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

India's Kay Ventures aims to turn Karur into knitwear hub

Apparel/Garments | On 20th Aug 2018

India's Kay Ventures aims to turn Karur into knitwear hub

India’s Kay Ventures has teamed up with Hydra Micro Business...

Uzbekistan-China meeting discusses textile cooperation

Textiles | On 20th Aug 2018

Uzbekistan-China meeting discusses textile cooperation

A meeting of the Uzbek-Chinese business forum on cooperation in the...

Moldova wooing Indian investors in textiles, agriculture

Textiles | On 20th Aug 2018

Moldova wooing Indian investors in textiles, agriculture

Moldova is wooing Indian investors in textiles, agriculture and a few ...

Interviews View All

Headhonchos
Indian textile value chain

'One nation, one tax' is a great concept

Dharmendra Shah
Ozone PB Spintex Limited

‘We have made huge investments to ensure quality yarn production.’

Krishnanand Tripathi
Textrade International Ltd

We believe in vocational education for entry-level employees, offering...

Karan Behal

Karan Behal, founder and chief executive of top-selling brand...

Akshat Chaudhary

Aizome, Asia's first Fairtrade denim brand, is all set to launch next...

Harsh Shah

Established in 1956 with a small beginning, Embee today manufactures a...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Matthew Kolmes
Supreme Corporation

Supreme Corporation manufactures innovative specialty yarns and safety...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Chandani Sahi
By Chandani

By Chandani is a womenswear prêt couture brand with fusion silhouettes by...

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

Leave your Comments


August 2018

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

news category


Related Categories:

Advanced Search