Linking With Other Companies

A retail bedding company wanted to sell more products and also establish their company's name as a leader in quality bedding products. Their website was virtually unused by customers and their name was unfamiliar to the masses.

With a six-week direct-mail campaign launched at a target audience of 10,000 back pain sufferers, customers were enlightened about the relief of much of their discomfort with new mattresses and pillows available at their local retailer, and more information was available through the company website, which was updated to include links to and from area chiropractors for treating pain and realigning spines and necks, and also to home gym equipment retailers for prevention of further injury or debilitation. The website links also enabled the web visitors to quickly find remedies for their discomfort, which is important to a sufferer of muscle or bone misalignment. These links also added the benefit to each company's website search engine ranking while establishing more credibility for each.

The information mentioned that after a spine or neck realignment, proper exercise would strengthen muscles that would help maintain the proper alignment and promote good posture. Furthermore, it mentioned how wearing higher quality footwear would enable more walking without becoming as tired, and a better night’s sleep on quality bedding would promote more energy and vitality.

Because there were three retail companies that gained from the similar theme for better health, each with sensible specifics to the prospective customer, all three had opportunities to reap the benefits of the direct mailing campaign, and all three shared the cost, thereby paying only one third as much as they each would otherwise have done independently.