|
August
23, 2011 -
Spring Air has introduced a comprehensive,
multi-media marketing program for retailers developed
specifically to promote and reinforce its brand values,
key product benefits and proprietary innovations, the
company announced.
The
three-pronged, communications initiative focuses on
Spring Air’s primary business values embodying consumer
trust, proper sleep support and
innovation through exclusive, patented product
designs.
“This
is the most complete and integrated marketing launch
we’ve ever undertaken,” said company president Rick
Robinson. “It encompasses virtually every touch point we
can establish with our retail customers and with
consumers.”
The new
program uses the power of emotion, evoked through a wide
range of lifestyle scenes that “speak” to women, men,
families, young adults and seniors—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
sweeping marketing program covers every Spring Air
branded line—Back Supporter® (BS), BS Perfect Balance™,
BS Sleep Sense™ and the newly introduced Sleep Sense
BioMax™ line—while emphasizing at the same time the
company’s business tenets of trust, superior support and
meaningful innovation.
Integrated in a broad range of media, the program offers
three :60 in-store videos plus :20/:10 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; 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 web site also 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 (home page)
expressed in the supered script “We’ve grown with you
and your family;” Support delivered by Back Supporter
products (Back Supporter landing page), reinforced with
the super “You are why we get up in the morning,” and
Innovation (BioMax landing page), which emphasizes the
new product’s patented design and Specialty Sleep
Association’s (SSA)-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 of the year.
“This
is yet another major step forward for our company and
brand,” he noted. “Our objective is to continue
enhancing the value of what Spring Air represents today
in the minds of both retailers and consumers.”
Spring
Air has 13 manufacturing facilities in the U.S. and
operates in 33 countries globally. The company helps
retailers drive business while leveraging the long
reputation for trust and integrity inspired by its
85-year-old name.
For more information, please visit:
www.springair.com. |
