WOBURN, Mass. – Looking to add a little spark into its marketing push toward Furniture First and BrandSource buying group members, Spring Air International has branched out beyond mattresses and into toothbrushes and shoes … sort of.
The mattress maker is sending Spring Air branded toothbrushes to retail members of the buying groups with a note outlining three things that need to be replaced: toothbrushes, mattresses and shoes. As part of its campaign, Spring Air is committed to shipping retailers that place a minimum three-mattress order a $200 gift card for a new pair of kicks, said Nick Bates, president of Spring Air.
“In an effort to aid our salespeople in reaching more retailers, we decided we needed something fun to break the ice,” Bates said. “The flyer invites the recipient to purchase any of Spring Air’s wide array of product offerings and lets them know that once an order is placed, Spring Air will ship the retailer a free pair of shoes.”
Earlier this year, Spring Air joined BrandSource as an approved vendor, and since 2019, the company has been a supplier for Furniture First.
As part of Spring Air’s partnership with Furniture First and BrandSource, retail members also receive a variety of incentives, including rebates, bonuses, co-op funding and product discounts.
“We are just adding on the benefits of dental hygiene and a comfortable pair of shoes,” Bates said. “Our goal here is to continue the momentum we saw in our showroom in Las Vegas and reach those that maybe didn’t come to market. We want to get in front of as many retailers as we can. Spring Air is the right combination of quality, service and value, and we are excited to share that with new customers.”