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ISPA to stage trial run of marketing campaign

Mattress industry members learn about program at meeting

David Perry -- Furniture Today, December 1, 2008

ORLANDO, Fla. — Attendees at an International Sleep Products Assn. meeting here last month got an update on the industry's effort to launch a national marketing campaign.

Representatives of advertising agency Leo Burnett USA outlined initial steps they have taken to create the marketing campaign, noting barriers to the mattress purchasing process that must be overcome. Current plans call for a trial run for the campaign, with details yet to be finalized.

The goal of the national campaign is to help consumers appreciate the importance of sleep to their health and the overall quality of their life, according to ISPA CEO Dick Doyle. The campaign also will emphasize the role a new mattress will play in improving sleep quality, thereby expanding the overall market for new mattresses, he said.

"The results should benefit consumers and all sectors of the mattress industry, including manufacturers, suppliers and retailers," Doyle said.

The development of a national marketing campaign is timely, he said.

"The importance of sleep to health and overall quality of life is gaining significant attention by consumers," Doyle said. "Over the past three years, ISPA's Better Sleep Council has conducted a very focused and successful public relations initiative designed to help consumers appreciate the key role sleep plays in overall physical performance, work productivity and emotional well being, while emphasizing the contribution a new mattress provides in achieving a higher quality of sleep."

Retailers Dale Carlsen of The Sleep Train, Citrus Heights, Calif., and Barrie Brown of Mattress Giant, Addison, Texas, voiced their support of the proposed campaign. "We all stand to gain by helping consumers better appreciate the vital role new mattresses play to sleep, health and overall quality of life," Carlsen said.

The Leo Burnett presentation was a key session at ISPA's Industry Conference, held each fall. The latest event, described as a success by ISPA officials, was attended by 248 industry members and the exhibition hall was sold out.

Attendees were briefed on a range of topics, including the global economy, the green movement, trends in the U.S. mattress manufacturing industry, and business cost-savings tips. The final session, "CPSC - New Rules and Compliance Inspections: What's Happening Next?" offered information on the federal mattress flammability law and a new Consumer Product Safety Commission standard requiring manufacturers to certify their compliance with that law.

Social events offered the chance to strengthen business connections, network and build relationships, ISPA officials said. The industry's Insomniaczzz band, which performed during the closing reception, was a conference highlight, a number of attendees said.

"This event offered something for everyone," said Gerry Borreggine, Therapedic CEO. "With the current economic downturn, it's good for us to come together as an industry to focus on the issues that affect us. We are all facing much uncertainty concerning the future. But when we come together and share ideas, it allows us to feel stronger about meeting the challenges that lie ahead."

Added Restonic CEO Ron Passaglia: "In such a competitive market, it's unique and worthwhile to meet as an industry and to focus on the issues that affect us all. This was an excellent forum that allowed us to grow individually and collectively. Ultimately, we all prosper."

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ISPA eyes trial run for new marketing campaign

Dec 7, 2008

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