Spring Air launches multimedia marketing program

Promotes brand values, product benefits, innovations

David Perry -- Furniture Today, August 26, 2011

Spring Air’s new website home page opens to the company’s brand statement and the “Trust” video, while displaying its SSA Level II seal and the “Truth in Green Marketing” symbol.

BOSTON — Top 15 bedding producer Spring Air has introduced a multimedia marketing program for retailers that promotes and reinforces its brand values, key product benefits and proprietary innovations.

The initiative focuses on Spring Air's primary business values embodying consumer trust, proper sleep support and innovation through exclusive, patented product designs, the company said.

"This is the most complete and integrated marketing launch we've ever undertaken," said Spring Air President Rick Robinson. "It encompasses virtually every touch point we can establish with our retail customers and with consumers."

The program uses the power of emotion, evoked through lifestyle scenes designed to speak to consumers in virtually every stage of life and activity.

"We believe it's extremely important for consumers to understand who Spring Air is and what we stand for," Robinson said. "But we also know that to successfully communicate that, consumers first have to identify with and relate emotionally to what they're seeing, reading or hearing about us."

The marketing program covers every Spring Air branded line - Back Supporter, Back Supporter Perfect Balance, Back Supporter Sleep Sense and the newly introduced Sleep Sense BioMax - while emphasizing the company's business tenets of trust, superior support and meaningful innovation.

It offers three 60-second in-store videos, retail TV commercials, backlit wall photography and lighted information stands, video or IPad demo stations and dimensional ceiling signage, in-store product brochures and pocket cards. Also included are top-of-bed components like coordinated pillow/foot dressings, protector labels and directional border labels that point out pressure relief and back support zones, plus an extensive library of direct mail and newspaper promotional materials.

The Spring Air website has been redesigned to accommodate the new imagery and videos.

Each video is dedicated to one of the company's central messages: trust in the name and brand expressed in the script "We've grown with you and your family;" support delivered by Back Supporter products reinforced with the message "You are why we get up in the morning," and innovation, which emphasizes the new product's patented design and Specialty Sleep Assn.-documented eco-responsible components using the statement, "Spring Air ... taking care of you and our planet."

Although all of the program elements are now available to retailers, Robinson said he expects the campaign to gain significant traction and market visibility during the fourth quarter.