation for enhanced durability and protection. The line entails three models: The Latest Thing TM, All The RageTM and Vogue®, all products include a 10 year limited warranty.
The launch of CURV is backed by a consumer driven marketing push with a heavy emphasis on social and digital outreach. Using engaging social content, further a targeted digital media buy and strategic event activities. Simmmons plans to bring CURV to its Millennial consumer base in a big way, beginning in late 2013. The advertising campaign running on 30 national network and cable television channels plus hundreds of digital sites, continues through the peak summer selling months, on pace to deliver more than two billion impressions and reach target consumers an average of 14 times. On its midpoint, the campaign has already successfully delivered more than one billion impressions, helping to fuel an increase in website traffic and dealer sales, but with more than one billion impressions left to deliver, it is only the start of the advertising and marketing efforts.
Simmons Bedding Company, headquartered in Atlanta, Georgia (USA) is one of the world’s largest mattress producers and the maker of Beautyrest®. Simmons manufactures and markets a broad range of products. The company operates 19 conventional bedding manufacturing facilities across the USA, Canada and Puerto Rico. Simmons serves also as a key supplier of beds to many of the world’s leading hotel groups and resort properties. Simmons is committed to develop superior mattresses and promoting higher quality sleep, helping ensure consumers around the world are LIVING LIFE FULLY CHARGED®.