Milwaukee-based factory-direct chain Verlo Mattress was honored by the International Franchise Association with a 2017 FranTech Award, which highlights innovative use of technology in franchise systems.

Verlo received first place in the Client Marketing Campaign (business-to-consumer category) for the effective promotion of its annual Mismatch Mattress Sale. In the campaign, Verlo advertised mattresses and foundations whose panels, borders and bases are upholstered in discontinued, unmatched fabrics.

The campaign drove a 17% increase in sales, the company said. It leveraged multiple digital channels, used couponing and featured a range of traditional TV, radio and print advertising.

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