Data Personalization - The New Phygital Retail Experience

April 18, 2023 Tambra Jones

ShopTalk, an innovative – maybe even groundbreaking – retail conference

I recently attended ShopTalk in Las Vegas, a leading global retail conference that brought together more than 10,000 retailers and brands. The event featured more than 275 high-ranking speakers from industry giants like Walmart, Tapestry, Levi's, Wayfair, Amazon and Google. From blending digital and physical – "phygital" – shopping experiences to an exclusive "speed dating" event, I was immersed in groundbreaking ideas reshaping the retail arena.

Many of the on-stage and networking conversations at ShopTalk revolved around understanding how data personalization and machine learning intersect to deliver better customer experiences and drive loyalty. Carrie Tharp, vice president of retail and consumer for Google explained how Google is using AI, machine learning and the many layers of a consumer’s clickstream journey to personalize marketing messages, product descriptions and other content.

While Google operates on a massive scale, there are important lessons for all retailers here. Our consumers are using more digital channels than ever and we need to learn how to apply the online data we’re gathering in our physical stores. "Every consumer journey begins with data,” she said. “And when we talk about data, we're talking about internal data but also data from your partners and data you can purchase from third-party data providers."

Clearly, it’s time to step up our game and learn how to optimize data touchpoints to navigate the complex maze of fragmented solutions and support systems.

Step 1 – Leverage digital data to build a new retail playbook

Whether in-store or on the road, your sales teams are your front-line workers, working hard to understand their customer's strengths, needs and obstacles. Your digital marketing team serves as the support crew, connecting crucial data points to coordinate a winning formula for efficiency, growth and profitability.

Start by identifying the MVOs (most valuable opportunities) driving sales. Are they top-notch retail sales associates, frictionless online experiences or the seamless integration of digital and physical – phygital – touchpoints? Improving our data collection and analysis capabilities allows us to move away from the murky middle of retail and begin building a new, data-driven playbook.

How to build a strong data foundation

·       Focus on your customer. Analyze their website usage, site search patterns and actions, such as newsletter sign-ups or cart abandonment. Track everything.
·       Review your product offering. Based on customer data, are you offering the right products online? Is pricing competitive? Which sales strategies move the most product?
·       Evaluate your supply chain. Are the products being delivered on time and undamaged? Are your manufacturing partners providing top-notch customer service?

Step 2 – Focus on your customer, online and in-store

Mary Dillon, President & CEO of Foot Locker, highlighted the importance of using digital data to understand the varying reasons behind customers' sneaker purchases. By shifting the focus from demographics to psychographics (needs and motivations), they can identify which customers buy based on athletic performance, streetwear culture, brand loyalty or price. This new data strategy opens the door to more targeted marketing campaigns and personalized product recommendations.

Dillon asserted, "Improving the consumer digital experience is the fastest way for Foot Locker to achieve all its goals."

Dave Kimbell, CEO of ULTA Beauty said they’re focused on the connective tissue between first and zero party data to personalize experiences for their customers, making every touch point more relevant and engaging. From in-store and online purchases, social media activity and loyalty programs, data is key. “Customers today want personalization in their shopping experience, but they also want it to feel natural and not forced, creepy or invasive,” he said. “Personalization is key to building customer loyalty and increasing customer lifetime value, which is crucial in a highly competitive industry like beauty.”

Step 3 – Empower your frontline workers

In today's dynamic retail landscape, empowered frontline workers are the unsung heroes driving customer satisfaction and loyalty. Tech-savvy retail warriors use technology to guide the consumer from an online shopping experience through the touch and feel process to product availability, shipping times, service info, personalizing each step along journey.

Jennifer Wilson, SVP Enterprise Brand & Marketing for Lowe's, emphasized the importance of learning more about customers who enjoy the in-store experience and how they’re combining it with their digital experiences. “If you truly understand your customers, you optimize the channels through which they actually want to talk to you,” stated Wilson.
She went onto to say that how customers engage with the online tools can help improve the in-store experience, like tailoring product offerings or store layouts to better suit customer preferences. When customers research products online but can touch and feel or just pick up in store (or vice versa), the chances of converting them to loyal customers increases.

How to leverage data for your in-store sales teams

·      Integrate digital solutions in-store. Use QR codes in-store for self-guided shopping journeys and equip staff with technology to enable them to serve as digital guides.
·       Utilize augmented and virtual reality. Incorporate AR and VR technologies to help consumers visualize how furniture and mattresses will fit and appear in their homes, similar to Home Depot’s augmented reality app.
·       Streamline the checkout. Update the point of sale, saving purchases to customer profiles for targeted marketing, and to ensure personalized interactions in the future.

Without a doubt, technology and innovation will continue to steer us – and our consumers – to a more a seamless shopping experience. And this retail renaissance lies in the hands of our dedicated frontline workers and their digital marketing counterparts. By maintaining a keen focus on customer interactions across stores, regions and individual associates, we can effectively monitor the fusion of digital and physical touchpoints. What’s clear is that we need to continue to enhance our capacity to gather and learn from data, propelling us from the murky waters of yesteryear's retail management to a data-driven playbook that serves manufacturers, retailers and consumers equally.

ChatGPT and the NEW World of Search Engine Optimization

March 22, 2023 Tambra Jones

Amp up your content marketing strategy with ChatGPT generated product descriptions, blog posts and meta content

With the lightning speed emergence of ChatGPT, a content-rich website may be just the digital thruster your business needs in 2023. From AI-written product descriptions and blog posts to meta content, pulling consumers to your site should be your top priority this year.
Before ChatGPT hit the airwaves in late 2022, the online content marketing game was over crowded – it’s about to hit stampede status. How can you get ahead of it and reap the rewards?

How can you leverage AI to make it work for your business?
A content-rich website allows customers to learn more about your products and how they can improve their lives. But content on your website has many more benefits that you may be missing out on:
1.     Content creates authority. Consistent, meaningful content helps consumers understand your products and your brand – and that builds trust.
2.     Content drives traffic. Whether you’re a major league player or a niche retailer, a content-rich website improves authority in your industry – and with consumers.
3.     Content generates leads. Employing search terms in your content naturally leads customers who are actively looking for the information you’re offering. And those qualified leads are much more likely to sign up for a newsletter, send an email inquiry or visit your store in person.
4.     Content increases brand awareness. What differentiates you from your competitors? Are you memorable in the marketplace? Quality content supplies deeply comprehensive, immediately usable information – and brand recognition is a natural byproduct.

Using a tool like ChatGPT can help build a content-rich website
Before you begin using ChatGPT, it’s important to remember the tool isn’t Google, Alexa – or human. You’re programing a machine with words, which means succinct, clear instructions are important. Here are some do’s and don’ts to get you started.
·       Do be clear. In your prompt, eliminate unnecessary words. Be prepared to try multiple prompts if you’re not satisfied with the response.
·       Don’t ask it to write a full blog post or essay. While the tool is capable of it, what it will generate may require extensive editing from you, the expert, to make it ready for human consumption.
·       Do ask it to write smaller pieces of content. For product descriptions, be clear in the product name and any style features it will need (like pillow top plush). And then use that description to write even smaller pieces of content, like meta descriptions.
·       Don’t forget that ChatGPT is still in 2021. For now, the data within the tool is dated so product launches may be a stretch. As the tool evolves, so will the content within it.
·       Do use it to jumpstart your content generation. Used properly, ChatGPT can help you ideate content ideas your customers need to make smart buying decisions. Use it as your content study buddy and ask it questions, which will generate more questions.
·       Don’t forget it’s a tool, not a human. Don’t ask it for facts or to do an analysis – it will happily fake it’s answer.
·       Do break your requests into chunks. For larger pieces of content, like a blog post, begin with asking for an introduction and then revise that content fully before moving on. For each idea within the post, ask it to write three key points.
·       Don’t post content without editing. For now, ChatGPT is a smart starting point for content generation. Use it to build your content framework and then get to work editing. You’ll need to ensure the information is correct – ChatGPT will invent content when it can’t find the correct answer.
·       Do push towards the unique. Ask it to write in a tone – playful, persuasive or sarcastic or in the style of your favorite publication – and learn from your experimentation.
·       Don’t be afraid to ask for revisions. ChatGPT has a memory and you can use that memory to help you revise previously generated content. The memory can sometimes get stuck though so be specific in your request and be prepared to start a new chat if needed.

Creating a content-rich website can feel like an overwhelming task but begin with your goals in mind. Hoping to rank for more long tail terms or simply provide answers to common customer complaints? A content-rich website not only helps your customers, it helps you and your business goals. More engaged readers builds trust and authority on your site, which naturally leads to better business in 2023.

Who the heck is Julia Rosien? At the end of the day, it's night and it's my job to help you get a better night's sleep – and lead a healthier, longer life. Pretty awesome job, right? As Vice President of Brand & Digital Marketing for Restonic Mattress Corporation, I also serve as the brand liaison for Restonic's family of brands, which includes Scott Living and Biltmore.
My motto: life is better together. We all want to succeed and when we work together, we can make great things happen for ourselves, those around us and the organizations we serve. Connect with me on LinkedIn.

2023 ISPA Industry Conference - Learning a Mach 2 Mindset and Much More

March 21, 2023 Tambra Jones

By Tambra Jones, Specialty Sleep Association

Dearly Bed-loveds, we gathered together last week in St. Petersburg, FL to celebrate and support our sleep industry peers and mentors. It was the 2023 ISPA Industry Conference, the one without the expo portion, were networking is what brings us to the event. WithIt (Womens Leadership Development Network) sponsored a round-table discussion on Wednesday afternoon, followed by a the ISPA Women’s Reception. As a woman in a predominantly male industry, I throughly enjoy this portion of the conference. It’s a great way to catch up and support one another.

Kate Caddy (ISPA), Beth English (Bed Times), Amanda Wall (MRC), Robert Smith (Wanhua Chemical), Laura Brewick (Serta)

Lisa Scott (CPSC), Laurie Tokarz (Restonic), Rose Flemming (DreamFit), Angela Voigt (GP Hummingbird), Amy Van Dorp (WithIt), Kelley Baird (GO Hummingbird

Sheila Long (Furniture Today), Tambra Jones (SSA), Waynette Goodson (Sleep Saavy)

The official conference kick-off followed with a reception amidst the sponsor exhibit tables. SSA members SABA North America and NCFI were among the sponsors with displays and takeaways for attendees.

Thursday was devoted to a speaker program, kicked off by Col. Nicole Malachowski, the first woman USAF Thunderbird pilot. The colonel showed us some breathtaking flight video as she covered her topic “Mach 2 Mindset: Decision-Making in a High-Speed Environment”. I learned that when things are moving fast, and you may need to make a change - “don’t do dumb, dangerous stuff” she said. Stay disciplined and stay focused. And if you are in a position of leadership, be trustworthy long before there is a crisis. People don’t want to follow anybody they cannot trust.

Julia Rosien (Restonic), Ron and Victoria Passaglia (Restonic alum)

Moderator: David Kepron
Lisa Humphrey (Fred’s Beds), Chris Bradley (Bed-In-A-Box) and Greg Trzcinski (The Original Mattress Factory)

There was a retailer panel and three more presentations to complete the program, one of which was delivered by MIT research affiliate and lecturer Alexis Bateman on “The Path Towards Supply Chain Sustainability”. It’s safe to say that we all felt like we were in school as Ms. Bateman dove headlong into her topic using extensive (complicated?) charts and graphs to show us how the world is indeed having some success building a more circular supply chain. She explained some CO2-footprint data collection methods and encouraged transparency by manufacturing companies so that correct data may be collected, and supply chain efficiencies could be created. Ms. Bateman finished up telling us that we can study for and obtain our own Supply Chain Certificate in an online course at MIT. The idea is thrilling isn’t it?

The conference finale was the awards banquet, where some of our industry icons were recognized. Ron Passaglia (former President and CEO of Restonic) was given the ISPA Exceptional Service Award, Adam Lava (Director of Sales for A. Lava) was given the ISPA Vanguard Award and Richard Diamonstein (Managing Director at Paramount Sleep) was given the Mattress Recycling Council’s Distinguished Service Award. Kudos and congratulations to all three of these admirable gentlemen. We finished with a special tribute to Dave Perry (former Furniture Today Bedding Editor) for 40 years of covering our industry. Several in our industry participated in a video message played during his presentation, letting Dave know how much he was/is appreciated. The sentiment throughout was “we love ya Dave and we will miss you” and I couldn’t agree more.

Dave Perry and Tambra Jones - long time friends

Ryan Trainer (ISPA) and Richard Diamondstein (Paramount)

Jim Gutierrez (SABA North America & SSA Board) and Tambra Jones (SSA)

Gerry Borreggine (Therapedic) and Ron Passaglia (Restonic)

In the spirit of goofiness that sometimes oozes out at business gatherings, my sweater became sort of a star at the Women’s Reception. What began with ISPA Conference first timer Stephanie Haltiwanger (Milliken & Co.) switching jackets with me became many people posing during the official reception. Who knew that a garment could become a networking tool….?

Tambra Jones (SSA) and Stephanie Haltiwanger (Milliken)

The switch that started the sweater passing…

January 2023 Market - Vibrant and UpBeat

February 21, 2023 Tambra Jones

Last month in Las Vegas was a breath of fresh Market air for both sellers and buyers. The attendance throughout the World Market Center was up from the Covid-weary events of the recent past, and the Specialty Sleep Association’s Sleep Pavilion on the 15th floor of C Building was awash with smiles, hugs, comaraderie and BUSINESS. “This market felt more normal than any since January of 2020,” said SSA Executive Director Tambra Jones. There were 27 companies exhibiting in the SSA Pavilion, 7 of which made their Las Vegas debut. There was a buzz in the room from Saturday (yes there was also an uptick in the number of buyers shopping on Saturday - before the show was officially open) to Tuesday - check out the photo gallery and you will see lots of people in lots of conversations. “As for our showroom Cash for Scan - we rang the WINNER bell 8 times this market and handed out 8 $50 bills, because we had over 400 buyer badges scanned at the front door. It was great!” (See the Winners’ Gallery) When we sort out the company duplicates (everybody wanted a chance at the $50) the actual number of buying groups scanned through the door was 335 - up 30% over January 2022 and 40% over July 2022.

We asked exhibitors to tell us about their experience in the SSA showroom this market, and asked them if they had something funny/unique/surprising to report. Tambra said, “I came face-to-face with 2 different doppelgängers! TWICE I thought somebody was somebody else - it was hysterical. I saw one of the guys a couple of days later and told him about his doppelganger. He laughed and said he was actually at a cigar bar the previous night and the server came up to him and asked if he wanted the same as he had the night before - BUT - he had not been there the night before... Obviously his doppelgänger was in town and fooling more people than just me!!” See what others had to say below.

Jane Arason for Arason Enterprises
Arason Enterprises had a great Winter Las Vegas Market. We got a lot of attention from manufacturers representatives and have already opened several stores based on the work of these reps. The show room was busy for the first 3 days and the Saturday before the show officially opened. It is becoming more like High Point in that respect. That is, busy with buyers and reps before opening day. We had a chance to see current customers, fellow exhibitor friends and made some new important industry contacts. All of the business was done Sunday, Monday and Tuesday.

Jody Folino for Blue Ridge Home Fashions
Our overall experience was very positive and good energy was felt throughout the event. The return of key retailers to the World Market center is very encouraging and a good indication of what is to come for NY March textile market. Productive and engaging retailer meetings. The showrooms I visited were energized with floor to ceiling tv monitors highlighting innovation and then switching Sunday to the football playoffs. Corn Toss, daily parties and photo opportunities all resulted in a fun and inspiring event. Fun fact – I got a chance to see industry mentors I had not seen in 15 plus years. They are now competitors.

Brent Polunsky for W.Silver Products
First, and most important, it was great seeing everyone. I was pleased with the number of retailers that walked through the SSA, and even more pleased at the number of current and potential dealers that I was able to visit with. The introduction of our new Split-Head Adjustable Base was a tremendous success. Overall, I think it was a very successful market.
But - I ate too many pretzels!!!!!!!!!!!!!!! (FYI - Auntie Anne’s Pretzels are served hot and fresh in the SSA showroom).

Juan Gonzalez for Euro-Lux Living, LLC
We had a great show. It might not have been as good as pre-covid but we definitely felt it was better than the previous ones. It may never be as good as previous pre-covid shows as so many shows in so many industries are seeing numbers drop across the board so we may never get that back. As far as an interesting anecdote we were able to go to the other show (builders show) because of the reciprocity and we may have picked up a huge account thanks to us venturing over there.

Ian Hays for Furniture For Life Massage Chairs
Winter maket was a worthwhile venture for us. The small booth space in the SSA was perfect for our needs and the team running the area was friendly, helpful and supportive. I had several meetings with high value business prospects that went very well. I will return in Summer.

Ted Singer for Kelley Global Sales
Great January show. What stands out is that being in a space with many vendors, there are always new prospects walking through looking around. The ability to have so many suppliers with new product and new innovation is an exciting space for all shoppers. Comments are always that dealers are “surprised by what is available and what is new and being introduced to the market all under one roof". This Market saw new vendors with great new ideas.

Richard Zhou for Vesgantti Mattress
It was our first show at the Las Vegas Market as a young mattress brand. On the second day of the show, I met an interesting guy from the UK who bought our mattress a few years ago. He was surprised and said he loved our mattress and did not expect to see us in this show. This might be a small thing for many well-established brands, but was significant for a young brand like us to meet an international customer in a big show like this. Although we have grown rapidly in recent years, customer satisfaction is always our priority here at Vesgantti and we will keep working hard and bring more great products to customers around the world .

Nasif Akin for Beli Plast, LLC
It was more traffic vs Summer show. More buyers and interest, to see the innovation. When there are innovative products, there is always opportunities to get attention from the buyers Despite the market situation, I could see and feel the optimism from the visitors. It was nice to see that SSA was spotlight for innovation, and the social media support from Tambra – draw sattention to our showroom.
There was another show in the town, we did not know that and when we tried to find friends who were showing in Las Vegas – we realized later that we were in a separate locations.

Ryan Cleary for Healthguard
Our experience attending the show this year was very positive. Tambra is amazing and so helpful and insightful. If not for her, we wouldn’t have known about Saturday being a soft opening. Also, her assistance in our booth as well as just generally guiding us through our first show isn’t something you can put a price tag on. We are very happy with the Specialty Sleep Association and look forward to more shows to come.
A year ago, with my team and I started at HealthGuard, we didn’t know anyone and so booking meetings / dinners with customers was a challenge. This year not only was our dance card full, we had one of our customers join us back at our Air BNB and she made us a customary Quebec meal. Now that’s special!

Jack Yang for Somnus Mattress International
It was a good experience for us. We are exhibiting at the Las Vegas market for the first time. The SSA showroom is the best for us because most of the bedding buyers come to this showroom.
SSA service is great and we love it. We will invite more customers to our booth next time.

JW “Butch” Craig for Sleep and Beyond
First and foremost thank you Tambra and SSA for a phenomenal 2023 Vegas Winter Market - the Best Since 2020. This was Sleep & Beyond market #22 in a row, with me wearing the Sleep & Beyond white Elvis shawl trimmed in gold. this Market several of the buyers said going forward you will be know as Father Of Sleep. I am OK with that as long as the buyers keep showing up market after market in the fantastic SSA show room. I am blessed and honored going forward with Sleep & Beyond being an exhibitor for many years to come.
Father Of Sleep Motto: 80% of success is showing up, and 20% follow up. And plan your work and work your plan.

Ward Mosmuller for Covestro Niaga
For me, the most exciting thing is that – even in the US 😉 – sustainability is starting to play a role in the thinking of people. Less waste, recyclability, CO2 reductions. Nice to see. The fact that I was close to Oscar Valdemoros in the Spaldin showroom across the hall was helpful for the both of us: he is applying our technology and I could assist help him.
I appreciated the ‘buzzing’ in the SSA space, not just business but also ‘gezelligheid’ (difficult to translate – but feeling at ease, comfortable, at home… etc.). Also much appreciated was Tambra and her team’s support, including the coffee and pretzels.
An interesting detail: in the morning in my hotel at breakfast, a tall man taps me on the back and says “What are you doing here, Ward.” It was Marc Dokter from Enkev. Amazing that we need to meet in Las Vegas, where we are less than 100km apart from each other home in the NL.

Harry Goodman for Boccuzzi Group
It was good to see the market up to about 80% of pre covid. Everybody was happy.
For me the thing that stood out was how great it was to see all my friends.

Peter Laurens for Baltica Naturals/Arcus Beds
We had a good return to the Las Vegas Market after a two-year, pandemic-driven absence. The lower foot traffic contrasted with the quality of the visitors--almost every party that visited my booth was serious about doing business.
After the first two days of the show, I remarked to a neighboring exhibitor about the relatively low traffic compared with pre-pandemic levels. He said that one never knows, and that some of his best clients came during the slowest shows. Shortly after we spoke my booth was visited by several different, highly interested retailers with whom I am now discussing future business.

Phil Kraus for Elecropedic
The attendance appeared to be back to pre-Covid levels. The established mattress showrooms appeared to be busier than ours. Probably dealers had a lot to catch up and did not visit our suite.
There were many long time friends that stopped by to catch up. It was great seeing them.

Lori Widelec for Phoenix Mattress / SleepTone
Winter Market as great in the beginning! The room was great. Great foot traffic on Sunday/Monday. Little foot traffic on Tuesday. Wednesday and Thursday were 100% dead. I would tell a first time attendee about the pre-show and give a heads up about heavy traffic days and dead days in the future.
Something that stood out for me was showing up to a vacant show space and setting up furniture by myself for 9 hours on Saturday unexpectedly!

Bill Bush for I Love Pillow/I Love Mattress
Market was very productive in terms of attendance , interest and taking action.
I enjoyed having our space mates come over and watch some football on Sunday when they had time between customers

Bill Bush and Scott Montague doing some business

How to Build and Manage Your Social Media Crisis Plan

February 20, 2023 Tambra Jones

If you didn’t have one before the pandemic – and still don’t have one – it’s not too late. Yet.

Remember Baywatch from the 90s? Anderson and Hasslehoff rocking the small screen with their torrid love affairs and salacious scandals on the beach. Hardly lifeguarding at its best – but fun entertainment. Kind of like social media for our customers. Fast moving, quirky and fun – mostly.
On the beach, a real lifeguard scans the crowds for dangerous rough-housing and signs of distress. They know what they can do themselves to mitigate the situation and when they need to call for backup. And they know the worst time to start planning for a crisis is when you’re in the middle of one.

A social media crisis plan is the on-duty lifeguard for your brand in the digital space – skimpy bathing suit not required.
During the pandemic – and the ensuing political upheaval and labor shortages – social listening has helped many businesses understand their customers’ changing preferences and sidestep PR nightmares. 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 a must-have.
In March of 2020, only 23% of US companies had a dedicated crisis strategy in place, according to PwC research. If we’ve learned anything in the past three years it’s that having a crisis path in place for when – not if – is essential.

What is a social media crisis?

Let’s start with what a social media crisis isn’t. It’s not a single negative complaint or a mean tweet. Those are par for the course for every brand and business on social media. But random tweets and comments can turn into a crisis quickly if not handled correctly.

Watch for these signs:
·       Social chatter with a divisive theme. A random comment extends from one person to a larger conversation between customers
who share a common frustration.
·       Scope and scale. Moving away from commenting on a thread, customers begin creating new threads, posting on the company’s
social media channels independent of the original conversation.
·       Information asymmetry. When social chatter reaches a roar and the company is still in the dark about what happened, the pace
of a crisis reaches its tipping point.
Of course, the best way to handle a crisis is to avoid it in the first place. Empowering your employees with the tools they need to both listen and respond to issues as they arise is a good first step. If you have a dedicated social media manager, ensure they’re using a social media scheduler that allows them to watch and listen as well as post. I recommend Hootsuite – they offer a 30 day free trial and the platform is super easy to use.
In 2022, Canada’s biggest telecom provider, Rogers Communications, went dark across the country. Everything from hospitals to 911 services to restaurants were affected for more than 12 hours. Tony Staffieri, the CEO and president apologized at the end of the day, offering no explanation for the outage or information on the extent of the damage. His apology was thin, ineffectual and, to many, an insult. How Rogers handled the situation is a good reminder that if a company this large can fail this dramatically, we all can…

How to avoid an online crisis – engage in online listening

The sad thing about most social media crisis situations is that many didn’t need to happen in the first place. If someone was listening, those one-off comments would have been answered by a social manager, connecting the consumer to someone who could help.
If your company is in lifeguard mode – and it should be – you’ll be monitoring conversations long before they grow into mob status.
·       Set up search streams in your social media scheduler to track your business name and any hashtags you use regularly. If you
don’t have a scheduler, it’s time to get one.
·       Add search terms for competitors’ business names or products to help you understand what’s happening locally and within
your industry.
·       Involve the decision makers in your company so they know what you’re doing and why. Open communication is key to success
before, during and after a crisis.

Social media crisis plan – a step by step guide to getting through the worst of the worst

Having a social media plan in place long before you need it will help your staff understand when a complaint becomes a crisis. Add in some fire drills too. Just like sales reps practice their pitches, rehearsals and role playing will help employees prepare for worst-case scenarios and be ready with a response. The more comfortable your staff are in *what if* situations, the more comfortable they’ll be massaging the message in a real disaster
1.     Identify the source of the crisis. Sometimes a crisis stems from a complaint that went viral but it might also be from a current
cultural or news event or an update from your company that struck a sensitive nerve in your community.
2.     Pause all outbound messages. Even if you only suspect a crisis is brewing, pause all scheduled messages so you don’t
inadvertently add to the chaos. Shift to monitoring only until the situation is better defined and your spokesperson can carry
the message forward.
3.     Consult your decision flowchart. It doesn’t have to be fancy but it does need to include simple instructions for the people in
charge of monitoring your social media accounts. If this happens, that follows and this person is contacted, etc. When you’re
mapping out the plan, ensure that there is someone involved (and signing off) on each step of the process. If the plan falls apart,
you’ll want to know where so you can prevent it from happening again.
4.     Engage your spokesperson. During a crisis, one person should be carrying the message forward. Not only does one
spokesperson ensure there’s no conflicting messages, it will help the consumers connect with the brand in a personal,
emotional and hopefully empathetic way.
5.     Build a pressure relief valve. If you’re truly in a crisis, providing your community a place to vent on a venue you’re part of will
help you navigate and guide conversations. This will also help you monitor conversations and watch for variants to emerge.
Think of it as your early warning system for possible upcoming crisis waves.
6.     Respect the clock. Time is of the essence in social media – 24 hours is too long for the company to join in the conversation.
Crisis communication needs to be prompt, precise and personal.

Weathering the storms of a social media crisis can be stressful and exhausting but the experience can lead to powerful lessons too. Remember to engage in a post-mortem so you can better understand how you got into trouble in the first place and how you and your staff handled the situation.

Who the heck is Julia Rosien?

At the end of the day, it's night and it's my job to help you get a better night's sleep – and lead a healthier, longer life. Pretty awesome job, right? As Vice President of Brand & Digital Marketing for Restonic Mattress Corporation, I also serve as the brand liaison for Restonic's family of brands, which includes Scott Living and Biltmore.
My motto: life is better together. We all want to succeed and when we work together, we can make great things happen for ourselves, those around us and the organizations we serve. Connect with me on LinkedIn.

Organic vs. Conventional Cotton: What’s in a Mattresses Matters!

February 20, 2023 Tambra Jones

Submitted by Annie Murray at Naturepedic Organic

Most of us are first introduced to the term “organic” in regard to food. Standing in the organic section of the supermarket produce aisle, it’s easy to see the benefit of organic. Fruits look varied and natural, instead of uniform and manufactured; veggies smell of the Earth, not of harsh chemicals.
For many consumers, discovering organic textiles is the next step: their clothes, their home furnishings and, you guessed it, their mattresses. Our beds are our safe havens – so shouldn’t our mattresses be safe and healthy, too? Unfortunately, the majority of mattresses available put people in close contact every day with materials that harm people and planet. One important material to consider is cotton.
Maybe you’re thinking: if a label says 100% cotton, it's good, right? Cotton is a plant – how bad can it be? Unfortunately, the difference between organic cotton and conventional cotton might shock you. Keep reading to find out why.

What Is Organic Cotton?
Unlike conventional cotton, organic cotton is grown using sustainable farming practices that have a low impact on the environment. Like organic food, the method used to grow and manufacture organic cotton drastically reduces the use of toxic chemicals. For cotton, these harmful chemicals include:
·       Pesticides
·       Fertilizers
·       Insecticides
As it goes for all organic products, cotton isn’t organic unless it’s certified organic. The Global Organic Textile Standard (GOTS) is the highest standard for organic textiles, and the certification ensures organic integrity throughout the supply chain. If a mattress bears this certification, consumers can trust the cotton used meets these rigorous standards.

Organic Cotton Mattresses Benefit the Earth
Cotton has recently gained a reputation as “the dirtiest crop on Earth.” And unfortunately, this rep is somewhat deserved – non-organic farms operate under unfair working conditions, and beyond that they are harming our planet in significant ways that organic cotton is not. For example, conventional cotton farming often requires more water and energy usage. Mattresses made with certified organic cotton also support:

Fewer Pesticides/Lower Emissions
Conventional cotton farming relies on massive amounts of pesticides. And by massive, we meet up to 25% of the world’s pesticide usage. When sprayed into the air, these toxic chemicals cause damage to:
·       Air quality
·       Water
·       Soil
·       Wildlife
·       Ecosystems
Certified organic cotton, on the other hand, is manufactured without the use of pesticides, fertilizers, insecticides, defoliants or herbicides. It thus produces fewer greenhouse emissions – defying cotton’s “dirty crop” reputation – and takes a positive step in the fight against climate change.

Biodiversity
Organic farmers use sustainable farming methods like crop rotation and soil-building techniques. They also do not rely on genetically modified organisms (GMOs). This supports biodiversity, helping to maintain a healthy variety of:
·      Pollinators
·      Earthworms
·      Spiders
·      Beetles
·      Plants
·      Bacteria
And more! Biodiversity is essential to our future on Earth. It is a safeguard for crops from food to medicine, it helps to maintain a clean water supply, and it even impacts global economies and cultures.

Health Benefits of Organic Cotton Mattresses
Beyond Mother Nature, organic cotton also supports personal health. For starters, the pesticides found in conventional cotton can be absorbed by our bodies. Seven of the top 15 pesticides have been labeled as known carcinogens by the U.S. Environmental Protection Agency.
Furthermore, exposure to pesticides can lead to minor health issues like headaches, irritated skin and allergies. Pesticide exposure has also been linked with more serious concerns, such as:
·       Birth defects
·       Reproductive issues
·       Compromised immune system
·       Parkinson’s disease and nervous system damage
·       Alzheimer’s disease and other memory issues
It’s alarming when you consider adults aim for eight hours of sleep a night … which adds up to a lot of time with their skin pressed up against the cotton quilt of a mattress and breathing in whatever may be released from the cotton batting inside.

What About the Farmers?
Unethical labor conditions are a pressing issue for conventional cotton farmers around the world. Child labor and unfair wages are just two of the serious and all-too-common industry concerns – not to mention that conventional cotton farmers are exposed to toxic chemicals daily!
These people deserve better. By choosing GOTS certified mattresses made with organic cotton, like Naturepedic’s Chorus Mattress, you’re not just supporting ethically grown, sustainable products; you’re choosing to support ethical working conditions at every stage in the process.

Organic Cotton Makes for a Comfier Mattress, Too
“Sleeping hot” is a big issue in the mattress industry today. In fact, there are whole products and companies built on providing cool sleep. The truth is that it’s the chemicals in materials like polyurethane foam that make people feel hot and sweaty. Breathable organic cotton mattresses offer comfortable sleep the natural way.
We spend a third of our adult lives asleep. That’s a lot of time! Consumers shouldn’t be subjected to sleeping on pesticide residue, harmful materials or a mattress that’s making them less comfortable … not when there’s another way.
Offering certified organic mattresses made of organic materials, including GOTS certified organic cotton, helps keep toxic chemicals out of consumers’ homes and protects health – both that of people and planet.

What is (Digital) Branding and Why Does it Matter to Your Business?

January 18, 2023 Tambra Jones

Actionable digital strategies to ensure a consistent brand message across all your channels

What is a brand? Simply put, it’s the unique features you choose to define your business that differentiate you from your competitors. It’s your business name and logo and maybe a tagline – but so much more too – especially in the digital world. Everything you do online contributes to your brand, from the types of words you use in your social media updates to the color of your logo and profile picture to the voice-over in your videos.

Think of digital branding as the forward face of your business, supporting everything you do in the marketplace. A strong online brand gives your business an identity – beyond the product or service you sell – that will help consumers relate to it and remember it. Branding – strong branding – can also bring your employees pride and a sense of belonging.

Tepperman’s in Ontario is a great retail example of a strong digital branding. From how they’ve evolved during COVID to offer zoom consultations to their vision of sustainability to their scholarship program – everything about their brand is family-focused and community oriented. In a highly promotional industry, their brand-building differentiates them in the marketplace.

Emma is a great example of a mattress brand killing it on a global level. Their branding is sharp, clear and easily recognizable across all channels. They don’t waste time with “fluffy” messaging – they’re here to do business and they do it by putting it all out there, up front and in your face. Building trust with consumers begins with hard work and there’s no shortage of that with Emma.

If you’re struggling with your business brand online, we’ve got some actionable tips for creating a strong digital brand. But first, let’s review some branding buzz words – and how they relate to the digital world.

Branding buzz words

• Brand identity. Your brand’s identity goes beyond what products or services you sell. It’s as simple as a personality – your values and communication style – and as complicated as the feeling people get when they interact with your business. If your brand identity online is recognizable, consistent and trustworthy, customers will be able to relate to you, whether they walk into your store or visit you online. What’s your brand’s personality? If you can’t answer that, begin with asking your loyal customers why they’re loyal to you. • Brand awareness. If your target audience knows your name, you’ve got brand awareness – good job. If your business is “buzz worthy” or “trending”, you’ve arrived. If the consumers you’re trying to reach don’t know you’re online, you have some work to do – and strong branding can help. Think of the difference · between Casper (buzz-worthy) and the hundred or so wanna-be (nameless) bed-in-the box brands that have hitched their wagon to that star.

• Brand management. Your brand is a living, breathing asset that requires careful and consistent nurturing. Managing your brand can tangible, like brand guidelines, logos and color palette in the images and videos you share online. But it’s also intangible, like how a customer feels after interacting with your business online. Even when I’m not traveling, I like to visit Away on Facebook – their brand management never fails to inspire me.

· Brand extension. When a company expands to carry different or new products, this is known as brand extension. Chip and Joanna Gains, DIY stars on HGTV, developed Magnolia Home – a brand extension that leveraged their current brand and created more revenue streams. Joanna regularly shares products from Magnolia Home on her personal Facebook page, giving more credibility to both brands.

· Brand trust. If you’ve invested in strong branding and your social media manager, customer service team and marketing department all deliver the same message, a message your customers understand trust, you’ve achieved the holy grail of digital marketing – brand trust.

5 actionable tips for better digital branding

1. Ensure the basics of your brand are correct. Do a digital audit, checking that your logo, banners and images fall into step with your overall brand strategy. If you’re not managing your social media channels yourself, read the updates being posted – as well as the timing of those updates – to ensure clarity and consistency of messaging. Digital audits are like watching your weight – it needs to be monitored regularly to be sure things aren’t falling off the rails.

2. Map out your long-term plans. Like SEO, building a strong digital brand is a long term goal that will continue to grow as your business grows. Ensure you have a content generation pipeline so that you can maintain a consistent, on-brand posting schedule on your social media channels. Stopping and starting, or random posting won’t move you toward your goals.

3. Focus your plans on what you can manage. You don’t need to be on every social media channel but you do need to ensure that you’re nurturing and growing the ones you are on. If you can only manage one social media channel, focus on building your brand, one update at a time. Diluting input efforts will only lead to a watered-down output.

4. Concentrate on quality over quantity. A big following on social media doesn’t always result in more sales. Check your ego at the door and concentrate on fine-tuning your brand and delivering high quality content across all your digital channels. In this case, if you build it right, they really will come.

5. Celebrate success along the way. Whether it’s a customer that posts an unsolicited review or a loyal fan that regularly shares your content with her friends and family, take time to notice the small but important steps along the way. Continue to deliver excellence and your community will notice – and reward you – as you grow.

Who the heck is Julia Rosien?

At the end of the day, it's night and it's my job to help you get a better night's sleep – and lead a healthier, longer life. Pretty awesome job, right? As Vice President of Marketing for Restonic Mattress Corporation, I also serve as the brand liaison for Restonic's family of brands, which includes Scott Living and Biltmore.

My motto: life is better together. We all want to succeed and when we work together, we can make great things happen for ourselves, those around us and the organizations we serve. Connect with me on LinkedIn.

7 COMPANIES WILL MAKE THEIR LAS VEGAS DEBUT IN THE SSA SLEEP PAVILION

January 18, 2023 Tambra Jones

5 companies return after a break from Las Vegas, and 15 veteran companies will bring 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

Bob the Pillow was developed and designed in an effort to create a more versatile leg pillow than anything on the market. Extensive research couldn't find a leg pillow to help with hip, knee, and back pain while also providing comfort and promoting your body to stay in the proper side sleep position. Everything on the market either required a fixed leg position, straps, had a lack of air movement, and/or provided inconsistent support for the full leg. With this, Bob the Pillow was designed and developed to provide a better night’s sleep.

Boccuzzi Home, who since 1979 has been m anufacturing in Italy and is presently in 19 countries, brings their luxury Italian made products to the US market. Boccuzzi Home is carrying a full line of 100% natural cotton, non-slip mattress covers, mattress protectors and pillow protectors. Delivering superior comfort and protection while using 100% natural Italian cotton, Boccuzzi has been part of the movement towards sustainable cotton products since long before it has been in vogue. Today, as demand for all natural products is growing exponentially, the Boccuzzi Home products are uniquely positioned for USA success as the natural purity of their mattress covers and protectors is of particular significance to the luxury market.
With luxury detail and attention-grabbing packaging, Boccuzzi Home is expecting their products to be disruptors in the category. Harry Goodman, who is spearheading the USA launch, commented that “Boccuzzi products are of the highest quality, integrity, and authenticity, and with such timeless, deep-rooted Italian sensibilities, we are confident this launch into the US market will deliver devoted customers and success for the brand and our partners.”

Since 1991, HealthGuard has been a Canadian leader in premium hypoallergenic mattress protection. Thanks to on-going innovation, all their products focus on protecting your health by providing an improved sleeping environment combined with outstanding comfort. They take pride in caring for the environment by manufacturing most of their products in Canada, using recyclable packaging and compressing their products so they fit into smaller packages.

Coming to America in 2023, HealthGuard production facilities, they are excited to launch their brand-new Cool Ice and Active Charcoal products at the Las Vegas Market. They will also display all their current assortment of mattress protectors, encasements, pillows, and sheets, and encourage you to stop by.

Modrn Motion will be debuting at the Vegas market its new patent pending adjustable base & smart headboard line up, all packaged for small parcel shipping designed and made to be sold and ship easy for online and in store sales.

Sanders Collection, providing affordable bedding solutions for the last 40 years, is proud to introduce their newest affordable luxury line of top of bed/bottom of bed products... Sleeptone. Their Sleeptone line features a full array of unique product offerings including 6 piece sheet sets with included duvet covers, cooling pillows for all sleepers, down and alternative down comforters, five sided and cooling protectors, and adjustable bed bases. Each product has been designed to offer a superior quality and value, at an affordable mid-tier price point, extremely competitive in today's marketplace. The Sanders Collection will also feature their Phoenix iSelect mattress. They sought to fill a void in the adjustable comfort mattress category. Until now, if you were looking for a mattress that allows you to choose your individual comfort on your side of the bed, you could be paying $3000+. The Phoenix iSelect line of mattresses opens the category to a much broader consumer base, looking for an affordable adjustable comfort mattress with a premium finish. 9 out of 10 couples have opposing mattress preferences. Now you can choose with a simple flip. Firm or soft on your side of the mattress. Unzip and flip to achieve your ideal comfort.

Founded in 2021, Somnus Mattress International is an emerging specialty mattress manufacturer located in Blacksburg, South Carolina. They will be bringing their brand of bonnel spring mattresses, pocket spring mattresses and foam mattresses

Vesgantti originated in Italy and was founded in the United Kingdom in 2014 with a mission to provide affordable mattresses for everyone around the world. As a trusted and well-known mattress brand in the UK, Vesgantti continues to thrive due in part to the core values in the areas of comfort, quality, affordability, and sustainability. Vesgantti mattress has been rated as Top Mattresses for Optimal Sleep by Medium, and Best Queen Size Mattresses by BestReviews.guide. Every mattress is certified through the CertiPUR-US® program. Vesgantti is confident with their quality, and offers hassle-free return, 100 Night Risk-free Trial, and 10 YEARS Limited Warranty. There is a drop shipping option with a completive shipping rate in addition to bulk purchasing. Warehouses in the US, Canada, UK, EU, Asia provide fast delivery to buyers.

After a time away from Market, these companies are back in the SSA Sleep Pavilion.

Baltica Natural Products is introducing the Arcusbeds Organic Classic, a luxury European mattress, handcrafted in small numbers as an exclusive limited edition. It is made to be an honest, safe and robust product, using only the finest-quality certified organic and natural materials and top-level workmanship. Even the pocket coils are encased in natural cotton calico. Its unique, multi-layered and multi-zoned design by an orthopedic surgeon provides comfort, lumbar support and durability. Organic Classic is dual-sided with two different comfort levels for the customer who prefers a slightly firmer mattress. It is covered in our signature unbleached, organic cotton herringbone ticking, which meets US flammability standards without chemical flame retardants. Their certifications for quality, safety and organic and natural content come with every purchase.

Beaudoin is a Canadian manufacturer of metal bed frames, platforms and other products to support the mattress since 1963. Their customers look to Beaudoin for simple and solid products from a flexible and reliable North American manufacturer. Theirfocus at this Winter market is on their platforms collection. Design and branding options, US warehousing and manufacturing capacity all make it a must see space during your market visit!

Blue Ridge Home Fashions offers a complete line of natural filled and down alternative bed pillows, comforters, and mattress toppers. They are an official licensee of Serta, Beautyrest, Martha Stewart, Kathy Ireland Home and Farm To Home. In addition, they’ll be introducing a new line of products featuring 37.5 Technology (thirtysevenfive.com). 37.5 Technology creates a more comfortable sleeping environment by delaying the onset of liquid sweat, drying faster, increasing comfort, and helping to control odor.

Furniture For Life is designer and distributor of The World’s Best Massage Chairs®: a collection encompassing a comprehensive range of therapeutic features and innovative technologies, with multiple massage intensities, styles, and aesthetic designs. Featuring massage chairs from $2,999 to $16,000, they profits for their store partners.

And the veterans are “bringing it” to January Market

The makers of their revolutionary biohacking mattress, The Anti Aging Bed, say customers can sleep their way younger by sleeping cleaner and protected thanks to medical-grade, anti-microbial bed covers with woven pure silver. This patented protection fully grounds you while sleeping by regulating digital signals entering your body while asleep. It neutralizes all these harmful signals from electronics throughout the night so you awaken balanced, bright, and ready to take on the day. Check out the full kit including the Anti Aging Bed Cover, Zippered

Liner, Grounding Plug, Carrying Case, and Printed Instructions. Certain countries may require a grounded adapter.

Come take a peek beneath their sheets to see the latest in sustainable mattress and sleep innovation from Cariloha, where they combine sustainable, carbon-neutral materials with luxury and comfort to help you sleep every day like you do on vacation.

Electropedic will introduce a bed pillow designed with your sleep, well-being and health in mind. Cut and Sewn Curved Side Sleep Bed Pillow range has been designed to complement your sleep ... The pillow cover is soft, breathable and machine washable.

Check out this revolutionary Cool Fit brand at I Love Pillow. Cool Fit is a winning combination of performance and athleisure design. Their Ergo support memory foam pillows feature the most advanced performance fabric available. Their proprietary TRI Fit Fabric is the perfect blend of cooling, moisture wicking and stretch fit comfort. A true lifestyle product available in several color options and profiles including youth sizes.

W.Silver Products is offering adjustable beds, high rise platform bases and bed frames.

This winter, TFS Natural Home by The Futon Shop is bringing you the biggest selection of stunning furniture to date. With a huge selection of sofas, TFS will be showcasing a new addition to a stunning sofa collection adding the beautiful Oslo sofa. It is a mid-century modern organic sofa, 100% petrochemical free with framing and bottom wood molding designed in solid Alder. Another addition to the TFS line is the yoga collection. This collection of breathing cushions, stretching mats and more have 4 washable fabrics in aloe vera, copper infused, Bamboo, and organic cotton fabric. The yoga props are filled with Oeko-Tex certified horsetail and natural wool and 100% chemical free buckwheat hulls. Next TFS added 3 more fabric colors and a custom option to their very popular Modern eco sofabed. The ecosofa bed is a spacesaving luxurious, and sustainable option for guests and lounging. Get ready for a day of amazing design inspiration at our Winter Furniture Market!

Eurolux, LLC will be showcasing the “Attainable Luxury” in their mattresses. Their Harmony and MultisensElite Collection is the perfect collaboration of Italian, German, Swiss and Spanish materials and craftmanship. Featuring Italian ticking and foams, German pocketed micro-coils and coils, Swiss thermoregulating technology and Swiss aromatherapy, this is one of the most elegant mattresses to ever come from Europe. The Novis Artisanal Collection, designed and partially hand-made by their Artisans, is the perfect combination of natural Talalay latex, mohair, silk and pocketed coils for the ultimate luxurious experience. And for the most personalized mattresses in the market, look no further than the Eurolux Premium and Lux Silver Naturalia Collection, 100% Oeko-Tex Certified, offering personalized firmness options per side, Winter/Summer options in the topper, advanced bedbug, dust mite and antiviral treatment and the most advanced SoyBased memory foam in the Market.

HoST returns with their new material for furniture, here 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. HoST is here to change that, to make the manufacturing process simpler and faster since it takes 50% less time to manufacture a 3-seater sofa using HoST 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 HoST, 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.

HoST, 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. This new material, HoST, has been successfully used in stationary and modular sofas, ottomans, bed bases, pods, and stools. It provides product designers with an array of options when it comes to length, depth, height, and armrest types. HoST's design team works hand in hand with manufacturers to ensure the adoption process is simple and benefits are optimized. HoST is here to bring simplicity and performance to furniture manufacturing while being kind to the world.

Sheela Foam India and Interplasp SL Spain presenting Mattresses, Toppers, Pillows, Hybrid and innerspring mattresses are supplied from India and Foam mattresses from Spain. Sheela gel-infused memory foam is soft to accommodate multiple sleeping positions, provides strong support eliminating body pain caused by sleeping on an unsupportive mattress. The foam mattresses from Spain are EuroPUR and Oekotek standards and contain zero harmful chemicals. Make sure to stop at the Sheela Foam booth find out about VPF (Variable Pressure Foaming). Introducing new New technology Vacuum foaming process the world’s most environmentally friendly PU foam with zero VOC emissions. Discuss with the team at the booth Hygroflex open cell foam developed by Australian subsidiary Joyce Foam. Hygroflex open cell foam is superior to Memory foam, 67% better in conforming to the shape of the body, reduces the maximum pressure on body by up to 32%, and open cell foam helps better cooling by taking heat away from body 27% faster.
Sheela Foam LTD/Interplasp SL Spain. has its North American office in Toronto, this mattress company has manufacturing facilities in India, Spain and Australia.

Cannabeds will have their hemp mattresses and pillows made with a Hemp blend cover on display. At retail prices ranging from $699-$1499, Hemp is a miracle fabric that is naturally hypoallergenic, bed bug resistant, regulates temperature to keep you cool and dry, has antibacterial properties, is way better for the environment than cotton or man made fabrics, stronger and softer than cotton and so much more. Cannabeds mattresses are available rolled on non rolled and there is a direct to consumer/ drop ship option across Canada and the U.S.A. Their Cannabeds hemp pillow is made with a removable hemp cover and filled with a chipped up gel memory foam blend so it can shaped and formed into the ideal position for any sleeper.

Creating Circularity in a Complex Industry

November 22, 2022 Tambra Jones

ISPA Sustainability Conference: Risks, Research, Regulation, & Recycling

By Angela Owen, CEO Suite Sleep, Inc.

When I started my business over 20 years ago, sustainability was at the very core of my mission. I had already been trying to live a more organic and sustainable lifestyle in the years prior, so it was simply an extension of our family’s values. The natural lifestyle industry was in its infancy back then with a large part of the population still in climate denial. It was hard to imagine industry-wide change at that time, so the few companies that made the health of people and planet their mission forged a path for the industry to follow.

For those of us who championed the ideas that lead up to the sustainability conference that just took place, it feels like it’s been a long time coming. The SSA championed the Green Initiative back in 2008 and many of the early adopters found a home with them to further the mission. Now, we can finally have a conversation with the industry leaders who could make a difference at a scale that will be necessary if we are to truly combat the complex issues facing our planet and the people who live on it. The following is a synopsis and some thoughts on the day long Sustainability Conference in Charlotte, NC.

The First Steps
ISPA (International Sleep Products Association) is the largest sleep industry association with a strong lobbying arm and stakeholders from every corner of the mattress industry. As ISPA’s president Ryan Trainer once said to me many years ago, “it’s a big tent.” ISPA started the Mattress Recycling Council more than a decade ago which was an important first step in starting the sustainability conversation. Sadly, it has taken that long to get just 4 states to pass comprehensive legislation around recycling mattress products. Through their hard work, ISPA created a blueprint for mattress recycling success that any state can adopt if there is the political will.

Focus
The Sustainability Conference focused on 4 key areas: Risks, Research, Regulation, & Recycling. First, we heard from the American Chemistry Council regarding the UN’s Sustainability Development Goals, then from an attorney who gave us a cautionary look at green marketing and the FTC Green Guides, next an in depth look at climate risk disclosures and ESG rules for larger publicly traded companies as well as the SEC’s Proposed Climate Risk Disclosure Rules, and finally the exciting new strides the Mattress Recycling Council has made. I was struck at how well attended this conference was and how eager our colleagues in the industry were to learn how to participate. With over 150 industry leaders in attendance, it gives me hope that we may be able to make a real difference together.

Angela Owen, Suite Sleep with Karsten Siewert, Enkev Gr. at the ISPA Sustainability Conference (Photo credit: Furniture Today)

Research & Risks
Let’s face it, almost all mainstream mattresses are made with a lot of chemicals – from polyurethane to polyester to polypropylene. The goal must be (the buzzword of the day) – circularity – if we are to make an impact in our sustainability goals as an industry. Mitchel Toomey VP, Sustainability and Responsible Care®, ACC (American Chemistry Council) and Former global director of the UN Sustainable Development Goals Action Campaign educated us on the UN Sustainability Development Goals and how the industry can use them to meet their own goals.
The UN SDG is based on an extensive amount of research and surveys of people all over the world and identifies 17 Goals and within each goal are 160 targets. Over 10 million surveys went out to people all over the world to help create the foundation of these 17 goals and targets. In the 2022 Edelman Trust Barometer 36,000 respondents across 28 countries say: “business is not doing enough to address societal problems.” People are no longer interested in the paternal approach countries and companies have taken to climate issues. They want transparency and inclusiveness with genuine progress through innovation. The UN SDG identified 5 sustainable priority areas: Climate, Water, Product Safety, Circularity, and Air. Manufacturers throughout the supply chain can use the 17 SDG goals and 5 priority areas to ensure that every decision they make is a sustainable one.

The following are few key takeaways from Mr. Toomey’s presentation:
·       77% of millennial investors say ESG Issues are a top priority
·       65% of people across the UK, US, China, Germany, and India want companies to have a strong social agenda
·       People want companies and leaders to have a plan. “Plan for what’s coming tomorrow, not what’s happening today.”
·       Move beyond GDP in a holistic manner

Climate Risk is another area of concern for companies looking to report their sustainability plan. Brian Tomlinson from Ernst & Young, LLP did a deep dive in the SEC Disclosure Rules. I won’t go into it here, but suffice it to say that investors want to know a company’s exposure to climate risks, their green-house gas emissions (GHG), and climate related costs. The SEC is creating a framework and guidelines to help large corporations navigate what they need to do to effectively communicate their climate risks to the SEC.

Regulation
The SSA has long championed the need to eradicate “green-washing” in the industry by offering extensive information regarding the FTC Green Guides and a Glossary of Terms Frequently Used in Environmental Marketing Claims
Greenwashing is…
“Some environmental marketing claims may be perceived as deceptive, misleading, or false when consumers could reasonably believe that either the entirety or portion of
a product, its packaging, or a service is more environmentally beneficial or “green” than in actuality” – Venable, LLP

Marketers are always looking for new ways to capture the attention of customers, but Leonard Gordon, Partner, Venable offered an in-depth primer for the industry writ large on how to avoid the pitfalls of sustainable marketing. Mr. Gordon walked us through a litany of case studies and the real risks of making false claims.
The biggest risk of making false claims is a risk to your company’s reputation. Litigation is costly and very disruptive to your business. While the FTC offers guidance, once you are faced with a lawsuit, it is all about substantiating your claims. Claims can be either concrete or implied and if you can’t substantiate it, then don’t make it – period. The FTC (Federal Trade Commission) is a bipartisan federal agency tasked to protect consumers, promote competition, and prevent deceptive and unfair acts or practices. The NAD (National Advertising Division) is a self-regulatory body with limited power, but will refer cases to the FTC to be reviewed if a company does not heed their warnings.

The key takeaway is to make sure you use concrete claims and be able to substantiate them with data. Most claims are specifically defined by the Green Guides – such as degradable, compostable, non-toxic, free-of, organic, natural, sustainable, etc. To avoid getting in trouble an industry best practice is to have a legitimate seal from a third-party certifier.

Recycling & Innovation
The most exciting presentation was about the great strides the MRC (Mattress Recycling Council) are making and insights from their work over the past decade. A major milestone was hit this year and MRC has recycled 10 million mattresses to date. While that is an admirable achievement it should be noted that 50,000 mattresses get sent to the landfill every day in the US and we have a lot more work to do. Additionally, creating durability in our mattresses rather than disposability will result in fewer mattresses needing to be recycled year over year.

While only 4 states have state mandated programs, several states offer a recycling option in major cities in order to keep these cumbersome items out of landfills and capture some of the raw materials for other uses. The MRC estimates that 77% of the total weight of mattresses is recycled in states where it is state law. The industry recognizes that first and foremost if we don’t figure this out, the regulators will come in and figure it out for us. It is better to get ahead of the issue rather than wait for government to impose and inefficient solution for us.

Historically, the only components of mattresses that get recycled are steel from coils and the foam which is ground up and formed into carpet padding. Some fabrics can be recycled but in a very limited way and it isn’t widely available. The MRC has a robust research arm that has been working hard to find new uses and ways to recycle mattress materials. The most promising is breaking foam down to its chemical components and using them for other industries. They are also working with manufacturers to reduce waste at the plant level and investigate new materials that are being developed now. It’s critical to see what’s going into mattresses now, so that the recyclers are ready when those mattresses end up in their facilities in 11 years. A “new materials working group” has been developed to investigate what may be on the horizon in years to come.

One promising technology that emerged from the conference’s small assembly of exhibiters is a polyester foam that can be recycled over and over. This technology is coming out of the Netherlands currently. While it will need a bit of infrastructure to support the circularity of this concept, we should stay tuned and see if it can be adopted in the US.

The Art of Getting S#*t Done During The Holidays

November 18, 2022 Tambra Jones

How to prepare for the annual disruption in productivity and mitigate “festive fallout”

It never ceases to amaze me how fast life gets at this time of year. Without warning, I’m buried under a tsunami of work deadlines and I have as much hope of making them as I do of actually getting all the wrapping and decorating and cooking and shopping done. The crazy holiday dance. I love it – wouldn’t trade any of it – but there’s no denying that my juggling act requires a lot more precision this time of year.

And because I’m a bit of a perfectionist, just surviving never feels good enough for me. I want to enjoy all of it, savor every second of it and I’m not willing to settle for less.
If you’re like me, it’s time to shift from “survival mode” and into full on “let’s do this mode” – and have fun while we’re doing it.

I’ll let you in on a secret – my holiday survival planning begins long before the holidays. Like choosing to eat healthier or exercise more, it’s a series of smart (and sometimes hard) lifestyle choices. Feel free to steal my ideas and have yourself a less stressful, more joyful holiday season this year.

8 stealable Holiday survival strategies

Schedule religiously. Making time for everything begins with making time for everything. In my world, every little task that needs doing gets slotted into my calendar, whether it’s making a doctor’s appointment, carving out time to edit a blog post or scheduling a mid-day walk to give my brain time to breathe. My digital calendar keeps me in check with regular alerts and reminders, signaling when it’s time to shift gears to another task. And I organize those tasks, knowing what times of the day are better for different tasks. For example, mornings are for detail-oriented, highly-focused tasks while the afternoons tend to be for more creative work. Meetings can happen at any time of the day – but they never happen without an agenda and a goal.
Set digital boundaries. How many times a day do you check email? Social media? The problem with digital is that’s there’s no natural stop when we’re scrolling endlessly through a newsfeed. A newspaper has a finite amount of content, same with a radio broadcast. When you’re done reading – or listening to the show – there’s a decision to make. Find something else to read or move onto another activity. A digital feed keeps going as long as you keep scrolling. Set boundaries for how long you’ll scroll – and stick to them.
Declare tech-free zones. Like the kitchen, for example. We’re perpetually tethered to a steady stream of information from the outside world – and that can rob us of intimate time with our friends and families, or maybe just time with ourselves. Trust me, you’ll hear your phone ring from another room if someone calls while you’re eating. That precious time at the table with your partner might be just what you need to organize the holiday menu or what you’ll buy Grandma for Christmas. Multi-tasking while enjoying a meal, brilliant.
Plan ahead. As the holidays approach, my work tasks stack up to insane levels and while I love the action, it can be exhausting. I can’t sidestep the busyness but I can plan ahead to mitigate some of the stress. Knowing I’m going to be busy, I work ahead during slower times, stockpiling work tasks that may not take a lot of time individually but collectively pile up. Getting the regularly occurring deliverables off my plate during slower times creates space for the disruption I know is coming as we get closer to the holidays.
Prioritize sleep. Getting the rest I need has always been important to me, even though my success rate varies. When stress ratches up, 4 am and I get intimately acquainted in ways I could easily live without. To combat the almost unavoidable holiday stress that threatens to rob me of a good night’s sleep, I try to go to bed and wake up at the same time every day. If I’m wakeful during the night, I only allow myself to read a book – not scroll social media. A half hour of reading usually makes me tired enough to try and sleep a little more until morning. But like I said, I’m not always successful – still working on this one.
Balance work with life. During the holidays, taking a whole day off is almost impossible. But taking a half day off – or even an hour – lets me get a variety of stuff done on different fronts. And that sense of accomplishment – another task off the list – reduces stress and helps me feel connected to my family instead of feeling I’m squeezing them into my day.
Take time to play. It might sound counterproductive to say go find time to play when you’re already crazy busy – but it works. Whether it’s taking a half hour to play Super Mario or cribbage with your partner, letting your brain play for even a short time, will refresh it in a million ways. When we’re constantly focused on getting stuff done, the brain doesn’t have time to relax, to rejuvenate itself. Just because you’re an adult doesn’t mean playtime isn’t important.
Practice acceptance. The hardest – and most important one. When everyone’s stress levels are running high, it’s easy to let little issues erupt into geysers. But if we’re doing the best we can – and assume everyone we interact with is also doing the best they can – acceptance and patience and generosity become part of our DNA. When we accept that we’re all struggling, a helping hand is easy (and feels good) to extend. There’s no room for judgement or frustration any longer, which makes for a whole lot happier you – and me.

From my family to yours, I hope you have the happiest of holidays this year and that joy and hope and love shine bright in your life. As we progress toward 2022 – and the beautiful promise a new year holds – I wish all the best for you, my friends.

If you’re struggling with social media in your company or considering dipping your toes in the online social waters, get professional advice from someone you trust. The money you spend on social media will allow you to ride the wave of social instead of waving from the shore.

In the meantime, these posts might help you begin your content marketing journey:
·       Stand-out SEO strategies
·       Do you use images in your blog posts?
·       Using the power of evergreen content in your digital strategy

Are you ready for the annual ho-ho-ho disruption in productivity? How are you planning to mitigate festive fallout?

Who the heck is Julia Rosien?

How to Leverage the Power of Evergreen Content in Your Digital Strategy

October 19, 2022 Tambra Jones

Learn how to create search-optimized content marketing assets that stay fresher longer

In a lot of ways, digital marketing is like playing poker. As a small business owner, constantly honing your skills will help you level the playing field against bigger companies with bigger ad budgets. But luck and skill go hand in hand. If you’re lucky enough to get dealt those magic pocket aces, which might win you the game, you’ll need to know how to play them.
The content marketing game is crowded and often poorly executed, which creates confusion in the marketplace. Creating effective marketing content that drives traffic and converts is the winning strategy that will set you apart. It has the power to drive three times as much traffic to your website as outbound marketing – and it costs less to produce. Uping the game with evergreen content sets you on a whole new playing field. If you have the resources and skills to create content, consider this your pocket aces.

What is evergreen content?

In the simplest terms, evergreen content is search optimized content on your site that stays fresh year over year. It’s not trending news or tied to a time-sensitive event. Instead, it’s longer content pieces with the power to deliver quality information to customers over a much longer period of time.
But why is evergreen content so powerful? Done strategically, evergreen content has the power to enhance loyalty, drive traffic and increase on-site conversions. But it can do a whole lot more too.
·       Improve SEO rankings. Because of the high quality of evergreen content, it often generates more backlinks, which grows in strength over time.
·       Generate more leads. Because your evergreen content may receive more traffic than the rest of your site, optimizing it for conversion is an added bonus.
·       Increase brand awareness. Less tangible than the first two points but an undeniable benefit that matures over time.

Different types of evergreen content to consider creating

Evergreen content can take a variety of forms, which can make your business blog an exciting and vibrant hub for customers. If you’re considering how evergreen content can help drive your business goals, consider testing these types of evergreen content on your blog.
1.     Ultimate guides. Possibly the most powerful form of evergreen content, an ultimate guide introduces a topic and serves as a mini-manual, much like this post on the ultimate guide to what’s in your mattress. It’s a longer form of content (more than 2,000 words) with multiple sub-headings to help the reader navigate through a process or skim and pick up ideas as needed.
2.     Curated content. One of the biggest challenges of content marketing is actually creating the content – but who says you have to write everything yourself? Curating content from around the internet and putting it all together in one post (with a lead and conclusion you write yourself) can be extremely effective. But you can’t just pull a bunch of links together and call it curated content.
•   Organize the flow of the content so it makes sense to a reader searching for information
•   Take snippets from each original piece to help explain why the content is important
•   Link to the original source so your readers know where to go for more information
•   Check back on this content periodically to ensure links aren’t broken

Checklist content. The beauty of this type of content is its ease to create and it’s ultimate usability to your reader. It can be a standalone piece that guides a consumer through a set-up process (like how to assemble a slatted platform bed, for example) or it can be part of a series
1.     linked to from a central page on your site. The goal is to condense confusing or complicated ideas into simple, easy-to-follow steps.
2.     Case study content. Interior designers and wedding photographers use this type of content (in the form of images and videos) to showcase their work. It’s powerful and effective. To do this, you’ll need permission from your client but think of the success stories you can tell – and the testimonial base you’ll be building at the same time. To be effective case study content, your post should have the following:
•   Help your readers solve a similar problem, whether it’s renovation issue or how to install a water feature in the garden
• Offer inside tips to help your readers see your journey from challenge to ultimate solution
•   Showcase the final results, which will inspire your readers to try it themselves
3.     Expert interview content. Interviewing someone else, picking their brain if you will, can be compelling content to share on your site. It will give your readers insights into what an expert thinks and it helps build your credibility as an authoritative voice. If, for example, you interview a furniture designer, you can approach it from one of two angles:
•   Historical perspective. Outline their career challenges from when they got their first break to what they’re doing currently and their dreams for the future. A mini biography.
•   Niche perspective. Dive into one specific topic and come it at from multiple angles so your readers can learn how they can tackle a similar challenge, but now with expert insights.
4.     Product reviews. Depending on how quickly your industry changes its product line-up, this can be an effective content strategy. Honest product reviews, that outline both the perks and limitations of the products you sell, help improve your trust and authority. Take time to read other professionally written reviews before tackling this though. Done right, it can be a powerful traffic driver and loyalty builder. Done incorrectly, it can become a liability.

Who the heck is Julia Rosien?

How VOCs in Mattresses Are Affecting Humans – and the Earth

October 19, 2022 Tambra Jones

By Organic Mattress and Bedding Manufacturer Naturepedic Organic

Have you ever walked into a new house and smelled a fresh coat of paint? Or maybe you have a favorite pine-scented cleaning product. These smells can be inviting. However you may want to stay clear of these “fresh” scents, along with a whole host of items within the average home because of a group of chemicals known as volatile organic compounds (VOCs).
Many household products and home furnishings, including conventional mattresses, contain harmful VOCs. Some VOCs give off a natural scent, some artificial, and some may not give off any scent at all. So … you can’t see them and often can’t smell them. Are VOCs really a problem when they’re tucked up inside a mattress? Yes, they are – for both people and the planet. Let’s discuss.

What Are VOCs?
VOCs represent a whole group of chemicals. Each one has its own toxicity and potential for causing different adverse health effects and negative environmental impact.
            Products containing VOCs release chemicals into the air we breathe. This is known as “off-gassing.” Off-gassing chemicals are used in many common products that you find inside your home, such as:
·      Mattresses
·      Paint
·      Carpeting and vinyl flooring
·      Upholstery and foam
·      Cleaning products
·      Cosmetics
• Gasoline

Mattresses with Unsafe VOCs Levels Can Affect Human Health
People spend a third of their life sleeping, and conventional mattress can be a major culprit of VOCs in the home. Depending on the chemical and its toxicity, exposure to harmful VOCs can increase the risk for certain health problems. Short term exposure to certain VOCs can cause:
·      Eye, nose and throat irritation
·      Headaches
·      Nausea/vomiting
·      Dizziness
·      Worsening of asthma symptoms
The risks of chronic exposure to high levels of VOCs can be much more serious, and include:
·      Cancer
·      Liver and kidney damage
·      Central nervous system damage

VOCs Harm the Earth, Too
Not only are VOCs harmful to your personal health, but that of our planet, too. When exposed to sunlight, VOCs react with other gases and create ground-level smog. This can trigger diseases in plants, inhibit seed production and block fertilization. The EPA has regulations on some VOCs.
            Methane, a greenhouse gas, is often released in conjunction with VOCs. Greenhouse gases are compounds that trap heat within the atmosphere, increasing global temperatures – A.K.A. global warming. VOC emissions can even lead to acid rain when they react with water, resulting in precipitation that washes over natural habitats, damaging fragile ecosystems. Non-organic mattresses often contain harmful VOCs. Certain materials make mattress production cheaper and easier but produce VOCs.
Three examples are:
·      Formaldehyde – A known carcinogen used in many mattress glues and adhesives
·      Flame retardant chemicals – Chemicals associated with chronic health problems that are added to polyurethane foam and other conventional mattresses
·      Waterproofing – Often vinyl (phthalate plasticizers) or polyfluoroalkyl substances (PFAS), both linked to physical and developmental health concerns
Organic mattress manufacturers avoid taking these health and environmental risks. “We spent years developing proprietary equipment that allows us to make our mattress coils, even our individually wrapped coils, without glue, which often contains formaldehyde,” says Barry Cik, Founder and Technical director of Naturepedic, a manufacturer of organic mattresses and bedding.

Some organic mattress manufacturers go to extra measures to avoid VOCs. While both conventional and organic mattresses can contain flame retardant chemicals, Naturepedic bypasses these chemicals altogether by instead designing mattresses to meet all government flammability regulations without the addition of any flame retardants. To win the VOC war with regard to waterproofing, Naturepedic keeps little ones clean and dry by using a food-grade polyethylene waterproofing made from non-GMO sugarcane.
A quick way to vet any mattress – conventional or organic – for VOCs is to check if the product is GREENGUARD® Gold certified. This certification is the standard for chemical emissions and a GREENGUARD Gold certification means that the mattress meets the standard for acceptable levels of VOCs.

What to Look for When Selling an Organic Mattress
Not all organic mattresses are created equal. If you want to ensure the integrity of the mattresses you’re selling, Naturepedic recommends looking for credible third-party endorsements. These include:
·      GOTS certified organic – The Global Organic Textile Standard (GOTS) is the world’s leading organic certification for fiber-based consumer products, including mattresses.
·      MADE SAFE® certified non-toxic – The materials used in a MADE SAFE certified do not contain harmful ingredients or release vapors, gases, or by-products that could impact human health.
·      GREENGUARD® Gold – This third-party certification program tests specifically for chemical emissions from consumer products and materials.
·      UL Formaldehyde Free – This is a verification from UL Solutions specific to formaldehyde and it verifies a product meets the UL standard.
For families seeking to limit their VOC exposure, organic non-toxic mattresses are a great option for a good night’s sleep.

10 Things You Should NEVER Do on Facebook

September 19, 2022 Tambra Jones

Want to succeed on Facebook? Avoid these mistakes

If you’re a small business, chances are Facebook is the central hub of your social media marketing strategy. There’s no denying that other networks like Instagram, Pinterest and possibly TikTok may have a place in your online marketing strategy, but for many businesses, Facebook’s massive demographic offers the best opportunity for conversion. And because not having an active Facebook can lead to consumers questioning the legitimacy of the business, it’s a must-have.
But once you’ve created a Facebook page for your business, managing that page can feel like an uphill climb. Every. Single. Day. How often should your business post? What time of day should you post? Do you really have to respond to every comment? Even the nasty ones?

The truth is, most business missteps on Facebook are avoidable with a little research – and sometimes with a helping hand. We’ve compiled a list of the most common mistakes businesses make on Facebook – so you can avoid them. Consider this your helping hand if you’re struggling on Facebook…

Facebook for business – what not to do

1. Don’t create a personal profile instead of a business profile. This may seem like a no-brainer but it’s amazing how many small businesses begin their life on Facebook as a person. Facebook personal accounts are wired differently than business accounts, which can create big problems for your business if you’ve made this mistake. For starters, business accounts can’t send friend requests to people and vice versa – or see the details of personal profiles. Hello privacy concerns, right? If you’re on the personal side rather than the business side, correct it now. Before Facebook discovers the error and shuts you down.

2. Don’t forget to fill out all the extras on your page. Begin with your “About” section and take every opportunity offered to share information about your business. From simple info like your web address and store hours to interesting tidbits about your business or the types of products you sell, it all helps consumers get to know you better. From there move to the messaging options offered to businesses, which encourages consumers to direct message with questions – rather than posting on your page.

3. Don’t ignore comments on your page. The great thing about Facebook is how it allows consumers to share their feelings about your business. The worst thing about Facebook is how it allows consumers to share their feelings about your business. The golden rule? Respond to every comment, negative or positive. And remember that the timeliness of your response shows the world your commitment to customer services. For negative comments follow the 1,2,3 strategy:

1. Apologize. Nothing diffuses a situation faster than a simply apology.

2. Say thank you. Your customer has given you an opportunity to help make the situation better.

3. Take it offline. Invite them to call you, email you or DM you with their contact info you so can call them.

4. Don’t just post any image of any size. Cluttered or pixelated images will do more harm than good when it comes to Facebook, giving a sloppy or amateurish look to your business. Choose your images carefully and ensure each one helps tell your story. Branding your images is a smart idea too so whenever your image is shared, your logo goes with it. Facebook’s image size requirements change regularly so go to the source – Facebook – if you’re not sure.

5. Don’t post just about sales. Posting about your current sales is a smart idea – just make sure there are plenty of other updates in between the salesy ones. If your business is more promotional in nature (like the mattress industry) a good rule of thumb is 5-7 non-salesy posts to 1 salesy post.

6. Don’t post random content at random times. The ideal posting schedule varies from business to business and you’ll have to experiment to find the rhythm that works for you. Go slow at first, 3-5 times per week is a good starting point. Ensure your Facebook content is relevant to both your ideal consumer and your business goals. Watch how much reach and engagement each update receives – and, of course, replicate the successful ones.

7. Don’t ignore targeting. Advertising on Facebook without taking time to target your ads is, quite simply, a waste of money. Target lookalike audiences or retarget consumers who have visited your website, used your app or signed up for your newsletter. You’ll be connecting with consumers who have already expressed an interest in what your business has to offer. As you experiment and tweak, you’ll identify winning creative that will help you get the most of your advertising budget. And remember that the most important step is the testing stage. By taking time to test your ads, you’ll ensure your spending money on ads that work. The more effective your ads are, the less you’ll pay per ad.

8. Don’t be afraid to try new things. Consistency is a key pillar of success on Facebook but sometimes stepping out of your comfort zone can result in huge wins. Step with purpose and, of course, measure everything you do so you can repeat the successes.

9. Don’t ignore the meta description from the links you post. If you’re using Facebook to post content from your blog, the metadata from that post (an image and short description) is automatically pulled into your update. Add additional copy to draw readers in – this will show up above the image while your metadata will appear below it.

10. Don’t forget to measure, measure, measure. Through the Facebook admin page role, you’ll be able to access a feature called “Insights” and be able to study page likes, engagements, page views and reach. If you’re not managing the page yourself, keep a close watch on the “Responsiveness” score as it’s a good measure of how timely your social media manager is responding to consumers.

Who the heck is Julia Rosien?

At the end of the day, it's night and it's my job to help you get a better night's sleep – and lead a healthier, longer life. Pretty awesome job, right? As Vice President of Brand & Digital Marketing for Restonic Mattress Corporation, I also serve as the brand liaison for Restonic's family of brands, which includes Scott Living and Biltmore.
My motto: life is better together. We all want to succeed and when we work together, we can make great things happen for ourselves, those around us and the organizations we serve. Connect with me on LinkedIn or Twitter.

7 Ways To Create A Sustainable And Comfortable Sleeping Environment

August 11, 2022 Tambra Jones

By Guest Blogger Arleen Atienza

Sleep is crucial for your health, as enough hours of shuteye will help you cope with stress and anxiety. At the same time, sleep quality is as vital while you keep your room ethical and sustainable. A comfortable environment should give you a superb sleep cycle.

Adopting a green sleep practice helps you do your part to save the Earth, but it doesn’t stop there. An eco-friendly sleep environment also helps give you the comfort you need. Here are seven ways to help you create a sustainable and comfortable place to get a good night’s rest.

Consider Sustainable Lighting

One of the ways to give you an easily sustainable but comfortable sleep is to consider the lighting of your room. Using bulbs that consume less energy will help lower your carbon footprint and improve your sustainable practices.
Incandescents and halogens use more energy than other alternatives. LED lights can last longer and produce better light. The best way to achieve good lighting is to use sustainable and natural light. If you’re lucky enough to have your windows facing south, use them as much as possible during the day.
Going dark at night is also essential, so avoid letting any electronics light up the room. Also, using a light therapy lamp will help improve your circadian rhythms, which regulate your sleep cycles.

2. Choose the Right Bedding

When it comes to bedding, there are tons of options. Breathable These are also hypoallergenic and resistant to dust mites. The synthetic ones are cheaper to produce. However, it may contain harmful chemicals, which can cause skin irritation or allergies.
When buying new sheets, look for ethically processed materials made of cotton, hemp, or bamboo. These fabrics are better for the environment as they are more sustainable. These materials are breathable and can help you sweat while you sleep.
Ethical wool can also be used as an ideal alternative. It keeps you warm and does not eat up a lot of energy during manufacturing.

3. Improve Your Home’s Energy Efficiency

Another way to create an ethical and healthy sleeping space is to improve your home's energy efficiency. This will help you save money in the long run. Your mattress and pillows collect heat, so consider rotating them every few years.
To ensure that your bedroom is energy efficient, you need to pay attention to a few details. Check your windows for possible leaks and make sure they are adequately sealed. Your air conditioner should also be in good shape, using energy-efficient inverters to reduce your carbon footprint.
Compared to older models, new forced-air HVAC systems use far less energy. You might want to replace your old one with a more sustainable option, such as geothermal heat pumps, natural gas, pellet stoves, and solar heating.

4. Enjoy An Eco-Friendly Bedtime Skincare Routine

Building a sustainable sleeping environment is not only a matter of what you put on your surroundings. It’s about healthy habits too, especially before you sleep. Have a bedtime skincare routine that allows you to relax, set yourself down, and go on the low down.
Opt for natural, organic, or homemade products if you want an eco-friendly bedtime skincare routine. This will not only help you minimize your impact on the environment but also on your overall health. Natural products are less harsh on your skin and are gentler than commercial brands.
Make it a habit to remove your makeup before you go to sleep. This can help improve your quality of rest and prevent you from worrying about breakouts.
Don’t forget to wash your face and moisturize it before going to bed. Your skin needs time to breathe and get rid of dirt, pollution, and makeup. This can help you achieve a refreshed and healthier look.

5. Purify Your Bedroom’s Air

A great way to reduce stress and promote a healthy, green lifestyle is to purify the air in your bedroom. Poor air quality can lead to many health issues, including muscle pain, fatigue, headaches, and other mental health problems. So, be sure to purify it regularly through proper cleaning and maintenance.
You can clean your air with air conditioning and heating systems, but these can also contribute to bigger energy consumption. Instead, you can open a window and let fresh air in. You can also enjoy a refreshing and energizing breeze with an electric fan. A ceiling fan will also help with air circulation and keep you cool.
You can also treat your indoor air by sprinkling a few drops of essential oil on your air filter. Lavender and lemon are among the best options for purifying your environment and helping you sleep better. Incense is also perfect, together with open windows and a fresh breeze.

6. Invest in Quality Furniture

Investing in quality furniture is a great way to create a long-lasting, comfortable and attractive space. It can also help you make an inviting ambiance that promotes relaxation. But, it’s not necessarily the best option for sustainability.
Unlike in the past, it’s now easy to find high-quality furniture made with eco-sustainable and recycled materials. Some of the materials used include wood, rattan, and reclaimed wood. Look for a piece of furniture that can be useful for years to come instead of unnecessarily buying something new.
When shopping for bedroom furniture, choose solid wood over particleboard. It tends to last longer and is more durable. It’s also an excellent investment as it will save you money over time.
The bed is the focal point of any room, so choose it wisely. Opt for a beautiful bed frame with sturdy legs. Avoid beds with feet, which tend to damage your floor.

7. Work Towards An Eco-Minimalist Aesthetic

If you want a more minimalist aesthetic, then aim for a clutter-free bedroom. A minimalist aesthetic is all about simplicity. It reduces clutter and promotes a Zen-like atmosphere. It also promotes a greener way of living by replacing unnecessary items. This also reduces your waste and makes you more aware of your consumption.
A simple way to achieve this is by minimizing the number of clothes and accessories you have in your closet. And if you have too many, it’s time to donate or replace them.
To declutter, start by storing your clothes away neatly. Let everything in your wardrobe be visible. This way, you can make decisions on whether to buy more.
You can also use bins and baskets to keep everything tidy. This makes your closet appear more organized and allows you to find what you need faster.

The Bottom Line

Creating an eco-friendly and soothing environment for a good night's sleep is not just about environmental factors. You spend about a third of your life in a bed, and it only makes sense that it should be as comfortable as possible, but you should also consider your impact on the planet.

How to Create a Content Calendar for Social Media

August 9, 2022 Tambra Jones

And why a content schedule for social media makes good business sense

By Digital Marketing Specialist Julia Rosien

The store opens in 20 minutes. Along with everything else on your must-do list, writing a social media update to start the day is just another task. One that’s easily pushed aside if you run out of time, right? Wrong? If there’s one thing the business upheavals from Covid taught us, it’s how important social media can be to keeping our businesses thriving during hard times.

Creating social media content is a never-ending job though. Depending on how many channels your business is using, you’ll not only need to be concerned about constantly creating new content (and proofreading it for typos and spelling mistakes), but to sizing the images that go along with that content for each channel. Gone are the days that the image size you used on Twitter could also be used on Instagram or Facebook.

There’s no denying how important social media is to your business, just as they’re no denying how challenging it can be to maintain.
If you’re serious about using social media to help you reach your business goals, it’s time to learn how to create content in advance as well as schedule it – instead of doing it in real time.

What is a content calendar?

A content calendar allows you to plan weeks and months in advance, keeping track of special holidays or sales and roll them seamlessly into your social media updates. It can feel like a big commitment to get started – and it is – but organizing your content not only saves time, it reduces panic attacks in the long run.

A content calendar can be as a simple as a spreadsheet on your computer that helps you keep track of content as you create it and publish it. Or it can be more complex and dynamic, an online system that allows you to share and collaborate with teammates in real time. Whichever method you use, organizing your updates will ensure you don’t miss important dates and it will allow you save creative ideas for future use. Think of it as the best way to avoid desperately scrolling through inspirational quotes to find something – anything – to post again.

Beyond organization, a content calendar offers a host of benefits that will help preserve your sanity and grow your online footprint in a smart, sustainable way:
·       Develop a consistent posting schedule. Consistency is a key pillar of success on social media. The more regularly you post, the more your content will be woven into the algorithms of the social media platform you’re using. Whether you’re talking about a big sale or celebrating a national holiday, getting your content seen by more and more potential customers is the goal.
·       Craft better quality content with less typos. Writing content ahead of time is like building a failsafe into your social media updates. It gives you breathing room to reread your work (eliminating spelling mistakes and typo) and helps you see your emerging brand personality. And if your updates involve sensitive content, that sober second thought before posting can prevent embarrassment or being seen as tone-deaf.
·       Foster more creativity. Once you’re into a routine of creating and scheduling content – instead of in-the-moment-panic-posting – you’ll be able think bigger. Managing a contest on Facebook or Instagram, for example, might be conceivable now that all your content is written ahead of time, right? Maybe it’s time to consider working with influencers?
·       Find more time to engage with your online community. Instead of spoon feeding your social media channels, you’ll be able to devote more energy to chatting with people who engage with your content.
·       Capture relevant moments. With your day to day content taken care of, you’ll be able to focus more energy on timely events in your community – or in the world – as they pertain to your business goals.
·       Get better at measuring results. Just as sales people hone their selling skills by learning what works and what doesn’t, creating content ahead of time and closely watching results will help you learn what works and what doesn’t.

As many benefits as a content calendar offers, be aware of its limitations. If your social media updates lack personality, they might be seen as robotic, bland or uninspiring. A content calendar helps you organize your creativity – but it doesn’t replace creativity.

As well, if you’re scheduling your content in advance, have a social media crisis plan in place in the event you need to pause your publishing schedule suddenly. After a catastrophic event – local or global – brands often choose to go dark for a short period, especially if loss of life is involved. If you’re using multiple scheduling tools across different social media platforms, you’ll need to be able to pause all your channels quickly and easily – without missing anything in the process. I recommend using a platform like Hootsuite, SproutSocial or SocialPilot for all your social media scheduling – and pausing as needed.

The bottom line is, consistent, well-crafted content will help you grow your digital footprint. If your digital strategy revolves solely around ad buying, remember that once the budget’s spent, the traffic stops. Content marketing on social media and your website continues to attract traffic over time. And as new consumers discover it, traffic can flow through it for years.

Who the heck is Julia Rosien?

At the end of the day, it's night and it's my job to help you get a better night's sleep – and lead a healthier, longer life. Pretty awesome job, right? As Vice President of Brand & Digital Marketing for Restonic Mattress Corporation, I also serve as the brand liaison for Restonic's family of brands, which includes Scott Living and Biltmore.

My motto: life is better together. We all want to succeed and when we work together, we can make great things happen for ourselves, those around us and the organizations we serve. Connect with me on LinkedIn or Twitter.

Las Vegas Wrap-up

August 4, 2022 Tambra Jones

That’s a wrap for another Las Vegas Market in the Specialty Sleep Association’s Sleep Pavilion. While traffic numbers didn’t surprise us, our “CA$H for Scan” event created an exciting buzz for our exhibitors – some even calling it their BEST market yet!

Little Trent helped Trent Ranburger shop for Trent Bedding in Bowling Green, KY

The Business:
“The SSA showroom is an integral part of the Las Vegas Furniture Market”, stated Scott Smalling Chief Retail and Innovation Director for Emma. “There has not been a market over the last 17 years that I haven’t made it a priority to visit and see what’s new and innovative in the SSA showroom, or have a space myself like we have for the last 2 markets,” continued Smalling. “At the end of the day your company is responsible for your attendees, but in this space another advantage is to catch the attention of buyers who maybe didn’t come to visit with you specifically, this happened several times for us at this market.”

This sentiment is echoed among the companies who present their products with the SSA. During the Covid strife, Denny Boyd and Boyd Sleep had moved out of their very large showroom in Building B. Boyd took a spot with the SSA to present particular items to a target audience. After the show, Denny said, “Our Boyd Sleep booth was attended by customers from both the East and West Coast as well as the Midwest. We were pleased to see several of our larger customers at the show.” VP of Sales and Marketing for Boyd, Kris Mattina said, “Boyd Sleep appreciated the opportunity to show in the SSA showroom during the August Furniture Market this year, during a transitional time frame as our company navigates a showroom change. The SSA suite buzzes with the synergistic vibe of customers, colleagues and friends committed to bringing healthy sleep products to the marketplace and did a great job attracting customers aligned with our "Quality Sleep" focus. Thanks for being such a highly effective much appreciated industry resource.”

“We had 80% of our appointments from west of the Mississippi show up this Market,” said I Love Pillow|I Love Mattress National Sales Director of Independent Retail, Scott Montegue. “I thought is was good overall traffic.” Jane Arason, Arason Entrprises Owner expected a slower market, “We did not have any appointments and none of our Reps came to the summer market - but - we did open two new stores. That is what makes a market successful. Over all the experience at the SSA Pavilion was good. We are not a big enough company to pull in a lot of buyers, so for us being with a group that pulls in more buyers is good.” Subdued appointment sets were also felt by Brent Polunsky at W. Silver Products. “A couple of weeks before the market, I started getting notified that the dealers that I am accustomed to seeing at this market were not going to attend, and so I expected attendance to be down. I felt the overall attendance at the market was down, however I visited with dealers that were serious about finding new suppliers, and not just looking around on a market/vacation trip.”

Scott Frisch, US Sales for Bedline had a very good summer market, and thought that this particular show was their best one yet. Said Frisch, “Being an entirely new company to the US, as well as a relatively new product (Bedline’s storage platform beds), we’ve had a particular set of goals, given our product only launches this fall. Having said that, prospects from Washington to Florida came by and showed really great interest.” Frisch continued, “This is our third market in with the SSA over what we might call a subdued period (Covid), we can say it was surprisingly the best show ever. Not only in the number of new customers, but a consensus that we really have a new bedroom category to offer.” He had one last comment to make to SSA Executive Director Tambra Jones, “Thanks once again for an outstanding job. It’s amazing to see how SSA has morphed into not only being relevant, but a proven launch pad for many.”

Boyd Sleep using the SSA Member Lounge for a meeting

Brand new to Las Vegas and the US Market is Nasif Akin with international product and resource company Beli Plast. “We saw prospects from Canada and the west coast. It was great opportunity for us to introduce ourselves and the products.” Akin continued, “We had a positive experience. The event was well organized, planned and supported by SSA and Tambra. It is an opportunity for new companies to participate in such big event.”

Sleep & Beyond National Sales Manager Butch Craig always brings the point around to how companies prepare for and execute their time at market. “We were pleasantly surprised this market, however when you stay positive, plan your work / work your plan, and keep reminding yourself that 80% of success is showing up and 20% follow up, you will find success!” Coach Butch continued, “The SSA Pavilion has always had a sweet sweet spirit of caring, planning, and making sure that everyone gets the attention and encouragement to keep showing up at every market. There is joy in knowing each member is part of a team that really and truly loves the buyers that come through the SSA showroom each market. Always remember, you have to be in the game to win it, moving forward together one buyer - one market at a time.”

The CA$H for Scan Event:
Every 50th retail badge scanned triggered a cowbell-ringing cash prize of a $50 bill. “Getting your badge scanned can sometimes slow you down at the door”, says SSA Executive Director Tambra Jones, “so we made it worth our retailer visitors’ time.” The event was well received - who does not want to win some cash??

Jennifer Medlock from Sleep EZ in Tempe, AZ.

Edwin Pfeifer from Minots Mattress Store, Minot, ND

Taylor Newton from Bedrooms and More in Seattle, WA

Yasin Akkok from Turquoise Enterprise in Merced, CA

Michael Cherry from Sweet Dreams Mattress in Nederland, TX

Retailers Can Win $50 For Their Scanned Badge - C1565

July 13, 2022 Tambra Jones

If you’re a retailer visiting the Specialty Sleep Association’s SLEEP PAVILION (C1565) you might win a crisp $50 bill. “Getting your badge scanned can sometimes slow you down at the door”, says SSA Executive Director Tambra Jones, “so we’re making it worth your time.” Retailers have a chance to trade their badge scan for CASH. Every 50th retailer badge will win a crisp $50 bill. Scanned badge #50, #100, #150, etc. gets $50. Once your badge is scanned, you can walk through and see more than 20 different sleep companies all in one room. WINNER! Who wants a chance at a $50 bill? Come get your badge scanned. SSA Sleep Pavilion, C1565.

For more info on the SSA Sleep Pavilion, visit the web page.

Are You Using Social Proof on Your Website?

July 13, 2022 Tambra Jones

by Julia Rosien

Establishing credibility with consumers by leveraging the power of online word of mouth.

When’s the last time you tried a new hairdresser or hired a contractor to do work for your home based on a friend’s recommendation? What about that new restaurant just around the corner? There’s always cars in the parking lot, which means it must be popular, right? Or maybe the owner has asked staff to park in the first two rows of the parking lot to make it look busy at peak times.

Whether you call it word of mouth marketing or social proof, it’s an effective business-builder. Social advertising – like those cars in the front two rows of the restaurant – has been around for a long time, but digital has opened up a world of opportunities to promote your business in new and exciting ways.

In 1984, Robert Cialdini coined the term “Social Proof” in his book, Influence: The Psychology of Persuasion. According to Cisaldini, “we view a behavior as more correct in a given situation to the degree we see others performing it.”

Current research suggests as many as 9 out of 10 shoppers are influenced by online reviews – not a shocker. But did you know that more than 60% of consumers say they’re more likely to purchase from a retailer with product ratings and reviews on their website? The bottom line is that leveraging customer endorsements, media mentions and awards can influence customer buying choices.

Before you panic that you’ve missed something important, you likely have a lot of social proof waiting to help potential customers choose your business over a competitor’s. Let’s look at the many ways digital social proof can help your build your business.

6 ways to use social proof in your digital – and traditional – marketing

1. Customer testimonials. Possibly the most powerful social proof on the planet: credible, reliable and effective. Third party tools like Yotpo will help you collect reviews and display them on your website and social media channels. Remember, a third party resource ensures your credibility and authenticity to consumers as those tools require you to publish the whole review as is, no editing allowed. Place your testimonials on product pages, for sure, but you might also want to consider using a select few stand-out reviews on your “About Us” page as well.

2. Ratings & reviews. Similar to testimonials, ratings and reviews are most often collected on your social media channels. Every time you make a sale, consider asking your customers to drop a review on your channel of choice: Facebook, LinkedIn, Instagram. Screenshot those reviews and use them on your website, in newsletters and in print marketing campaigns.

3. Media mentions. When your business (or you or a member of your staff) is mentioned in a local paper, trade magazine or industry blog, it’s powerful content that can elevate credibility. Consider placing snippets on key landing pages with links to the original content, of course. Working with a PR firm will help you gather media mentions faster but there’s lots of ways to hunt them down yourself – message me if you need some inspiration.

4. Influencer endorsements. A celebrity mention might be the holy grail of endorsements but don’t discard the power of social media influencers. A highly followed blogger that regularly writes reviews on products similar to the ones you carry can move the buying needle in big ways. And sharing those influencer endorsements on your social media channels and website lengthens – and strengthens – the shelf-life of the original mention.

5. Badges & awards. If you’re required to have certain qualifications or certifications in your industry, list them on your website. If you’ve been awarded a nomination or honor, promote those events on your website and social media.

6. Research & case studies. Writing about challenges you’ve solved help communicate your expertise to customers considering your products or services. Remember that you’ll need customer permission to write a case study – which will help strengthen the relationship and possibly lead to additional referrals. Investing in research that helps solve customer challenges – or collaborating with other businesses in your industry – positions you as a leader who cares about their consumers. As with other social proof, use this content everywhere. Everywhere!

Social proof can come in many shapes and sizes. I hope these ideas will help begin using social proof in your marketing.

Who the heck is Julia Rosien?

My motto: life is better together. We all want to succeed and when we work together, we can make great things happen for ourselves, those around us and the organizations we serve. Connect with me on LinkedIn or Twitter.

5 New Companies Debuting in the SSA Sleep Pavilion this July

July 13, 2022 Tambra Jones

and a dozen more returning with so much to see at Las Vegas Summer Market.

Making their Las Vegas and US Debut is BELI PLAST LLC, a US based company specializing in global sourcing with an entrepreneurship spirit. They have a strong network of business partners and manufacturers in Home Furnishing Industry located in Turkey and South East Europe, with proven production capabilities and capacities. Each team member has decades of experience in global product sourcing, supply chain, development of new competitive supplier base, product compliance as per standards and regulations, quality compliance/management, sustainability and Code of conduct. They offer an office and sales team in the US, Istanbul, Turkey, and sourcing partners in Belgrade/Serbia, Sofia/Bulgaria and Tel Aviv/Israel.

One of the products on display is HoST, a Honeycomb Support Technology which is the latest innovation in furniture materials. Developed at MIT, it's made of engineered cellulose fibers cut and glued in an optimized way to form a material that is light, flexible, compressible, and incredibly strong. HoST has been successfully used as the core material in sofas, modular sofas, and bed bases through the brand Elephant in a Box. Making the furniture easy to set up, easy to move, designed to last a lifetime and 100% biodegradable. This patented technology, allows manufacturers to increase productivity (faster production, less space, labor, and components) and decrease shipping and storage costs (~200 sofas, 83.5in long, in a 40' container), while staying aligned to ESG goals.

CARILOHA, INC will present retailers with mattresses, sheets, duvets and other top-of-bed, pillows, bath towels and apparel all using Viscose from Bamboo. They offer their partners a Sustainable, Eco Friendly, LUXURY product, complete from display to sell-through support. While partnering with Cariloha may offer an amazing ROI, store display and product, the partnership enables retailers to contribute to the responsible sourcing efforts of their products. When they sell Cariloha, they are offering their customers a “Comfy way to save the World”. Their complete assortment is now available to the wholesale marketplace, focusing on the home furnishings sector.

MONARCH SLEEP SYSTEMS is debuting their NEW Adjustable Bed Frame Innovations. They will have a small selection of their product portfolio specifically focused on new innovations of the sleep decks. The newest Monarch EC Series will display the infinite comfort sleep deck which provides the consumer full customization to levitate the mattress using their quad suspension butterfly wings. Consumers can personalize to their needs. Small businesses can compete with big box retailers with these products without the investment in massive warehouses. Retailers can use only 1 SKU to serve their customers for all sizes and the pack density provides 5X less inventory space and 4X less working capital. The box is so small the consumer can take a queen size frame in their back seat with their bed in a box. Additionally, they will present the newest iSeries which will have a full range motion including lumber and head tilt yet in a folding deck to increase shipping density and reduce setup time. Consumers will have full articulation to their preferred resting positions allowing them to achieve the comfort and sleep recovery they deserve.

Also debuting in the SSA Showroom AND in the USA is SHEELA FOAM, with their PU Foam Mattresses from Spain, and from India, their Pocket coil Hybrid Mattress and Bonnel mattresses. Developed by Joyce Foam Australia and tested by Royal Melbourne Institute of technology, their Hygroflex Foam mattress has a new generation open cell construction Comfort layer. Hygroflex is superior to Memory foam, in that it conforms to the shape of the body 67% better, reduces the maximum pressure on body by up to 32%, and cools better by taking heat away from body 27% faster. Make sure you stop to see them and find out about VPF (Variable Pressure Foaming) - the world's most environmentally friendly PU foam with zero VOC emission. Supplied from plants in India, Australia and Spain, there are no anti-dumping laws to contend with and no disruption of supply chain.

SOFF-ART S.R.L. is an Italian Company specializing in bedding since 1880. They are debuting their special pillows with independent pocket springs system, produced in their factory in Italy, and exported to about 35 countries around the world. Their pillows with independent pocket springs system represent an absolute novelty for the United States market.
Featuring an exclusive pocketed spring structure developed and patented by SOFF-ART, their pillows are certified for perfect head-neck-shoulders alignment by ErgoCert and have been also certified by Oeko-Tex. When you visit them ask about their Morpheus Spring pillows, which come in a range of products with high-quality, hypoallergenic, layered polyester fiber padding around the springs. They will also show you their Viscospring pillow line, which is a range of products combining springs with a filling of memory foam produced internally with high quality an-allergic materials. Both pillow types can be customized with a special trim, embroidery and specific technical and commercial labels. Different softness and sizes are available, with covers in 100% high quality cotton twill or in different technical fabrics.

BOYD SLEEP is not new to the Market, but they are new to the SSA Sleep Pavilion. They will be previewing their Nautica Home Collection, which continues to extend its Cool, Calm, Comfortable, brand promise with the Nautica Home Memory Foam and Hybrid Innerspring Mattress collection. In addition to lower MAP retails, front and center for 2022 is a powerful digital marketing program. At no expense to the retailers, Boyd Sleep will implement targeted social media and PPC campaign advertising in surrounding zip codes focused on driving consumers to their stores for Nautica Home. The program includes reporting on Consumer impressions and engagement with the ads by zip code.

What else will you see in the SSA Showroom?
BEDLINE, an expert in platform storage and changing the way storage beds are seen in the market, is bringing to the US market an improvement not only in styles but providing new patented technologies to make the use, stockage and cleaning of the bed much easier. Showing 2 models with 30 cubic feet of storage for those people needing extra space in a novel and convenient way, they are introducing a product in kit form, with the specific requirements for the US online market, for drop shipping and ease of handling. They will also be announcing our US partnership where we’ll begin final assembly and warehousing in the USA starting Summer 2022.

Top-of-Bed company ELECTROPEDIC / BODY SENSE will be introducing their Molded natural latex pillows manufactured by radio frequency designed OEKO-TEX #100 certified. They offer unique sleep products that can also be private labelled. Stop in and see them to find out about this and the rest of there line of memory foam and latex pillows, latex mattress toppers, high end bamboo sheets, and cooling mattress protectors.

EMMA THE SLEEP COMPANY, the largest DTC mattress brand in the world, is coming to America with its new adjustable comfort innovations for a better night’s sleep. These beds were specifically curated for Emma’s launch into Brick and Mortal retail. Don’t miss the Emma launching of its exclusive and innovative SH/FT Line and their Emma Sense Smart Mattress.

Because they are finding that the customer base for organic products is growing rapidly, and shoppers are more focused on healthier alternatives for home products than ever, natural and organic top-of-bed manufacturer SLEEP AND BEYOND has brand new introductions for the buyers that they are adding to their full line of bedding products on display.
• Organic Baby Swaddles: Made with GOTS-certified organic muslin cotton fabric.
• Organic Percale Collection: Crisp, cool, 300 thread count sheet sets, pillowcases, fitted sheets, and duvet covers.
• Organic Cotton Blankets: Made of the finest GOTS-certified organic cotton.
• Organic Cotton Waterproof Mattress Encasement: Provides 360 degrees of protection in the ultimate 100% organic, zippered, encasement.
• Introducing the iconic myMerino comforter - now available in a lighter-weight version

Also offering natural and organic products, THE FUTON SHOP/TFS HONEST SLEEP will be presenting their full array of mattresses, futons pillows and bedding made from organic and natural materials on display, as well as their Modular sofas made from organic and

W. SILVER PRODUCTS will be presenting their complete lineup off adjustable beds, high-rise platform bases and bed frames. Because they manufacture in North America, they can control the cost, quality and the time it takes from the order placement to delivery. All of their product is in stock and ready for a quick delivery.

Retailers visiting the SSA Sleep Pavilion will also see chest beds from ARASON ENTERPRISES, hemp mattresses and pillows from CANNABEDS, organic pillows from COOLIST, the Anti Aging Bed® from BAXTER BIOHEALTH, mattresses and pillows from I LOVE PILLOW | I LOVE MATTRESS, and adjustable frames from SLEEP IN MOTION.

How Does Sleep Affect Mental Health?

June 22, 2022 Tambra Jones

By Guest Blogger Heidi Bitsoli, Editor at Sunshine Behavioral Health

Most people have had mornings defined by “waking up on the wrong side of the bed.” These experiences leave lasting insights into how sleep (or the lack thereof) impacts mental health.

The physical need for sleep is evident. The impact on emotional and mental health is not as apparent. It often shows up as anxiety or depression or a myriad of other conditions, some of which can be debilitating. According to Harvard University, chronic sleep problems impact up to eight of 10 patients who see psychiatrists. This compares with chronic sleep issues affecting 10% to 18% of the adult U.S. population.

Research consistently shows how sleep and mental health are intimately connected and further characterized as a bidirectional relationship or mutually reinforcing – being both a cause and consequence of mental health problems. Mental health conditions often create poor sleep patterns. And sleep disturbances, like insomnia, can potentially contribute to new or existing mental health issues.

Given the emerging connection between sleep and mental health, studies now suggest that improving one’s sleep will have an advantageous (and long-term) impact on one’s mental health. An study published in Lancet Psychiatry noted that better sleep led to an improvement in several things, including:
•Depression
•Anxiety
•Psychological well-being
•Nightmares

How Mental Health Relates to Sleep?

During the night, brain activity fluctuates as you pass through cycles of REM (Rapid Eye Movement) and NREM (Non-Rapid Eye Movement) sleep. During each sleep cycle, your brain and body act differently and perform different functions.

Sufficient sleep, especially during the REM sleep cycle, enables the brain to process emotional data. During the night, the brain works to evaluate and file away thoughts, memories, and positive experiences.

Obstructive Sleep Apnea (OSA), which most commonly manifests as sleep apnea, is a condition that reduces an individual’s oxygen level due to disrupted breathing during the night. OSA has also been linked to mental health issues.

Sleep and Mental Health Conditions

Depression

The World Health Organization notes that about 5% of adults across the world suffer from depression and that this slice of the population is over-represented in those who suffer from sleep disorders.

This interconnectedness of sleep and mental health can easily develop into a negative feedback loop with no off-ramp. For example, a poor sleeper will find their depression worsens, which then further disrupts sleep.

Seasonal Affective Disorder (SAD)

Seasonal Affective Disorder is a type of depression that is related to changes in the number of daylight hours due to changing seasons. It’s connected to one’s circadian rhythm or internal body clock – which regulates sleep. As such, sleep issues are common for those with SAD.

Anxiety Disorders

According to the Anxiety & Depression Association of America, anxiety is the most common type of mental illness in the U.S. – impacting more than 18% of the population. Anxiety, characterized by excessive and incessant fear and worry, can impact physical and mental health. It also often co-occurs with depression. There are various types of anxiety-based disorders, including:
•Generalized anxiety disorders (GAD)
•Social anxiety
•Panic disorders
•Obsessive-compulsive disorder (OCD)
•Post-traumatic stress disorder (PTSD)
•Phobias
•Major and persistent depressive disorder

Anxiety (even anticipatory anxiety) is known to cause one’s mind to race, and this state of hyperarousal can cause insomnia. There is also a strong connection between PTSD and sleep. Approximately nine of 10 veterans with combat-related PTSD have some form of insomnia. Unfortunately, depression and anxiety can combine to make sleep worse.

Bipolar Disorder

Bipolar disorder is characterized by high (mania – with restfulness, wakefulness, and less sleep) and low (depression – usually feeling tired and wanting more sleep) moods that shift back and forth to disrupt someone’s life. Sleep patterns vary significantly in those with bipolar depending on the current emotional state.

ADHD

Attention-deficit/hyperactivity disorder is a neurodevelopmental disorder. It involves a decrease in impulse control and the inability to pay attention. It can impact children and adults. Unfortunately, those with ADHD are more prone to sleep problems. Sleep and ADHD have been shown to have a bidirectional relationship.

Autism Spectrum Disorder

Autism spectrum disorder (ASD) refers to several neurodevelopment disorders that impact one’s ability to communicate and read social situations. These symptoms can be lifelong. Studies reveal a correlation between sleep disorders and autism.

How to Improve Sleep Habits

Creating and cultivating good sleep habits can go a long way in mitigating a disruption in one’s sleep. Each individual is unique. So give a few of these a try. It can pay big dividends in the long run:
•Try to set a steady sleep schedule that allows you to meet your daily objectives.
•Be proactive when winding down. Consider relaxation techniques like breathing, gentle yoga,
meditation, and mindfulness.
•Put electronic devices away at least 60 minutes before retiring.
•Dim the lights.
•Avoid stimulants at night, like tobacco, caffeine, or alcohol.
•Exercise regularly and get vitamin D from your diet or a bit of time outside during daylight hours.
•Block out distracting light or sounds that may awaken you.

The Take-Away

Mental health issues can cause sleep disruption, and too little sleep impacts mental health. Their interconnectedness may provide an opportunity to find one method to treat both simultaneously. Research confirms that proactively taking measures to improve sleep may be one of the foundations of a preventive mental health plan. It can also provide a healthier way to get needed rest rather than resorting to medications and risking addiction.

Every individual’s situation differs, so the optimal treatment for mental health and sleep problems will be contingent on the afflicted individual. Poor sleep habits or insufficient rest require proper care. Start by speaking with a trained health professional.

Sources

health.harvard.edu - Sleep and Mental Health
pcpcc.org - Sleep and Mental Health: Why Our Brains Need Sleep
ncbi.nlm.nih.gov - A Systematic Review Assessing Bidirectionally between Sleep Disturbances, Anxiety, and Depression
mayoclinic.org - Insomnia
ncbi.nlm.nih.gov -The effects of improving sleep on mental health (OASIS): a randomized controlled trial with mediation analysis
my.clevelandclinic.org - Sleep Basics
sleepfoundation.org -Obstructive Sleep Apnea
pubmed.ncbi.nlm.nih.gov - Sleep apnea, psychopathology, and mental health care
pubmed.ncbi.nlm.nih.gov - Clinical Characteristics of Obstructive Sleep Apnea in Psychiatric Disease
who.int - Depression
pubmed.ncbi.nlm.nih.gov - Sleep disturbances and depression: risk relationships for subsequent depression and therapeutic implications
nigms.nih.gov - Circadian Rhythms
daa.org - Anxiety Facts & Statistics
mayoclinic.org - Anxiety disorders
adaa.org - Anxiety Facts & Statistics
nimh.nih.gov - Panic Disorder
nimh.nih.gov - Obsessive-Compulsive Disorder
nimh.nih.gov - Post-Traumatic Stress Disorder
nimh.nih.gov - Specific Phobia
pubmed.ncbi.nlm.nih.gov - Uncertainty and anticipation in anxiety: an integrated neurobiological and psychological perspective
pubmed.ncbi.nlm.nih.gov - Hyperarousal and sleep reactivity in insomnia: current insight
sleepfoundation.org - PTSD and Sleep
ptsd.va.gov - Sleep Problems in Veterans with PTSD
pubmed.ncbi.nlm.nih.gov- Prevalence and functional consequences of severe insomnia symptoms in mood and anxiety disorders: results from a nationally representative sample
pubmed.ncbi.nlm.nih.gov - The role of sleep in bipolar disorder
nimh.nih.gov - Attention-Deficit/Hyperactivity Disorder
pubmed.ncbi.nlm.nih.gov - Prevalence of sleep problems and their association with inattention/hyperactivity among children aged 6-15 in Taiwan
pubmed.ncbi.nlm.nih.gov - Associations of sleep disturbance with ADHD
pubmed.ncbi.nlm.nih.gov - Autism and sleep disorders
pubmed.ncbi.nlm.nih.gov - Insomnia as a Precipitating Factor in New Onset Mental Illness
sunshinebehavioralhealth.com - Home Page

ShopTalk, an innovative – maybe even groundbreaking – retail conference

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How to build a strong data foundation

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Step 3 – Empower your frontline workers

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Consider Sustainable Lighting

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3. Improve Your Home’s Energy Efficiency

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6 ways to use social proof in your digital – and traditional – marketing

Who the heck is Julia Rosien?

and a dozen more returning with so much to see at Las Vegas Summer Market.

How Mental Health Relates to Sleep?

Sleep and Mental Health Conditions

Depression

Seasonal Affective Disorder (SAD)

Anxiety Disorders

Bipolar Disorder

ADHD

Autism Spectrum Disorder

How to Improve Sleep Habits

The Take-Away

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