Simmons Bedding Company was recently awarded Best Vehicle Design Gold Winner in the 2013 EX Awards for its Comforpedic® From Beautyrest® Tour. The EX Awards, awarded by Event Marketer magazine, is the worldʼs largest, most respected recognition program for event marketing professionals.
“Weʼre thrilled and honored to be receiving an EX Award for what we have found to be such a successful, dynamic program,” says Scott Smalling, Chief of Specialty Innovations at Simmons. “For so long, there was a disconnect between our company and those dealers who simply couldnʼt make it out to Vegas or High Point to see our new innovations in person. Now, through this portable showroom, weʼre able to bring the story to them and engage with our retailers like never before.”
The award commends the design and effectiveness of the tourʼs star: a 53-foot double expandable trailer masterfully designed to evoke the elegance and luxury of Simmonsʼ Furniture Market showrooms. The Comforpedic retailer road tour - initially launched in 2011 - kicked off a revamped tour in the latter part of 2012 following the Fall High Point Market launch of four new Comforpedic models as a way to bring the new line to Simmons dealers nationwide, many of whom are often not able to attend the Vegas or High Point Market. The stylish mobile showroom includes eight fully staged “bedrooms” featuring the brandʼs new offerings - eight models in total, including the high-end products introduced at the Winter Las Vegas Market - in a variety of sizes and comfort styles. Decked out with hardwood flooring, a drop ceiling, plush throw rugs, flat screen TVs, bedside tables and lamps, and of course, fully-dressed beds, these “bedrooms” gave dealers the opportunity to test and experience first-hand how new improvements to “The Better Memory Foam” translates into better sleep.
The tour allowed Simmons to use their portable showroom as a training tool as well; through trailer-held demonstrations and presentations, the company was able to train retail sales associates on its new products’ specifications and characteristics. The combination of training and interactive product demos proved to be a winning formula for Simmons; the company received hundreds of orders for new product from existing retail partners in tour cities and welcomed business from several new dealers as well. Being on the road also gave Simmons the opportunity to stop by several of its production plants nationwide for in-house employee training, as well as lend a helping hand to communities in need. While on the road, the company outfitted fire station bunkrooms in many cities throughout the country with new Comforpedic mattresses and provided mattresses for tornado victims in Birmingham and Tuscaloosa following the April 2011 tornado.
Simmons Creative Director Matt Schachte and Vice President of Specialty Sales Butch Webster accepted the EX Award on behalf of Simmons in Chicago on May 6, 2013. Creative design concepts for the Comforpedic retailer road tour were developed by Comforpedic Brand Director Anne Kozel, Schachte, and the Simmons internal Creative department. Performance Marketing Group served as the companyʼs agency partner for trucking needs and event rollout.
For more information, visit www.beautyrest.com/beds/comforpedic.
About Simmons Bedding Company Atlanta-based Simmons Bedding Company is one of the world's largest mattress producers and the maker of Beautyrest®. Simmons manufactures and markets a broad range of products including Beautyrest®, Beautyrest TruEnergy®, Beautyrest Black®, Comforpedic® from Beautyrest®, and BeautySleep®. Simmons operates 19 conventional bedding manufacturing facilities across the United States, Canada and Puerto Rico. Simmons also serves as a key supplier of beds to many of the world's leading hotel groups and resort properties.