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?

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.

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!

*Stephen Anstey at SSI*: We are here to connect with mattress manufacturers who supply retailers, to show them our Retail Engagement System and help them understand how to use the data generated to improve their conversion rates in the store. Our system helps them manage their retail showroom in much the same way that Google Analytics works on their website. How many people go to your website, are you getting enough traffic to that web page, is that traffic converting into sales. So we can help figure out if it is a traffic problem meaning you need more people to try the product, or is a conversion problem where people are trying the product and is it selling.

*Nate Cangemi of Vita Talalay*: We're here to not only connect with our current customer base, but also to explore new opportunities with new customers and to present and remind the market of our world class capabilities, and the footprint that we have around the world.

*Scott Frisch of Frisch Enterprises*: This has always been an industry of change, whether it be the products or the people, They're always moving.
It could be said that the industry is not going full throttle right now which may be even more reason for the change to happen, and then even more reason to stay connected to the change. Just walking around here and you see people you haven't seen before, and companies you haven't seen before. You also see people you know that are working somewhere else. I want to stay connected to what is going on in the industry right now so I am here.

*Trent Ranburger of Trent Bedding*: I came to this event to reconnect with friends and new friends and just see what's coming for the retailers in the next six months to a year, and I am speaking tomorrow!

*Greg Fowler at Motv8 Products*: We are here showing how to build a foam bucket for the mattress, with one guy, our machine, half the amount of glue and this expandable rotating table. It is a small footprint for the factory floor, it is very efficient and an operator can be trained to build the bucket and work alone in one day instead of several days. We’ve been getting a great response here with our SARGE GK50 model.

*Jim Gutierrez at SABA North America, LLC*: At this show we are focusing on sustainability and circularity in the life of a mattress. We are showing the adhesive that we created which can be recycled along with all other items within a mattress, which allows our industry to create more sustainable and circular products.

*Anthony Klatt of Sleeptronic*: I’m here looking to the future with optimism and excitement about what innovative, beautiful, and compelling designs I can find. That’s what our industry is all about - customers buy first with the eyes and then with their hands. I am looking for fabrics that excite the eye and compel a touch. I am standing here with Camilla, one of the best textile designers in our industry, who is ready to work with me to create a fabulous 2025.
*Camilla Franklin at Creative Ticking*: Indeed the fabric is the enticing portion of buying a mattress, we are the packaging. It is our job to grab the interest of the customer and get them to try the bed in the store.

*Denny Boyd at Boyd Sleep*: With Boyd’s 40 US patents, we are able to offer several sleep products to a variety of buyers, with a particular focus this market on the international buyer who can purchase from us direct. We are experiencing good interest in our high end air beds, occasional air beds, specialty toppers and also adjustable bases.

*Joy von Dorp at Withit* spoke with Tambra about opportunities for women retailers at their upcoming conference in June. **Contact Joy** **for more info.**

**ISPA’s own Mary Helen Rogers and Beth English had a Giant Jenga rematch in the FUN ZONE.**

*Paul Kraus of Electropedic*: Im here to network.

*Ryan Gordon at Supernal Sleep System*: We are here talking with retail outlets about the adjustable bases we supply for their clients with disabilities and medical needs.

*Tim McRee at Wm. T. Burnett*: We are here promoting our natural and renewable products, including our new Java wool as well as our new renewable fire barrier.

*Pascal Roberge at Beaudoin*: We are here showing at ISPA to meet new people, form new relationships and develop the best under-bed solutions for them. It has been an exciting show and we are building lots of new connections.

*Vincent Passanisi of Sinomax*: It’s super beneficial to be here we have a lot of customers all in one place plus we get to see so many new product lines - things that are going to be coming out in the next 2-3 years. Seeing new technology is important, everyone is looking for that new thing out there. We are all selling white puffy rectangles right so we are looking at new ways to differentiate ourselves from our competition.

*Suzanne Diamond of The Futon Shop (pictured here with Henry McRee at Wm. T. Burnette)*: I’m here looking for new products, machinery and new packaging solutions. California is passing a new law that will affect all product packaging and I am here to find the best packaging solutions for my company.

*Joel Buhr (also pictured Chelslea Molina) at Connect 360*: We came to ISPA because we wanted to understand the whole chain of events in the industry. How things are made and then delivered to the finished product market. In addition we are looking to connect and collaborate and we are finding that in abundance here. Everyone is interested in helping the industry grow, and willing to share ideas to create a better tomorrow in business.

**Owen Shoemaker, Steven Antsy, Tambra Jones and Anthony Klatt strike a pose.**

Charting the Course – Your 2024 Digital Marketing Plan Unlocked

February 19, 2024 Tambra Jones

Navigating this year’s fast-paced digital frontier: harnessing AI and revenue synergy for success this year

Will 2024 be the year that digital marketing takes center stage in your business plan? Are you ready to unlock the potential of transformative technologies to infuse creativity into every byte, pixel and click into your customers’ journeys?
This year’s dynamic economic landscape demands not just adaptation but innovation – your digital marketing efforts must synchronize seamlessly with revenue generation. Whether it’s fortifying a resilient social media crisis plan, mastering local search or refining your email marketing strategy, 2024 is ripe with possibilities. The time has come to unveil the next chapter of success for your business.

Are you ready?

A strategic blueprint for elevating your digital presence in 2024

1.     Unlock the power of generative AI. Based on customer interactions, AI can help you streamline content creation, evaluate marketing results and receive targeted insights for future actions. With new and evolving AI tools, learn how to automate key tasks:
·       Create compelling and unique content for your marketing emails, social media or blog posts as well as concise product descriptions and information guides.
·       Implement AI for keyword optimization, content structure and organization to enhance digital visibility.
·       Streamline customer service to quickly address customer queries, ensuring smooth interactions and heightened satisfaction.

2.     Align all your digital efforts with revenue generation. Synchronize every piece of digital content and interaction to cultivate trust and foster loyalty, contributing to current and future sales growth. A strong digital strategy should yield substantial bottom line growth in multiple areas.
·       Powerful acquisition channel targeting high-converting consumers.
·       Improved customer retention through data insights on current customer journeys.
·       Reduced customer acquisition costs by exploring alternate and emerging channels.
·       Strong brand building, transforming customers into passionate brand advocates.
The start of the year is a great time for a comprehensive evaluation with your digital providers.

3. Build and manage a social media crisis plan. Social listening tools play a pivotal role in decoding evolving customer preferences and preempting potential PR challenges. Whether it’s negative product feedback, customer service complaints or a glitch in your online purchasing process, a communication strategy – with a crisis plan at its core – is indispensable. Ensure your company navigates challenges this year with agility and resilience, turning potential crises into opportunities for strengthened customer relationships and brand trust.

4. Master local search. Whether you’re focused on foot traffic or online sales, owning the top spot of the Google Local Map Pack should be a keystone of your search marketing strategy. It’s as important as it is challenging.

5.     Refine your retail sustainability strategy. If listening to customers, taking action and helping the planet are part of your business strategy, let’s look at the many ways you can enter the path of retail sustainability. Alan Jope, CEO of Unilever, told McKinsey & Company: “any company that wants to stay relevant in the future must think about sustainable behavior.”
·       Purposeful support of local communities and charities
·       Sourcing products made with upcycled materials and reduced packaging
·       Persistent social inclusion of gender and racial diversity in every aspect of your business

6. Redesign your 2024 conference strategy. 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.

7. Prioritize work/life balance. When work stress ratches up, our health often bears the brunt. Utilize your digital tools to help you carve out time for everything. From online scheduling tools to setting digital boundaries to making time for play, make 2024 the year you learn how to control your digital assets to build a better, more profitable business and a happier, healthier you.

Who the heck is Julia Rosien?

WOW WHAT A MARKET!

February 16, 2024 Tambra Jones

The Las Vegas Winter 2024 was Fantastic on So Many Levels

Considering the current retail climate, we were uplifted by Market traffic, the energy and the industry camaraderie that encompassed our time in the SSA showroom. The traffic was improved over last January 2023 and significantly better than July. Buyers were engaged, ready and exhibitors WROTE ORDERS on the show floor. Add that to the number of important conversations started and follow-up opportunities because of them – and again – wow!

As per usual in C1565, vendor-to-retailer as well as vendor-to-vendor meetings were happening in every corner of the showroom. Dealmakers and CA$H FOR SCAN $50 winners filled the space. Our winners included:

Chris Odishaw from Battleford Furniture in Canada

Terri Long at Long's Bedding and Interiors in New York

Joe Sparks from Denver Mattress in Colorado

Jamie Perelman and Sharon Cook at SnooZZZ Mattress and More in CA

Fawad Zavery from Exclusive Furniture in Texas

Ryan Gordon from Transfer Master in Iowa

Darlene Kornelsen at Smitty's Furniture and Appliance in Canada

Jeremy Brown and Joel Summers from Mattress Today USA in Texas

C1565 showroom exhibitors share their Market experiences

·       Did your Market experience match expectations?
·       What about being in the SSA Sleep Pavilion?
·       What do you think would have made the experience better for you?

From Alexa Williams, Williams Co. Mattress

The Las Vegas Market has been a great experience for our team and for our business.
By engaging with others in the industry and meeting new customers, we’re able to continue refining our product development and making relationships. We find market to be a valuable part of our growth.
SSA is wonderful. Many of our customer relationships have formed by meeting in the SSA space. We benefit from the layout and having so many quality products and brands in one space, where networking and new introductions are encouraged by the group atmosphere.

From Brent Polunsky, W. Silver Products

This was a very positive market. I met many new dealers, and my current customers were very positive even though they weren’t sure what the rest of the year would bring us in regards to a positive or negative business environment.
I feel like the SSA Showroom had one its best markets in many years. The dealers I met during the market were positive and shopping with a purpose. They wanted to shop our showroom.

From Pascal Roberge, Beadoin

Our overall experience was better than expected. We worked hard at preparing our show and making sure we maximize our impact. The foot traffic was great and many exhibitors like us worked at driving traffic which helped everyone! Best of all, a good coffee with a fresh pretzel fuels us and the retailers!

Ryan Cleary, Healthguard

The show started a little slow on Sunday but by Monday, we were cooking! Lots of overflow customers walked by our HealthGuard booth and stopped long enough for us to “WOW” them with our assortment. In fact, one buyer in particularly, stopped by unannounced and now we are in discussions with them about partnering in 100+ store chain.
Being a part of the SSA has been a great experience, Tambra does a fantastic job of supporting the exhibitors while creating a fun environment for all.
What would I suggest? How about having a wine and cheese hour where buyers will be excited to show up and partake in a beverage or two. Perhaps add the violinist that played for 2 hours while taking requests.

Lara Smith, SOME` Sleep

Our experience was better than expected. Great qualified traffic, professional atmosphere and great snacks and comradery. Being in the SSA showroom was also better than expected because SSA ads a level of legitimacy to our brand. The only drawback is the sometime close proximity of our biggest competitors…

Phil Kraus, Electropedic Sleep Products

The overall experience was good, with traffic close to pre-Covid levels. We saw mainly existing customers but missed seeing new customers interested in the latest products. There were not many east coast customers visiting my space so for next Market, I’ll mail the east coast and mid-west attendees a letter and brochure inviting them to the space. Hopefully, I will become a destination for the buyer to visit. The attendee list can be a valuable tool to alert new buyers to visit me.

Stason Strong, SONU Sleep

It was truly a pleasure exhibiting with SSA again this year. Tambra and her team are extremely professional, efficient and an absolute joy to work with. This was our second show with SSA and we’ll be returning. The showroom, individual exhibits, common places and rapport of the other exhibitors all make it an ideal environment to bring in new customers and have successful meetings. The people and businesses we've met through the show have opened doors and provided excellent opportunities, for which we have SSA to thank.

Jack DeBonis, Simply Solid Bedrooms

Our experience was better than expected. We were shopped by many majors such as Sinomax, Nest Bed, Carpenter Foam, American Home Furnishings, etc.
We could not have shown at all except for SSA. I view SSA as an incubator for emerging suppliers. As a new entry into a crowded market, SSA was a great solution because everyone of consequence shops SSA. While we had a great market, next time we’ll do more marketing to encourage more buyers to see us.

Arin Schultz, Naturepedic

Great show as always. Every show we keep coming to gets better and better. We picked up a lot of accounts this year.

Nolan Sheeran, HUSH

The experience went even better than expected. We made a lot of new connections and it looks like plenty of business will come from it as well. Having only been to High Point previously, this was drastically better suited for our company.
The SSA showroom was great with a lot of impressive companies in one area – and we gained experience by seeing the other booths as well. The first 3 days or so were extremely busy for us. High traffic is all you can ask for. On our end we’ll look to schedule even more meetings at future shows. Getting those appointments booked before the show is crucial.

Butch Craig, Sleep and Beyond

Sleep & Beyond is delighted to be a member and exhibitor with the SSA since 2011. The result of the January 2024 Winter Market was our strongest Market in 12 yrs. Our mission is to create an inspirational, sustainable and educational system that will benefit without harm. Being with the SSA is part of how we do that. Just remember the motto, 80% of success is showing up, and 20% follow up. Thanks to Tambra and for everyone that is part of the SSA family.

Rick Wheeler, ZG Bed

The experience was better than expected. Being with Tambra and her team was so much fun. Tambra has built the SSA organization and I could not imagine having such quality support and years' experience devoted to helping people like me. Trying to introduce new products into a complicated industry is hard.
The SSA is the best thing any new or emerging company could wish for. We were so busy before the show, we did not take the time to make a good presentation in our booth. Tambra gave great suggestions to make the next show more impactful to visitors and we are excited to do even better next time.

Cliff Levin, Furniture For Life Massage Chairs

We met the key buyers we hoped to meet, and we were happy with traffic passing through the SSA space. What would make it better? I would have liked to use the member area for meetings but the tables were usually full. Overall, the showroom was excellent.

Paul Kahl, I Love Pillow / I Love Mattress

Thank you and your team for taking care of us! I would have to say my experience was better than expected. To have almost 500 people come through was a solid number of potential clients.
I loved the $50 for every 50th guest. What a clever idea! I think I was in the background of every picture photobombing.
I have a suggestion – what if all the vendors specified show specials ahead of time? The SSA could share the list with the potential customers prior to Market.

Jaffer Mohammed, Turmerry Organic Beds and Bedding

We did not expect much as it was our first show but were glad to have met many store owners, suppliers, competitors and other industry veterans. Time went by very fast and had a wonderful experience. Next market we will invest more in preparation and arrive a day earlier to be fully set up on time.

Greg Fowler, Monarch Sleep Systems

Overall, Monarch had good participation with customers interested in new innovations for sleep. Even in a town with no clocks everyone appreciates a great night’s sleep to recharge. Several new connections were made for business growth in 2024. Multiple small and medium sized retailers were very engaging, looking for great products that are locally available. The adjustable frame product lines at Monarch are designed to provide retailers scalable solutions for their consumers seeking simple style to intelligent ergonomics. The SSA showroom provides Monarch an intimate setting to present Product Innovations in Sleep Levitation. Stay tuned as Sensational Sleep is coming next...be prepared for the ultimate experience in rest and recovery.
I’d like to suggest that the SSA showroom arrange focus group-like events to showcase supplier products or innovations.

Carey Arason, Arason Enterprises

I think the show was slower than expected but we didn’t have any appointments set up and for that I take responsibility. We have 3 potential new stores from the show but nothing concrete yet. The SSA showroom is fun with a diverse group of innovators. I’d like to suggest some background music …nothing crazy just something to break the silence for when its slow.

Harry Goodman, Boccuzzi Group

The market was much better than expected with great traffic and customers looking for new merchandise. The SSA showroom attracts a huge number of buyers who want to see what’s new.

Adam Fain, Cariloha

Our experience was better than expected with more buyers walking the space when compared to previous markets and the SSA was hopping. Because retailers are seeing what our company has done in the past (marketing, conducting on site video shoots and interviews, ads in trade magazines) I would say foot traffic was double in SSA, or at least it seemed to be with the higher level of interest from buyers.

Paul Murphy, Holme Valley / Aspire

We were very excited about exhibiting at the market. As it was our first time we tried to maintain realistic expectations, however the market went really well for us. We had plenty of interaction with customers and got a lot of mostly positive feedback. Our UK hand crafted, natural mattress story was well received but when customer's learned the product was rolled and that the price points were genuinely affordable we got a great reaction. We are now in talks with a few large retailers and a few distributors and potential partners, plus we have a bunch of smaller companies interested in buying our product once stock is on the ground which will be in time for July market.
I think a big part of our success was down to being in the SSA showroom which brought us traffic that we would have never seen as first time exhibitors on our own. It was also fantastic to spend time with the other exhibitors in the showroom, everybody was really friendly and shared great advice with us. I don't think we could have realized this benefit in ay other place and we genuinely feel very grateful and privileged to have this opportunity with the SSA.

Jody Folino, Blue Ridge Home Fashions

Our team had a much better experience that last market. I felt that we had better “drop in” meetings with quality opportunities. Additionally, we had more “key buyer” meetings. Finally, the showroom area is very organized including coffee and snacks throughout the day. Again, a quality experience.

Adam Teller and Colin Riggs, Sleeptone

The LV Market was as expected but our experience with the SSA was certainly better than expected. I was impressed by the amount of top 100 retailers the SSA showroom was able to draw in. We actually wrote an order onsite with a top 100 store. We are satisfied with the results and we look forward to showing again in the SSA showroom for Summer Market.

Grow your Brand AND Increase Revenue with Email Marketing

January 21, 2024 Tambra Jones

The ultimate furniture retailer guide to getting into inboxes

A lot’s changed in the world of marketing since the first email marketing campaign launched in 1978. What hasn’t changed is its unparalleled effectiveness. With a low-cost to entry and the potential for substantial return on investment (ROI), value is indisputable. In 2022, Litmus released findings that ROI can soar as high as $36 for every dollar invested in email marketing.
Figuring out how to get started though is the toughest part.

The best (email) marketers begin with the relationship

Email marketing may have begun a mass marketing strategy, but it’s always been important to focus on quality rather than quantity. As a consumer, you likely prefer newsletters that inform rather than inundate you with unsolicited and overt promotions, right? Despite the stress GDPR (and before that, Can-Spam) brought to the marketing world, it’s acted as a filter and helped improve both the caliber of our output and the quality of our audiences.
If you’re new to email marketing, begin by thinking about your current (and future) customers who may appreciate what you have to offer. From there, you can build a foundation to captivate your audience, yielding meaningful engagements and tangible results.

Step 1 – build the foundation with a lead generation strategy

It can take time to build your list so don’t be afraid to start with a handful of subscribers. While there are services that sell email addresses, don’t fall for it. Good emails aren’t for sale and reputable email marketing services won’t let you market to purchased email addresses. They can seriously harm your IP address and reduce email deliverability.

When building your subscriber base, remember that this may be your first interaction with a consumer and will set the tone for your future relationship. Try these ideas to kickstart the process.
·       Use lead magnets. Consumers are hyper-protective of their email address so offer something worthwhile in trade. A product sample, a coupon or a downloadable resource are great lead magnet examples.
·       Optimize your opt-in form. Create a branded, visually appealing and user-friendly opt-in form. Test the entire experience before you launch, ensuring smooth functionality.
·       Capture email addresses in store. Capitalize on in-person interactions by asking for email addresses in-store.
·       Engage existing customers. Leverage the familiarity customers have with your brand and extend an invitation to opt in for future communications.
·       Integrate email sign-up in company emails. Simplify the sign-up process by including a link to the opt-in form in your company’s email signature.
·       Utilize social media. Actively promote your newsletter on all social profiles – or run ad campaigns that direct people to your signup page.
·       Host in-store events. Foster community engagement with in-store events. Whether it’s a fundraising event or a weekly pizza party, build your subscriber list with a store-owned tablet that allows customers to sign up quickly and easily.
·       Collaborate with other businesses. Expand your reach through cross-promoted ad campaigns, contests or in-store events to help you both grow. Just be transparent with your customers about your joint communication strategy.
·       Run online contests and giveaways. People love to win prizes and are usually willing to offer up an email address in exchange for a chance to win something. Use your social channels, your website and work with content creators to drum up attention.

As you add customers to your newsletter list, segmenting them into subcategories will be the path to success. For example, a customer who signs up after a purchase will have different expectations than a social media contest groupie. You can also tailor your list by age, geography, lifecycle stage or awareness, consideration and decision stage. Regardless of your growth strategy, treat every subscriber like gold and your list will continue to grow over time.

Step 2 – build your email empire with the right email marketing system

When it comes to email marketing, the right provider is the linchpin that either streamlines your efforts or complicates them. Some will require coding knowledge while others offer drag and drop editing and the ability to set up your lists and campaigns within minutes.
·       ConstantContact. Best for customer support options. One of the largest, fastest growing providers, it’s a good beginner-friendly option. They offer live chat, phone calls, community support and a large library of resources.
·       MailChimp. Best for all-in-one marketing. MailChimp stands out with its intuitive drag-and-drop email builder, autoresponders, seamless integration capabilities. Even with limited automation features, their customer support makes them a good option for small businesses.
·       MailerLite. Best for selling paid subscriptions. MailerLite offers a user-friendly interface with easy-to-use features. Customize your email list, access templates for opt-in forms and landing pages, and benefit from a visual automation builder.
·       Brevo. Best for unlimited contacts. A simple to use, drag and drop platform that can create beautiful, engaging emails in minutes. Recent upgrades to their premium plan include advanced features, such as a landing page builder, live chat and Facebook ads integration.
·       ConverKit. Best for professional content creators. You’ll be able to integrate a variety of third-party tools to supplement your email strategy. Choose from a variety of lead magnets, content upgrades and landing page templates to simplify lead capture.
·       ActiveCampaign. Best for automated email marketing. With advanced automation functionality, it supports complex funnels to speed subscriber growth. Features like subscriber tagging, list segmentation and A/B testing for optimization make it a powerful tool – albeit with a steep learning curve.

Step 3 – captivate your audience and engage your readers at every turn

Email marketing is more than growing a list and picking a reliable provider. Learn how to engage your readers at every touchpoint, beginning with the often overlooked “from” field.
·       “From” email address. Brand your “from” email address with a creative moniker that establishes an identity and sparks curiosity and connection.
·       Subject line. Keep it succinct, clever and on-point for content in the body of the email. Leverage AI to refine the content and A/B test to measure results.
·       Personalization. Address your reader by name and in a familiar tone. Remember, you’re cultivating a relationship – personalization is the bridge that spans the gap between sender and receiver.
·       Body text. Craft short and informative content with a direct path to the call to action (CTA). Avoid unnecessary verbosity, keeping content concise and compelling.
·       CTA. The CTA is a button or piece of text that prompts the reader to take a specific action, such as click for more info or a secret discount code.

Email marketing, like all digital marketing is constantly evolving, improving the tool for both consumers and brands. At the core of it all though is the relationship it creates and nurtures. Treat your readers with the same care and consideration you would a cherished friend. Every autoresponder, lead magnet and subject line should serve as a catalyst for engagement, propelling tangible results. And remember, the more you help your subscribers, the more they’ll want to hear from you.

Who the heck is Julia Rosien?

6 Companies Are Making their Las Vegas Debut in the SSA Sleep Pavilion

January 13, 2024 Tambra Jones

In addition, 20 veteran companies are presenting innovative sleep products to buyers visiting the Specialty Sleep Association’s busy showroom (C1565).

The Specialty Sleep Association’s Sleep Pavilion on the 15th floor of C Building in Las Vegas is always a place to see what is new in the sleep industry. Whether it be from companies and brands making their rookie appearance or from seasoned veterans showing off their innovative sleep solutions, the vibrant SSA Sleep Pavilion is a must for sleep product buyers. “We have some really exciting new brands showing this market, you don’t want to miss these guys! To make it fun, we’re giving buyers a chance at $50 cash when they get their badge scanned at the door. If you sell sleep, we want to see you in our showroom” says SSA Executive Director Tambra Jones.

Making Their Las Vegas Debut

Let’s meet Holme Valley presenting British crafted, natural wool, rolled mattresses, combining the latest technology with locally sourced natural wool to make sleep luxury affordable for everyone. Holme Valley wool is only found in their mattresses and provides unrivalled comfort and all season natural warming and cooling for an exceptional night's sleep. Their hand crafted, dual sided construction means double the durability so you can enjoy blissful sleep for many years with a reassuringly durable Holme Valley mattress. This January you will see “Set 2 Dog” - their luxurious rolled mattresses feature individually nested pocket springs, latex and of course Holme Valley Wool. “Hollowgate 9” is their Hollowgate mattress which makes better, natural sleep affordable to everyone. Their “Summervale” mattress features 5000 individually nested pocket “springs, silky latex and topped off with luxurious Holme Valley Wool. Stop in and see their beautifully appointed space – you won’t want to miss it.

Hush sells a large variety of bedding products. Their top sellers are our iced cooling sheets, pillows and mattresses. The iced sheets are now the most reviewed sheets in all of Canada. Most of their products do have a cooling or body temperature regulating effect. They'll be pushing those products the most but will have plenty of other bedding products at their showroom space.

Simply Solid Bedrooms will be offering 2 RTA bedroom furniture collections designed specifically for the e-comm bed in a box distribution channel. Engineered to meet UPS and FedEx shipping requirements the RTA system used has a patent pending assembly process, taking about 1/3rd the time of other RTA products. The collection will be offered in two finishes, champagne and bourbon. Construction is solid pine, as opposed to traditional RTA chip core products. Once assembled, the furniture can withstand multiple moves and will last indefinitely. In addition to e commerce, this product is a great “take with” after sale to a brick and mortar mattress purchase.

SOMÉ (the luxury sleep tech brand) will be showing their award-winning temperature-regulating sheets. Recognized by the Good Housekeeping Best Bedding Awards 2023 and other prestigious accolades, SOMÉ brings forth revolutionary luxury sheet technology and will be introducing an opening price point range at this market. Discover the innovation firsthand at SOMÉ, where you can delve into the details of this ground-breaking technology and seize the opportunity to win an all-inclusive luxury vacation.

Turmerry is debuting its special lineup of Natural and Organic bedding collections for wholesale endeavors. Brought into humble existence by a mom from North Carolina, Turmerry is fueled by the desire to make sustainable, affordable, and healthier bedroom decor a reality. Through (GOLS and FSC) certified organic latex, Turmerry has crafted innovations such as the plush all-foam Natural and Organic Adjustable Latex Mattress, the wonderfully bouncy Latex Hybrid Mattress, the pressure-relieving Egg Crate Mattress, and the mattress-freshening Latex Mattress Topper.
These offerings, along with a wonderful collection of natural pillows, are sourced from eco-friendly materials, crafted with precise care, overlooked by a dedicated team, and have continued to thrive over the past three years. Durability, breathability, customizability, cushioning, support, and Grade-A quality are a few of the core features that Turmerry puts into each of its goods. As natural bedding continues to gain ground within the industry, Turmerry seeks to enthrall its customers with pure comfort and its partners with genuine convenience.

ZG Bed will be bringing their ZERO GRAVITY Sleep System to C1565 for the first time. Owner and developer Rick Wheeler has used his 40 years of experience creating therapy and ADA products to create a bed which he says will alleviate pain and provide a restful and therapeutic experience for his customers. Think Levitation -vs- Compression. Mattresses you see in stores are compression based, The ZG Bed is the only Levitation bed and is engineered specifically to address pain problems. It is the only bed using Crystal-Gel Liquid core technology and Zero Gravity to attack traditional bed-causing pain. Through ZG Bed research, they have gained a profound understanding of and designed solutions for the issue at hand. Says Wheeler, “Our ZG Sleep System is truly unique in its foundation of floating. Using materials never before seen in the bed industry and drawing upon our team's vast knowledge of manufacturing, we created a new class of bed that is unlike any other. The Sofelast cover, a flexible membrane that lies between you and the Fiber-Gel solution, conforms perfectly to your body, providing even support and relief in any position. And with our non-roll off edge and individually controlled temperature system, you can rest easy knowing that every aspect of your comfort has been taken into consideration.” You need to see it to believe it.

Showroom veterans are “bringing it” to January Market. Here are some of the mattresses you will see:

Founded by a board-certified environmental engineer in 2003, Naturepedic didn’t just join the organic sleep movement – they pioneered it. Now, 20 years later, organic is the fastest growing segment in the bedding industry, and Naturepedic can help you grow your business with certified organic mattresses and bedding accessories that appeal to health-conscious and eco-minded consumers. And with drop-shipping services throughout the continental U.S., comprehensive retailer training and more, adding organic products to your offerings has never been easier. At Winter Market, Naturepedic will be showcasing just-launched accessories like the Organic Side Sleeper Pillow and Organic Pet Bed. They will also have classic favorites including the certified organic Chorus, Serenade and Concerto mattresses (that are highly competitive in a retail store) and award-winning, certified organic baby and kids’ mattresses, all handcrafted in the USA with premium domestic and global materials.

Eurolux Living - European Mattresses Since 1966 - will offer a collection of new models with luxury details of Cashmere, Silk, Mohair, Swiss Thermoregulating Comfort Technology called Viscotermic, the latest in European Highly Engineered Fibers Offering Superior Contouring Technology called Avent 02. Pushing the boundaries of Comfort, Cooling and Support.

Farm to Furniture, TFSleep brings sustainable furniture & bedding that is custom crafted naturally, with style and comfort, fossil fuel free. Private & White label programs available and designed for you including mattresses, top of bed, cushions, and sofas.

Elevate Your Sleep Experience with Electropedic in Las Vegas. Experience unparalleled comfort and support with Electropedic's cutting-edge adjustable beds, memory foam mattresses, and pillows. They are bringing the science of sleep to the heart of the Entertainment Capital, Las Vegas, ensuring you rest and recharge like never before.

Williams Co Mattress, a third generation Colorado based mattress company is showcasing their top performing collections for wholesale availability. At market Williams Co. will be exhibiting their best selling Luxury Hybrid and Luxury Organic mattresses, each with zippable cover, dual core option and single layer replacement. The Hybrid Collection, with natural quilting fibers, and copper infused memory foam, and the Organic Collection, with GOTS and GOLS certified materials, and luxurious and abundant quilting methods, are each paving a way for sustainable luxury mattresses. By offering interchangeable layers and firmness customization, returns and exchanges are eliminated. Williams Co. is revolutionizing showroom offerings, providing luxurious comfort and pressure relief, using organic and natural materials.

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. SONU’s introduction of the world's first mattress designed for side sleepers has revolutionized the space and gained traction with excited customers across the U.S. and Canada. 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 and will be showing 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.

Backed by over 40 years of bedding experience, Sleeptone Home ensures that customers fall asleep with a smile and wake up feeling relaxed. We provide both affordable luxury comfort and bedding essentials at promotional price points. Mattresses, bed sheets, pillows, bed bases, and a wide array of other bedding products. Exceptional product offerings and rigorous quality-control allows us to partner with Fortune 500 companies. A 210,000-square-foot warehouse with state of the art systems in place, makes a same-day shipping program possible. Sleeptone brings true value to people that dream of comfort, quality, and a touch of luxury.

Rounding out the mattress offerings in the room are I Love Mattress who is showing their Out Cold Renew Mattress collection featuring not one but three new proprietary memory foams that enhance the consumer experience with extended comfort life.

Cariloha invites you to come see their latest sustainable Retreat Hybrid Mattress.

Here are some of the bed frames you will see:

W. Silver Products manufactures bed frames, high rise platform bases and adjustable beds. All of their products are manufactured with quality in mind from the onset. Their new 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, why not purchase from W. Silver Products.

Monarch Sleep Systems will present their latest innovations in adjustable bed frames with customizable sleep decks for infinite comfort. They offer design and fulfillment for retailers and distributors needing a full portfolio and cutting-edge sleep innovations. Whether you are competing for value or pushing consumer differentiation they say their products will provide you an advantage.

Beaudoin specializes in the under-the-bed category. The company, which celebrated its 60th anniversary this year, has been able to evolve and adapt to continually meet the needs of its customers. By focusing all its efforts on a single objective, supporting the mattress, Beaudoin continues to innovate and develop products that are synonymous with strength and flexibility. Proudly established in North America, the company manufactures both metal bases and upholstered beds, as well as platforms with multiple functionalities. It is, in fact, this latter category that will be highlighted during the Winter Market. Design and branding options, US warehousing and great manufacturing capacity, these are what Beaudoin has to offer! Dare to state your needs; you will certainly find what you are looking for!

You won’t find a better selection of Top-of-Bed products in any other showroom.

I Love Pillow is showing Luna Lux Sleep, a new luxury brand pillow, featuring Lux Dual Climate fabrics with I Fit design and SMART Core support technology. Building on the success of the Cool Fit Athleisure brand is the new Airtex and Hybrid sleep core technologies. Gel Cloud is a new pillow with certified recycled fibers and cotton fabric. We have expanded many of our collections with a custom kid’s size contour pillow. Their space will be updated with new display and digital content. They provide branded and private label solutions for retail and drop ship businesses and all our products are proudly made in the USA

Electropedic is excited to present their newest innovation at the 2024 Las Vegas Market: the CO₂ Memory Foam. This pioneering product showcases our dedication to both environmental sustainability and comfort in the realm of sleep technology.

Blue Ridge Home Fashions is one of the leading basic bedding manufactures offering a complete line of natural and synthetic filled pillows, comforters, mattress pads, toppers, blankets, and throws. An industry leader for 30 years in health and wellness innovation and the finest crafted bedding. Blue Ridge prides itself on its commitment to quality, comfort, and sustainability.
Blue Ridge Home Fashions is the official licensee of top legacy brands Martha Stewart®, Serta®, Beautyrest® and Kathy Ireland®. BRHF will be debuting EternaCool®, cool to the touch pillow, comforter, and mattress pad program this market. BRHF will also be featuring two additional brands. Farm to Home® offering affordable, authentic, and accessible organic home textile products for today’s conscious consumer (@Farmtohomeorganic) featuring CiCLO® sustainable synthetic fill. 37.5® technology powered by Cocona® creates a more comfortable sleep environment by delaying the onset of liquid sweat, drying faster, increasing comfort, and helping control odor. (thirtysevenfive.com).

Boccuzzi Home returns to Vegas for winter Market 2024, featuring its luxury line of 100% natural cotton, non-slip mattress covers, mattress protectors and pillow protectors – and the talk of last summer’s Market, Italian Luxury Sheets! With exquisite detail and attention-grabbing packaging, Boccuzzi Home products have been enjoyed exclusively in some of Europe’s finest hotels. The most recent offering, Boccuzzi’s 600 thread count sateen sheets, are proving to be the softest, smoothest, most luxurious sheets to hit the US specialty sleep market. The master fabric craftspeople at Boccuzzi Home have developed breathable, moisture-wicking, and durable sheets that come in a variety of colors, are wrinkle-resistant and machine washable. Elegant and handmade, they are the perfect complement to their line of innovative mattress covers and protectors. Nothing is ever mass-produced, Boccuzzi Home manages all its manufacturing in Puglia, Italy.
Boccuzzi has been part of the movement toward sustainable cotton products since long before it came into vogue. Harry Goodman, managing Boccuzzi Home USA operations, commented that “Boccuzzi products are of the highest quality, integrity, and authenticity, and with such timeless, deep-rooted Italian sensibilities, we are confident that our US product line will deliver great and sustaining success for the brand and our partners.”

There is exciting news from Sleep & Beyond who are unveiling their latest game-changer – the GOTS certified zippered organic cotton waterproof mattress encasement and pillow protectors. Engineered for supreme comfort and fortified with sustainability, these protectors create an impenetrable shield against allergens, bed bugs, stains, leaks, and other incidents. With the unique and thoughtful design, our protectors provide a non-toxic, safe, and breathable barrier to help protect your bed from life’s little accidents, so you don’t have to stay up at night worrying about them. Join them at the upcoming Las Vegas market for an exclusive preview of this revolutionary bedding solution. Sleep & Beyond believes they are setting the new standard for eco-friendly luxury. Don't miss seeing them at market.

For over 30 years, HealthGuard has been a Canadian leader in premium hypoallergenic mattress protection, featuring NO-MITE™ protection. Thanks to ongoing innovation, all our products focus on protecting your health by providing an improved sleeping environment combined with outstanding comfort. We take pride in being MADE IN CANADA. Sleep well, sleep healthy!

HoSTTech, the new material for furniture, is available to change the industry and save you money, effort, carbon emissions, and landfill space, as it increases productivity and durability. Developed at MIT, this material, made of engineered cellulose fibers, is lighter, stronger, compressible and 100% biodegradable. The furniture industry has used the same materials for decades, wood, metal, coils, and elastics. HoSTTech is here to make the manufacturing process simpler and faster since it takes 50% less time to manufacture a 3-seater sofa using HoSTTech versus the traditional materials. This means fewer energy, operators, and components to buy and manage. It simply means doing more with less.
According to the EPA (US Environmental Protection Agency), more than 12 million tons of furniture and furnishings (sofas, tables, chairs, and mattresses) went to waste in 2018, and from that, only 40 tons were recycled. These numbers are only going up unless manufacturers start using better, more sustainable materials, like HoSTTech, which is 100% recyclable and 100% biodegradable, in addition to having a life span much longer than the 5-10 years usually seen in the industry. HoSTTech, inspired by nature's Honeycombs, is compressible, before and even as a finished product, which translates into 1/3 of the space needed for material and finished product storage. Not to mention shipping, where you can fit 3x more sofas in a 40' container.

Cariloha is introducing their Retreat Bamboo Lyocell Sheets and invites you to feel the difference of soft, sustainable bedding, bath, & apparel made from their full line of Bamboo Viscose products.

You will also see bedroom furniture.

Kathy Ireland Kids, part of the KATHY IRELAND HOME collection, fills a void in the kids/teen furniture market and is showing again at this winter's Las Vegas Market. Furniture designer, Carol Russo, has over 30 years experience designing and selling high end kids furniture and along with Kathy Ireland is bringing their products to the Las Vegas Market that will be manufactured here in the United States. The emphasis is on quality, safety and functionality. Their concept is to make the experience of choosing your child's bedroom furniture a fun experience for the entire family, while making sure Kathy Ireland Kids furniture is made of the best solid wood and other materials available today. To quote Ms. Russo, "today's consumer is a more savvy shopper and is much more aware of health and safety concerns than ever before, especially when their children are involved. Kathy Ireland Kids is designed to fill that void. By producing our furniture here in the U.S., we can make sure our strict guidelines are followed and can take the guesswork out of choosing a safe product for your family."
KozyVEND is leveraging 40+ years in the furniture business, leveraging logistics & technology to create the first Furniture Vending Business and you can get your share. Vending is a trillion dollar global phenomenon with new players entering the industry offering high risk, low return offerings, compared to Furniture vending. You can look at a KozyVending Machine, like a fully stocked furniture store, but instead of spending hundreds of thousands in inventory and tens of thousands a month on traditional overhead, you have the same potential profit potential for your location. Make sure you stop by for a presentation.

Arason Enterprises will feature their cabinet beds, Natural Home by The Futon Shop has organic sofas and futons for you, and we have already mentioned Simply Solid Bedrooms above. Furniture For Life will have their amazing massage chairs on display for you to try out. Says national sales director Ian, “Our chairs are designed for life and built to last a lifetime. Furniture For Life strives to make the world a more comfortable place by offering comfort products that are unrivaled in design and quality.”