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McRoskey Mattress and The Inn Above Tide
Creating a Promotional Buzz
San Francisco-based McRoskey Mattress Company wanted to do something out of the box to increase sales of its luxury line of mattress products during March, typically a slow season in the world of mattress sales. The company did not want a promotion that would revolve around product discounts. The Placemaking Group offered up a creative idea to help build McRoskey's high-quality brand while also providing a real incentive to buy a McRoskey mattress.
Placemaking Group proposed that every buyer of a McRoskey mattress set in the month of the promotion be rewarded with a free overnight stay (a $380 value) at the uber-luxurious The Inn Above Tide in Sausalito. McRoskey loved the idea. The promotion was communicated through traditional media: newspaper and radio as well as social media including Twitter and Facebook. Email and postcard mailings reinforced the value of the unique promotion.
Though not as immediately successful as a price discount, the promotion clearly helped to build web traffic, customer interest and ultimately sales by 70% over the previous month.
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