Mattress promotion is kicking into high gear as ISPA and a handful of mattress makers prepare for a more solid marketing campaign to tap a broader market.

This campaign would have amount to millions of dollars, but bedding companies are willing to shell out funds in order to proceed with this. The campaign will be similar to the famous Got Milk? Ads.

“All of our research points to the fact that consumers understand the importance of sleep to their overall health and well-being,” Eitel said. “We need to demonstrate the key role new mattresses play in the equation and we need to work shoulder-to-shoulder with our mattress retail partners to get the word to consumers. … However, in order for such a campaign to be fair to all it cannot allow ‘free riders,’ Simmons will support this effort only if 75 percent of the industry, based on dollar value, supports the campaign and all are involved in ISPA as members.”

Via Home Business

Tags: consumer_awareness_campaign, Interesting Mattress, international_sleep_products, ispa_members, MATTRESS Business, MATTRESS News, mattress_industry, mattress_retailer, recycling_of_materials

This entry was posted on Saturday, March 22nd, 2008 at 10:53 am and is filed under Interesting Mattress, MATTRESS Business, MATTRESS News.
You can follow any responses to this entry through the RSS 2.0 feed.
You can skip to the end and leave a response. Pinging is currently not allowed.