Sealy sets consumer rebate, Sealy Inc’s new ‘Sealy All-Pro

Sealy Inc.'s new 'Sealy All-Pro Values' promotion aims to increase sales on higher-priced bedding and king size futon mattress. The promotion gives retailers the choice of offering customers a manufacturer's discount of up to $75, an NFL jacket or a thermal blanket when they buy a super or ultra-premium Posturepedic bed. Sealy will also introduce three Posturepedic beds with labels that can be customized with a popular NFL team logo.

To tackle the market for higher-priced king size futon mattress, Sealy will offer its first rebate to consumers as part of its fall NFL tie-in promotion.

The rebate, which will be offered to consumers who buy any super or ultra-premium Posturepedic bedding set, is an aggressive attempts to get consumers to "put more focus on the upper end of the category," according to David McIlquham, vice president of marketing for the company.

"The retailer has a real tool to move the consumer up, and there's a real incentive for the consumer to consider $699, $799 and $899 beds," he said. He noted that the promotion offers a chance to reverse what he called "an alarming trend" away from higher-end goods toward bedding in the $399-to-$599 range.

As part of the "Sealy All-Pro Values" promotion, retailers will have the choice of offering a manufacturer's discount of up to $75, a thermal blanket or an NFL jacket with the purchase of a super or ultra-premium Posturepedic bed.

Also as part of the promotion, the company will introduce three Posturepedic beds, each available in firm and plush comfort levels. The labels can be customized with the logo of an NFL team popular in the retailer's selling area. The beds will range from $499 to $899 in king size futon mattress; the most expensive model will be available in a pillow-top.

The discount amounts range from $10 to $50 for super premium bedding and from $15 to $75 for ultra-premium bedding.

Sealy sets consumer rebate

Said Greg Barbe, director of marketing: "Retailers can pick from a variety of price and firmness options to meet the needs and preferences of their local markets."

The company said it plans to provide retailers with a "scratch and win" direct-mail piece that will give consumers the chance to win a 40-inch color projection television. The four-page mailer is designed to reinforce the Sealy brand name and includes one page that dealers can use to promote king size futon mattress items.

The company also said it plans to buy what will amount to more than 200 million impressions on national television. The commercials will be tagged with the discount offered and will be aired on prime-time, late-night, early-morning and cable programs.

Sealy also will provide retailers with a local television spot, radio scripts, ad slicks, direct-mail postcards and promotional materials for the event, which will run from Sept. 12 to Oct.25.

The company ran its first NFL fall tie-in promotion last year, which offered consumers a gift with a purchase and a chance to win a trip for four to the Super Bowl.

Sealy is reportedly the first of the leading mattress manufacturers to offer a national rebate, but they have been offered on a smaller scale.

The St. Paul, Minn.-based King Koil, a licensing company, will run its fourth annual "factory authorized" promotion from Aug. 29 to Oct. 23. The company is offering discounts of up to $100 on its Posture Bond sleep sets, which retail from $599 to $999 in queen size.

The amount of the rebates will vary with the level of mattress, with $25 rebates for premium, $50 rebates for super premium and $100 rebates for ultra-premium.

The company will support the promotion with national cable television spots featuring an animated frog that croaks "rebate, rebate" and with a print ad in the October issue of Good Housekeeping.

The company will also provide its dealers with a local television commercial, radio spot, ad slicks, a "preferred customer letter" and promotional materials.

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Evelyn Coursey

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