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January 23, 2011 - On the heels
of the 2010 introduction of
Sleep Sense™, positioned as the
“Ultimate Back Supporter,”
Spring Air will introduce at
the Las Vegas market several
additions and improvements to
its flagship line, broadening
the appeal and availability of
Back Supporter in a range of
price points.
The company also will present
and promote its new brand
position in its main showroom
(B-1126), in keeping with plans
for 2011 to increase brand
visibility and leverage the
value of the 84-year-old Spring
Air name.
“This is the year that we
will ‘close the loop’ on our
entire Back Supporter line,
reposition our company and
substantially increase our brand
exposure to the trade and to
consumers,” noted company
president Rick Robinson.
“More and more consumers also
will begin seeing Spring Air
again this year as many of the
new accounts we added in 2010
begin to promote our brand on
their store floors and in local
advertising.”
For its Back Supporter line,
Spring Air has made perimeter
foam encasement available across
the entire collection, added new
models to its Back Supporter
Total Balance® line, and
developed several new
promotional beds aimed at
“making a major value statement
with our flagship product,”
Robinson said.
“Taken together with our
Sleep Sense line, quality Back
Supporter products will be
available in 2011 from $399 at
the value end, all the way up to
$1,999 for our ‘Ultimate Back
Supporters.’”
The new Total Balance models
will feature for the first time
a foam-encased wrapped coil
construction for a plusher feel.
Other models in the line will
continue to use an LFK unit for
a firmer feel, bringing a
firm-plush choice into the
collection.
Designed exclusively to
relieve pressure on the body,
the Total Balance beds will
feature various memory foam and
latex applications in the
upholstery. The beds are
expected to retail in queen-size
from $599 to $999.
On the value side of the
line, Spring Air has developed
three new Back Supporter models
with perimeter foam encasement
and other improvements that add
firmness, stability and
durability to the beds.
Set to retail at $399, $499
and $599 in queen, Robinson said
“these enhanced Back Supporters
at the lower end round out and
complete our flagship
collection. We can now offer
both quality and affordability
across the entire line.”
During the show the company
also will display its full Sleep
Sense Back Supporter and Chattam
& Wells® product lines.
NEW SPRING AIR BRAND POSITION
Spring Air is dedicating a
prominent area of its primary
showroom to introduce the new
identity and position the
company has developed for its
parent brand. “Over the last 25
years, Spring Air promoted
itself using a number of
slogans, graphic symbols and
celebrity spokespersons,
including Vanna White from TV’s
“Wheel of Fortune” game show,”
Robinson explained.
“The world has changed
significantly and we’re a very
different company today in terms
of who we are, how we operate,
what we value and what we want
to represent to retailers and
consumers across the globe.”
According to Robinson, market
research repeatedly shows that
the universal reason a consumer
decides to purchase a
product—especially when it’s a
high-ticket, long-term
purchase—is and always has been
based on trust. The same holds
true for what motivates
retailers to include a brand in
their store offerings.
“When it comes to
decision-making about which
brand to floor or to purchase,
trust plays the most critical
role because it embodies the
answer to every essential
question that leads to
acceptance: Do I know this name?
Will this product meet my
expectations? Will I have made a
good decision if I place my
trust in this brand?”
Given that trust is the
keystone to “permission to buy,”
Spring Air has taken a more
serious approach in its new
brand position by building on
the bedrock of trust the company
has established over its life
span.
“We’ve been known, trusted
and purchased by millions of
consumers since our founding in
1926, and the equity in the
Spring Air name that we’ve
amassed over that time is
exactly what we want to leverage
and communicate,” Robinson said.
Working with brand experts
throughout 2010, the company
evolved the statement “Trusted
by millions since 1926,” which
will become Spring Air’s new
brand position and slogan going
forward.
The statement will be used
consistently with the company
logo in all Spring Air internal
and external communications
including product labels,
point-of-sale materials, retail
advertising, retailer/product
presentations and company
identity materials—both in the
U.S. and overseas.
“This identity speaks not
only to who we’ve been as a
nearly 85-year-old mattress
brand icon, but to how we want
to be perceived,” Robinson
noted. “It’s about our past as
much as it’s about the company
we are today and the new future
we see for Spring Air.
“We’re not only extremely
proud to say it, but we believe
in the value and power of trust
and we know we’re capable of
living up to the high standards
it suggests.”
Spring Air has created a
“brand support area” near the
entrance to its main space to
introduce and expose retailers,
licensees and the media to its
new message about brand heritage
and trust.
The company will use
multi-media—including a display
of new in-store support
materials and a continuous-play
slide presentation—to
demonstrate its brand direction
for 2011 and beyond.
For more information, visit
www.springair.com. |
