Bemco develops FR marketing materials
By David Perry -- Furniture Today, September 23, 2007
Des Plaines, Ill. — Bemco thinks retailers really should run fire sales. Make that, Bemco Fire-Tec sales.
The manufacturer is one of the few bedding companies to see marketing opportunities in the new federal open flame mattress standard, which went on the books July 1. It has developed an ad campaign that touts Bemco's flame-retardant solution, which it calls Fire-Tec. Some of the ads, including one for the Bemco Fire-Tec Mattress Sale, make FR a key marketing message.
"These are more than just ads," said Daryl Tarbutton, Bemco president. "Bemco wants to promote dealer and consumer awareness in this critical area, so we have developed an ongoing educational campaign to support the Bemco Fire-Tec effort. We not only want to give consumers a healthy sleep, but a safer sleep with Bemco Fire-Tec."
Bemco will roll out the new ad campaign, along with its new FR-protected bedding lines, at the upcoming High Point Market. The company, a longtime supporter of the High Point Market, will again be in its space at 111 E. Green Drive.
Tarbutton has been watching retail bedding advertising closely since the FR standard went into effect, and he has been surprised to see that most retailers aren't including FR messages in their ads. Those retailers are missing an obvious selling opportunity, he believes.
Bemco seeks to realize that opportunity with its newest ad kit. The four ads are the Bemco Fire-Tec Mattress Sale, the Bemco Fire-Tec Sale, the Bemco Mattress Sale and the Bemco Introductory Sale. Each ad reminds consumers that every Bemco mattress has a Fire-Tec fire-resistant barrier, and each ad highlights the Bemco Fire-Tec brand.
The ads feature lifestyle messages centered on families. "This is to convey the importance of protecting our loved ones, especially while they sleep," said Tarbutton.
Ads can be customized with each retailer's name, pricing information and a range of options. The ads feature the Good Housekeeping Seal, which is awarded to products that have passed the tests of the Good Housekeeping Institute. Bemco provides the entire ad campaign to retailers in CD format for easy use and coordination with local newspapers.
Bemco's new FR-protected sleep sets include the Posture Avalon and Posture Fremont, both retailing at $799, the Posture Chattsworth and Posture Hartford, both retailing at $899, the Posture Sheffield, retailing at $999, and the Posture Hamilton, retailing at $1,299.
"We are supporting these products by providing the fire-resistant selling materials requested by our retailers," Tarbutton said. "Some retailers might want to take the ball and run with FR sales."
He also noted that the industry has been working on the FR issue for years, and said it should now be talking about what it means for consumers.
"The industry has spent millions of dollars on this issue," Tarbutton said. "This is a positive feature for the consumer. If the manufacturers don't tout this, consumers won't know about it, unless the retailer tells them."
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