4: What can marketing experts learn from Dreams successful partnership with Team GB?

Retail Inside Out

Sleep experts' Dreams became the Official Sleep Partner of Team GB in 2019, supporting the team at the Olympics in 2020, expanding the partnership to include ParalympicsGB shortly after. A massive marketing partnership is a challenging endeavour at the best of times, but the pandemic and subsequent delay of the Tokyo games added an extra level of complexity to the mix. What can marketing professionals learn from Dreams partnership at the Olympics, and how they utilised a truly multi-channel approach to maximise their campaign impact?
To find out we're thrilled to be joined by Dreams' director of marketing Simon Moore, the winner of this years Retail Gazette Awards Marketing Gamechanger category, to hear the ins and outs of running a complex and impactful marketing campaign. Adding further insight is Andy Houstoun, chief commercial officer for Crimtan who shares his perspective on the metrics and benchmarks brands need to keep in mind to truly measure their campaigns to judge their success.
From geotesting to where to spend to deliver the results you need, we go for a deep-dive into the fundamentals that all marketing professionals, from brands big or small, can apply to help them achieve success.
About Dreams

Established in 1985, Dreams are the UK’s most loved bed retailer – backed by Tempur Sealy and led by CEO Jonathan Hirst.
Headquartered at their ‘Bedquarters’ in High Wycombe, they have around 2300 colleagues across the UK, and sell around 14,000 mattresses, bases and headboards per week to customers nationwide through their store network of 208 sites and online.
They're a proudly British business, committed to continue making their products in this country, at their Dreams Workshop in Oldbury. Currently Dreams makes 290,000 mattresses and over 200,000 divan bases & headboards a year before delivering to customers across the UK through its 11 delivery centres and fleet of 155 home delivery vehicles.
About Crimtan
Crimtan was founded in 2009 with the purpose of delivering maximum performance for their clients, with the reassurance of complete compliance.
They've continued to grow year-on-year since, winning awards such as RAR Best Online Media Buying, achieving Gold Standard certification by the IAB, DTSG Brand Safety certification by JICWEBS and featuring in Raconteur/The Times Future CMO marketing report.
Moving into the future, their mission is to be a trusted partner, delivering the most relevant, consented programmatic advertising, driving exceptional incremental ROI across every stage of the customer lifecycle. And helping more brands reach customers who need and want what they sell.