Home / Knowledge / News / Textiles / ISPA to develop Marketing Campaign for Mattress Industry
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

Must ReadView All

Courtesy: Li & Fung

Textiles | On 24th Mar 2017

Li & Fung forms new supply chain partnership with PVH Corp

Li & Fung Limited, the world's leader in consumer goods design,...

Courtesy: Alizilla

Apparel/Garments | On 24th Mar 2017

Alibaba's eWTP finds first overseas base in Malaysia

In a step towards using the internet to bring small businesses around ...

Textiles | On 24th Mar 2017

BJMC to produce cotton-jute blended denim fabrics

To meet demand from the market, Bangladesh Jute Mills Corporation...

Interviews View All

Anvita Mehra
Confidential Couture

‘It is going to take some time for Indian buyers to get accustomed to...

Siddharth Biyani
Mangalam Industries Pvt Ltd

‘The manufacturing sector is improving day-by-day, becoming better in...

Abhimanyu Singh Rathore & Barbara Anna Kosiorek
Kannbar

‘Blending cultures is the true beauty of fashion, where one’s imagination...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
March 2017

March 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search