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Simmons Rolls On With Nationwide Truck Tour of

ComforPedic NxG Loft® Memory Foam Line-Up


Retailers and Factory Employees Tour “Showroom on Wheels”


October 30, 2009 - Simmons continues the company’s nationwide traveling launch of its new value-oriented ComforPedic Loft™ collection of memory foam mattresses featuring the company’s next generation technology with a North American retailer tour. The highly visible ComforPedic Loft “Showroom on Wheels” already traveled over 10,000 miles throughout the United States and Canada, numerous cities and retail locations. This Simmons® NxG® Memory Foam ComforPedic Loft road tour is allowing the company to present the new models to retailers all over the country who did not attend the Las Vegas Furniture Market. It will also allow those retailers who committed to carrying the line at the Vegas market to personally give their retailers a first-hand look at the new bedding brand from Simmons.


A Powerful Presence in High Point As Well

The 53-foot, 18-wheeler rolling showroom showed up the street from the Green Building in High Point, NC in mid-October and then continued on its tour to Altanta, Texas, Oklahoma and eventually St. Louis, MO.. The truck was open to those retailers who were interested in stopping by during the course of the show.


A Stop at the Charlotte, NC Plant

BEDROOM Magazine got a chance to visit the traveling showroom both at High Point, NC during the furniture market, and then a few days later in Charlotte, NC at the Simmons factory located Northwest of the downtown area. When this editor arrived, the huge traveling showroom was packed with factory employees, who were receiving a tour of the showroom and the product. According to Anne Kozel, Simmons Specialty Products Manager, this was a real opportunity for the men and women who make these products to get to see them in finished format and on display. “It actually creates a buzz..a little excitement. They get to see the products in a finished setting. You could tell they were very upbeat about this display, “said Kozel.


Scott Smalling who is President of the Simmons Specialty Division within Simmons told bedroom Magazine that the traveling tour was extremely successful and well received by both retailers and Simmons factory personnel. “We are well over 10,000 miles and more to go, and so far it has been extremely well received and successful, said Smalling. If this is working so well, this editor wonders if there could be more of this outreach marketing to come?


The road trip actually began on the closing day of the Las Vegas show with the truck heading to Los Angeles followed by Sacramento, CA. After the California leg of the trip, the road show made its way across the country and into Canada with stops in Salt Lake City, Denver, and Omaha, Neb., as well as touring other major cities including Milwaukee, Chicago, Toronto, Ontario, New York, Boston, and Philadelphia before arriving in High Point.


The truck is an easy-to-spot advertising and marketing vehicle (figuratively and literally) with a full trailer wrap that features bold, color images of the ComforPedic Loft brand and products. Some of the truck’s other images include the NxG Memory Foam handprint and the brand feature/ benefit claims of “Dissipates Heat,” “Quicker Recovery,” and “Consistent Comfort.”



Tracking the Trip Using Modern Social Media

Ah…nothing like virtual reality, real TV and yes now Twitter® and Facebook® to keep us abreast of a moving marketing campaign….to track a live event. According to Scott Smalling, president of Simmons’ specialty sleep division, he and Butch Webster, the well-known industry veteran who serves as vice president of Simmons’ specialty sleep division, will join the rolling mattress display on the cross-country trek, traveling in their own ComforPedic branded SUV. Smalling says that he and Webster will conduct sales meetings and training, and that they will oversee the product set up at each tour location. Smalling says it will be invaluable to receive real-time feedback from both consumers and retail sales associates (RSAs). Interested dealers and consumers will be able to follow the tour’s progress on Simmons’ Facebook page and through Twitter, as Smalling chronicles his own experience on the road with daily posts at



Scott Smalling tells BEDROOM Magazine that the “ ‘Showroom on Wheels’ has been so far a real adventure for those going on the road. In this modern age of personal marketing, we take reaching out to our dealers and consumers very seriously. Taking a new product directly to our dealers and creating an event at their location is a unique concept. We know that retailers are watching their resources very closely, and we want to do what we can do to make things more convenient for our Simmons customers. Since we will be on the retailers’ turf, I have a feeling that the tour will provide us with insights we would never learn in a traditional bedding showroom.”



To learn more about the new Simmons ComforPedic Loft collection, retailers are invited to visit


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