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ISPA to develop Marketing Campaign for Mattress Industry
29
Sep '08
Recognizing the success of the ISPA Better Sleep Council's PR efforts, the ISPA Board has approved moving forward with the development of an expanded mattress industry marketing campaign focusing on the importance of sleep and emphasizing the vital role a new quality mattress provides.

ISPA has teamed up with the world-class marketing firm Leo Burnett USA to develop the campaign. Working with a team of highly-qualified ISPA member marketing executives, Leo Burnett is developing the components of the national campaign with the aim of presenting them to the membership at the Industry Conference and Exhibition on November 12-14 in Orlando, FL.

While our goal is to help consumers appreciate the importance of sleep to their health and overall quality of life, we will also emphasize the role a new mattress will play, thereby expanding the overall market for new mattresses.

The results should benefit consumers and all sectors of the mattress industry including manufacturers, suppliers and retailers.

The development of a National Marketing Campaign for the industry is very timely. The importance of sleep to health and overall quality of life is gaining significant attention by consumers.

Over the past three years, ISPA's Better Sleep Council has conducted a very focused and successful public relations initiative designed to help consumers appreciate the key role sleep plays in overall physical performance, work productivity and emotional well-being, while emphasizing the contribution a new mattress provides in achieving a higher quality of sleep.

In 2007, 564 million readers, listeners and viewers were exposed to our industry's messages, and 1.1 million consumers visited the BSC's Website, to learn more about sleep and mattresses.

In August 2008, Show host Matt Lauer and Liz Vaccariello, editor of Prevention Magazine, debated over whether consumers should evaluate their mattresses for replacement every 5 to 7 years, well below the existing timeframe that consumers are actually replacing their mattresses. AOL followed up with this same mattress replacement message shortly thereafter.

Many other industries have succeeded in national marketing campaigns the time for the mattress industry has come. Lend your support to this major initiative.

ISPA-International Sleep Products Association


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