New Tempur-Pedic campaign based on consumer recommendations

Mattress maker says 92% of owners suggest others buy product

David Perry -- Furniture Today, November 9, 2009

LEXINGTON, Ky. — Memory foam leader Tempur-Pedic has launched a new marketing campaign that puts the company's message in the hands of consumers who own its sleep sets.

Tempur-Pedic officials call the new campaign "revolutionary" and say it focuses on the company's greatest asset: Its "satisfied and passionate owners, 92% of whom recommend the Tempur-Pedic brand to family, friends and co-workers."

Tempur-Pedic executives said the campaign was developed to broaden the company's appeal. It uses the tagline, "The most highly recommended bed in America," and encourages consumers to ask any of the 4 million U.S. Tempur-Pedic owners about their bed.

The campaign "is a reflection of the consumer satisfaction Tempur-Pedic products deliver in the areas of comfort, support and superior sleep quality," the company said.

"Customer experience and satisfaction are the driving forces behind everything we do at Tempur-Pedic, so it is only fitting that our marketing strategy reflects the strong, positive feelings of our loyal owners," said Rick Anderson, president of Tempur-Pedic North America.

The company says that 96% of Tempur-Pedic owners are satisfied with the quality of their mattress, 95% are satisfied with the comfort of their mattress, 93% are satisfied overall with their mattress, and 91% say their expectations have been met.

On average, the company says, a Tempur-Pedic owner recommends their mattress to 14 people. Three in 10 Tempur-Pedic owners know of at least one Tempur-Pedic purchase made within 18 months and based on their personal recommendation.

Tempur-Pedic said the campaign marks the culmination of months of consumer and industry research, studying consumer buying and social media habits as well as understanding the retail buying experience. The campaign, which began running in October, includes television, print, radio, direct to consumer, Internet and social media elements.