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Bemco campaign helps dealers 'go for the gold'

By David Perry -- Furniture Today, April 18, 2004

DESPLAINES, Ill. — Bedding producer Bemco once again is going for the gold with a marketing campaign tied to the USA Gymnastics program.

In this Olympics year, the U.S. gymnastics team will be competing for honors in Athens, Greece, and Bemco will be competing for sales in the United States with its gymnastics-oriented marketing materials.

A USA Gymnastics newspaper ad kit already is in the hands of Bemco dealers. It includes layouts for five newspaper ads, including a "Mattress of Champions" sale that features Paul Hamm, a world champion from the United States.

"The Health-O-Matic design has a reinforced center for comfort and firmness so you can enjoy healthy, championship sleep," the ad copy reads.

Other themes include a "superstars sale," a "Go for the gold sale," a "Champion mattress sale" and a "You'll flip over the savings sale," which includes a picture of a gymnast doing a flip.

The ads show male and female gymnasts competing in a variety of events. Current team athletes are featured in the ads.

The ads in the kit, which also include the Good Housekeeping seal that is part of Bemco's overall marketing campaign, can be customized to meet retailers' needs, said Daryl Tarbutton, Bemco president.

He said Bemco, which first worked with the Olympics in 1986, signed on with USA Gymnastics in 1990, and supplies the official mattress of the U.S. gymnastics team.

"We went into this program to tie health in with sleep," Tarbutton said. "Sleep is a vital part of everyday life. Sleep gives you the energy to be fit."

While the sport of gymnastics gets an extra boost during summer Olympic years, gymnastics competitions in the United States and around the world are ongoing, Tarbutton noted.

"We do push this hardest in Olympic years," he said, "but this is not something that we are in and out of. We've been in this for more than 10 years. It's become a part of our everyday program. It's part of our mix."

Bemco is showing its gymnastics marketing materials at the market in its space at 111 E. Green Drive.

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