Through four mergers and three spokespeople, Jones Advertising has continued to be a "Sleep Country Best Practice" for nearly a decade. Consistently one of the top five advertisers in Washington State (and the number one radio advertiser), virtually everyone knows the catchy Sleep Country jingle and tagline. But make no mistake, Sleep Country is a very sophisticated marketer with a relentless cycle of branding, promotional and charity ads, giving the company a steady annual growth of 8-12% for more than a decade.
Known as an aggressive advertiser in the Northwest, Sleep Country’s reputation became damaged. Our research showed that Sleep Country’s reputation needed repair, and the well-known spokesperson’s polarizing public persona was eclipsing the brand and limiting Sleep Country’s market potential. Adding to the problem was a new “me-too” competitor stealing significant market share.
The Jones Advertising team was brought in to repair Sleep Country’s reputation while continuing its aggressive promotional efforts. We cast a new spokesperson with broader appeal, and created and promoted one of the most successful corporate charity programs in the region: Sleep Country Foster Kids. In addition, we developed non-promotional branding ads to rebuild trust with the consumer, and implemented new retail strategies to keep customers from shopping at the low-price competitor.
Sleep Country grew 90% from 2001 to 2008 (compared to a 30% industry average), and the brand is one of the most highly regarded in the region. Sleep Country went from second to first in market share (taking the lead position from Macy’s) while strategically defending its value-brand position—causing its primary low-price competitor to leave the Northwest. In 2009, while most retailers are cutting back, Sleep Country is opening seven new stores. Reaching a major brand image milestone, Sleep Country was recently named the “DSHS Corporate Partner of the Year” (over regional companies such as Microsoft, Boeing, and Weyerhaeuser). And while most charities reported lower-than-average donations in 2008, the Sleep Country Foster Kids charity program continues to grow—bringing in 61% more donations in 2008 than in previous yearover 2007— gathering hundreds of thousands of clothing items, toys, and school supplies for foster kids.
“Our longtime partnership with Jones Advertising has been critical to our success.”—Terry Horsley
VP Brand Strategy, Sleep Country USA and Sleep Train Mattress Centers