Case Study #16: Sit N Sleep Gallery

Situation

Although Sit N Sleep Gallery (SNS) was growing as an organization, research indicated that they lacked significant brand recognition or differentiation within the market place. In fact, they were perceived, for the most part, as a commodity – despite their superior customer service.

Much of SNS’s marketing communications were based on product features and benefits – which most competitors also carried. With Sleep Country owning the lion’s share of the bed & mattress market, having the word “sleep” in their name was also a handicap for SNS.

For the opening of their latest location, they wanted to find a way to get attention in a unique and relevant way.

Solution

Building-off the “Fairytale” campaign which promoted SNS’s unique points-of-difference – exceptional customer service and comfortable shopping experience -- we created a uniquely entertaining and relevant grand opening program.

Our strategy consisted of creating an event that SNS could sponsor. For this, we developed the Rest Expo – a celebration of everything related to sleep and rest. The event featured informative experts such as a dietician (to let visitors know the best foods to promote a good night’s sleep) and a massage therapist. Plus, it featured the inaugural performance of the BC Synchronized Sleep Team – a pair of pajama clad actors who we trained – performing in the parking lot. In addition, we brought the “fairytale” campaign to life by having “Red Riding Hood” handing out vouchers and mingling with the crowd.