ADVERTISING, WEBSITE, AND DIGITAL MARKETING REQUIREMENTS

Transcription

1 , WEBSITE, AND DIGITAL MARKETING REQUIREMENTS Effective February 1, 2017 Revision December Tempur Sealy International, Inc. All Rights Reserved.

2 INTRODUCTION For more than 130 years, Sealy has stood for quality and support. The Sealy family of brands (Sealy, Sealy Posturepedic, Sealy Posturepedic Premier Hybrid, and Sealy Response, Sealy Conform, Optimum, Sealy Posturepedic Premier Hybrid) encompasses several product families to appeal to a wide range of consumers. As we work together to grow, expand, elevate and broaden the Sealy family of brands, it is essential that all marketing communications are aligned to provide consistent messaging to consumers. Working together allows us to build and maintain the long-term health of the brand. We appreciate your ongoing commitment to this shared goal Tempur Sealy International, Inc. All Rights Reserved. 2

3 2017 Tempur Sealy International, Inc. All Rights Reserved. 3

4 BRAND REQUIREMENTS Displays, signage, advertising, and any other messaging relating to the Sealy family of brands must meet the following requirements: BRAND REQUIREMENTS You must use the Sealy, Sealy Posturepedic, Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum marks exactly as they appear in the graphic files we provide you; you must not alter, recreate or present any Sealy, Sealy Posturepedic, Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum mark in any way that is not exactly as outlined by Tempur Sealy Retail Marketing. Altering any of the marks has a negative effect on Sealy, Sealy Posturepedic, Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum s valuable brand images and may constitute trademark infringement. Please refer to the Sealy Brand Standards and Guidelines for full instructions on proper use of trademarks and other branding elements. PHOTOGRAPHY & VIDEO USAGE Many brand assets have limited usage agreements with agencies and talent. Current images and other assets can be found at toolbox.tempursealy.com. As usage rights expire, assets will be removed from the toolbox. Assets no longer found on the toolbox may not be used. STORE APPEARANCE Sealy, Sealy Posturepedic, Sealy Posturepedic Premier Hybrid, Sealy Conform and/or Optimum mattresses must be displayed with the appropriate brand s pillows and foot protectors or custom pillows and foot protectors that have been approved by the brand manager. NOTE If an account is found in violation of our Advertising Requirements, we reserve the right to take the following actions: Reject claims for funding Remove the account s retail locations from our retailer locators Stop shipments of products Terminate the business relationship Other actions as deemed necessary NOTE The Retailer is responsible for any talent or use fees incurred for photography and video used outside the approved time frame and/or fees for photography and video used in a manner that has not been approved by Tempur Sealy Tempur Sealy International, Inc. All Rights Reserved. 4

5 ONGOING SERVICE OFFERS You may advertise the following Ongoing Service Offers with the purchase of Sealy, Sealy Posturepedic, Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum mattresses, sets (mattress and foundation), and Reflexion adjustable bases at any time. These service offers can be ongoing, and can be advertised alongside any Periodic National Promotion Offer as announced by Tempur Sealy Retail Marketing Department. You may not assign a dollar value to these offers in advertisements. Free Bed Frame SERVICE OFFER SERVICE OFFER SERVICE OFFER Free Delivery See below for approved offers. Include your terms and conditions here. See below for approved offers. Include your terms and conditions here. See below for approved offers. Include your terms and conditions here. Free Set-Up Copyright 2016 Sealy, Inc. Free Pick-Up Free Disposal of Old Mattress 2017 Tempur Sealy International, Inc. All Rights Reserved. 5

6 GIFT WITH PURCHASE OFFERS You may ONLY advertise Ongoing Gift With Purchase (GWP) Offers for Sealy Posturepedic Premier Hybrid, Sealy Conform and Optimum as follows: These Gift-With-Purchase (GWP) offers can be run and advertised as long as a.) they are not misleading in any way, and b.) the total retail value of the gift does not exceed $200 and is the commonly understood fair market value of such offer. Promotional offers up to $200 retail value This can include related items, gift cards or gift certificates, so long as the ad copy clearly states that such cards or certificates cannot be applied to the specific mattresses, sets, adjustable units, etc. NOTE Approved gift-withpurchase offers MAY be advertised alongside any Periodic National Promotion Offer as announced by Tempur Sealy. You MAY NOT combine the dollar value of these offers in an advertisement Tempur Sealy International, Inc. All Rights Reserved. 6

7 PRICING You may only advertise the retail price of Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum products as follows: Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum s Manufacturer s Minimum Advertised Price (MMAP) for a specific product or products, specifically listing everything that is included within that price (i.e. mattress, flat set, mattress + Reflexion 4, etc.). All advertisements should clearly identify the size of the product(s) that pricing represents. (Queen set is preferred but not required.) A monthly payment price for special financing terms based on Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum s Manufacturer s Minimum Advertised Price (MMAP) price for such product(s), specifically listing everything that is included within that price. Starting at Manufacturer s Minimum Advertised Price (MMAP) price of Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum products while specifying which product and size (Queen set is preferred) it is based upon. Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum products may be advertised without making reference to price, provided other advertising guidelines for Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum products are met. At the discretion of Tempur Sealy, there will be reduced pricing and gifting events scheduled throughout the year during which the retailer can show reduced pricing in advertisements. Notice and instructions will be provided when an event is scheduled Tempur Sealy International, Inc. All Rights Reserved. 7

8 CLOSEOUT PRICING WHAT TO DO WHAT NOT TO DO You may only advertise Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum floor models and closeout models as follows: You may advertise sales of Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum floor models as part of a Floor Model Sales Event that includes other brands. You may advertise a specific Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum floor model for a lower price in-store only. You may not single out a specific Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum floor model for advertisement. Do not advertise discontinued, clearance or closeout Sealy Posturepedic Premier Hybrid, Sealy Conform & Optimum products without written permission from the Tempur Sealy Retail Marketing Department Tempur Sealy International, Inc. All Rights Reserved. 8

9 PROMOTIONAL PRICING Effective immediately, Sealy Mattress Company ( Sealy ) will now be giving retailers the option to participate in a given promotion. Retailers that choose to participate in the promotion (and according to the terms of the promotion) will receive a reduction in the wholesale price of the promoted products ( promotional pricing ) during the promotional window. Those retailers that choose not to participate in the promotion would not receive the promotional pricing. The terms of each promotion, what constitutes active promotion, the purchasing window for receiving the promotional pricing, and other applicable details will be communicated to each retailer in sufficient time for each retailer to communicate to their account representative its opt-in/opt-out choice. For some promotions, advertising of Sealy products together with other branded products will be considered active promotion. While the terms of each promotion will determine what constitutes sufficient promotion of the Sealy products, in general active promotion will require all of the following in each market a retailer has a retail location: In-store advertising and promotion utilizing Sealy provided or pre-approved in-store collateral (For example, Tent Cards, Banners, Price Cards, Posters, etc.) Advertising and promotion via Print, Radio, TV, and/or Digital mediums utilizing Sealy provided advertising assets and/or approved promotional messaging If a retailer chooses to actively promote a given promotion as described above and provides written confirmation to its account representative of its intent to participate in the promotion, the retailer will receive the promotional pricing. NOTE Should a retailer opt-in for a given promotion and be found not to have actively promoted Sealy products per the terms of the promotion, Sealy reserves the right, in its sole discretion, to not extend future promotion(s) to the retailer. Additionally, such a retailer will be required, if requested by Sealy, to refund to Sealy the difference between the wholesale price and the promotional price for each promotional product purchased by the retailer during the promotional window Tempur Sealy International, Inc. All Rights Reserved. 9

10 OTHER MESSAGING The following terms and only these terms may be used to describe your Authorized Sealy, Sealy Posturepedic, Sealy Conform & Optimum Retailer status and product selection. You May Use These Terms (assuming they are true and correct): Authorized Sealy, Sealy Posturepedic, Sealy Conform and/or Optimum Dealer Authorized Sealy, Sealy Posturepedic, Sealy Conform and/or Optimum Retailer Proudly Carrying Sealy, Sealy Posturepedic, Sealy Conform and/or Optimum since You May Use These Terms ONLY if you carry all Sealy Posturepedic Hybrid, Sealy Conform & Optimum mattress models and a selection of Reflexion adjustable bases: See our Complete Selection of Sealy, Sealy Posturepedic, Sealy Conform & Optimum Sleep Systems We Carry the Full Line of Sealy, Sealy Posturepedic, Sealy Conform & Optimum Sleep Systems Full Line Sealy, Sealy Posturepedic, Sealy Conform and/or Optimum Dealer You MAY NOT use messaging with distress language in conjunction with Sealy Posturepedic Premier Hybrid, Sealy Conform and/or Optimum brands/products. Examples include: Clearance Liquidation Blow-Out Truckload Sale 2017 Tempur Sealy International, Inc. All Rights Reserved. 10

11 WEBSITE & DIGITAL Revision October Tempur Sealy International, Inc. All Rights Reserved. 11

12 DIGITAL OVERVIEW WHAT TO DO WHAT NOT TO DO Guidelines for the digital environment: As an authorized Sealy Retailer in good standing, you may feature Sealy products, including Sealy, Sealy Posturepedic, Sealy Posturepedic Premier Hybrid, Sealy Conform and/or Optimum by Sealy Posturepedic, and, when applicable, Manufacturer s Minimum Advertised Pricing (MMAP) on your retail store website, and are licensed to use unmodified Sealy logos, housemarks, wordmarks and/or trademarks ( Sealy marks ) on such websites, for the limited purpose of advertising Sealy products. Doing so is subject to your full compliance with the Sealy Retailer Agreement, Advertising, Website, and Digital Marketing Requirements, and the Sealy Brand Standards & Guidelines. You may not sell Sealy products online without the express written consent of the Tempur Sealy Retail Marketing Department. Your website must clearly state that Sealy products are sold only at your physical retail stores (and not online). You may not use paid search or sell any Sealy product through your website or otherwise over the Internet (including, for example and without limitation, via shopping cart and/or ecommerce engine) without express, written permission from the Tempur Sealy Retail Marketing Department. You may not advertise or sell any Sealy product through any marketplace site owned or operated by any third party (including, for example, and without limitation, ebay, Craig s list, Amazon.com, Facebook, Groupon, Living Social, Flash Sale sites, etc.) without express, written permission from the Tempur Sealy Retail Marketing Department Tempur Sealy International, Inc. All Rights Reserved. 12

13 DIGITAL WEBSITE REQUIREMENTS If you feature Sealy products on your website, you must ensure that your website and digital marketing efforts comply with the following requirements: WHAT TO DO AS A COLLECTION It is highly recommended that you display Sealy, Sealy Posturepedic, Sealy Posturepedic Premier Hybrid, Sealy Conform and/or Optimum by Sealy Posturepedic products as collections on your website, such as a Sealy store-within-a-store. COMPETING PROMINENCE You must give Sealy products no less prominence or attention on your website than any competing sleep products that you offer. PROFESSIONAL APPEARANCE Your website must have a professional appearance, consistent with the promotion of premium and luxury products. UPDATED Your website must be regularly updated to be consistent with Sealy s then-current products, images, and Sealy marks. APPROVED MARKS AND IMAGES All Sealy marks and images used on your website must be selected only from Sealy-approved marks and images available on toolbox.tempursealy.com. SEARCH BOX RESULTS The entry of any Sealy marks or any Sealy product numbers into your website search box must return only Sealy product results (and not other product brands). For example, a search for Optimum should return only Optimum product results. LAWFUL You must ensure full compliance with all applicable laws and regulations concerning advertising, security, and use of customer information, including without limitation, laws and regulations concerning consumer privacy. CONTACT INFO Your website must contain your contact information, including address, street address, and telephone number at your principal place of business. WHAT NOT TO DO IMPLY SEALY OWNED Your website may not state, suggest or imply that it is owned or operated by Sealy. SELLING ONLINE You may not sell Sealy products online without the express written consent of the Tempur Sealy Retail Marketing Department. Your website must clearly state that Sealy products are sold only at your physical retail store(s) (and not online) Tempur Sealy International, Inc. All Rights Reserved. 13

14 DIGITAL ONLINE TRADEMARK USAGE Usage of Sealy Marks Online WEBSITES AND S You may not use Sealy marks or expressly approved permitted variations thereof anywhere else on the Internet except on your own website or in permission-based campaigns as described below. DOMAIN NAMES You may not register any domain name featuring any Sealy mark or variation thereof. SEARCH ENGINE OPTIMIZATION (SEO) You should not use any Sealy mark as a meta tag, in hidden text or excessively in page text for the purpose of gaining higher rankings from search engines. Linking, framing, or creating any other association to Sealy websites is strictly prohibited. All Sealy mark usage requirements apply to search engine optimization ( natural search ).Specifically, Sealy marks used on your website: Must be relevant, applicable, and clearly associated with specific page body content. They may not be used on any pages other than a Sealy branded store in store page or a Sealy product page or related primary navigation. Terms may only be used to name product or position the assortment. Sealy marks or expressly approved permitted variation thereof cannot be used multiple times on a page to garner higher search engine ranking. Any use of frequency, density, distribution, or gratuitous use of key words or links is prohibited. Additionally, you must follow these natural search optimization best practices for any such efforts associated with Sealy brands: Redirection technology may not be used Pages should not be submitted to search engines too frequently Shadow domains cannot be created Doorway pages loaded with keywords may not be used 2017 Tempur Sealy International, Inc. All Rights Reserved. 14