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One day in Denver: A review of the ads

David Perry, Executive editor -- Furniture Today, May 26, 2002

This week we visit the front lines in the Bedding Battlefield. We bring you a first-hand look, with commentary, at how some furniture stores and bedding specialists are promoting the category in Denver.

Our overall analysis: Consumers in Denver have several good choices when it comes to shopping for bedding. A number of retailers are taking an aggressive posture; a recent Saturday edition of the Rocky Mountain News had several pages of bedding ads. This underscores that most basic point: Heavy promotion is a good thing.

Here are some of the ads:

Kacey Fine Furniture took a very unusual approach. The retailer ran an advertorial-type ad that was loaded with discussion of the benefits of a good night's sleep and an explanation of how Simmons and its new Beautyrest Exceptionale provide better sleep. Shockingly, the copy never mentioned price! It simply said the bed is available "at a surprisingly low cost of only pennies a night more than the bed you're sleeping on right now." The headline was also quite unusual for a bedding ad: "Not sleeping well? Tossing, turning, waking up with a backache? It's probably your 5 to 10 year old mattress!"

Comment: Awesome! Innovative! Great discussion of features and benefits! (Can you tell we are impressed?)

Heavy promoter American Furniture Warehouse devoted much of a full-page ad to bedding. "As America's largest Simmons retailer, we're able to offer you Factory Direct Pricing!" the ad said. Two beds were featured: the DeepSleep Doral Plush at $348 for a queen set and the Beautyrest Kimble Pillow Top at $598 for a queen set. Ad copy described the benefits of the "Super Pocketed Coil Springs": Better comfort. Better support. Better durability. Better sleep.

Comment: A big and bold ad, with a clear, clean focus on two well-priced beds.

Mattress King touted a "special purchase mattress sale with a special super-saver coupon!" The coupon, good on mattresses of $499 or more, offered $25 off a twin set, $50 off a full set, $75 off a queen set and $100 off a king set. The coupon, with a likeness of Abraham Lincoln, was featured prominently in the ad.

Comment: Honestly, Abe, you should stop moonlighting in bedding promotions.

The Mattress Firm featured Sealy pillowtop bedding at three price points in queen: $399, $599 and $759. "America's No. 1 Sealy retailer brings you the ultimate in pillowtop comfort at prices you won't believe," the ad says.

Comment: Good idea to promote pillowtops. More discussion of their benefits would be nice.

Gorilla Mattress was all about price. "Lowest prices in town!!! Nobody sells Beautyrest for less!" The Beautyrest Dresden was offered at $495 for a queen set.

Comment: Let's get this low-price gorilla off our back.

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