MILWAUKEE – Verlo Mattress has been honored by the International Franchise Assn. with a 2017 FranTech Award, which highlights innovative use of technology in franchise systems. Verlo received first place in the Client Marketing Campaign (business-to-consumer category) for promotion of its annual Mismatch Mattress Sale.
Verlo officials noted that the mismatch sale successfully leverages Verlo’s key differentiating factor – Verlo builds its own mattresses. By using overstocked or discontinued fabric, the company is able to provide discounts on mattresses that look slightly different but feel the same. The annual promotion is held at Verlo franchise locations around the country and always yields strong results, the company said.
This year’s winning digital campaign saw a 33% reduction in overall costs via optimizations, while yielding a 73% increase in higher qualified traffic, driving a 17% increase in sales, officials said.
“We’re honored to win this award for our mismatch campaign, which is a branded sale that can be easily leveraged by all Verlo franchisees,” said Kathy Thornton-Bias, president and COO of Verlo Mattress. “We’re also proud of the investments we’ve made in our digital infrastructure, which makes an integrated campaign such as this possible.”
This year’s mismatch campaign was recognized for its ability to drive brand awareness, online traffic and in-store sales during the month-long promotion. The campaign leveraged multiple digital channels, such as pay-per-click, remarketing, display, email, social media, onsite creative elements and coupons to increase sales, and also used traditional mediums, including TV, radio, print, and in-store signage, officials said.
Founded in 1958, Verlo has locations nationwide, with a strong footprint in its home state of Wisconsin.