(PRWEB) February 08, 2012
Executives at JelSleep LLC and their customer acquisition agency acquirgy are sleeping very well after results of their recently launched Direct Response TV (DRTV) campaign point the way to a major winner. The Jacuzzi® Bed Collection’s “Happy Couples” DRTV campaign successfully introduces consumers to two bedding industry innovations—JelSleep Technology™ and the No Cover Up Guarantee™.
The Jacuzzi® Bed Collection’s JelSleep Technology™ maximizes comfort and quality of sleep for couples through simultaneous heat diffusion and weight distribution—two elements critical to achieving a sound night’s sleep and waking well rested and rejuvenated. When a couple sleeps in a Jacuzzi® bed, BOTH sleepers get a great night’s sleep. To learn more how this technology works, go to: https://www.riskfreejelsleep.com/jelsleep-technology.aspx
Facing stiff competition in the premium, high-ticket bedding category, JelSleep President Rick Feingold knew JelSleep needed more than just an innovative product and a world recognized brand to break into the market. It also needed a compelling consumer offer. “I knew we had a breakthrough technology and a great brand, but the final key piece was to find an agency that could produce a great TV campaign for the Jacuzzi® Bed Collection and engineer a great offer that would motivate consumers to call or click,” said Feingold recently. “After meeting with numerous agencies, we chose acquirgy based on its extensive track record of success marketing innovative products via DRTV and its ability to deliver complete ROI accountability through strategic, efficient media buying and track offline-to-online orders.”
Acquirgy’s recommendation of creating a commercial centered on couples was based in research that showed how a bad night’s sleep negatively affects both people and can even impact their health.
Feingold adds, “We’ve received very positive feedback that couples who sleep on our beds both wind up sleeping better and waking up feeling rested. We love the couples strategy because it’s real life.” Having slept on a Jacuzzi® Bed one happy couple commented, “The comfort, the support and best of all the ‘cooling’ nature of the jel really makes the difference. It is undeniably the best mattress we have ever slept on!”
To craft a compelling consumer offer, acquirgy first sought to understand what was being offered elsewhere in the industry. After determining that an in-home sleep trial was a standard offering, acquirgy recommended JelSleep take its offer one critical step further and turn a big consumer annoyance into a major competitive advantage. Acquirgy President Steven Morvay said, “When we studied the competition, we read the bitter complaints consumers voiced regarding unsuccessful sleep trials. If they decided to return the bed, they had to pay to ship it back and they were left with no bed to sleep on. That was the genesis for the No Cover-Up Guarantee™. JelSleep will store the consumer’s old bed during the trial. If the consumer doesn’t love the Jacuzzi bed, not only can they return it and get a 100% refund, but JelSleep will pay to ship the bed back AND give the consumer their old bed back.”
The complete powerhouse offer includes:
Acquirgy also launched a paid search engine marketing program to complement the DRTV effort. One of the SEM strategies, according to Dorothy Weaver, VP, Digital Marketing Services, is “we built our keyword lists based in large part on the words used in the TV commercial, both verbal and written on the TV screen. We’ve found this strategy to be extremely effective with other clients.”
The agency also designed an e-commerce micro-site (http://R1M.acquirgy.net) where consumers can register for the risk-free trial. The TV spot (http://R1L.acquirgy.net) features the proprietary tracking system iFactz, which tracks online activity resulting from each individual DRTV media placement. iFactz has tracked over 100 million actions since being developed in 2002.
About JelSleep LLC
JelSleep LLC (http://www.jelsleep.com) manufactures and markets the Jacuzzi® Bed Collection featuring JelSleep Technology™ — a revolutionary new mattress designed specifically for couples. The bed’s exclusive JelSleep Comfort Matrix™ creates the perfect sleeping surface for couples by automatically bio-adjusting to both sleepers through simultaneous heat diffusion and weight distribution—two elements critical to achieving a sound night’s sleep and waking well rested and rejuvenated. Jacuzzi is a registered trademark of Jacuzzi Inc. and is used under license by JelSleep LLC.
Acquirgy (http://www.acquirgy.com) is an Acquisition Marketing Agency developing and executing accountable marketing programs driven by immediate and measurable response metrics across all digital and traditional platforms. Proprietary tracking systems integrate all transactional media, logistic and response data from all platforms to optimize client profitability.
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