Bemco stresses family values in new ad kit
By David Perry -- Furniture Today, April 27, 2006
At The Market — Bedding producer Bemco is making its advertising materials a family affair.
Retailers shouldn't make the mistake of thinking that all bedding ads should be populated only with couples looking for beds, the producer believes, saying that kids also have an important role.
So it is introducing a new Family Newspaper Ad Kit that "brings the Bemco family of products to the families of American consumers in a unique way," said company President Daryl Tarbutton, a family man himself.
"Each family member has a specific sleep need," Tarbutton said. "From the infant on a crib mattress to a teenager, and from an adult in her first apartment to a couple, each individual requires something different, but what they all need is a healthy sleep that supports their active lives."
The new Bemco Family Newspaper Ad Kit emphasizes those points with a series of four ads for the Bemco Home Sleep Sale, the Health and Fitness Sale, the Family Sale and the Remodel/Refurbish Sale. The ads, featuring photos of families, are provided on CDs in Quark XPress for ease of use by newspapers. Retailers can customize the ads with pricing and product identification information.
Each ad shows parents with two children. In one, the family lies together on a mattress. In another, Mom and Dad each have a child on their shoulders. In a third, the parents hold their kids in front of their home.
The new ad kit is a part of the producer's Total Marketing Program, which is designed to promote profitable bedding sales and help retailers achieve greater success. Bemco builds ad kits around a variety of themes, touting everything from its tie to USA Gymnastics to events like the Bemco Truckload Sale, the Bemco Clearance Sale and the Bemco Memoryrest Sale, which touts its visco-elastic bedding line.
"The Family Newspaper Ad Kit creates consciousness," Tarbutton said. "The kit helps retailers overcome the problem of disposable bedding. Many people are under the false impression that bedding can be handed down, or that any bed suits anybody, but this is not so."
He said a recent National Sleep Foundation survey found that 91% of adults recognized the importance of a quality mattress and the role it plays in healthy sleep and an active lifestyle.
"Quality and suitability are important for each family member," he said. "And that, with the help of our Family Ad Kit, is what Bemco retailers can sell."
Bemco is showing its new family-oriented ad materials at its High Point market showroom, 111 E. Green Dr.
-
Smaller Bedding Sources Staying Busy
Feb 1, 2011 -
Mattress Metrics: Consumer connections
May 9, 2012
Featured Company
-
Wright Labels
Bill and Tom Wright founded Wright of Thomasville in 1961 on the idea that printing was a creative medium and the belief that "a promise made is a promise kept." The Wright brothers focused their attention on providing exceptional printing for the... more
VIEW ALL GALLERIES
