Therapedic increases marketing investment to support retailers with digital assets – Furniture Today

Therapedic International is expanding its marketing toolbox for retailers.

PRINCETON, N.J. – Mattress brand Therapedic International is investing more resources to add digital and video marketing assets and tools that retailers need every day, at no charge to them.

“We are continually looking at how to add value in any way we can that make a difference for our partners and their retail customers because strong marketing is vitally important for growth but often gets little to no resources and budget,” said Gerry Borreggine, president and CEO.

As a licensing group, Therapedic has a wide range of customers and territories to cover when it comes to its marketing support. One of its newest marketing assets aims for a broad audience across the country and is made available to all retailers, not just its dealer base. The video series ‘Inside Track with Gerry Borreggine’ was introduced last month and offers retailer-focused strategies and tips for growth and draws on Borreggine’s 20-plus years of retail experience in a family-owned chain of mattress stores.

To meet the marketing needs of a licensing group, Therapedic has a full-time staff dedicated to brand support and marketing services with an in-house graphic designer. The staff serves as a creative agency available to customize marketing assets for dealers upon request at no charge.

Susan Mathes, vice president of brand relations, points to several areas of marketing support that Therapedic provides, including a year-round advertising and marketing program that is fully customizable to meet dealer-specific needs. The in-house designer customizes digital and print ads, point-of-sale banners, and social media assets for year-long promotions.

PromoBoxx, a digital platform that hosts a library of assets for use on social media channels, enables dealers to post automatically or manually. Mathes said it’s a powerful tool that can generate sales when used consistently.

In addition to the content, Therapedic offers an image library of products that includes product photography, 3-D renderings of mattress components, branded videos, web banners and other digital assets.

“We’re very fortunate to have the backing of the Therapedic corporate team that is constantly looking ahead to provide our account managers and dealers with new and useful marketing tools and assets,” said Mitchell Levine, vice president of sales for Therapedic of New England.

Mathes said the company relies on feedback from dealers and the industry to enhance marketing programs and determine how to invest additional resources.

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