Serta names winners in Diamonds giveaway
By Furniture Today Staff -- Furniture Today, July 30, 2007
Hoffman Estates, Ill. — Serta said its "75 Carats of Diamonds" sweepstakes was a hit with consumers, with more than 31,000 taking part.
The sweepstakes, which ran in the fourth quarter of 2006, celebrated Serta's 75th anniversary last year. Consumers were invited to visit a participating retailer and take the Serta Comfort Test.
After completing the test, the consumers received a code that allowed them to enter online or by mail for a chance to win one of 18 pieces of diamond jewelry. The jewelry was encrusted with a total of 75 carats of diamonds, one for each of Serta's 75 years in business. Prizes ranged from a diamond bracelet valued at $6,600 to a 23-carat diamond necklace worth $40,500.
"The goal of any marketing event we run is to drive retail traffic by appealing to our target audience, which is women," said Angela Glogovsky, Serta's vice president of marketing.
Two of the winners took their comfort tests at Mattress Direct, a Serta-exclusive sleep shop chain serving metro New Orleans.
"This event really helped to motivate our sales staff," said Lee Burns, owner of Mattress Direct. "Serta's event helped get more customers in our stores. We gave any customer who took the Comfort Test a coupon for $100 off any queen or king size set purchase so they were motivated to make a purchase in our store."
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