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Best Ads Include Tried-And-True Promotions

David Perry -- Furniture Today, June 1, 2011

Lietz LietzAVENTURA, Fla. - Mattress retailers are always looking for new advertising ideas, but tried-and-true promotions are still working these days.
     Bob Lietz, president of Advertising Concepts of America in Fort Lauderdale, Fla., shared those insights in an address at Furniture/Today's Bedding Conference here. "It is good to go back to what works," he said.
     Lietz, who has been working in the retail advertising industry for more than 25 years, presented a compilation of bad mattress TV ads before showing some television ads that he described as the Top 10 mattress ads of 2010. They were:
     ► An ad saying that 2010 mattress prices would never be lower, encouraging consumers to shop now. That is one of the best types of ads to drive business, he said.
     ► One offering a free TV with the purchase of a sleep set. "Free" remains the most powerful word in advertising, Lietz said, and the free TV ads are among the best promotions in the industry. "Free is a very good price," he quipped.
     ► An ad offering a free box spring with the purchase of a mattress. The ad also offered free memory foam pillows.
     ► An ad touting the benefits of a good night of sleep.
     ► An all sizes-one price ad. "Consumers like that promotion and respond to it," Lietz said.
     ► An ad for Sealy's Embody specialty sleep line. "High-end customers are coming back," Lietz said. "They feel a better mattress gives them better sleep."
     ► A spot featuring animated mattresses marching across the screen. "Good animation sells," Lietz said.
     ► An ad in Spanish. It's important to reach out to the growing Hispanic market, Lietz said. Run some of your ads in Spanish, he advised.
     ► An ad touting king-sized bedding for the price of a queen. "That is an oldie but goodie," Lietz said. The ad he presented included a QR tag on the screen, which can be read by a smart phone and offered consumers free delivery. That technology caters to younger consumers, he said.
     ► An ad encouraging consumers to get a new mattress so they can enjoy a good night of sleep. That is a believable message, Lietz said.
     His talk was sponsored by Therapedic International.

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