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Restonic bases campaign on its Marvelous Middle

David Perry -- Furniture Today, January 30, 2012

LAS VEGAS - Restonic officials say they have come up with a "marvelous" marketing idea: Focus on the company's flagship Marvelous Middle feature.
     The producer will also be supporting its dealers with an ongoing promotion program it launched last year with technology and entertainment retailer Best Buy.
     Restonic has made its Marvelous Middle a hallmark of its mattresses since it was first introduced in 1965. The Marvelous Middle offers additional support and durability in the center third of the mattress, where consumers need it most, the company says.
     Restonic's new Marvelous Middle campaign is designed to boost the Restonic brand throughout the year.
     The campaign begins with a consumer messaging initiative in which Restonic will ask consumers to share stories about the "Marvelous Moments" in their everyday life.
     In the summer, the campaign will continue with the "Show us your Marvelous Middle" contest.
     "Restonic is proud of its Marvelous Middle, and we will be asking consumers to submit photos of their middles," said Ron Passaglia, president of Restonic. "We anticipate receiving photos from consumers who have just met their weight loss goal, from family members displaying their belly buttons on the beach, or from expectant mothers happily showing off their baby bumps."
     Selected photos will be posted by Restonic to a variety of social media channels. Several entrants in the contest will receive a new mattress from Restonic.
     The new Marvelous Middle campaign follows Restonic's successful "Supporting Dreams" marketing campaign, which boosted awareness of the Restonic brand last year, officials said.
     Restonic will also be helping its dealers boost their business this year with a partnership with retailer Best Buy. Best Buy officials will be in Restonic's Las Vegas showroom - World Market Center B-926 - to meet with Restonic dealers and help them design their own promotions.
     "The focus of the Restonic Brand Promise is to make the retailer's success our number one priority," said Passaglia. "Bringing the promotional power that Best Buy offers together with our award-winning Restonic product is a sure way to deliver on our promise."
     Added Ezi Irizarry, national vertical manager with Best Buy, "We are delighted to have a space within the Restonic showroom. This gives us the opportunity to meet with Restonic's retail partners and help grow their business with dynamic promotions."
     Restonic will feature promotional pieces to combine sleep set sales with 19-inch, 32-inch and 42-inch TVs, tablet computers and various music accessories. The promotions will be supported with in-store display items, circulars, TV spots and print pieces.
     Restonic first partnered with Best Buy at the High Point Market last fall.
     "That was a huge success for Restonic and for Best Buy, which is why we have chosen to extend this amazing partnership to all of our dealers in Las Vegas," Passaglia said.

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