Fresh Faces, Big Innovations: 7 New Companies Join the SSA Sleep Pavilion at Winter Market

December 17, 2024 Tambra Jones

The Specialty Sleep Association (SSA) showroom is the ultimate destination for retail buyers seeking the newest innovations in the sleep industry. This January, the SSA Sleep Pavilion welcomes seven new brand exhibitors, offering a fresh array of groundbreaking sleep technology, eco-friendly bedding and luxurious mattresses. With an unmatched variety of cutting-edge products, the pavilion continues to inspire and drive sales across the industry.
“This January, we’re thrilled to welcome seven new exhibitors making their debut,” says SSA Director Tambra Jones. “Retail buyers see our showroom as the go-to destination for discovering fresh and innovative products. This market is no exception. Stop by C1565 to see for yourself.”

Cambridge Sleep Sciences: Pioneering sleep technology

This UK-based innovator is introducing the Mammoth SmartPillow with SleepEngine™ sound technology, a product refined over a decade by sleep experts to optimize sleep quality. You can also explore smart mattresses and bed bases equipped with this groundbreaking technology designed to elevate sleep quality and meet consumer demand for innovation. CEO Julian Stone shares, “We’re excited to build on our High Point success and connect with new buyers at Las Vegas Market. The SSA showroom is an unparalleled platform for showcasing innovation and we look forward to demonstrating how our SleepEngine™ solutions can create new revenue opportunities for retailers.” Don’t miss experiencing SleepEngine™ for yourself

Cloudten: Affordable luxury bedding

An extension of the Mellanni brand, Cloudten brings over a decade of experience to the wholesale market. Their offerings include microfiber, cotton and bamboo jersey sheet sets, along with a range of mattress protectors. Landon Bartholomew, Vice President of Sales, offered a preview of what attendees can expect at Market. “Our goal is to offer quality products at affordable prices while supporting retailers’ private and white label needs. As a nimble business, we’re excited to bring fresh solutions to the industry.” Take advantage of show specials and explore their blend of luxury and functionality.

Crescent Mattress Mfg.: Comfort & value

Leveraging decades of experience, Crescent Mattress Mfg. is showcasing four bed-in-a-box options. Highlights include the 15” Luxury Plush with cooling technologies and the 14” Coil-on-Coil Pillowtop offering optimal comfort and support. Their advanced manufacturing delivers robust margins for retailers while catering to diverse customer needs. Under the leadership of Mark Nelson, president, the company has quickly established itself as a standout manufacturer. “We’re a young company, but we’re committed to doing business the right way – with service, transparency, integrity and quality as our core values,” said Nelson. What sets Crescent apart is its state-of-the-art facility in Dallas, enabling efficient production and precise tailoring across all price points.

Custom Comfort Mattress: Handcrafted excellence

With 35 years of American craftsmanship, Custom Comfort Mattress offers double-sided mattresses crafted from premium organic materials. Dedicated to luxurious and healthy sleep, they invite you to experience their artful designs at the SSA showroom this January.

Latex Sleep: Customizable mattress solutions

Latex Sleep specializes in organic latex cores paired with breathable wool and cotton covers, allowing brands to create sustainable, premium mattresses. Their customizable solutions, designed for effortless setup, empower retailers to offer eco-friendly sleep products.

MOSO Pillow: Sustainable luxury

Debuting the eco-conscious MOSO Pillow, Travis Luther shared his vision: “We’re addressing a critical need in the bedding industry by eliminating synthetic materials and introducing high-performance, sustainable products. With our bamboo fiber fill and carbon technology, the MOSO Pillow not only promotes restorative sleep but also meets the growing consumer demand for healthier, microplastic-free solutions. We invite you to visit our booth and experience the future of sustainable sleep firsthand.”

SÖMN Company: "Rest Assured" sleep solutions

Offer your customers the ultimate sleep solution with “Rest Assured,” a complete sleep-in-a-box package. Featuring a premium mattress engineered for support and comfort, luxurious bedding crafted to elevate rest and perfectly paired pillows, every component is designed to work together seamlessly. This all-in-one solution simplifies the shopping experience for your customers while maximizing their satisfaction.

Additional Highlights at the SSA Sleep Pavilion

Holme Valley: Luxury wool mattresses

Handcrafted in Yorkshire, England, Holme Valley’s dual-sided mattresses use locally sourced wool processed in spring water for ultimate comfort and durability, offering a luxurious yet affordable option for everyone.

Naturepedic: Organic innovation

Naturepedic offers certified organic mattresses and bedding essentials crafted with health-conscious and eco-minded consumers in mind. At this year’s Winter Market, preview their Adelano and Duna Verde furniture collections, featuring bed frames, dressers and nightstands made from FSC®-certified solid white oak. Additionally, their flagship organic mattresses, including options for babies, kids and adults, are handcrafted in the USA using premium materials. Naturepedic’s latest Bedding Made Better collection includes organic duvet covers, pillow shams, comforters, and the brand-new Organic Wool Pillow and Organic Travel Pillow, ensuring a healthier sleep experience for every customer.

SONU Sleep System: Designed for side sleepers

Featuring a patented Comfort Channel and Support Pillow system, SONU mattresses are specifically designed to cater to side sleepers by allowing arms to rest naturally, reducing pressure points and enhancing recovery. These innovations have earned endorsements from athletes in the NFL, MLB, NHL, WNBA along with chiropractor and fitness experts who rely on SONU for improved sleep quality and performance.

Sterling Sleep Systems: Modular mattress solutions

Sterling Sleep’s innovative approach to modular mattresses allows retailers to offer long-lasting solutions that align with consumer demand for sustainability. Their interchangeable components extend mattress life, reduce waste and provide customizable comfort, ensuring a better fit for individual needs. By replacing worn components instead of the entire mattress, Sterling Sleep helps reduce environmental impact while offering value to both customers and retailers. With decades of experience, they continue to support hotels, retailers, and individual consumers with tailored sleep solutions designed for satisfaction and longevity.

Williams Co. Mattress: Organic 2.0

This Boulder-based family wholesale company delivers customizable, zippable organic mattresses crafted with GOTS and GOLS certified materials. The Organic 2.0 line offers three distinctive models, each available in two firmness options, ensuring a tailored experience for every customer. “With retailers facing economic challenges, our partners thrive by offering products that emphasize quality, sustainability and a compelling story,” says Billy Williams, founder. Co-founder and CMO Madison Williams adds, “Our Colorado-made heritage resonates with sales teams and consumers alike, creating trust and loyalty.” This innovative line empowers retailers to differentiate themselves and build lasting customer relationships.

First Direct: Attract, engage, convert

FirstDirect360 empowers businesses with cutting-edge marketing strategies that drive growth and customer engagement. From streamlining customer acquisition to building loyalty, their solutions are tailored to meet the specific needs of today’s competitive retail landscape. Explore how FirstDirect360’s all-in-one platform can help your business attract, engage and convert customers while delivering measurable results.

Bed Frames & Sleep Chairs

Beaudoin: Simplified solutions

Discover the Zenith compact upholstered headboard, specially designed for platform beds. This innovative headboard combines sleek design with practical functionality, providing a sturdy yet stylish solution for modern bedrooms. Beaudoin’s products, known for their durability and affordability, continue to meet the evolving needs of retailers and their customers alike, offering versatile options that balance quality and value.

Golden Gate Beds: Elegant metal furniture

Golden Gate Beds combines functionality and timeless design with products ranging from intricately crafted headboards to durable adjustable bases and sleek platforms. Each product is designed to enhance bedroom aesthetics while providing long-lasting reliability and comfort. Retailers will appreciate the balance of elegance and functionality, ensuring that these versatile products appeal to a wide range of customers.

Monarch Sleep Systems: Compact sleep innovation

Discover the latest innovations from Monarch Sleep Systems. Designed for ultimate convenience, their products deliver a sensational sleep experience in the smallest possible package. With adjustable systems that can fit in the back of a car, Monarch Sleep Systems combine portability with comfort, empowering retailers to offer customers cutting-edge solutions that redefine convenience and relaxation.

W. Silver Products: Lumbar adjustable beds

Introducing a queen-size adjustable bed retailing at $1,099 offering extra lumbar support with quick shipment and exceptional customer service. Over the top customer service, quick shipments and reliable quality make WSP a valued vendor.

Mega Motion: Advanced lift chairs

Mega Motion stands behind its products with a comprehensive two-year parts and service warranty and a limited lifetime warranty on the steel lift frame. Their new top-grain leather touch lift chair, rigorously tested and certified for medical use, sets a new standard for quality and innovation. Featuring a 5 Motor Infinite Position system, the chair offers Zero Gravity, Lay-Flat, Recline, and Lift functions. The exclusive Independent Tilt Button mimics a rocking chair's motion, providing a zero-gravity, weightless experience for ultimate comfort.
"We are thrilled to bring this advanced technology to market," said Keith Meriwether, Senior Director of Sales at Mega Motion. "Our top grain leather touch not only meets the highest medical standards but also elevates the user experience with unmatched comfort and convenience.

HoSTTech: Sustainable innovation

HoSTTech is a sustainability-focused technology company revolutionizing material solutions across industries. At the core of their innovation is patented technology that uses recycled paper to create foldable, eco-friendly structures for upholstered furniture. These designs reduce reliance on traditional wood materials, cutting down carbon emissions and promoting eco-conscious manufacturing. HoSTTech's advancements set a new benchmark in green design, efficient transportation, and sustainable production, offering unmatched functionality while protecting the planet.

Top of Bed

Electropedic: From stress to serenity

Electropedic invites attendees to transform their sleep with the "From Stress to Serenity" bedding collection. Designed to promote relaxation and positive energy, each piece is crafted to soothe the mind, uplift the spirit and provide ultimate comfort for a peaceful night’s rest.

HealthGuard: Better sleep, better health

Since 1991, HealthGuard has been a pioneer in science-based bedding solutions, delivering allergen-free, breathable products for healthier sleep. Their protectors feature advanced technologies like Cool Ice for enhanced temperature regulation and Active Charcoal for odor elimination, while their adjustable pillows offer customizable comfort, making them a versatile choice for health-conscious customers. Certified by both the US Food and Drug Administration (FDA) and Health Canada, HealthGuard’s products provide a trusted solution for improving sleep health. This commitment to innovation ensures satisfaction and drives repeat business for retailers. Explore their FDA-certified mattress protectors and adjustable pillows, tailored to meet the needs of retail and hospitality markets.

Sleep & Beyond: Sustainable luxury

Sleep & Beyond, a trailblazer in organic and sustainable bedding since 1992, expands its offerings with natural lifestyle products, including yoga mats, organic bathrobes, baby swaddles and more. Known for their luxurious organic bedding crafted with Merino and Shropshire wool, natural cotton, and latex, Sleep & Beyond continues to set the standard for eco-conscious sleep solutions. Their commitment to sustainability and comfort ensures their products appeal to environmentally aware and health-conscious customers alike.

Harnessing User-Generated Content to Boost Trust & Drive Growth

December 15, 2024 Tambra Jones

Looking to win over new customers and strengthen loyalty? Turn your social media presence into a powerful marketing asset!

Which do you trust more: content written by a marketer on a retailer website or a review written by a real consumer? Let’s be honest, the most persuasive voice rarely emanates from a brand or a store. Consumer-generated content (UGC) has become a vital tool to cut through the noise and connect with potential customers on a deeper level. Whether it’s an honest review, a social media post or a shared photo, UGC wields the power to foster trust, showcase authenticity and nurture a sense of community.

Effectively harnessing this resource to elevate your digital presence and strengthen customer relationships can be challenging though. Not all UGC is created equal and if executed poorly, it can do more harm than good. Savvy consumers can sniff out fake, manipulated content quickly, which can erode trust rather than build it. Ensuring your showcased UGC is genuine, aligns with your brand values and truly reflects the experiences of your customers is crucial. While this requires careful curation and the willingness to address less-than-perfect feedback, the rewards – authentic engagement, deeper customers connection and long-term loyalty – are undeniable.

UGC defined – turning customer stories into brand strength

UGC refers to any content – reviews, social media posts, photos or videos – created by customers rather than by a marketer and/or brand. For furniture and mattress retailers, UGC is particularly valuable because it provides authentic, real-world experiences from people who have actually used your products. In an industry where comfort, quality and customer satisfaction are subjective, UGC offers a genuine glimpse into the experiences of real consumers, making it a powerful tool for influencing future purchasing decisions.
If you’re worried you’ve overlooked this crucial resource, don’t panic. You may already have a wealth of UGC hiding within your social media channels. And if not, now is the perfect time to begin encouraging and cultivating UGC to help grow your business. Leveraging this content effectively can set your business apart and build the trust needed to turn potential customers into loyal advocates.

How to use UGC in your digital – and traditional – marketing

1. Feature (authentic) customer reviews on product pages

Customer reviews provide potential buyers with firsthand insights into the comfort and quality of your products, offering the kind of social proof that’s crucial for high-consideration purchases. Third party tools like Yotpo and Bazaarvoice can help you collect reviews for display on your website and social media channels. Using a third-party resource not only streamlines the process but also enhances credibility, as these platforms require you to publish reviews in their entirety – no editing permitted.
While it’s essential to place these reviews on product pages, don’t stop there. Consider featuring a selection of standout reviews on your "About Us" page to further reinforce your store’s commitment to customer satisfaction. Raymour & Flanigan goes a step further by featuring customer photos alongside professional images, adding a layer of authenticity that resonates with shoppers. Their unfiltered product reviews, complete with real-world photos, create a relatable experience that fosters trust.
By integrating customer voices throughout your site, you’ll create a more compelling and trustworthy presence.

2. Leverage social media reviews beyond social media

Just as you collect reviews on your website, social media offers a rich opportunity to harvest UGC. With every purchase, encourage your customers to leave a review on their preferred social media channel. A simple request, accompanied by a thank you or a small incentive, can go a long way in generating authentic content. Remember, according to the FTC, incentives can be offered for a review but cannot be offered for a *positive* review.
Once these reviews are posted, screenshot them and repurpose the content across multiple channels – your website, in newsletters, and even in print marketing campaigns. This not only amplifies positive feedback but also creates consistent messaging across different mediums.
For inspiration, consider how Lululemon, the Canadian upscale athleisure brand, effectively leveraged social media to gather UGC. They asked followers and brand loyalists to share photos of themselves wearing Lululemon garments using the hashtag #thesweatlife. This initiative resulted in a treasure trove of easily searchable UGC, which Lululemon repurposed across their marketing channels. The campaign didn’t just generate content – it also significantly expanded brand awareness and reach, as influencers and everyday customers alike promoted the brand on their own channels.
Encouraging your customers to share their experiences on social media will help you build a library of authentic content, turning satisfied customers into powerful advocates, extending your brand’s reach and credibility.

3. Incorporate UGC in email marketing campaigns

Including customer reviews, photos and testimonials in your email campaigns adds authniticity and relatability to your messages, building trust and driving engagement.
Consider creating a “Customer Spotlight” section in your newsletters, featuring standout reviews or customer photos. This approach recognizes and rewards loyal customers and provides valuable social proof to potential buyers considering purchasing your products. By showcasing real experiences in your emails, you add a personal and genuine touch, which can lead to higher open rates and increased engagement.
Another effective strategy is to curate UGC around a specific theme, such as a seasonal promotion or product launch, and incorporate it into a dedicated email campaign. For instance, if you’re running a Winter White Sale to start 2025, include customer photos with holiday décor or reviews that revolve around a coziness theme. Curate content from previous years or encourage recipients to submit their own reviews or photos for a chance to be featured. You’ll generate fresh UGC and deepen customer engagement by making them feel like an active part of your story.
In a world where trust is earned, not given, UGC can be a powerful asset. Whether it's a heartfelt review, a shared photo or a social media shoutout, UGC allows you to showcase your customers’ real-life experiences and set your store apart from your competition. The key is to curate and leverage this content thoughtfully, ensuring it aligns with your brand values and resonates with your audience. In doing so, you'll not only boost trust but also drive growth – one genuine customer story at a time.

Who the heck is Julia Rosien?

As a digital brand marketer, I’m passionate about technology and how it can help us do what we do – better. How we interact with technology – personally and professionally – is where the magic happens and it’s where smart marketers focus their energy. Experience and insights coupled with emerging digital tools leads to best in class brand marketing for today’s connected consumer. Connect with me on LinkedIn.

Brand Innovation Strategies from eTail Connect West

November 18, 2024 Tambra Jones

Leveraging storytelling, personalization & AI for lasting customer connections

In today’s marketplace, enduring success goes beyond a string of transactions. It relies on powerful storytelling, an intuitive brand experience and authentic connections that resonate with customers. At eTail Connect West, these themes took center stage as industry leaders shared how brands can cultivate deeper relationships and move beyond superficial engagement to build long-term loyalty.

eTail Connect West is an invite-only gathering of senior executives, fostering knowledge-sharing among top brands and innovators. According to Mark Scherzer, program director for Worldwide Business Research, “We bring together brand leaders from qualifying companies in a closed-door environment, creating an ideal space for open dialogue and collaborative problem-solving.”

·       Kate Maher from Nike emphasized the importance of meeting customers where they are, blending digital and physical touchpoints for a seamless brand journey.
·       Carlisha Robinson from Beyond, Inc. echoed the value of personalization. She challenged brands to move beyond transactions and create personalized experiences that
resonate equally with a 60-year-old and a 19-year-old.
·       Mina Zandbar, formerly of Wella, highlighted AI as an enabler of meaningful connections, allowing brands to build on their strengths and adapt to change, one step at
a time.
These insights provided a valuable framework for brands committed to thriving in a digital landscape where personalized experiences are essential to growth and customer retention.

Storytelling as a brand loyalty strategy – insights from Nike’s Kate Maher

Nike has long set the standard for inspiring storytelling. Kate Maher, Nike’s Head of Retail Innovation, shared insights into how the role of storytelling has evolved, Brands, she explained, must deliver the right stories to customers at each touchpoint. "A huge component of that is bringing those stories to people where they are, connecting their online and offline journeys," Maher explained.
Maher emphasized that Nike’s highest-value members are those who engage in both digital and physical spaces, often spending four times as much as the average customer. To better support these customers, Nike empowers in-store team members to bridge the gap between digital and physical interactions. "We’re putting more power in the hands of in-store athletes so they can better recognize high-value consumers, connect their online activities and help them confidently complete their purchase in-store."
By understanding a customer’s digital behaviors and needs, Nike’s goal is to foster more informed, confident purchases – whether it’s finding the perfect fit for a pair of tights or a high-consideration purchase, such as a limited-edition sneaker. "When you get it right, when you give them confidence in their choice, you’ve got a customer for life, not just a random sale," Maher concluded.
Nike’s approach is clear:
·       Create experiences that resonate
·       Empower teams to personalize interactions
·       Use storytelling to forge deeper connections
It’s not about isolated transactions but building lasting relationships through confidence and engagement.

Personalization. Going beyond the transaction and building relationships with Beyond’s Carlisha Robinson

Carlisha Robinson, Chief Customer Officer at Beyond, Inc., emphasized that personalization is no longer just a retail buzzword – it’s the foundation of lasting customer relationships. “The transaction is not the end. It’s the beginning of a conversation that you’re having with the customer every time they come back,” Robinson shared.
Robinson explained how Beyond, Inc. tailors their marketing and website experience to different demographics, recognizing that what appeals to a 60-year-old shopper is vastly different from what attracts a 19-year-old. “We have to consider what grabs the interest of a 60-year-old, a 30-year-old, and a 19-year-old, and how data can help customize the on-site experience for each.” This deep understanding of customer needs allows Beyond, Inc. to create personalized experiences that engage customers at every life stage, whether they’re furnishing their first apartment or decorating their forever home.
Robinson also highlighted how personalization extends beyond marketing, shaping the entire customer journey on the website. Using AI and data-driven insights, Beyond, Inc. tailors online experiences to individual preferences, ensuring that each shopper feels seen and understood. From recommending products at the right moment to offering seamless checkout options, the goal is to create a personalized, intuitive shopping experience that keeps customers coming back.

AI implementation – leveraging AI to evolve with the right focus with Mina Zandbar

It’s clear AI has proven to be a game-changing tool for retailers hoping to improve their customers’ journeys, both in-store and online. Mina Zandbar, former Vice President at Wella, shared her insights on how organizations can successfully integrate AI into their operations without rushing into it. "You don’t have to be a first or second mover to win," Zandbar said. "If your organization has a 100-year backbone of doing things a certain way, pick an area and then drive AI capabilities toward that subject."
Zandbar emphasized the importance of a thoughtful, step-by-step approach to AI integration. At Wella, her team focused on content optimization, leveraging AI to improve how the company presented product information to consumers. She stressed that AI alone isn't enough though – it requires a human touch to ensure accuracy and relevance. "You cannot trust what ChatGPT or different AI tools drive for you. You have to have that human touch to Q/A the content and make sure it’s tailored to what you want."
The key takeaway from Zandbar’s approach is to focus on solving the right problems with AI, rather than chasing trends. By integrating AI in a way that aligns with your long-term goals, you can enhance your customers’ experiences and streamline internal processes without disrupting the core of your business.
Success lies in mastering the balance between human connection and technological innovation. By weaving storytelling into every touchpoint, using personalization to transform transactions into relationships and integrating AI thoughtfully to enhance – not replace – human expertise, you can build experiences that go beyond the sale. The key isn’t in being first or fastest, but in staying focused on what matters most, creating authentic, seamless experiences that keep customers coming back.

Who the heck is Julia Rosien?

LAS VEGAS MARKET EXHIBITOR INFORMATION

November 18, 2024 Tambra Jones

Below is valuable information as you prepare for the upcoming 2025 Winter Las Vegas Market.

Marketing Toolkit Webpage
The SSA showroom offers co-op advertising in the Market Preview - but there are many more options.
ANDMORE has many great marketing tools available on the Marketing toolkit webpage: https://www.lasvegasmarket.com/Exhibit/Exhibitor-Resources/Marketing-Toolkit.

Buyer Badge Scanning and Lead Retrieval.
The SSA Showroom provides a lead list to our showroom exhibitors. If you are not exhibiting with us, see below.
Onsite buyer badge scanning is an included feature with RepZio subscriptions. Existing users may access this feature within the RepZio user dashboard. To learn more and/or to enroll with RepZio, please contact support@repzio.com or support@andmore.com.

Market partner, Convention Data Services (CDS), has several lead retrieval options available for a fee. Please review the attached information sheet. Orders are accepted online at: https://xpressleadpro.com/fe2/expick.php?showcode=LVMW0225. If prompted, enter the unique show code LVMW0225 to enter the order page. For questions, please contact the CDS support team directly at 800-746-9734 or via email at xpressleadpro@cdsreg.com. Early discount pricing is available if you order by Thursday, November 21, 2024.

Internet.
The SSA Showroom provides dedicated internet specifically for our showroom through our carrier. If you are not exhibiting with us, see below.
SafetyNet Access is our preferred internet service provider. Showroom services include HSIA (100M and 500M), wired and wireless (100M and 500M), VOIP service with equipment, camera systems, and technical services (cabling, networking of devices). Most services can be provided within one week of notification. For sales, please contact Patrick Surles at Psurles@safetynetaccess.com or 919-500-3720. For repairs and support, please contact AndMorehelp@safetynetaccess.com or 1-877-776-6708.
NOTE: World Market Center offers limited, unsecured complimentary Wi-Fi in certain common areas on campus, with bandwidth limited to 2mpbs. This complimentary service is strictly offered for internet browsing and checking email. For security, this free Wi-Fi service will not allow credit card transactions, printer connections, or streaming videos or audio.

Exhibitor Manual.
The SSA provides our exhibitors with the move-in and move-out rules for our showroom. In addition, the 2025 Winter Las Vegas Market exhibitor manual contains valuable information regarding registration, freight deadlines, tenant improvements, market services, and preferred vendors. Please be sure to review the attached manual and share with your set-up team. The manual is also available through the exhibitor portal at https://exhibitors.andmore.com. For assistance accessing the portal, please email our portal support team at: exhibitorportalsupport@andmore.com.

Logistics provides a wide array of services and products for our Las Vegas Market.
The deadline for pre-Market outbound freight is Friday, January 17, 2025, and the deadline for inbound freight is Tuesday, January 21, 2025. For more information, please contact Logistics directly at 702-599-3332 or via email at wmclvshipping@andmore.com.

Dock Access: A dock appointment is required year-round (both on- and off-Market) for access to the dock and surrounding areas. Please schedule your dock access online through the C3 Solutions site. To access the system, please click here and make sure to bookmark the website for further use.
Additional Services: Logistics offers showroom labor for unpacking and set up, as well as tear-down and packing. Packing materials are available for purchase as well.
Off-site Storage: ANDMORE does not offer onsite storage of product. You may store product offsite with any vendor of choice or you may utilize the services of our preferred storage partner, PGHOC/ARL Storage. Attached is more information regarding PGHOC/ARL Storage services.
Small Package Delivery: To ensure your small packages are received and placed inside of your showroom, the Aim High Business Center offers “secure package receiving” to accept, sign for and deliver your small packages. To take advantage of this service, please complete the attached form and email it directly to Aim High Marketing Solutions at: info@aimhighmarketing.com. This service begins January 13, 2025.
“Clean Floor” Policy: To facilitate final Market preparations, all product, packing materials and debris MUST be removed from all atriums by 12:00pm Thursday, January 23, 2025, and removed from all hallways by 12:00pm Friday, January 24, 2025.
Shipping addresses for each building:
Building A shipping address:
Showroom Name/Number
495 South Grand Central Parkway
Las Vegas, NV 89106

Building B shipping address:
Showroom Name/Number
475 South Grand Central Parkway
Las Vegas, NV 89106

Building C shipping address:
Showroom Name/Number
455 South Grand Central Parkway
Las Vegas, NV 89106

Sleep Summit Recap from the SSA Chairman

October 21, 2024 Tambra Jones

by Pascal Roberge, SSA Chair and Director of Sales • Beaudoin

Last week, The Fam hosted its second annual Sleep Summit in Bentonville, AR—a dynamic two-day event filled with great presenters, impactful insights, and an amazing collaborative energy!

Summits are for unlocking solutions

With the theme of the event being Back to the Future … of Sleep, the presenters were all focused on the critical question: How do we raise the bar in presenting options for better sleep to our customers? From discussions on innovative products to strategies for enhancing the customer experience, every session was focused on improving our collective contribution to a better night’s rest for everyone.
The line-up of speakers was fantastic again this year.

Start with Emotion: Brett Thorton’s advice resonated deeply: crafting a great presentation is all about how you want your audience to feel. Whether you’re in sales, marketing, or product development, tapping into the emotional impact of your message is essential!!
The Mattress Isn’t Always Top of Mind: Colin Lawlor’s session highlighted a surprising truth—the mattress is too far down the list of what consumers think of when seeking better sleep. We need to rethink how we communicate the importance of a quality mattress and the surrounding products in the larger conversation about sleep health!
Make a Friend! Brent Batterman reminded us of the simplest yet most powerful tool in our industry: connection. "Make a friend" is not just a motto for sales associates on the floor—it’s a philosophy we can all adopt in our daily interactions, whether you're a retailer or a supplier.

Matt Smith•Snooze Mattress, Todd Youngblood•T2 Products and past SSA Chair, and Pascal Roberge•Beaudoin and present SSA Chair

My Top Takeaways

Interactive Learning & Community Building

Events like The Fam’s Sleep Summit highlight the importance of community in the sleep industry. Summits like this one are not just about education—they’re about unlocking solutions together.

One of the standout moments was the creative Pitch Off, where participating exhibitors took the stage for an interactive, fast-paced session that had everyone engaged. It was super dynamic and showed how much innovation and creativity our industry can bring to the table.

Bonus Insight and Looking Ahead

Just like when preparing for a meeting or exhibiting at a trade show, even at Sleep Summit you need to set measurable goals. I achieved mine and as a bonus made many new industry friends!

I recommend you consider attending Sleep Summit if you are passionate about this great industry and want to elevate your game AND your relationships!

So far 6 NEW Companies Will Update LV Showroom For The SSA

October 17, 2024 Tambra Jones

Hey there LV Marketers - you will see a big differenced in the SSA Showroom in January.

We’ve had some pretty big changes over the past 2 months. I Love Pillow went out of business, Lusomé, Simply Solid Bedrooms and The Futon Shop have chosen to leave the market (at least this market) and Cariloha has booked their own fabulous showroom (we’re sure we’ll hear more about that move very soon). Electropedic and Healthguard have taken the 2 spots vacated at the front door and 6 new companies have stepped in to fill the vacancies. Pretty exciting!!

So who stepped up to fill the spots?

Check out international mattress sister brands Cathay Home and Somnco. They did not get the size space they want this time - but they are planning on something special to show us. Three new domestic mattress brands will also be debuting - take a peek here at Texas brand Crescent Mattress Mfg, Southern California Hand Crafted Custom Comfort Mattress, and Arizona-based mattress and mattress components/parts manufacturer SleepEZ.

Cloudten is a new Utah-based source for sheets and mattress protectors and bamboo fiber MOSO Pillow is traveling in from Colorado.

At this writing there are 2 small spots still open. Stay tuned for who will fill those - and SEE YOU IN VEGAS!

CLICK HERE FOR JANUARY 2025 SHOWROOM INFO

Sonic Branding – Using Sound to Enhance Brand Identity

October 15, 2024 Tambra Jones

Get ready to boost your digital presence with the power of sound

In an age where digital noise is at an all-time high, capturing consumer attention has never been more challenging. But what if the differentiator you’re looking for is as old school as it gets – with a digital upgrade? For mattress and bedding manufacturers, integrating a strategic sound identity into digital marketing can help create a memorable brand experience that resonates with consumers and encourages engagement.
Sonic branding – and its psychological impact – can be a powerful tool in digital marketing, enhancing brand identity, driving engagement and increasing sales.

**Do you have 15 minutes? Listen to the PODCAST**

Understanding sonic branding

Sonic branding is the strategic use of sound to create a distinct and memorable brand identity. It goes beyond jingles and incorporates a range of audio elements, including sound logos, brand anthems and ambient sounds. Going beyond the bowl, Tostitos 1.5 second sonic signature employs their iconic crunch, jar popping and even tuned lids.
For manufacturers, sonic branding offers a unique way to stand out in a crowded digital landscape and create a deeper connection with consumers. According to a recent study reported in Psychology Today, our subconscious, emotional attraction to sounds is 86% correlated to with our desire to engage with an experience – or completely avoid it. Studies have shown that certain sounds can evoke specific emotions, trigger memories and even influence purchasing decisions. For instance, a soothing melody can create a sense of calm and trust, making customers more likely to engage with a brand.
Conversely, an irritating sound can drive consumers away, as in the case of 7/11’s use of classical music.
 Mercedes-Benz incorporated sonic branding in 2019, driving social media
commenting up 300%.
 Spotify claims their audio-based programs result in a 90% increase in ad
recall and 2.2X in brand awareness.
 Netflix or AT&T. Enough said.
A consistent audio identity – audio logos and branded music – across digital channels not only strengthens brand recognition but also creates a cohesive and immersive experience for consumers.

So what’s driving a sound market?

As you begin think about using sound in your branding and marketing efforts, consider where your consumers spend their down time – and how you can reach them there. More than a third of Americans listen to 8.3 podcast episodes weekly. It’s clear we’re listening while we’re working, exercising and driving.
 38% of the US population currently uses a smartwatch.
 87B is the projected growth of smart appliances sold in the US by 2027.
 88% of TikTok users claim sound is essential to their experience.
 73% of TikTok users claim they “stop and look” at ads with audio.
As we look ahead to a year that continues to be shaky at best, past consumer behavior patterns show that audio consumption increases during a recession.

How to put audio logos and sonic branding to work

To effectively implement sonic branding, it's essential to leverage various digital touchpoints. Website sound logos can greet visitors with a unique audio signature that reinforces brand identity the moment they land on the site. Social media jingles can enhance video content, making it more engaging and memorable. Additionally, mobile app notifications with branded sounds can create a seamless and consistent user experience, reinforcing your brand every time a customer interacts with the app.
From incorporating sound logos on your telephone messaging to using branded music in social media content and websites, the possibilities are vast. But consistency is crucial. Pioneer Family Pools in Canada uses audio branding to mirror the personal, caring customer service that runs through their entire company. Whether a customer is visiting one of their stores, browsing their website or engaging with social media content, they’ll encounter the same recognizable sounds.
Several furniture retailers have successfully implemented sonic branding with impressive results. Audio content at Tepperman’s, Living Spaces and Ashley HomeStores is instantly recognizable and used across all their marketing channels..
When integrated with consistency, sonic branding creates a powerful and lasting brand impression. Consider these potential entry points for audio logos and sonic branding:
 Telecommunications
 In-app intro screens
 Appliance boot-up announcements
 TV commercials, presentations, videos
 In-store music
 Podcasts
 Radio ads
 Social audio

Benefits & challenges of sonic branding

A well-crafted sound logo or jingle can encourage consumers to spend more time interacting on your digital channels but it comes with a cost. And there are challenges too. Sounds can have different meanings and emotional impacts across cultures. Creating a universally appealing or appropriately localized sound logo requires professional sound design, consistent updates and integration across multiple channels. But social media and digital advertising also has its challenges, costs and rewards. In a crowded digital marketplace, differentiation is key to standing out and sonic branding offers a unique way to achieve this.
The future of branding lies in creating immersive, multi-sensory experiences that resonate deeply with consumers and sound will play a crucial role in shaping these experiences.
As the bedding and mattress landscape continues to evolve, those who embrace innovative branding strategies like sonic branding will be well-positioned for success.

Who the heck is Julia Rosien?

Want to Join the Action at the SSA Sleep Pavilion?

September 21, 2024 Tambra Jones

Limited exhibitor spots now available for Las Vegas Winter Market 2025!

It’s only September but winter Market 2025 is approaching and it’s time to turn our attention to the Las Vegas Winter Market – the premier event for sleep and bedding industry leaders. If you’re looking to showcase your company in a dynamic and engaging environment at Market, the SSA Sleep Pavilion is where you want to be. And we may have a spot just for you!

This January, three exciting new companies will be joining the Pavilion, alongside 19 returning exhibitors, each poised to showcase their latest innovations. We’re thrilled to welcome:
·       Aspen Bedroom, specializing in bamboo fiber-filled pillows and comforters
·       Cloud Nine with their high-performance sheets and protectors
·       SleepEZ, offering a range of mattresses and components.

Stay tuned as we reveal more exhibitors in the coming weeks.

With limited spaces remaining, now is the time to act. If you or someone in your network is interested in exhibiting at the SSA Sleep Pavilion, contact Tambra to explore whether we’re a good fit for your Market needs.

Be sure to review the available spots highlighted on our floor plan, and take a virtual tour of last year’s Pavilion to get a feel for how the space comes to life.

Don’t miss this opportunity to position your brand at the heart of the bedding industry’s most anticipated event!
Las Vegas Market • January 26 - 30, 2025

Driving Foot Traffic with Digital Marketing Strategies

September 21, 2024 Tambra Jones

Master digital tactics with real world results

In today’s digitally oriented landscape, consumer expectations are higher than ever. Shoppers demand a seamless customer experience as they journey between online and in-store environments. Whether or not you sell online, learning how to leverage digital marketing to drive foot traffic to your brick-and-mortar locations is game changing.
Through targeted advertising, geotargeting and location-based promotions, you can draw consumers into your store, turning digital interactions into transactional visits.

Targeted advertising: maximizing connection with local shoppers

Targeted advertising hones in on demographics, interests and/or behaviors to help you reach those consumers most likely to visit your store. For example, focusing on specific age groups, geographic locations or certain shopping habits and preferences will drive higher quality foot traffic to your brick-and-mortar location. Side note: higher quality means they’re more likely to make a purchase than consumers who weren’t vetted.

Targeted advertising leverages platforms like Google Ads and/or display networks, allowing you measure and analyze to ensure you reach your most promising audience segments.
·       Social Media Ads: Begin ad creation by focusing on specific behaviors or interests to capture attention and stop the scroll. Leverage geo-targeting to reach local
consumers.
·      Google Ads: Utilize search ads to capture intent-driven traffic, ensuring your business appears first when local customers search for products you offer.
·       Display Advertising: Use banner ads on relevant websites to increase visibility and awareness among your target audience.
o   Local news sites
o   Community forums
o   Home improvement and décor blogs, like Houzz or Apartment Therapy
o   Local lifestyle or family-focused sites that offer home and living content

Geotargeting: localized precision marketing

Geotargeting is all about directing your ads to potential customers, based on their physical location. By ensuring your ads only reach people who are nearby and more likely to visit your store, you can make every advertising dollar count. Even a few buying-focused shoppers can ensure success for this type of campaign.

Location-based targeting options like radius targeting and location-specific ads allow you focus your marketing efforts with extreme precision. Radius targeting shows ads to shoppers within a specific distance from your store, while location-specific ads can be tailored to certain neighborhoods, landmarks or competitor locations.

Pairing geotargeting with behavioral data refines your audience further. By analyzing online behaviors, such as search history and site visits, you can target ads to shoppers with an interest in furniture or home decor. For instance, if someone has recently searched for "best mattress stores" or browsed home improvement sites, combining this behavior with their location ensures your ads reach highly relevant and engaged potential customers.

Geotargeting can also be highly effective for holiday-specific shopping. During key sales holidays, like July 4th or Labor Day, targeting local shoppers can help create a sense of urgency and drive in-store visits. Adjusting your geotargeting parameters to focus on areas with high foot traffic during these seasons, like shopping districts or malls, can further enhance the impact of your campaigns and increase in-store sales.

Location-based promotions: boosting foot-traffic with location-based offers

Location-based promotions are a powerful way to attract customers who are physically close to your store. These promotions can include mobile coupons, proximity marketing and check-in offers, each designed to leverage the customer's location for maximum impact.
·       Mobile coupons: Offer discounts or special deals directly to customers' smartphones when they’re near your store.
·       Proximity marketing: Use technologies like Bluetooth beacons to send promotional messages to customers within a certain range.
·       Check-in offers: Encourage customers to check in on social media platforms for instant rewards or discounts.
Leveraging customer proximity delivers targeted promotions that drive foot traffic and increase sales. For instance, you might send a push notification offering a 20% discount to customers within a mile of your store. Another example is using Bluetooth beacons to alert nearby shoppers of a flash sale. These creative strategies not only enhance customer engagement but also boost in-store visits and sales.

Combining strategies: maximizing impact

Combining location-based promotions with targeted advertising and geotargeting can amplify your marketing efforts. For example, you can run targeted ads promoting a special in-store discount, then use geotargeting to ensure those ads reach local customers. Once they’re nearby, send a mobile coupon or proximity alert to encourage them to visit your store. This multi-layered approach ensures your message reaches the right people at the right time, driving foot traffic and increasing sales.

Tracking & analytics: unlocking the power of data

Imagine having a complete – and reusable – roadmap of everything you do in digital advertising. That’s what tracking and analytics offer – a clear view of how your digital efforts are performing and where to dig deeper. With tools like Google Analytics, you can decode the journey of your customers, from the first click to the final purchase, and adjust your strategies for even better results.
·       Google Analytics: Set up tracking to measure how visitors interact with your site and identify which marketing efforts drive the most traffic and conversions.
·       Ad Platform Analytics: Utilize built-in analytics tools from platforms like Google Ads and Facebook Ads to assess ad performance and optimize your campaigns.
·       Customer Feedback: Collect feedback from in-store customers about how they heard about your promotions to refine future strategies.
Regularly reviewing this data helps you make informed decisions, adjust your tactics, and ensure you’re getting the best return on investment (ROI) from your marketing efforts. With these insights, you can continuously refine your approach and watch your foot traffic – and sales – soar.

Who the heck is Julia Rosien?

From Brick-and-Mortar to Click-and-Order: Leveraging E-Commerce Metrics for Success

August 16, 2024 Tambra Jones

A roadmap for decoding the data for online sellers

During the pandemic, ecommerce kept business moving. With brick-and-mortar stores shuttered, transitioning to online sales seemed effortless. As the world reopened, the challenges of selling home goods in a digital setting began to emerge. Online sellers who invested in learning the nuances of e-commerce metrics gained a strategic advantage.
Why are these metrics – and not just the sales – so important? Conversion rates, bounce rates, average order value and customer acquisition costs deliver important insights into your customers’ (and potential customers’) buying journeys. Analyzing this data helps identify behavioral trends and areas for improvement, whether it's refining product launch strategies or enhanced storytelling.
Ultimately, it comes down to understanding your customers' wants and needs to maximize the return on your investment. Which is just smart business, right?

A guide to the insights beyond the sales

Let's delve into each metric to uncover its significance and how it can move your e-commerce business forward. With training and testing, your digital marketing initiatives will begin to drive increased profitability and long-term success in the competitive world of online selling.

Bounce Rate

Your website’s bounce rate represents the percentage of visitors who navigate away from the site after viewing only one page. A higher bounce rate reflects potential low relevance to the referring page (consumer expectations) and engagement level of your website's landing pages.

Improving a low bounce begins with a comprehensive audit of key landing pages.
·       Where is traffic originating from?
·       Is the copy compelling and on-point with expectations?
·       Do the images and videos help tell your product story?
·       Can the path to purchase be simplified?

How to calculate bounce rate. Total number of single-page sessions / Total number of sessions * 100. For example, if your website has 500 single-page sessions out of 1,000 total sessions, your bounce rate would be 50%.

Conversion Rate

Conversion rate refers to the percentage of website visitors who complete a desired action, such as completing a purchase. For non-transactional sites, the point of conversion might be signing up for a newsletter or submitting a query for more information. Whether you’re selling online or tracking in-store traffic, a high conversion rate is a key success indicator and can be the result of compelling product copy, engaging images and a seamless path to purchase. Trouble is, a low conversion rate can signal a problem with any one of these or all three. Testing each component individually requires time and resources but it remains the only way to improve a low conversion rate.

How to calculate conversion rate. Total number of conversions / Total number of website visitors * 100. For example, if your website receives 1,000 visitors and 50 of them make a purchase, your conversion rate would be 5%.

Customer Acquisition Cost (CAC)

Customer Acquisition Cost measures the average cost incurred to acquire a new customer. It encompasses all expenses associated with marketing and sales efforts aimed at attracting and converting leads into paying customers. Calculating CAC will provide clear insights into evaluating the effectiveness of your marketing campaigns and assess the return on investment (ROI) for each customer acquisition channel.
A low CAC indicates you’re efficiently acquiring customers at minimal cost, resulting in higher profit margins. Conversely, a high CAC may indicate inefficiencies in marketing strategies or excessive spending on customer acquisition.

How to calculate CAC. CAC = Total Cost of Acquiring Customers / Number of Customers Acquired
Divide the total cost of acquiring customers (including marketing and sales expenses) by the number of customers acquired during a specific period. If you spend $10,000 on marketing and sales efforts in a month and acquire 100 new customers during that same period, the CAC would be $100 per customer.

Return On Investment (ROI)

Return on Investment (ROI) is a financial metric used to evaluate the profitability and efficiency of an investment relative to its cost. It quantifies the ratio between the net profit generated by an investment and the initial investment. Essentially, ROI answers the question: "How much return am I getting for every dollar invested?"
A positive ROI indicates that the investment has generated a profit, while a negative ROI signifies a loss. It’s a versatile metric that allows you to make data-driven decisions on future marketing campaigns.

How to calculate ROI. ROI = (Net Profit / Cost of Investment) x 100%
Net profit is determined by subtracting the investment from the total revenue generated or the final value of the investment. The resulting percentage indicates the return achieved relative to the investment's cost.

Average Order Value (AOV)

As leads convert to sales, calculating the Average Order Value (AOV) becomes crucial in understanding purchasing trends. Each transaction serves as a key indicator of overall revenue generated, essential for evaluating marketing strategies, pricing tactics and upselling efforts.

How to calculate AOV. Divide the total revenue generated from sales by the number of orders received during a specific period. The formula for AOV is: AOV = Total Revenue / Number of Orders.
For instance, if a marketing campaign generates $10,000 in revenue from 100 orders in a month, the AOV would be calculated as follows: AOV = $10,000 / 100 = $100. This means that, on average, each order contributes $100 to the company's revenue. Monitoring AOV over time identifies trends, tracks the effectiveness of pricing strategies, which will help you implement tactics to enhance the value of each transaction.

Transitioning from traditional brick-and-mortar sales to e-commerce presents both challenges and opportunities for online sellers. By embracing and understanding e-commerce metrics you’ll gain valuable insights into customer behavior and purchasing trends. These metrics will serve as a roadmap for optimizing marketing strategies, refining pricing tactics and enhancing your customers’ experience. With continuous testing and refinement, you’ll increase profitability and foster sustainable growth.

Who the heck is Julia Rosien?

Summer Market 2024 - How'd It Go?

August 14, 2024 Tambra Jones

by Tambra Jones

The general rule around Summer Market is that it is slower than Winter Market and always a great time for lengthier conversations. July 2024 was no exception. What was interesting for the SSA showroom is that while it brought the same number of scanned buyers as last summer, there were so many new buyers coming to the room - which was very exciting indeed. The SSA does a lot of promotion before the market, and we wondered what kind of advertising the individual companies on display in the room were using - so we asked. The level of pre-show prep is always an indication of the on-site show experience. We also asked about customer engagement and about their thoughts on being an exhibiting partner on the SSA showroom. Thanks to all who took the time to fill us in on their Summer 2024 experience.

Pascal Roberge for BEAUDOIN

Invitations and Advertising: We sent invitation through our sales team and individually to key retailers we wanted to see. Although we don’t always get a huge walk-in response from our invitations, the retailers that made appointments did show up.
For this market, we limited our advertising other than on our social media pages (Linked In and Instagram)
Customers: We saw new customers who were very interested in our products. Our category is in demand and every retailer is looking for ways to provide their customers with more value for great prices. We also reconnected with retailers with whom we haven’t done business in a long time but are now ready to look at our line again. A sign that we need to persevere and continue offering great quality products to the industry.
The SSA showroom: The SSA continues to draw all the right buyers. It is a destination that the majority of buyers do not miss during their market visit. We appreciate the work you do to prepare exhibitors to show at Market and the passion that everyone has to showcase their products. We’re looking forward to January!! Thank you again for the work you do at the SSA space!!

Alexa Williams for WILLIAMS CO

Invitations and Advertising: We sent out press releases and worked email and LinkedIn to bring in buyers.
Customers: This market being a bit slower in terms of the number of people, gave space for intentional and quality interactions with our current as well as new partners!
The SSA Showtoom: Several of our new partnerships formed during this market were based on the wonderful layout of SSA. We appreciate getting to meet new customers that we did not have appointments set up with, but had the pleasure of connecting in the SSA showroom!

Ryan Cleary for HEALTHGUARD

Invitations and Advertising: We sent out email invitations and used social market advertising. We saw about 70% of our appointments.
Customers: We met with existing and new customers. While the July show is the slower of the two, it is a time in which conversations are often “quality over quantity” and that’s what our team experienced.
The SSA Showroom: The SSA is once again a welcoming and open environment for potential partners to shop. Making the SSA a known showroom for “new” companies can be perceived as a hidden gem. The SSA team works to ensure the partners have everything they need and support is offered before it is even asked for. Great job!!!

Arin Schultz for NATUREPEDIC

Invitations and Advertising: Invitations were sent our prior to the show. We had about 20 confirmations. All but 2 of our appts showed up. We had a 2 page spread with Furniture World as well as digital ads.
Customers: We had a great response to our new booth redesign. We also a lot of buyer interested in our new bedding and furniture lines. Even though summer market is traditionally slower than winter market we were very happy with the overall traffic in the SSA showroom for this market.
The SSA showroom: Our space with the SSA has afforded us the luxury of having buyers come to our booth who otherwise would’ve been unaware of us. It is definitely the most lively place in Building C.

Kristin Sugar for CARILOHA

Invitations and Advertising: We invited buyers via email and telephone calls, as well as via our Furniture Today ad. All of our appointments came to see us.
Customers: Everyone's talking about Cariloha. Come see why.... We enjoyed seeing retailers we have worked with in the past and we always enjoy engaging with new retailers. Summer market is always lighter in attendance; however it allows for detailed discussions that bring forth creativity and excitement for the future. The enthusiasm around Cariloha's new pillows appears to be a huge success.
The SSA Showroom: Once again, the SSA showroom provided a warm and positive environment to host our retailers. We are grateful for the hospitality and special extras provided every day.

Brad Hall for SONU SLEEP

Invitations and Advertising: We emailed invitations and advertised on LinkedIn. We had very few appointments show up.
Customers: We did manage to meet a few new buyers that were walking through the suite. Customer engagement was very low for us at this market compared to the past markets.
The SSA Showroom: Even with the overall lower attendance of the Market, the foot traffic in the SSA suite always brings unexpected visitors and opportunities.

Butch Craig for SLEEP AND BEYOND

Invitations and Advertising: We emailed invitations and used digital and print advertising. All our appointments showed up.
Customers: Our customers were there and we met new ones.
The SSA Showroom: Sleep & Beyond is beginning 13 successful years with SSA. To be successful plan your work and work your plan. Don’t call it a dream, call it a plan.

Joel Buhr for CONNECT360

Invitations and Advertising: We sent emails and made phone calls before the show. We used digital and display advertising, as well as Meta Retargeting and our appointments did show up.
Customers: We made connection with about 52 new opportunities and established three new customers right away.
The SSA Showroom: Our experience in the SSA showroom was nothing short of remarkable. Even for a slow market in the summer it brought in more traffic than many other places. The quality of discussions from the traffic and future opportunities is priceless.

Keith Meriwether for MEGA MOTION

Invitations and Advertising: We came in last minute due to a cancellation however we did send invites out, we did try to call dealers beforehand and our appointments did show up.
Customers: We had an important chain shop us which was huge potential and we saw current accounts to showed them new introductions. The attendance was down at the whole market and we expected traffic to be light for the summer. However, the accounts that did attend were attentive and we did open a couple of new accounts.
The SSA showroom: The customer engagement was good at the SSA showroom because our lift chairs also lay flat and many customers sleep and spend more time in the chairs more than their mattress. We offered new exclusive technology that they can’t get from any Reclining Lift Chair vendor and they liked it. Being next to Furniture for Life Massage chairs was good as well because we fed off each other. We liked being next to Cariloha as they were great neighbors and do cool unique stuff like Mega Motion. Our experience at SSA was good for the first time showing. I think after we get some consistency, our traffic will increase. We will have more reps attend in the winter and have more market specials. We hired a new rep team while we were there so that should help for January.

Ikjap Singh for GOLDEN GATE BEDS

Invitations and Advertising: We sent email invitations to our current customers and our appointments did show up.
Customers: We came across high potential buyers in this show. We were able to show our new stuff. We spotted founder & ceo of Wayfair Niraj Shah and showed him our booth. That was big for us.
The SSA Showroom: The SSA showroom was nice. It felt like a part of a family while being in a trade show. The vibe was very nice and warm.

Lara Smith for LUSOMÉ

Invitations and Advertising: We sent out 5 email blasts to a large base of prospects, and both myself and our director personally sent out dozens of email invites. Many of our big customers or big prospects did not come to the summer show. We had very few appointments confirm and they all showed up.
Customers: We had great engagement as our product is unique and the banner signs and fixtures did a good shop of hooking people to learn more. While there was less traffic compared to January, we converted alot of traffic to at least hear our pitch. Additionally, we got some very interested new prospects that came as a result of SSA.
The SSA Showroom: It is a fabulous experience! Tambra is so supportive and dialed in on how to leverage all the supports to get the biggest bang for our investment.

Paul Myrphy for ASPIRE FURNITURE

Invitations and Advertising: We sent out a small number of invitations and only some of our appointments made it to our space.
Customers: The market was quiet but we did have some new customers in and we had contact from the January show return to see us.
The SSA Showroom: Our US expansion is still in its very early stages but we believe a presence in the SSA showroom is key for us meeting customers and associates. There would be no other way to do this so cost effectively.

Alen Gharibian for STERLING SLEEP SYSTEMS

Invitations and Advertising: We sent out emails, made phone calls and handed out printed invitations to some of our stores but we had no appointments.
Customers: We met potential customers but not too many
The SSA Showroom: We were introduced to our competitors, saw their products, and also assessed the market for future.

Rick Wheeler for ZG BED

Invitations and Advertising: We did not send out invitations, advertise or make appointments.
Customers: Most of the people we visited were intraid people (meaning manufactures or suppliers of beds.) We had few retailers or customers. We enjoyed the time and learned much from industry personnel.
The SSA Showroom: SSA and Tambra is always on her game, she runs a tight and efficient ship. If she could she would on her own generate traffic, unfortunately the summer season was a bit slow and there is nothing SSA can do about that. All in all the SSA showroom is a great way to introduce novel product to the market. With Tambra's expertise and help we get to meet influential people that we would otherwise not be able to meet. Thank you Tambra for another great experience and show.

Greg Fowler for MONARCH SLEEP SYSTEMS

Invitations and Advertising: We sent out email invites and I called specific prospects. Everyone kept their appointments.
Customers: I met with established clients and several new prospects to reveal 2 new sleep innovations. The first was a breakthrough in reducing size and weight while managing to provide customers fully featured adjustable frames – King in a Box! (a TXL Box at <140lbs – AMAZING). The second was taking the hospital into the home with a healthcare feature of HiLo under an adjustable frame. Additionally, I met with prospective value chain partners to share full portfolio and our continued innovation development for sensational sleep.
The SSA Showroom: As always, the SSA showroom presents a fantastic opportunity to be the small business displaying like the big brands. The show traffic can see a variety of innovative high quality products in one room making it pay forward for the time spent.

Brent Polunsy for W. SILVER PRODUCTS

Invitations and Advertising: Some of your reps sent out invitations and some of our appointments came in. We did not so any other advertising.
Customers: I did meet current customers and a few new customers. The attendance was down to me, but I know the actual numbers did not indicate that. I have to assume the attendance at my spot in our showroom was way down even thought the actual numbers did not indicate that.
The SSA Showroom: I had a wonderful time in our showroom and I enjoyed seeing all of my friends.

Nasif Akin for BELI PLAST

Invitations and Advertising: We did email and use social media but it was limited. Many prospects did not attend Summer Market.
Customers: I met one who visited first time, who liked our innovative products, asked for samples and more info.
The SSA Showroom: SSA is a hub for many innovative, special products, and many buyers always stop by to check what is a new.

Jacob Pyo for FURNITURE FOR LIFE

Invitations and Advertising: We did no advertising nor sent invitations this time.
Customers: We connected with both new and existing customers at the show. While overall foot traffic was better than we expected, serious buyer intent seemed limited, with a few notable exceptions among business customers.
The SSA Showroom: The SSA showroom environment was an improvement over our previous market experience. We appreciated the opportunity to exhibit alongside complementary businesses.

Paul Kraus for ELECTROPEDIC / SO COOL

Invitations and Advertising: We send out invitations via email and LinkedIn.
Customers: The Summer Show in Las Vegas was notably slow, with many retailers facing economic challenges and unable to attend. Despite not meeting any new customers, I had the opportunity to network with key industry members and gain valuable insights into the current market trends.
The SSA Showroom: Electropedic values SSA for its cost-effective approach, especially compared to what other companies invest in full-scale spaces.

Armando Diaz for SLEEPTONE

Invitations and Advertising: We sent out eblasts of our presence and showroom number prior to the show to a list of our existing clients. We advertised in Furniture Today as a part of their dailies to promote our showroom number - tied to a pre existing campaign. This was in digital format.
Customers:
The SSA Showroom:

Will You Innovate or Stagnate in 2024?

July 13, 2024 Tambra Jones

Are you prepared for a new era of retail with AI and Gen Z at the forefront?

In the dynamic world of retail, challenges like inflation and supply chain disruptions persist. To captivate and retain customers, ongoing innovation is essential. Earlier this year, I attended ShopTalk 2024, a leading retail conference with more than 10,000 attendees from brands, retailers and tech providers. I felt submerged in a pool of insider knowledge.
Among the many topics discussed in keynotes, panel sessions and intimate discussions, generative AI stood out. Both attendees and represented companies faced the steep learning curve ahead with a mixture of curiosity and trepidation. Speakers agreed that while short-term AI benefits may be somewhat over-hyped, the long-term potential is underestimated.
Understanding – and mastering – AI's capabilities will be crucial to boost efficiency and better satisfy customers, propelling business growth.

The new (AI) rules of success

For most of us, widely diverse tasks fill our days. From inventory, sales, HR, accounts receivable and payable, we’re constantly solving problems, interacting with others and digging deep for creative solutions to keep us moving forward. But some of our tasks are rote – they’re a tedious means to an end. Dharmesh Shah, CTO of Hubspot, recently said, “You are competing with AI.” But then he challenged us to reframe that thought in one of two ways:
· You are competing *against* AI
· You are competing *using* AI
Automating repetitive tasks frees up time and energy to focus on areas where humans shine: empathy and creativity. Investing in those qualities while outsourcing the rote tasks is what will allow us to leverage AI and grow business in the future.
AI’s power for enhancing efficiencies and designing creative solutions and support structures was a key theme at ShopTalk 2024. Three areas of focus emerged.

1. Designing future workflows

In a world where AI can do everything from pass the bar exam to re-create John Lennon's voice for a new Beatles song, it's challenging to sort hype from reality. Assessing what business value AI will actually unlock is where we’ll win in the short-term.
·       Improve output. Encouraging employees to explore and experiment with AI capabilities will help them discover new and exciting ways to increase output and reduce burnout from mundane tasks.
·       Enhance customer experience. If AI can help you automate a seamless customer journey, you’ll learn more about what your customers want, what frustrates them and what keeps them coming back – or leaving forever.
·       Improve your competitive edge. We don’t win by knowing more, we win by caring more. Individually, we’ll never know more than AI, but reducing our time on rote work will allow us to connect and use our talents more effectively.
Competitive advantage. Evaluate AI use cases and build a portfolio of AI solutions balancing short term productivity gains and long-term vision. Continuously test, iterate and plan for change.

2. Embracing future jobs

New digitally-oriented roles are emerging quickly, moving “Marketing Ops” teams to “AI Ops” teams. AI ethics consultants, emotional AI trainers and AI prompt engineers are just a few roles you may be leaning into in the near future. Consider the (future) power of hiring an AI prompter (as a consultant) to build out a digital marketing plan for a product launch. Once the plan is created – and tested with the first product – it can be replicated over and over again with a new brand narrative and creative assets.
How can you prepare your company for this change?
·       Equip employees with technical tools. As new digital tools emerge, your employees will need time and training to learn how to use them. Each initiative should ladder up to your overall strategic goals as a company.
·       Explore AI’s impact on traditional retail. Gathering data, extracting insights, generating ideas, prototyping and scaling successful initiatives require deep curiosity. Already, there is a significant imagination gap between AI winners and losers. Are you hiring curious employees? \
·       Experiment. Ngai Yuen Low, group chief marketing and merchandising officer for Aeon Group Malaysia believes growth requires conflict. Not everything you try will work – or even survive the test of time – but without religious experimentation, you’ll be left behind.
Competitive advantage. Prioritize pain points, balancing your focus between consumer-facing and enterprise systems. Test systems that reduce the barrier to entry and pivot quickly if they fail.

As ShopTalk 2024 made clear, the future of retail lies in our ability to adapt and innovate. The integration of AI and other cutting-edge technologies will shape our approach to workflows, job roles, company culture and consumer engagement. By embracing these changes and staying ahead of industry trends, we can carve a path to success that resonates with future generations. Let’s seize this opportunity to lead the way and create a thriving retail landscape for years to come.

Who the heck is Julia Rosien?

The Specialty Sleep Association Introduces Four New Exhibitors

June 21, 2024 Tambra Jones

With additional exhibiting companies expanding showroom space and presenting new and innovative sleep products, the Specialty Sleep Association is preparing for a busy showroom in C1565

The Specialty Sleep Association’s Sleep Pavilion on the 15th floor of C Building in Las Vegas is the best place to see new and emerging sleep products and a must-visit showroom for sleep product buyers. “We’re excited to be introducing three new exhibitors to our showroom this market and a multitude of new products from current exhibitors,” says SSA executive director, Tambra Jones. “To encourage bedding buyers to visit – and to amp up the fun at market – we’re giving them a chance to win $50 cash as we scan their badge. when they get their badge scanned at the door.”

Making Their Las Vegas Debut

Sterling Sleep

Sterling Sleep’s customizable sleep solutions promises to help grow your business and increase margins in 2024. Their personalized sleep mattresses allow each sleeper to choose individual comfort and muscle relief levels.
Employing patented memory foam and latex, their interchangeable zip on mattress toppers feature aloe vera, copper-infused and stretch fabrics. Sterling Sleep’s sustainable mattresses extend product life up to three times that of a typical mattress simply by replacing worn and soiled parts instead of replacing the entire bed. In addition, their “Zip-on” covers make their interchangeable mattresses the healthier choice for customers because of the ability to clean them inside and out.
Their system is built on a sustainable, eco-conscious platform that’s aimed at easily customizable, long-term customer satisfaction.

Golden Gate Beds

Golden Gate Bed’s mission is to inspire spaces that spark creativity and elevate the everyday living experience. They’re dedicated to crafting furniture that transforms homes and workspaces into vibrant, imaginative environments.
This market they’ll be presenting Adjustable beds, Mattress foundations, Metal bed frames, Platform beds, Headboards, Pillows, Bedsheets.

Connect360

Connect360 is bringing their All-In-One AI-Powered Marketing and Communication Platform to the Summer Las Vegas Market. Connect360 is the only AI-powered marketing and communication platform designed to meet the unique needs of furniture, mattress and flooring retailers. With Connect360, businesses can build their reputation, engage customers and drive growth. The platform focuses on AI-powered automations, SMS marketing, web chat, email marketing, invoicing, customer engagement and listing management. All this is backed by 24/7 support and built for customized integrations.
From capturing leads to managing reviews, running email and text marketing campaigns, handling payments, and engaging with customers across multiple channels, Connect360 is an all-in-one marketing and communication platform designed to streamline business operations. Designed to enhance customer engagement, and drive growth efficiently, the platform saves time and increases revenue.

Mega Motion

For over 25 years, Mega Motion has been providing power recliners with power lift options that offer the customer the very best in comfort. Over the years, they have added refinements leading up to the Ultimate Power Recliner. There will be models to test this Summer Market with exclusive technology on Tilt/Zero Gravity, special 500 lb weight capacity mechanisms, air bladder massage systems, and fabrics that will not allow moisture into the filling material to create bacteria or odor. No one else offers these options except Mega Motion!

Expanding their space and what they are offering this market

Cariloha

Cariloha doubled their showroom space this summer. They Invite all new and returning retail partners to stop by and feel the difference of their newest soft and sustainable bedding lines and award-winning sustainable mattresses (Classic, Resort and Retreat). New to Market:
·       Three innovative pillows featuring organic latex and kapok, a soft and silky all-natural fiber, in combination with their signature bamboo fabrics.
·       Retreat Sheets, made from 100% bamboo lyocell, featuring Corner Active Bands, Perfect Bed Border and Orientation
·       Exclusive, first-time-showcase sheet line at this summer market.

Naturepedic

Naturepedic will present their certified organic mattress collection and will use their expanded showroom space to debut a new certified organic bedding and bedroom furniture collection. They are the first and only crib mattress manufacturer to have 4 major certifications/verifications (EWG, GOTS, MadeSafe and Greenguard).

Sleeptone

Sleeptone has expanded their showroom space with Sunscape Outdoor Furniture along with their full array of sleep products. Backed by more than 40 years of experience, Sleeptone provides elegant design and unparalleled comfort for both promotional and affordable luxury price-points. They offer American-made, specialty mattresses and exceptional assortment of top-of-bed accessories. A powerful supply chain and rigorous quality-control has made them a major vendor for Fortune 500 companies, online & brick-and-mortar retailers, hotels, schools, and more. Their 300,000-square-foot warehouse in upstate New York employs state-of-the-art systems to facilitate same or next day shipping, on-time deliveries, and accurate order-tracking.

Williams Co. Mattress LLC

Williams Co. Mattress LLC, has doubled their showroom space to launch a new “SplitHead” product in their best-selling hybrid collection. The natural, fiber focused collection by Williams Co. uses GOTS certified organic latex, viscose bamboo, all-natural wool, and copper-infused foam, giving retailers a more natural memory foam and luxury product to present to today's discerning customer.
“Consumers are telling the industry what they want and our product lines deliver exactly what they’re requesting,” says Alexa Williams, Williams Co. Mattress Co-Founder. “Couples want to be able to lift their heads separate from each other, while not feeling a gap down the entirety of the mattress. They want to choose their own firmness on their side without compromise. Finally, there is a major uptrend of customers wanting a luxury memory foam or Hybrid feel, but with the guarantee of trusted natural fibers and certifications. And we deliver on those concerns.”
The Williams Co. Hybrid collection uses individually wrapped double-tempered coils which promise longevity and eliminate motion transfer. In combination with organic latex, 3 LB high resiliency foam, and copper-infused memory foam, the products are designed to hold their shape for 12-15 years, with a zipper compartment for layer replacements over time. Billy Williams CEO and 30-year mattress veteran shares, “I have been designing mattresses for a very long time. I am yet to see consumers respond to a product quite this way. I look forward to sharing this line with our retail partners.” This product along with the New Certified Organic Pillow Top, debuts this Las Vegas Summer Market.

Mattresses you will see from companies you know:

TFSleep

Farm to Furniture, TFSleep brings sustainable furniture & bedding that is custom crafted naturally, with style and comfort. Private & White label programs are available and designed for you including mattresses, top of bed, cushions, and sofas. “We are offering sustainable bespoke mattresses, bedding and sofas - all made fossil fuel free!” says owner Suzanne Diamond.

SONU Sleep

Designed for side sleepers, SONU is a sleep technology and engineering brand that is changing the status quo of the mattress industry by being devoted to dramatically improving the future of sleep. The unique features of the SONU Sleep System have also caught the attention of the sports world, as professional athletes, health and fitness experts alike all rely on their SONUs to improve recovery, breathing and quality of sleep every night to enhance their performance every day. With many endorsements and video reviews from thrilled professionals, SONU’s innovations are making waves in the mattress industry.
The SONU Sleep System mattress finally allows your arms to rest where they're meant to, so you can find your most natural sleeping position. The patented Comfort Channel and Support Pillow system molds to each sleeper’s desired position, greatly reducing pressures that are unavoidable with all other mattresses. The result is a truly unique level of comfort and an unforgettably relieving sleeping experience.
SONU has recently launched the Hybrid version of their patented sleep system. With a layer of high-quality pocketed coils, the SONU Hybrid adds the option of additional airflow and bounce to their line of mattresses. SONU has also launched into retail channels and is expanding distribution to include partnerships, comprehensive product and sales training, both virtual and in the field, along with competitive margins for retailers to bring the unique SONU experience to side sleepers everywhere.

Holme Valley

Holme Valley mattresses start life in the rolling hills of the Holme Valley in Huddersfield, West Yorkshire. Master craftsmen boast a legacy spanning generations, dedicated to the art of mattress making. With unwavering commitment, they meticulously hand-stuff, tuft, stitch, and finish each mattress, demonstrating an unparalleled attention to detail. This time-honored tradition ensures that every element of your mattresses is crafted with precision and care. Harnessing cutting-edge technology, Holme Valley brings you all the comfort of a lamb's wool pocket-sprung mattresses – conveniently rolled and delivered in a box. Only water from the surrounding Pennine Hills is used to refine their wool and thread. The same uniquely soft and pure water is used to wash and finish the cloth used in most high-end suits sold around the globe today. The soft water and local expertise result in a special quality of wool that cannot be matched.
Holme Valley Wool is only found in Holme Valley mattresses. It comes from local lamb fleeces and provides all-season natural warming and cooling for an exceptional night's sleep. Holme Valley mattresses, crafted from natural lambswool, are a sustainable and eco-friendly choice for your store.

ZG Bed

ZG Bed is returning with a new design of its Zero Gravity Bed and launching a new Pillow ZG Bed. The ZG Pillow bed is an economical solution to achieve form fitting cozy support. Like a pillow, you can form the bed to your needed support. (It is not self-adjusting like the immersion bed) but, not need to buy lots of extra pillows to get the proper support and pain relief. The ZG Pillow Bed is a complete integrated base and cushion system, with maximum customizable support and comfort.

Are you looking for bed frames and furniture?

Monarch Sleep Systems

Monarch will be sharing the latest innovations in Sensational Sleep enabling your consumers to take their comfort to the next level with BT APP Control of everything. Capturing control of what feeds your senses will bring the ultimate in rest and recovery. Come see their frame design for drop ship that is the smallest and lightest ever in our new scalable ECSL Series – a king size weighing less than 140 lbs is real innovation.

Beaudoin

Beaudoin continues to innovate in the under-the-bed category with new platform options! Come see simple and solid solutions to complement your other under-bed options. This category is fire!!

Simply Solid Bedrooms

This market Simply Solid Bedrooms will show their engineered collection with all pieces below 130” of shipping girth. This includes complete beds in queen, king and Cal king. Designed for the compressed market bed in a box sector, the beds, nightstands and dresser will enable “bundling” of complete bedroom sets at very competitive prices.

W. Silver Products

W. Silver manufactures bed frames, high rise platform bases and adjustable beds. All of their products are manufactured with quality in mind from the onset. Their split king and split queen adjustable beds are available for immediate delivery, along with their bed frames and high-rise platform bases. With a low minimum order, superior customer service, come find out more about W. Silver Products.

One of the best Top-of-Bed selections at market

LUSOMÉ

This 12 year old sleep tech company with award winning smart textiles will be showing Temperature Regulating sheet assortment. The only proven cooling technology on 100% cotton. Come see what Good Housekeeping awarded LUSOMÉ with a best bedding award!

Electropedic

Experience the ultimate in sleep comfort with the So Cool bedding line by Electropedic. Don't let hot nights disrupt your sleep any longer.

HealthGuard

For over 30 years, HealthGuard has been a Canadian leader in premium hypoallergenic mattress protection, featuring NO-MITE™ protection. The company launched a pillow line last market and are bringing their brand new Organic Bamboo Pillow- Naturally Antibacterial, adjustable to all sleep positions, with a 5 -year limited warranty. They are also introducing 2 new Organic mattress and pillow protectors and one all new Quilted Tencel mattress protector and pad which is naturally cooling and moisture wicking. Everything is MADE IN CANADA.

Sleep & Beyond

Sleep & Beyond has expanded its sustainable product line with four innovative additions: Natural Non-Slip Yoga Mats, Wool-Filled Split Head Mattress Protectors, Natural Cotton Waffle Bath Robes, and All-Natural Wool Dryer Balls. These products exemplify their commitment to natural, ethically crafted solutions that enhance well-being and environmental stewardship, offering superior comfort, durability, and sustainability for a greener home.

I Love Pillow / I Love Mattress

I Love Pillow / I Love Mattress, famous for their “Made in the USA” solid core memory foam pillows, will be bringing their “instant comfort” pillows as well as their “all night support” mattress. With a manufacturing facility and distribution center in Michigan, they service all of the United States.

Customers love massage chairs

Furniture For Life

Find deep relaxation and drive healthy profits with massage chairs from Furniture For Life. Discover how the exceptionally capable Furniture For Life collection of massage chairs will delight your customers and help you meet your business goals. Their massage chairs represent the pinnacle of design ingenuity and therapeutic excellence. Each chair embodies our commitment to quality, combining world-class aesthetics with exceptional warranties for enduring comfort and style.
Check out Furniture For Life and experience firsthand why their massage chairs are the standard-bearers of the global massage chair industry. Furniture for Life, where indulgence meets functionality in the perfect blend of artistry and technology, is uniquely suited to transform your business - find out how this market.

Auntie Anne’s Pretzels

All this shopping makes you hungry – so don’t miss the fresh and hot pretzels from Auntie Anne’s that the Specialty Sleep Association will be offering in their member lounge Sunday, Monday and Tuesday from 11am - 2pm.

Launching a New Product at Vegas Summer Market?

June 18, 2024 Tambra Jones

Best practices for launching a new product in the digital world

As technology continues to shape consumer behaviors and expectations, mastering the art of launching a new product in the digital arena is paramount to success. Harnessing the power of online platforms, leveraging social media influence and gaining digital traction in an increasingly competitive marketplace requires a strategic and well-executed digital launch plan.
In digital marketing, every piece of content, every interaction should be engineered to foster trust and build loyalty. With a product lunch, all that content contributes to current and future sales growth. With the right strategies in place, your future product launches could be the catalyst that propels your store and/or brand to unprecedented heights.

1. Tell your (product) story

As a product manager and/or marketer, it’s your job to frame the product story in a way that makes sense to your customers. Your “why” and “how” of the product should bring it to life, emotionally engaging your customers. People love stories – they remember the good ones.

Betsy Mello, senior vice president of ecommerce sales for Dorel Home said that because many of their products are sold online, storytelling is the linchpin of their marketing strategy. “Buying furniture online is not an impulse buy – it requires much consideration and storytelling is critical,” she said. “We highlight the benefits and specifications of each product but also speak to the innovation, the problems it may solve (for example space-saving in a small dorm or apartment) and how the story of our product will fit into their lives.”

Follow these 5 steps to help you tell your product story.

1.     Answer the why. Why are we doing this? What problem does it solve for our customers?
2.     Simplify. Not every detail of your product belongs in the story. Keep it simple and understandable so customers aren’t distracted from your core message.
3.     Focus on your customer. Your customer is the hero of your story and while revenue and metrics are important, how the product helps them is your North Star.
4.     Keep it relatable. Tap into our shared humanity – empathy – to entice customers to click and read.
5.     Engage. Your product story should be emotionally engaging and unforgettable. “Great stories have inherent conflict,” says Shobhit Chugh, product marketing guru extraordinaire. “They grip the readers emotions.”

Show your (product) story

We live in a fast-paced, visual world of skimmers and scrollers – there’s simply too much information coming at us too quickly for us to absorb it all. As digital marketers, we have more tools to help us tell bigger, richer stories. Are you using (the right) images and videos to tell your product story?
According to Neilson Norman, the average time on page for a website is less than a minute. The first 10 seconds are critical. Images and videos closer to the top of the page – or placed alongside a title or product name – can be pivotal for a customer deciding to read more or move onto the next site. To be effective, your images and videos need to tell a story. Sound familiar?

Follow these 5 steps to use visual storytelling in your product launch.

1.     Invest in quality images. Good photography isn’t always expensive, especially in the world of AI. Consider a long-term contract with a CGI (computer generated image) provider to reduce “one-off” costs.
2.     Utilize immersive content. Images and videos that create a sense of presence – think 360-degree videos, augmented reality or virtual reality – will increase engagement, retention and conversion rates.
3.     Incorporate UGC. User generated content – which is often seen as more authentic and trustworthy – can help customers better understand how your product will fit into their lives.
4.     Employ interactive video. This type of video content allows you to layer information and questions on videos to make the content more engaging and encourage interaction.
5.     Educate and inform with interactivity. Interactive graphics can be a compelling way to showcase features and benefits.

Share your (product) story

A digital go-to-market strategy targets customers at scale through an aligned and automated sales and marketing outreach. It’s time to create the assets you’ll need to reach your customers. After all, like the proverbial tree that falls in the woods, if you plan a product launch without a digital marketing strategy, will anyone buy it?
1.     Craft a press release. If it’s a big launch, a press release will help get people talking, whether that’s industry or local city/state buzz.
2.     Create email marketing campaigns. Every autoresponder, lead magnet and subject line should serve as a touchpoint for engagement, propelling tangible results.
3.     Build a digital ad campaign. A new report from Insider Intelligence indicates that visitors from paid search are four times more likely to convert than those from paid social. Paid search attracts a more intentional customer while social media scrollers are long term engagers. BOTH are important.
4.     Design your social media campaigns. Lookalike audiences, consumers who visited your website or used your app or signed up for your newsletter can super-charge conversions. Take time to test both your audience and ad creative to ensure you’re spending money on ads that work.
5.     Write blog content. The OG of online content, your blog still has a place in the world, especially if you create content like Yale Appliance.

Remember, whether you’re launching a new product or looking to refresh an existing one, generative AI can speed up the creative process, evaluate marketing results and recommend next steps based on how customers interacted with the content.

Who the heck is Julia Rosien?

Embracing LinkedIn for Retail in 2024 with Forward Looking Strategies

May 21, 2024 Tambra Jones

It’s time to leverage the power of LinkedIn for your store!

In an ever-evolving digital landscape – and tough economic climate – the importance of mobilizing social media platforms for business growth is undeniable. For mattress and furniture retailers, LinkedIn is a powerful – often overlooked – ally.

LinkedIn company pages provide a unique opportunity for retailers to connect to new audiences they may not have encountered on more consumer-centric platforms. Beyond being a professional networking site, LinkedIn offers a unique space for businesses to communicate brand identity and core values as well as attract top-tier talent through effective recruitment strategies. A thoughtful approach will facilitate brand growth and loyalty, cultivating an employee-driven company culture.

Ready to get started?

1. Leverage the power of storytelling

In the world of social networks, LinkedIn stands out as a robust platform for sharing and discussing ideas. Retailers like Joe and Kelly Charles, owners of the Big Mattress Outlet, utilize LinkedIn to share company news, crafting a compelling brand narrative around their distinctive business. From introducing new team members to celebrating noteworthy achievements and spotlighting industry updates, the duo employs LinkedIn as a dynamic storytelling tool.
A prime example of their strategy is a recent video unveiling their quest for franchise owner expansion. The power of the video is its authenticity – check it out: Big Mattress Outlet LinkedIn Video.

Competitive Advantage: Tell your best business stories, simply, clearly and with honesty. Of all the furniture and mattress stores in the world, there is none quite like yours. Encourage employee engagement by sharing their milestones and achievements as well.

2. Cultivate community engagement

Harness the power of LinkedIn to cultivate an engaged community around your brand. Move beyond routine product updates and dive deeper into the “why” of your business, building camaraderie and meaningful connection. A stellar example of this community-centric approach is Colder’s Furniture. Many of their posts focus on their philanthropic contributions to both local and national organizations. Recent highlights include collaborative events with Milwaukee Habitat for Humanity, Susan G. Komen and 414 Day in Milwaukee – a fun and engaging way to celebrate their love of Milwaukee.

Competitive Advantage: Stand out by showcasing your community service projects and partnerships with non-profit organizations. By crafting a narrative that transcends mere business transactions, you will resonate with people who prioritize socially conscious brands.

3. Craft a cohesive brand narrative

Tepperman’s LinkedIn page is a master class on how to harness the power of the platform. Balancing professionalism with a friendly, excited tone, their posts have garnered thousands of followers. They share everything from their recent 7th store opening in St. Catherine’s Ontario to the quirky history of the loveseat to their charitable contributions to organizations like Black Boys Code, Habitat for Humanity Windsor-Essex and Canada’s National Day for Truth and Reconciliation. Recently recognized as a Great Place to Work® in Canada, Tepperman’s success lies in cultivating a community-focused brand voice.

Competitive Advantage: Ensure consistency across your LinkedIn content by aligning messaging with your values and mission. Whether through engaging visuals or thoughtfully crafted posts, maintain a unified narrative on the platform to reinforce brand identity and foster trust.

4. Highlight long-term vendor partnerships

Hudson’s Furniture sets itself apart on LinkedIn by not only sharing philanthropic efforts and job opportunities but by spotlighting their vendor partnerships and store services. A prime example is their commendation of Vaughan-Bassett Furniture Company for prioritizing eco-friendly manufacturing. Through the 'One for One' program, Vaughan-Bassett has planted millions of trees in an effort to replace those used in the making of their furniture. As a founding member of the Sustainable Furniture Council, they are steadfast in their commitment to continuous improvement in environmentally responsible furniture production. Their emphasis on sustainable partnerships creates a narrative that resonates beyond their products.

Competitive Advantage: Showcase vendor partnerships to foster transparency and communicate a commitment to organizations that align with your core values. By actively showcasing these alliances, you’ll establish a trustworthy and authentic brand image.

5. Master LinkedIn best practices

For maximum engagement and growth, it’s essential to follow best practices for LinkedIn business pages. Follow these techniques to optimize your efforts.
1.     Complete comprehensive page details. Provide in-depth information about your company, ensuring all fields are filled out.
2.     Add page admins wisely. Enhance engagement and growth by adding creative-minded admins who will share content to their personal networks as well.
3.     Maintain updated visuals. Keep your logo and banner images current and aligned with your other social networks.
4.     Create engaging content. Share compelling content at least once a week to captivate and retain your audience’s attention.
5.     Utilize content suggestions. LinkedIn’s AI-driven content suggestions will help diversify your posts and reach a wider audience.
6.     Engage with your audience. Build a robust community by regularly engaging your audience through comments and likes on their contributions.
7.     Post eye-catching visuals. Ensure each update is partnered with visually appealing content, such as video, images and/or infographics.
8.     Craft an engaging call to action (CTA). To ensure interaction, each post needs an enticing call to action.
9.     Involve employees. Encourage employee participation by asking for content suggestions and highlighting their input in your posts.
10. Partner with vendors. Extend involvement to showcase a networked and collaborative industry presence.

Who the heck is Julia Rosien?

Bedding Conference 2024

May 20, 2024 Tambra Jones

By SSA Executive Director Tambra Jones

Last week sleep industry colleagues gathered in Hilton Head, NC last week for Furniture Today’s annual Bedding Conference. We came together to catch up, to learn together and support one another. The event always delivers exceptional networking opportunities – this year did not disappoint. The receptions, hallway chatter and meals always offer opportunities to dissect what we’re doing/needing/accomplishing in our businesses.

SSA in the house! Digital Marketing Consultant Julia Rosien, Chairman Pascal Roberge, Executive Director Tambra Jones and Board Member Jim Gutierrez

Keynote speaker Captain Chris Cassidy with his brother (and our industry friend Jeff Cassidy , Good Bed) - answered so many of our “fan-girl” questions after the opening reception. Lucky us! Tambra, Julia with Helena and Lisa from PureCare.

Cheers to some of our industry women in attendance! Cyndi Williams, Sheila Long O’Mara, Jodi Brookshire, Julia Rosien, Vanessa Gentile, Tambra Jones

The pre-conference event that King Koil sponsors is one of my forever activities. This year we visited a Boys and Girls Club in Hilton Head where we helped kids participate in a plethora of carnival games - including a Build-A-Bear experience. It was a lot of fun and we thank David Binke and his team for organizing and funding this year after year. I heard several “this is the best day ever”s from kids throughout the day. I am a forever volunteer - if you didn’t join this event this year - plan on it for next year!!

This event is always my favorite of the conference - thank you David Binke and King Koil for all you do!

Furniture Today’s own Bill McLoughlin helped shepherd the lunchtime activities

Tambra Jones with the mascots and her kids-for-the-day Allison and Luna

Kids lined up with the juggler, the stilt walker and their treasures (their bear/bunny, caricatures, balloon art, and leis).

The Bedding Conf kicked off with an enlightening keynote by Astronaut/Navy SEAL Captain Chris Cassidy followed by a series of panel discussions. We celebrated ISPA President Ryan Trainer and his accomplishments at the dinner event. The entire industry will miss Ryan, but of course, we wish him every happiness in his next adventure… Thank you to the entire Furniture Today team for organizing the event and gathering us together in a fabulous location. We are looking forward to next year - wherever that will be!

A glimpse at the tip-of-the-iceberg from this panel

The National Sleep Foundation presented some of the data they are collecting about sleep and how we can use this information in our own sleep-specific business models.

SSA Board Chairman Pascal Roberge was a contestant on the Game Show. Sadley his team did not win….

Thank you SSA member company Sleeptone for sponsoring a great lunch!

Although sad about his retirement, we celebrated the achievements of ISPA’s outgoing President Ryan Trainer at the dinner event

The FAM's Dream Camp - My Rookie Outing

May 9, 2024 Tambra Jones

by Tambra Jones, SSA Executive Director

I had the pleasure of spending 3 days in Palm Springs as a Dream Camper - with a group of people who are committed to their growth in the Sleep Industry, and the up-leveling of their leadership skills. The FAM’s Mark Kinsley was the event’s point person, working hand in hand with camp coordinator (and his wife) Tara Kinsley. The learning portion was shepherded by Kristoffer Carter (the infamous KC) who took us through the high points of his book “PERMISSION TO GLOW - A Spiritual Guide to Epic Leadership.”

The entire event was highly interactive and I appreciated getting to know industry colleagues in a much deeper way than I have experienced in other industry conferences. What we learned was on par with an industry conference - but HOW we learned it was unique. It was truly a camp experience. There were “Founders’ Breakfasts” where we learned the background and history from 2 people/companies we are all pretty familiar with. If you get to chat with Dennis Steele, founder of Podium, ask him about how he and his partner began their journey - I was enthralled. Dr. Kim Lemke let us in on how she helps leaders in a myriad of industries understand the importance of sleep.

Dr. Kim Lemke and Mark Kinsley talking about our favorite topic…SLEEP!

Dennis Steele filled us in on his journey building Podium into the succes it is today

Each afternoon the Dream team got all of us together for a fun event - which really made the three days feel indeed like we were at camp. One big highlight was the scavenger hunt throughout downtown Palm Springs. Each team (we had 7) hunted everything from an “interesting” palm tree to Sonny Bono’s statue. We took pictures with dogs and babies (holding them earned extra points), race a bicycler, participate with a street performer, showed kindness to a stranger (we bought a homeless guy a sandwich), buy a team wearable accessory, get strangers to buy us date shakes (yeah really) and shots, play $5 at a casino, take pictures with motorcycle/"cool” car (extra points for getting on/in said vehicle, jump in a pool fully clothed, (the list was 2 pages long!) and get back to the start by time specified - all of which had to be recorded via pictures and video submitted to Tara and her team by the time deadline. FUN right? You betcha. My team won thanks to the unrelenting energy and leadership of Matt Smith (Snooze Mattress). We completed every single task and while we were at it Matt Wolf (Mattress Lux) won $200 from the $5 he put in for our casino item! We were so confident that we did our best Queen impression when we got back to headquarters. I know you can guess which song we sang …

We Are The Champions….! Matt Smith, Terry Utt, Tambra Jones, Daniel Gabbay, Christopher Dunn, Ashley and Matt Wolf

This was our wearable accessory (we bought them - did not earn them a-la-New Orleans…)

Matt Wolf - winner winner chicken dinner!

No rules against holding the baby while still in the stroller….

We finished off the camp on the last day at the pool and then were treated to a dance party, thanks to Nate Cangemi (Golden Mattress) and his band. I knew Nate could really sing - but WOW. It was epic. We danced like the energetic group we were - and we celebrated our camaraderie.

Dream Team Tara and Mark Kinsley were twinning poolside

Nate Cangemi rocking out - Tara Kinsley for the assist

My main takeaway: Being the leader you want to be is really about being the person you want to be. That involves kindness, clarity, empathy and vulnerability. What we want for our business and our staff should be essentially what we want for ourselves and our family. We want to serve. We want to empower. We want to support. And - we want to laugh and enjoy our time together. Dream Camp forced us to examine these traits in ourselves and each other in a supportive, engaging environment. Big thanks to The FAM and the Kinsley team.

NOTE: These are just a few of the myriad of pictures taken. Look at these smiles!

Speaker Kris Carter, Mark Kinsley, Rizwan Sunderji, Tambra and Mark Deschardin

Nate Cangemi,Dean Sather, Joel Buhr, and Greg Law

Brandon Bain, Michael Douglas, Kelly Charles

Chris Dunn, Sandon Knicely, Greg Law, Rizwan Sunderji, James Perez, Keith Moneymaker, Austin Perez

Navigating the Web of Inclusion & ADA Compliant Marketing

April 8, 2024 Tambra Jones

Unlock digital accessibility for your website and marketing channels

ADA compliance – short for the Americans with Disabilities Act Standards for Accessible Design – means that all electronic information and technology (your website, social channels, etc.) must be accessible to those with disabilities.
In the competitive digital landscape of marketing for mattresses, inclusivity and accessibility are more than legal requirements. Embracing the accessible design principles of ADA-compliant marketing not only caters to the needs of individuals with disabilities but creates a welcoming environment for everyone, reinforcing your reputation as socially responsible and customer-centric.
In the United States one in four people live with some form of disability. Many people assume an ADA compliant marketing strategy is simply ensuring your website is accessible for screen readers and other assistive technologies. In other words, adjusting the font size and color. The truth is that ADA compliance includes accommodating for a wide range of disabilities, including visual, auditory, cognitive and motor impairment.
Let’s dive into what ADA compliance means for your business.

Is your website ADA compliant?

Your website is owned digital property and everything that happens there is ultimately your legal responsibility. Hiring an outside firm to conduct a website accessibility audit is a smart first step, especially if served with a lawsuit claiming your website violates the American with Disabilities Act. A reliable third party will take you beyond issues of readability and contrasting color choices and create a paper trail that displace due diligence toward compliance.
Here are some basic issues to consider:
·       Navigation. How easy is your site to navigate for
keyboard-only users?
·       Images. Can someone with a visual impairment hear your
images? Alt-text provides a textual description of visual content, which allows
screen readers to accurately convey information. Remember, accurate and
descriptive alt text offers the added benefit of improved SEO.
·       Videos. Can a hearing-impaired consumer read your videos? Labeling and
captioning videos makes dynamic content accessible to everyone.
·       Forms, links, buttons and other graphic elements. Including alt text
descriptions of every piece of content on your site ensures that it’s accessible,
regardless of the disability.

Are your social media channels ADA compliant?

Every website – and that includes social media – is culpable under the law. While you are not responsible for the social media site itself, there are things you can do to ensure your marketing channels are more inclusive.
·       Ensure all your business information is filled out properly on each social media site.
·       Include alt text, closed captions and/or transcripts when posting digital media files. For example, can your videos be
understood whether you’re reading, hearing or watching them?
·       Social media platforms use object recognition technology to generate alt text – and it’s usually very good. If you’re concerned,
do a quick review before posting. The National Institute of Blind People advises against using terms such as “image of” or
“photo of” as screen readers automatically add that phrase. Also, be concise and economical in your wording as it takes longer
to narrate alt text than to read it.
When you’re creating copy for images, consider how your words will impact those using accessibility tools – or folks with learning disabilities or just learning English. Here are some tips to help.
·       Write in plain language, which means limiting abbreviations that can be confusing, no AlterNatiNG caps or ALL caps and no
replacing letters with aser*sks.
·       Write hashtags for screen readers, capitalizing each word: #WeLoveBedtime.
·       Add hashtags to the end of your post rather than inserting them in line with your text. Same with emojis as they can disrupt
the screen reading experience.
·       Use inclusive language, such as gender-neutral pronouns.
·       Stay update on each platform’s accessibility features and standards.
o   Facebook & Instagram (Meta) accessibility
o   Pinterest accessibility
o   X accessibility
o   LinkedIn accessibility
o   TikTok accessibility
o   YouTube accessibility

Is your email marketing platform accessible?

Even though there’s a lack of clear technical guidelines and requirements for email marketing, the standards used on your website and social media channels create a playbook of best practices.
·       Subject line. A descriptive headline informs the reader of the content of the email – and its relevance to them – before they
click.
·       Headings. Clear headings allow readers to understand the structure and hierarchy of the content, which is helpful to those
using screen readers or have challenges reading large blocks of text. Be sure to use HTML headings (<H1> and <H2>) rather
than style elements such as colors or bold text.
·       Concise copy. One of the key principles of WCAG is content that’s readable and understandable. Write clearly and avoid
unusual words and abbreviations.
·       Anchor text. Like descriptive headlines, meaningful link text gives readers the context they need to decide if the link is
relevant to their needs. For example, Dr. Breus is a well-known sleep doctor is much more informative than click here…
·       Alt text. Like your website and social media, labeling your images will provide critical information to those who can’t see
them. It’s also important when an email provider blocks images and shows only the alt text, providing context to what should
appear in that section.

Prioritizing accessible design allows consumers with disabilities to access your information and content without barriers. Along with mitigating potential legal risks, it can also yield considerable business results, as accessibility is ultimately human-centered design.

Who the heck is Julia Rosien?

Expand Your Horizons in 2024 by Attending Cross-Industry Conferences

March 18, 2024 Tambra Jones

Ready to redesign YOUR competitive advantage this year?

Choosing which conferences to attend each year can feel like a prolonged game of chess. The game pieces – each conference – compete for attention in a constantly shifting landscape. Are your choices deliberate and calculated moves? Do your top pics offer access to seasoned resources, exposure to real life successes (and failures) and a chance to fine-tune forward-thinking strategies?
What’s your competitive advantage? If you’re only attending conferences in the furniture industry, 2024 might be the year to think bigger and go beyond the industry you already know.
Venturing beyond the confines of the furniture industry can be a pivotal move, rich with opportunities. Attending a cross-industry conference this year may offer a bounty of diverse perspectives and insights from a broader spectrum of expertise. Exactly what you may need to successfully traverse a challenging and complicated marketplace.
“The advantage of going to events outside of your industry allows you to see ideas and inspiration outside of your industry’s field of vision, said Scott Stratten, creator of UnMarketing. “Disruption is what happens to an industry that’s not looking; innovation happens when your eyes are wide open.”

1. Cultivate new connections through strategic networking

The best conferences serve as collaborative, networking hothouses, fostering opportunities for business growth and expansion. When you venture to events beyond your industry, a conference’s structured interactions and curated engagements increase the potential for meeting new brand representatives, potential clients and vendors.
“Attending diverse conferences allows me to tap into a wider range of talent, which can present partnership and vendor opportunities,” said Laura Aldrich, EVP licensing, Scott Brothers Global (SBG). “Whether it’s a networking event or engaging a tablemate in conversation, the insights I bring back to my team can become a valuable competitive advantage.”
Competitive Advantage. If you’re focused on your company’s finances, take a closer look at how fintech services in other industries can be leveraged within your company.

2. Focus on professional skill development

Conferences offer fertile ground for identifying new opportunities, allowing you to quickly acquire new skills, gain valuable insights and broaden your knowledge base. Stephen Ferguson, founder and president, Bedhead Marketing, believes 2024 is the year to spark innovation in the bedding industry. “By immersing ourselves in a variety of experiences, we’ll not only gain insights but also kindle the flames of creativity to illuminate the path to groundbreaking ideas within our extremely unique mattress industry.”
And the knowledge gained can benefit more than just your company. It can help your industry evolve, enhance your professional visibility and boost personal credibility. Because SBG straddles a variety of industries, Aldrich attends a plethora of events, ranging from the furniture industry, women’s leadership, digital commerce and retail. “Hearing the stories of how other industries address their most pressing challenges provides valuable insights into how we can tackle our own roadblocks – and support our retailers – through rapidly evolving rapidly dynamics.”
Competitive Advantage. If your low foot traffic in your store is a challenge, attend an out-of-your industry retail innovation conference. Regardless of what they’re selling, there’s a bounty of ideas to be harvested.

3. Access new and different resources and tools

Professional conferences act as knowledge-sharing hubs. Keynote speeches, educational sessions, workshops and panel discussions are engineered to serve up the latest trends, advancements and best practices. For conference attendees, it’s about more than keeping up – it’s staying sharp and competitive.
“Our industry needs to catch up with the omni process,” said Ferguson. “Improving the online shopping experience and ensuring it matches the support customers receive in store is a must. Without improvement, we’ll continue to sell entry level and commodity products, missing step-ups, failing with accessory attachments and not selling adjustable bases.”
Competitive Advantage. As a thought leader in your company managing a multitude of initiatives, other-industry events will ignite your creativity, fueling innovation and forward-thinking.

Attending cross-industry conferences can be a transformative strategy. From fostering new connections, enhancing professional visibility to acquiring new skills and resources, may your 2024 conference lineup serve as a catalyst for both personal and professional growth.

Who the heck is Julia Rosien?

Conecting at ISPA

March 18, 2024 Tambra Jones

By Tambra Jones, SSA Executive Director

The movers and shakers of the sleep gathered in Columbus, OH last week for a very vibrant and upbeat International Sleep Products Association (ISPA) Expo. I was lucky enough to connect with several members and friends of the Specialty Sleep Association (SSA) to find out what they hoped to accomplish at the expo. My question to all was “what is your main reason for being here at ISPA”. My answer is CONNECTING - which is what the SSA does as a modus operandi. Here are some of the answers I got from others. Thanks everyone for connecting with me and sharing your ISPA aspirations!