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Restonic using video, social media to build brand

David Perry -- Furniture Today, November 23, 2010

BUFFALO, N.Y. - Top 15 bedding producer Restonic has launched new media and communications campaigns to boost awareness of its brand with retailers and consumers.
     The media campaign includes two new videos recently produced for Restonic by Full Circle Studios, a Buffalo-based multimedia firm that turned the new Restonic factory and showroom here into a sound stage for the video shoots.
     The new videos can be seen on Restonic's website and You- Tube channel.
     Restonic President Ron Passaglia hosts the factory/brand tour video, which takes viewers on a journey through every step of the mattress-making story and reviews the evolution of the Restonic brand over the past 70 years.
    The other video profiles the ComfortCare product line, a seven-time winner of the Consumer Digest Best Buy award.
    The video and film shoots at Restonic licensee Tom Comer's 60,000-square-foot facility here involved weeks of planning, filming and follow-up work. In addition to yielding the two videos, the shoots also produced stock footage of the factory as well as lifestyle and product photography that are being given to all Restonic licensees and retailers to be used in their ad campaigns and marketing materials.
     Restonic's marketing manager, Brooke Palmieri, who has a degree in broadcasting and is based in Buffalo, oversaw the film and video shoots.
     In addition to the new media campaign, Restonic has also launched a new communications effort intended to boost the clout of its brand. Restonic has partnered with Info Retail, the Atlanta-based strategy and design agency, to develop and execute the communications strategy.
     The new initiatives are designed to improve the brand's search engine optimization and the effectiveness of its messaging to its four key audiences: retailers, consumers, licensees and employees.
     Restonic is using Twitter to reach retailers, who are already using that media to discuss beds. Restonic is developing private, invitation-only Twitter feeds for retailers to get upto- the-minute information on Restonic products. The Twitter feed will improve retailer-consumer interaction by posting best practices for selling mattresses and engaging with consumers, the company said.
     For consumers, Restonic has initiated an online diagnostics program designed to uncover and assess consumer product reviews. Restonic will use the findings of that analysis to generate a statistical analysis of issues and opportunities facing the Restonic brand. The information will also help Restonic develop new consumer initiatives.
     "In today's marketplace, everyone knows that you need some kind of social networking program," Passaglia said. "The question is ‘what and how' to do it best for your company. At Restonic we feel that our approach is customized for our audience. The information we gather in this process will help us serve our future needs with the contemporary customer." Restonic licensees will be served by LinkedIn. The company is developing a public LinkedIn company profile, and is also developing a private LinkedIn group as a secure online tool to promote discussions and information-sharing. Restonic will host discussions with the licensees to encourage their interaction through LinkedIn, the company said.
     Restonic employees will be served through a number of video projects. The company is creating videos in which factory managers and employees are asked to record their ideas of "Supporting Dreams," Restonic's new tag line. Each factory will receive Flip cameras to produce the videos. Restonic will review videos and reward winning factories based on the content they submit.
Contact us
Bedding Benchmarks is an editorial feature that provides a roundup of bedding news from all sectors of the industry. Bedding producers, retailers and suppliers are invited to submit information for this page to David Perry, Executive Editor, at dperry@furnituretoday.com. Or you can mail information to: Bedding Benchmarks, Furniture/Today, 7025 Albert Pick Road, Suite 200, Greensboro, N.C. 27409.

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