Simmons Company's Sale of the Century Closes Out the Year With A Million Dollar Giveaway

Furniture World Magazine

Starting Oct. 4 until Dec. 31, consumers will be rewarded for simply testing a Simmons® Beautyrest or Simmons® BackCare® mattress, which could make them $1 million richer. This element of Simmons' year-long, multi -promotional, "Sale of the Century" program celebrates the close of the 20th century, focusing on the last three months of the year from October through December 1999 and will include the popular retail selling holidays of Columbus Day and Veterans Day. All participants are winners, with everyone winning either a $20 discount on a Simmons product, free Simmons Beautyrest or Simmons BackCare sleep sets, $ 1000 and $ 10,000 cash prizes or a $1 million dollar giveaway. Not only can consumers reap the benefits of this exciting contest, Simmons has gone the extra mile to give the retail sales floor people a chance to try their luck at being a Sale of the Century winner. In fact, Simmons retail sales floor people have the opportunity to win $5,000 in a drawing by adding their name to the back of the game pieces redeemed for discounts. To promote the contest and support Simmons retailers, Simmons will be arming its dealers with a comprehensive Point of Sales kit, game pieces and themed circulars. Simmons will also support the promotion with an advertisement in People Magazine that will outline the contest and provide a phone number that consumers can call to find a participating Simmons dealer in their area. "We recognize this is a great way to drive traffic onto the retail floor, encourage trial of Simmons' products and ultimately help ease the selling process for our dealers," said Don Hofmann, Simmons vice president of marketing.   Here's How it Works: Consumers are directed via advertising inserts and direct mail to participating retailers to test a Simmons Beautyrest or Simmons BackCare sleep set, after which they will receive a game card. The scratch-off game card features five lines revealing key benefits of Simmons products. Consumers win prizes or discounts based on the number of key benefits that match on the game piece. For example: Five matches wins $1 million (paid $40K per year) Four matches wins $ 10,000 Three matches wins $ 1,000 Two matches wins a Simmons Beautyrest or BackCare sleep set One match wins $20 off a Simmons product Sale of the Century Background: Simmons' Sale of the Century is a continuous umbrella promotion that has a consumer benefit focus to help drive traffic into the retail store. The program is designed to help Simmons' retailers drive their premium price points and reward consumers for purchasing a Simmons Beautyrest or Simmons BackCare sleep system. Additional rewards tie-in with five major holidays throughout the year, (Memorial day, July 4th, Labor Day, Columbus Day and Veteran's Day) offering prizes such as a Sony "Dream Machine" clock radio, a new sheet set and VacationMiles. Maker of Beautyrest®, BackCare® and Connoisseur®, Atlanta-based Simmons Company employs more than 2,500 people and operates 19 plants throughout the United States and Puerto Rico. Simmons is committed to helping consumers attain a higher quality of sleep and supports that mission through its Better Sleep Through Science philosophy, which includes developing superior mattresses and promoting a sound and smart sleep routine. For more information, consumers can visit the company's web site at www.simmons.com.