Charting the Course – Your 2024 Digital Marketing Plan Unlocked

February 19, 2024 Tambra Jones

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

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

Are you ready?

A strategic blueprint for elevating your digital presence in 2024

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

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

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

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

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

6. Redesign your 2024 conference strategy. Venturing beyond the confines of the furniture industry can be a pivotal move, rich with opportunities. Attending a cross-industry conference this year may offer a bounty of diverse perspectives and insights from a broader spectrum of expertise. Exactly what you may need to successfully traverse a challenging and complicated marketplace.

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

Who the heck is Julia Rosien?

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

WOW WHAT A MARKET!

February 16, 2024 Tambra Jones

The Las Vegas Winter 2024 was Fantastic on So Many Levels

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

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

Chris Odishaw from Battleford Furniture in Canada

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

Joe Sparks from Denver Mattress in Colorado

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

Fawad Zavery from Exclusive Furniture in Texas

Ryan Gordon from Transfer Master in Iowa

Darlene Kornelsen at Smitty's Furniture and Appliance in Canada

Jeremy Brown and Joel Summers from Mattress Today USA in Texas

C1565 showroom exhibitors share their Market experiences

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

From Alexa Williams, Williams Co. Mattress

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

From Brent Polunsky, W. Silver Products

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

From Pascal Roberge, Beadoin

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

Ryan Cleary, Healthguard

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

Lara Smith, SOME` Sleep

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

Phil Kraus, Electropedic Sleep Products

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

Stason Strong, SONU Sleep

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

Jack DeBonis, Simply Solid Bedrooms

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

Arin Schultz, Naturepedic

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

Nolan Sheeran, HUSH

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

Butch Craig, Sleep and Beyond

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

Rick Wheeler, ZG Bed

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

Cliff Levin, Furniture For Life Massage Chairs

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

Paul Kahl, I Love Pillow / I Love Mattress

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

Jaffer Mohammed, Turmerry Organic Beds and Bedding

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

Greg Fowler, Monarch Sleep Systems

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

Carey Arason, Arason Enterprises

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

Harry Goodman, Boccuzzi Group

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

Adam Fain, Cariloha

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

Paul Murphy, Holme Valley / Aspire

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

Jody Folino, Blue Ridge Home Fashions

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

Adam Teller and Colin Riggs, Sleeptone

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

Grow your Brand AND Increase Revenue with Email Marketing

January 21, 2024 Tambra Jones

The ultimate furniture retailer guide to getting into inboxes

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

The best (email) marketers begin with the relationship

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

Step 1 – build the foundation with a lead generation strategy

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

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

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

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

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

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

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

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

Who the heck is Julia Rosien?

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

January 13, 2024 Tambra Jones

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

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

Making Their Las Vegas Debut

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Here are some of the bed frames you will see:

W. Silver Products manufactures bed frames, high rise platform bases and adjustable beds. All of their products are manufactured with quality in mind from the onset. Their new split king and split queen adjustable beds are available for immediate delivery, along with their bed frames and high-rise platform bases. With a low minimum order, superior customer service, why not purchase from W. Silver Products.

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

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

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

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

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

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

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

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

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

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

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

You will also see bedroom furniture.

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

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

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

30-Day Action Plan Workshop - Increase Your Customer Engagement

December 22, 2023 Tambra Jones

Monday, January 29, 12:30pm-1:30pm
Todd Youngblood, The B2B Advisor
In Partnership with Specialty Sleep Association
LVDC Seminar Room, Building A, A240
LUNCH & LEARN
Join this hands-on workshop and create a unique action plan to increase customer engagement with your business without spending more $$! Whether you are a retailer or manufacturer, join Todd Youngblood, The B2B Advisor, for insightful guidance on improving the quality of your website; identifying and delivering the content your customers are looking for (social content); build and refine your Ideal Customer Persona and more. (1 CEU) RSVP at LVMKT.com/events

Notes from Todd Youngblood, The B2B Advisor

The key to increasing customer engagement is to know what your customers are looking for from your brand and connect with customers where they are. Last market I learned through follow-up discussions after my presentation, Omni-Channel marketing feels out of reach for many manufacturers and retailers. The plan for this session is a hands-on workshop to help brands and retailers build a winning engagement strategy to increase customer engagement. One of the key learnings we had while growing sales of the ChiliPad products to over $100M was a general message to a general audience that will not help you scale.

We tried to grow our business by marketing to Couples sleeping hot at night. It turns out many people are okay with being uncomfortable and are not motivated to fix their sleep problems. When we changed our approach to target better sleep seekers who slept hot, we grew 20X over the next four years. Our marketing channels included Google, Facebook, Instagram, podcast ads, and others. Our most profitable channels were by far our owned activities with a loyal group of customers and influencers that we empowered to share their passion for the life-changing sleep our products delivered.

Updating website copy, social media content, and email campaigns to dial into the message customers seek from your brand will likely be 10X more profitable than other paid activities.

5 Signs You (Might) Need A New Digital Agency

December 21, 2023 Tambra Jones

How to connect and align your digital efforts with revenue generation

When’s the last time you conducted a thorough evaluation of your digital marketing agency? Are you delving deep into your monthly reports, drawing connections between your digital initiatives and in-store sales? Are you analyzing how different digital campaigns translate into more in-store traffic? Are you A/B testing monthly campaigns, comparing how different creative assets perform with your target audience?

In digital marketing, every piece of content, every interaction should be engineered to foster trust and build loyalty, contributing to current and future sales growth. A strong digital strategy should drive substantial bottom line growth in multiple areas.
·       Powerful acquisition channel targeting high-converting consumers.
·       Improved customer retention through data insights on current customer journeys.
·       Reduced customer acquisition costs by exploring alternate and emerging channels.
·       Strong brand building, transforming customers into passionate brand advocates.
If you’re unsure about how your digital agency is performing, it might be time for a comprehensive evaluation.

Signs your digital agency isn’t performing – and how to course correct

1. Set the foundation with streamlined reporting

Whether you’re partnering with a full-service provider, an email marketer, a social media expert or a paid traffic specialist, it’s crucial to define your objectives. Clarity on expectations will enable realistic, month by month assessments.

And while we’re talking about reporting, take a moment to examine your marketing tech stack. Is it automated, user-friendly and transferable if you change agencies? Is all your reporting consolidated into a single platform, such as HubSpot’s Marketing Hub or are you manually collecting and comparing data from a variety of sources?

Reporting is a shared responsibility so before you fire your current agency, call a meeting with your internal team. Poor performance may stem from a communication issue, which is correctable. Work together to create a system that keeps both parties informed, accountable, and current.

2. Understand the vital role of effective communication

Effective communication is the linchpin of any successful partnership. An account manager who is slow to respond or fails to provide timely feedback can disrupt the flow of your digital marketing efforts. Likewise, technical jargon or overly complex language about the strategies and tactics being employed may impede your ability to make informed decisions and contribute effectively to the partnership.

In essence, poor communication hampers collaboration and the progress of your digital marketing goals. Clear and open lines of communication are vital to ensure that both you and your digital agency are aligned and working towards shared objectives, making informed choices at every stage.

3. Ensure access to data and reporting for your team

Hiring a digital agency to manage your paid media accounts (such as Google or Meta) is a smart investment. Giving that agency sole access to those channels is not. As the account owner, you (or someone on your team) should retain access. If your agency uses the account for multiple clients, request screenshots with reports. Reluctance to grant access may indicate the agency’s preference for control, but it could also raise concerns about transparency and reporting accuracy.

Your digital agency should be committed to delivering on mutually agreed goals. If their goals seem vague or overly ambitious, it’s your responsibility to hold them accountable. While your digital agency executes the work, ensuring that you’re progressing toward your business goals remains a shared endeavor.

4. Advocate for tailored, flexible solutions for your unique business

Many digital agencies prioritize standardizing processes to achieve maximum efficiency and deliver outstanding results across their entire client base. But every client is unique and flexibility is essential to crafting unique solutions that align to specific requirements. If your agency can’t (or won’t) shift gears, it can leave you feeling that your business needs aren’t given the attention and care they deserve.

Does your account manager actively listen and empathize? Are they responsive with recommendations that address your specific challenges? Adapting and customizing solutions is the foundation of delivering the personal touch that every client rightfully expects and deserves.

5. Monitor employee attrition rate to safeguard consistency

Employee turnover rate is inevitable but a higher than average churn at your digital agency can signal underlying, organizational issues. Those who remain may face longer working hours and increased stress, which lead nowhere good. What’s more, your account manager needs a deep understanding of your consumers’ buying journey, which is a challenge if you’re onboarding a new one every six months. Detailed processes, documentation and automation can help mitigate these challenges but they won’t resolve core issues.

Is your agency collaborating with you to forecast growth? Are they cultivating a talent pool through internships to facilitate fast scaling in times of unforeseen workload spikes? Do they prioritize learning opportunities for current employees through courses or conferences? In short, are you getting the very best talent dedicated to your account?

Your choice of a digital agency plays a pivotal role in your digital marketing success. Recognizing signs that may indicate a need to change is crucial to ensuring success of your larger business goals. Whether it's refining reporting practices, enhancing communication, safeguarding data access, infusing a personalized touch or addressing employee attrition, these considerations underscore the importance of a dynamic and responsive partnership.

By actively evaluating your digital agency against these criteria, you can steer your business towards growth and profitability. Remember that the right agency will not only be a strategic partner but also a dedicated ally.

Who the heck is Julia Rosien?

Notes From The FAM Sleep Summit

November 20, 2023 Tambra Jones

SSA Board Chairman Pascal Roberge attended and sent in a positive review.

A few weeks ago, I had the privilege to attend the Sleep Summit in beautiful Bentonville, Arkansas.
The event was attended by a dynamic group of influential retailers, industry suppliers and sleep experts, getting together to build momentum and elevate how we all provide products so essential to better living.
For 2 days, Mark Kinsley and THE FAM had a fantastic line-up of speakers covering a variety of topics. The focus was on better sleep and how retailers can better communicate its benefits through sales education, rigorous merchandising and new technologies.

***Sculptures on the walking trails around Bentonville, AR***

Consumers are visiting retail stores seeking a better night’s sleep. It’s up to all of us to help them with the right knowledge and products.
I’m already looking forward to the next event and I strongly recommend my fellow industry suppliers to consider adding this event to their calendar!

***Exploring Bentonville, home of the US Mountain Biking National Team. Mark DesJardin, Avocado Green Brands; Alex Freiria, Ergomotion; Pascal Roberge, Beaudoin Beds***

Best AI Tools for Marketers

November 19, 2023 Tambra Jones

Learn how AI is shaping marketing and the tools you can use to improve your marketing efforts!

Smart marketers know they’re storytellers at heart and that content creation is non-negotiable. They also know creating content is time-consuming and never ending and any tool that can assist in the process is worth exploring. According to the University of Pennsylvania, almost 20% of workers already see as much as 50% of their daily tasks impacted by AI (artificial intelligence). While these are early days in the AI world, marketers who experiment now will diversify their skill set and improve efficiency. But as much as AI will help smart marketers, it will hurt lazy marketers.
·       Smart marketers experiment, adopt early and integrate wisely. Lazy marketers skip the experimentation stage and rush to integration too quickly, which can lead to embarrassing and costly mistakes.
·       Smart marketers will use AI as building blocks across text, audio and video, adding in their original points of view, insights and humor. Lazy marketers will cut and paste outputs without improving the writing style and adding in brand personality.
·       Smart marketers are customer centric and will construct better customer experiences from data, improving both automation and personalization. Lazy marketers will continue to do things the way they’ve always done – because it’s easier.
If you’re interested in exploring the world of AI and learning how it can improve your marketing efforts, these tools may be just what you need.

5 AI marketing tools to improve your marketing efforts

Jasper.ai

Jasper allows you to create on-brand content faster with a simple, intuitive interface. It’s built on GPT-3 so generating ideas, creating first drafts and editing within the tool means outputs will improve as it learns your brand voice and preferences. It will take some experimenting to fine tune your prompts but it’s a great tool for sparking creativity and improving efficiency. Pricing starts at $40/month. Learn more: jasper.ai

Predis.ai

Predis combines image editing tools, ChatGPT and social scheduling on one platform. With simple prompts, you can generate a branded social media post, complete with image/video/carousel, caption and hashtags and then schedule that content with built-in integration to top social media channels. It’s a great tool for creating brand-consistent social media posts and reducing the creative time needed for text and image generation. Be forewarned that you’ll need to experiment and edit – don’t expect shippable product out of the gate. Pricing starts at $29/month. Learn more: predis.ai

Zapier

Zapier automates simple tasks by integrating, automating (simple if/then rules) and customizing critical apps into your workflow. For example, a consumer fills out a form on Facebook, which leads to their contact info being added to your electronic newsletter list, which triggers a personal email. How the consumer responds to each outreach triggers how they’re categorized and communicated to in the future. It can also parse big data and learn from customer feedback, which will improve your marketing and communications. We love it because it reduces time spent on routine tasks, which will allow you to focus on growth. Pricing starts at $19/month. Learn more: zapier.com

SEMRUSH.com

A trusted voice in the world of Search Engine Optimization (SEO), SEMRUSH has integrated AI in the form of an SEO Writing Assistant (SWA). If you’re managing keyword targeted campaigns, SWA will help you write and improve content that’s targeted to achieve results in search. It integrates with Google Docs, WordPress or MS Word 365 and allows you to edit and optimize your content where you’re most comfortable. We love that it leverages real-time data that will help you improve as you go. A great addition to any blogger or SEO’s toolkit. Pricing starts at $120/month.
Learn more: SEMRUSH.com

Adverity.com

A marketer who understands their data makes more informed decisions, which improves performance, saving time and money. Adverity provides a single-pane view into your marketing analytics, surfacing trends and insights with pre-built connectors and no-code templates. Data governance ensures data quality and completeness from a single place. From sales to finance, advertising to marketing, we love how it seamlessly blends disparate datasets and creates a single source of truth. Pricing starts at $500/month. Learn more: adverity.com

Who the heck is Julia Rosien?

Las Vegas Market Exhibitor Information

October 24, 2023 Tambra Jones

Below is valuable information as you prepare for the upcoming 2024 Winter Las Vegas Market, January 28 through February 1, 2024.

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

Buyer Badge Scanning and Lead Retrieval.
The SSA Showroom provides a lead list to our showroom exhibitors. If you are not exhibiting with us, see below.
1. The official Las Vegas market partner, Convention Data Services (CDS), has several lead retrieval options available for a fee. Please review the attached information sheet. Orders are accepted online at: https://xpressleadpro.com/fe2/expick.php?showcode=LVMW0224. For questions, please contact the CDS support team directly at 800-746-9734 or via email at xpressleadpro@cdsreg.com. Early discount pricing is available if you order by November 30, 2023.
2. Onsite buyer badge scanning is an included feature with RepZio subscriptions. Existing users may access this feature within the RepZio user dashboard. To learn more and/or to enroll with RepZio, please contact concierge@junipercommerce.com.

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

Exhibitor Information Manual
The SSA provides our exhibitors with the move-in and move-out rules for our showroom. In addition, the 2024 Winter Las Vegas Market exhibitor manual contains valuable information regarding registration, freight deadlines, tenant improvements, market services, and preferred vendors. Please be sure to review the attached manual and share with your set-up team. The manual is also available through the exhibitor portal at https://exhibitors.andmore.com. For assistance accessing the portal, please email our portal support team at: exhibitorportalsupport@andmore.com.

Logistics provides a wide array of services and products for our Las Vegas Market.
The deadline for pre-Market outbound freight is Friday, January 19, 2024, and the deadline for inbound freight is Tuesday, January 23, 2024. For more information, please contact Logistics directly at 702-599-3332 or via email at wmclvshipping@andmore.com.

As a reminder, and as outlined in the exhibitor manual, to accommodate freight and allow the debris crew to swiftly identify and discard debris, neither product nor fixtures may be stored in any hallway or public corridor. Product and fixtures marked “for sale” must remain inside your showroom. Product and fixtures that are actively being unpacked may be staged temporarily in the hallway for up to 48 hours.

Dock Access: A dock appointment is required year-round (both on- and off-Market) for access to the dock and surrounding areas. Please schedule your dock access online through the C3 Solutions site. To access the system, please click here and make sure to bookmark the website for further use.
Additional Services: Logistics offers showroom labor for unpacking and set up, as well as tear-down and packing. Packing materials and LED light bulbs are available for purchase as well
Off-site Storage: IMC does not offer onsite storage of product. You may store product offsite with any vendor of choice or you may utilize the services of our preferred storage partner, PGHOC. Attached is more information regarding PGHOC’s services
Small Package Delivery: To ensure your small packages are received and placed inside of your showroom, the Aim High Business Center offers “secure package receiving” to accept, sign for and deliver your small packages. To take advantage of this service, please complete the attached form and email it directly to Aim High Marketing Solutions at: info@aimhighmarketing.com. This service begins January 15, 2024
“Clean Floor” Policy: To facilitate final Market preparations, all product, packing materials and debris MUST be removed from all atriums by 12:00pm Thursday, January 25, 2024, and removed from all hallways by 12:00pm Friday, January 26, 2024
Shipping addresses for each building:

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

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

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

Mastering Local Search: Elevate Your Store with an Optimized Google Business Profile (GBP)

October 23, 2023 Tambra Jones

Learn how to get to the top of Google local search with actionable tips that will earn you increased visibility – and sales!

If someone in your community googles products you sell, where does your store show up in their search results? Do you dominate the top spot? Or are you somewhere further down on the page? Is your store listed in the coveted Map Pack? Wait, what’s a Map Pack
Whether you’re selling online or looking for walk-in traffic, being included and staying at the top of the Google Local Map Pack should be a keystone of your search marketing strategy. It’s as important as it is challenging. If you’re struggling to distinguish yourself in this highly competitive arena, we’ve got a few tips (and tricks) to help elevate your rankings and secure heightened visibility.

Google Local Map Pack – why it’s important to your business

As consumers, we take Google Maps for granted. It helps us find everything from a new restaurant in town to a local electrician to directions to everywhere we want to go when we’re traveling. As a business, ranking in the Google Local Map Pack is prime real estate. A Google Local Map Pack is the search results feature that appears on the first page any search query with a local intent (“near me”). It can appear above or below organic results and it features a map that lists a number of businesses relevant to the query. Whether you show up on Google Local Map Pack depends a lot on your Google Business Profile (GBP), website and associated third party websites (such as social media).
For almost a decade, Google has been very clear about why their “near me” intent is a “near you” opportunity. Thanks to a brightlocal 2023 survey, we know that nearly 1 in 3 mobile searches are geo-specific and the number one spot gets the highest click-through-rate. If managed well – with a steady flow of Google reviews – you’ll reap higher organic traffic to your website, more phone calls and more walk-in traffic. Talk about a competitive advantage.

Ready to claim your advantage? Read on!

1. Claim and verify your GBP

Begin by claiming your Google Business Profile (yes, it’s free) and filling out every section (no, it doesn’t replace your website). How you rank will depend on factors like the strength of your website, social media channels and customer reviews. If your business has been around for a few years, you likely have one already – you just need to claim it, verify it and ensure the information being shared is correct. The verification process can take up to a week and you may be asked to authenticate your information in a variety of ways. TIP: Your GBP isn’t a set it and forget it exercise. Anytime store hours are changed (holidays, storms, etc.) make note of them here. And remember that your social media channels send signals to Google so post consistently. If you can’t manage a multitude of social channels, choose one and do it well.

2. Ask customers to review your store on Google

Reviews facilitate two-way conversations between consumers and stores and can influence local ranking factors. According to a moz.com survey in 2022, 96% of shoppers read reviews, making them an integral element of your store’s brand reputation. Take a look at these findings:
·       Only 11% said they trust brand messaging over consumer reviews.
·       50% said they lose trust if it looks like owners/employees are writing reviews.
·       If asked, more than half said they would write a review – less than 40% have been asked to write a review in the past year.
·       63% said they update negative reviews once a complaint has been resolved.
It goes against Google’s guidelines to ask for (or incentivize) a “positive” review. But you can ask for a review. Any review your business receives is beneficial but asking the right questions will improve your search marketing strategy. When asking for a review, keywords are less important than honesty and photos will help reviews be “sticky” and stay closer to the top. Here are a few prompts to help your staff begin the review conversation at the point of purchase.
·       Would you consider leaving a review describing the product or service you just purchased and your experience?
We want it all – good and bad – so we know how we can improve.
·       If you’re not sure what to write, just explain how you were treated and if any issues/problems were resolved.
·       Feel free to name the employee(s) who worked with you.
·       Please post photos as it will help other shoppers decide if they’d like to shop here too.
TIP: Review recency matters. You might have a lot of reviews already on Google but if the frequency of those reviews drop off, so will your traffic. You can’t incentivize customers but you can incentivize your staff to ask for reviews. Hold weekly lotteries for staff members who generate the most reviews.

3. Add video to your GBP

Video has been hot on Google’s radar for a while and, thanks to our fascination with TikTok, YouTube Shorts will help you improve your GBP. According to Google, it’s easy to upload your short videos (less than 60 sec) to your GBP. It was built to encourage creators to shoot, edit and upload easily within the tool – no fancy equipment needed.
TIP: When it comes to video, ditch the idea of perfection and go for authentic. Consumers are looking for footage of product you have in stock or services you offer.
·       Walk through your store with your smart phone and pan over the layout and key areas you feel are important.
·       Create short videos on new products, walking around them while describing key features and uses.
·       Interview staff or vendors or even customers during a delivery (with their permission, of course).
·       Keep your videos short and informative and do them regularly as product moves through your inventory.

4. Optimize for voice search

We all know it’s easier to ask Google to find something near us than to type it into our phones. But as businesses, we need to understand how optimizing for voice search differs and how focusing on it can help overall ranking of your site in all areas.
Search engines reward sites optimized for voice search by placing them in the top three results for any given query. But to land that top spot, you’ll need a top-notch voice SEO (search engine optimization) expert. A few key points to remember:
·       Target question keywords and longtail keywords because voice searches tend to be longer than text searches.
·       Use conversational language in your content – more authentic, less formal and easier to read.
·       Prioritize local SEO – yes, this all helps you rank higher in the Google Map Pack.
·       Optimize for mobile and ensure your website loads quickly.
TIP: Voice search is a major project and should be handled by an expert. To ensure your digital agency of choice can deliver, visit my favorite resource, hubspot.com, to educate yourself and learn the right questions to ask.

5. Engage in regular competitive analysis

Understanding how your competitors rank in their Google Local Pack can help you improve yours. Simply searching their names and products will take you to their GBP, which can help you learn how to improve yours.
TIP: If your GBP includes and “often searched together” section, consider yourself lucky – and use it. This insider information will tell you what Google knows about customers in your area and how they’re searching for your products. If you click on this section, you’ll be taken to the local finder with a “people also search for” heading.

Check out my other articles on the SSA
·       How to strengthen weak copywriting
·       Does your store need a social media manager?
·       Retail sustainability – are environmental hackers or caretakers?

Who the heck is Julia Rosien?

7 Ways to Strengthen Weak Copywriting

September 20, 2023 Tambra Jones

Or why your crappy first drafts should never be published – and how you can clean them up

In 1994, Anne Lamott’s Bird by Bird changed the way many writers looked at their first drafts. If we thought we were alone in our crappy, never-to-be-seen first drafts, she cured us of that fantasy. In no uncertain terms, she told us no one writes perfect prose right out of the gate and even the best writer needs a good editor. For me, it tore down the fear of being a “bad” writer and gave me permission to explore my creativity. “All good writers, write crappy first drafts. This is how they end up with good second drafts and terrific third drafts,” she wrote.
Good writing takes more than one draft. A second sober look, reviewing both the overall message and line by line spelling and grammar checks are must have’s, whether you’re writing a book or a blog post.
Trouble, is most of us are blogging for our businesses without the safety net of a copyeditor and our content goes out into the world unseen by anyone but ourselves. If we’re not carefully editing our work, typos and broken links can sneak through unnoticed. Thankfully, correcting some of those errors is quick and painless online tweak. But sometimes the mistakes are larger and can impact whether a potential customer visits our site again. Ouch.
If you’re interested in strengthening your published blog posts, have a look at these common blogging weaknesses and how to correct them.

You haven’t defined your blog strategy. A business blog can be an effective content marketing tool but without a strategy, you’re swimming against the tide. Eventually you’re going to get tired and give up, which leads to nowhere good. To fix this issue, set some goals before beginning so you know where you want the blog to take you.
·       Invest in keyword research to help map out a content plan
·       Ensure each post aligns with your chosen keywords and your larger business goals
·       Create an editorial calendar to keep yourself (or the blogger you hire) on schedule with your goals

Your headlines make promises your blog posts don’t keep. A great headline that doesn’t match the body text is called bait and switch. It may have worked in the days of Blackhat SEO but it’s not a smart way to attract and retain customers. The good news is that we all fall into this trap once in a while – and it’s fixable.
·       Keep your headlines concise and to the point
·       Write your headline first and consider it your thesis statement
·       Save the creative headlines for your H2’s where you can have a little more (honest) fun

You aren’t writing to readers who scan. If your headline snags the interest of a customer but your content is a big block of text, you’ve lost them. We’re all scanners now, trying to grab the essence of an article without investing the time to read it. It might be lazy but it’s also our reality. So how do you fix it?
·       Take as much time to craft your subheads as you do your title
·       Add images and pull-out text boxes to grab attention and help tell your story
·       Use bulleted (or numbered) lists to provide more white space and make your posts easier to scan

Your blog posts are unfocused and ramble too long before getting to the point. Your college professors might have enjoyed a long, drawn-out argument but potential customers won’t thank you. If 10 words will convey a message you originally wrote with 20, do it. Likewise, a good writer doesn’t need big words to make them look smart. They use the right words so their customers can get the information they came for, quickly and easily. Remember, your posts should be about what your customers need:
·       Constantly ask yourself if everything in your post truly serves your customers
·       If your posts feel too long, consider breaking them into parts that you publish on different days
·       Simplify your ideas with shorter sentences and paragraphs (or a balanced mix of long and short)

Your blog posts are too generic. Do your blog posts read like they could have been written by ChatGPT? Do they offer specific information or do they generalize, not offering real, tangible solutions? Writing is hard work. Good writing that’s peppered with personality and creative solutions will separate you from the crowd. Here’s how you can correct this problem:
·       Start with ChatGPT but then add in your personality
·       Do your research and offer your readers the solutions they’re searching for
·       Remember that anyone can start a blog – give your readers a reason to come back to YOURS

You haven’t honed your copyediting skills. Whether you’re a new or seasoned writer, it’s too easy to rely on tired clichés or worse, miss opportunities for colorful metaphors and storytelling. Those errors belong in your crappy first drafts – not your published posts. When you’re editing your posts, try these tips:
·       Employ AI to help you edit – grammarly is a smart, easy to use tool
·       Let your creativity out with color commentary or metaphors to help tell your story
·       Ask for help – sometimes another set of (human) eyes on our content can make all the difference

You forgot the call to action. A blog post is the start of a conversation between you and your customer. And everything in that post should be about helping them in some way – but the call to action is important too. Whether you want them to read more posts, reach out to you for more information or come into your store, don’t assume your customers will know what you want them to do.

Check out my other articles on the SSA
·       Is your business blog delivering results?
·       Does your store need a social media manager?
·       Retail sustainability – are environmental hackers or caretakers?

Who the heck is Julia Rosien?

What is the SSA Showroom Saying About Summer Market?

August 21, 2023 Tambra Jones

Given the retail climate over the past couple of months it was no surprise that last month’s Summer LV Market was slow, but none of us expected the traffic to be 19% below our SSA showroom traffic in Summer 2022. Attendance matched last summer on Sunday and Monday, but Tuesday and Wednesday it fell off sharply. Several exhibitors and reps said that several of the stores they normally see did not come to market at all.

That said, there were still deals being made. Vendor-to-retailer as well as vendor-to-vendor meetings were happening in every corner of the showroom. On Sunday Canada took home the $50 CA$H FOR SCAN – winners were Geoff McLeary from Sleepy’s The Mattress Store and Kyler Carlsen, Sleep Country Canada. On Monday/Tuesday Robyn Schenk from Babettes Furniture & Home Showroom in Leesburg and Jay Williams from Crazy J’s Furniture & Sleep Shop in Wichita got the cowbell ring and the CA$H. Congrats you guys!

Geoff McLeary • Sleepys The Mattress Store • CANADA

Robyn Schenk • Babbette’s Furniture and Home • Leesburg

Jay Williams • Crazy J’s Furniture and Sleep Shop • Wichita

Take a Virtual Walk Through the Showroom

Let’s hear from some of the exhibiting companies

Mark Kozin from debuting Kathy Ireland Kids – “The show was slow-paced, however we were pleased with the outcome. We managed to establish some really good contacts and we received some very valuable feedback on our beds. We're looking forward to Winter Market.”

Arin Schultz from Naturepedic Organic – “It was great to be back at in the space. Traffic did seem very, very light this time but just walking around the show as a whole it was very slow in general. I’ve heard from a couple of other mfgs and stores that things are very quiet right now for them so the buyers are probably very hesitant. I have high hopes for Winter Market. As always it’s great to have you and your team stationed at the entrance it makes it a lot more inviting to the buyers. See you in January!”

Brent Polunsky from W.Silver Products – “Even though attendance was down, the people I had a chance to visit with were at the market to make changes to their lineup or find a new vendor. Our new split head adjustable bed was well received and helped us open up new dealers. I am looking forward to the next Vegas Market and hope it will be well attended.”

Pascal Roberge from Beaudoin Beds – “The team at the front is great and welcoming and I thought the Cash for scan initiative was fun and created excitement – ultimately for more people in the show room. The social events in the SSA space are always a great way to connect with other exhibitors and customers, keep offering those pretzels!”

Jane Areson from Areson Enterpirses – “It was slow as far buyers coming by the booth but we did make some good industry contacts.”

Alexa Williams from debuting Williams Co. Mattress – “We enjoyed our time at the Market and overall we had a good experience! We had the opportunity to make some new relationships and did create new customers. We also appreciated meeting new reps, and forming those new partnerships. Now that we understand how everything works, we are able to anticipate January!”

Peter Laurens from Baltica Naturals/Arcus Beds – “Given the very light traffic I can really just say that this market provided us with some unconventional potential clients--one group came looking for accessories rather than mattresses, another for mattresses but from abroad (Canada)--giving us a chance to explore marketing other products and in other countries.”

Philip Kraus from Electropedic/Organic Comfort – “The market was slow, but all the exhibitors were very optimistic about the winter 2024 market.”

Harry Goodman from Boccuzzi Home – “We used our extra time at LVM networking and making new contracts. It appears that the time and expense was well worth it. We added salespeople and other relationships that have huge potential. As always it was great catching up with old friends.”

Brad Hall from Sonu Sleep – “We were extremely impressed and pleased with our first experience exhibiting in the SSA showroom. Everyone involved, especially the SSA staff and all of our neighbors, were very accommodating and welcomed us into the group. We look forward to coming back in January!”

Ryan Cleary from Health Guard – “While attendance was down, this July show reminded me that it isn’t always about the quantity but rather, the quality of the conversations had. We appreciate all the hard work that goes into making our experience seamless.”

Does Your Store Need a Social Media Community Manager?

August 21, 2023 Tambra Jones

If social media is free, why do I need to pay someone to manage it?

It’s hard to argue the importance of social media in your marketing mix. Done correctly, it has the potential to reach new customers, drive in-store traffic and build loyalty in your community.

Who’s managing social media for your business?

Social media isn’t the same as print or radio or TV, some store owners say. Facebook and Instagram and Tik Tok are free so why should I pay someone to manage it for me? I can get a sales rep or my niece to do it for me, right? Just post something about the store and respond to questions and we’re golden. And for a few weeks or months, the postings are random, no interaction, no community growth. And then a complaint erupts into a tsunami of complaints. See, the owner says, we told you this wasn’t going to work.
All advertising costs money. While social media is free, developing (and managing) a strong, sustainable social media strategy is far from free. And make no mistake, everything you do on social media is advertising, from the cute memes to store announcements to boosting posts to buying ads.

Community manager – nice to have or must have?

A social media manager can be a copywriter, graphic designer, ad buyer and customer service rep – often in the same day. It’s challenging work, fun work, sometimes exhausting work – and the learning never stops. Not only is social media constantly evolving, no two customer interactions are ever the same. Social media can create amazing opportunities for small businesses but it can also feel like an obstacle course with risks around every corner.
When social media is an afterthought, pushed off to whoever’s available, the voice of your store isn’t developed. It’s an afterthought as well. Postings to the page are random and ad buying is done on a whim, not a plan that can be built on or tweaked as ads are responded to – or not.
Do you need a social media manager for your store? While you may not need one person solely dedicated to social media – it can be a part-time task – you do need someone with their finger on the pulse of it daily, someone who understands your business goals and how to translate social media interactions into lead generation opportunities. Who is that person for your business? Someone already there or someone new?

A social media manager’s DNA

In a perfect world, marketing and advertising (which includes social media) is the halo around your store, the glow that shares your light with the world. Your social media manager sits at the center, acquainted with every nuance and facet of your business. Whether it’s a current employee or a freelancer, they’re the voice of your brand. And, just a reminder, their skills will often be needed outside of normal office hours. A customer who posts a complaint on Friday at 6 pm isn’t going to feel heard if they don’t receive a response until Monday morning.
Your community manager is a brand evangelist, customer service lead, sales and marketing and technical support in the eyes of the consumer.

So what skills does your social media community manger need to succeed?
1.     Creative communicator. At its heart, social media is a communication tool. Your ideal candidate should be able to succinctly convey an idea or story using all the tools available to them, whether it’s emojis, gifs, stickers, pictures, videos or simply text. And while customer engagement is first and foremost, being able to share with other employees how their work on social moves the business forward is just as important.
2.     Crafty writer. The best social media managers are not only skilled at wielding their digital assets to tell a great story, they’re also exceptional digital conversationalists. Their witty updates are as engaging as their clever comebacks and they understand how to tailor all that glittering banter to different audiences and platforms, eliciting emotion in 150 characters or less. Easy, right?
3.     Wildly creative. When it comes to developing social media content, creativity is the fuel that elevates and differentiates your business. But ingenuity and originality – not to mention a sense of humor – also power the mundane tasks, such as the subtle, aesthetic appeal of formatting copy and links.
4.     Highly organized AND efficient. It can be a challenge to pair wildly creative with highly organized in one person but in social media, these two skills go hand in hand. Can your social media manager channel all their creative juices into an efficient, executable plan? Are they learning from each customer interaction?
5.     Good business acumen. Great social media managers live and breathe their trade but they should also understand your larger business goals too – and other types of advertising that can help achieve those goals. Live events, email campaigns, direct mail, radio, TV and print can all help bring more attention to your store. And your social media manager needs to understand how all these pieces work together to create compelling marketing campaigns.
6.     Customer champion. Being able to turn everyday interactions on social media into special moments is an important skill. More and more customers use social media to complain and deciphering the “why” behind those customer exchanges can reveal opportunities for product development, sales and marketing and even future customer connection points. If your customer service representative is a different person than your social media manager, they need to work together.
7.     Agile thinker. We all know how dynamic – and ever-changing – social media is and being able to pivot on the fly is as important as any of the skills mentioned above. If a campaign is underperforming or a post goes viral, does your social media manager have the authority and flexibility to make decisions and act quickly?

It can be hard to dedicate resources to an initiative that hasn’t proven itself within your company. Rather than looking at the cost of social media, maybe it’s time to start asking ourselves what we’re missing if we don’t do it?

Check out my other articles on the SSA
·       Is your business blog delivering results?
·       How to build and manage a social media crisis plan
·       Retail sustainability – are environmental hackers or caretakers?

Who the heck is Julia Rosien?

Is Your Business Blog Delivering Results?

July 20, 2023 Tambra Jones

When’s the last time you did an honest, thorough audit of your content marketing strategy?

When it’s done correctly, content marketing is a powerful tool. When it’s done incorrectly, it’s an expensive hobby. An effective business blog allows you to tap into audiences that you may not be able to reach through traditional marketing channels, as well as track and measure reach and conversions. What’s more, once you create content and publish it on your site, it continues to deliver results over time, unlike a marketing campaign that’s over the moment the funds dry up.

But a business blog isn’t just about throwing keyword-rich content on your site and hoping that folks will find it and want to read it. The content must be well-written, informative and appeal to people who may be interested in the products you sell. If this past year’s updates from Google, Apple and Facebook have negatively affected your traffic, it might be a sign your website and/or blog needs a refresh – or at least a content audit.

For more than a decade, Google has made it clear with each update – good content will be rewarded, bad content will be pushed down. Steve Sheinkopf’s blog on Yale Appliance is an excellent example of content that serves up what he knows his customers want. You can read product reviews – real product reviews that disclose the good, bad and ugly. He shares which brands are returned most often and which manufacturers offer the best customer service policies and practices. His blog is honest, authentic and customer-focused.

Is your website delivering the results you need it to? If it’s been a while since you audited the content on your business blog, let’s have a closer look at some common digital mistakes and how to correct them.

Business blog mistakes – and how to correct them

You know your business but do you know what your (potential) customers are searching for online? Before they enter the sales funnel, they’re probably doing research on the products they’re interested in and how those products can improve their lives.

Are you making these mistakes on your blog?
1.     Bragging about your company or the products you sell. Save the marketing speak for your “About Us” page. Remember, your blog is about your customers and what they need. If you want to write about your amazing company, try these ideas:
·       Write about community outreach programs that your business or employees support.
·       If you have a scholarship program, for example, write about some award-winning students you’ve helped.\
·       If you’ve just finished renovations or opened a new location, create a vlog (video blog) and take customers for a virtual tour.
·       If you hold events in your store (like book signings, for example) write about those events – and include lots of pictures and video.

2.     Writing only about products you sell. If the point of your blog is to sell product, it’s an advertorial and neither Google nor readers will find it useful. If you want a product-focused blog, try these ideas:
·       Share a new product launch with detailed information about what makes it different than its predecessors.
·       Compare competitive products, outlining strengths and weaknesses.
·       Compare manufacturer and customer service accolades (and fails).

3.     Adding links that aren’t relevant to the topic. We know the link farm strategy doesn’t work but it’s amazing how many businesses continue to fall victim to it. A link in a blog post should help a reader understand the topic better – not lead them to a product information page. If you want a deep linking strategy on your blog, try these ideas:
·       Practice smart deep linking by pointing to pages deeper in your site that offer more information.
·       Link to manufacturer websites that may offer additional information on product usage or warranties.
·       Link to authoritative sites, such as government, medical or recognized organizations that offer more information without a sales pitch.

4.     Writing without an SEO strategy. For a business blog to successfully drive website traffic, a firm SEO foundation is a must. And while keywords are important, SEO is about so much more. What can you do if you don’t have an SEO strategy? The simple answer is to hire an SEO specialist but you can also begin educating yourself by reading expert blogs. Here are some of my favorites:
·       Neil Patel
·       Search Engine Land
·       The Moz Blog
·       HubSpot
·       SEMrush Blog

Blog audit checklist

Now that you know what not to do, this checklist will help you stay on track when creating new content.
·       Focus on your customer’s needs. In your store, you know your customer’s biggest questions and you answer them honestly. Do this on your blog using informative headlines, explanatory meta-descriptions and persuasive, well-written content.
·       Optimize your content. With keywords artfully woven into headings, copy and meta descriptions, make your blog posts as attractive to Google as they are to your customers. Two of the biggest mistakes when it comes to keywords? Using them too much (spamming) or not using them (strategically) enough.
·       Maintain a consistent, recognizable brand personality. Consistency creates authenticity, which builds consumer trust. Your blog posts should be on-point and a reader should be able to land on any page on your site and recognize it as your content.
·       Proofread before publishing. This should be a no-brainer but it never ceases to amaze me when I see typos and spelling mistakes on a business blog.
·       Leverage social proof. When you can integrate what your customers say about you on your blog, your content becomes even more influential. Testimonials, influencer endorsements and product reviews are a few examples of social proof.

Check out my other articles on the SSA
·       Do you use images on your website?
·       How to build and manage a social media crisis plan
·       Retail sustainability – are environmental hackers or caretakers?

Who the heck is Julia Rosien?

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

July 6, 2023 Tambra Jones

One major company returns after a break from Las Vegas, and 21 veteran companies will bring innovative sleep products to buyers visiting the Specialty Sleep Association’s busy showroom (C1565).

Making Their Las Vegas Debut

Kathy Ireland Kids is a collaboration with KozyKids, LLC to fill a void in the kids/teen furniture market and will make their first appearance together at this summer's Las Vegas Market. Furniture designer, Carol Russo, has over 30 years experience designing and selling high end kids furniture and along with Kathy Ireland is bringing a product to the Las Vegas Market that will be manufactured here in the United States. The emphasis is on quality, safety and functionality. Their concept is to make the experience of choosing your child's bedroom furniture a fun experience for the entire family, while making sure Kathy Ireland Kids furniture is made of the best solid wood and other materials available today. To quote Ms. Russo, "today's consumer is a more savvy shopper and is much more aware of health and safety concerns than ever before, especially when their children are involved. Kathy Ireland Kids was designed to fill that void. By producing our furniture here in the U.S., we can make sure our strict guidelines are followed and can take the guesswork out of choosing a safe product for your family."

KozyVEND is leveraging 40+ years in the furniture business, leveraging logistics & technology to create the first Furniture Vending Business and you can get your share. Vending is a trillion dollar global phenomenon with new players entering the industry offering high risk, low return offerings, compared to Furniture vending. You can look at a KozyVending Machine, like a fully stocked furniture store, but instead of spending hundreds of thousands in inventory and tens of thousands a month on traditional overhead, you have the same potential profit potential for your location. Make sure you stop by for a presentation.

SONU Sleep is a sleep technology and engineering brand that is devoted to dramatically improving the future of sleep. SONU’s introduction of the world's first mattress designed specifically for side sleepers has revolutionized the space. The SONU Sleep System mattress finally allows arms and shoulders to rest naturally where they're meant to, enabling top quality, deep sleep throughout the night. SONU’s patented Comfort Channel and Support Pillow system molds to each sleeper’s desired position, greatly reducing pressures that are unavoidable with all other mattresses. The result is a truly unique level of comfort and an unforgettably relieving sleeping experience. These features have caught the attention of the sports world, as professional athletes, health and fitness experts alike all rely on their SONUs to improve recovery, breathing and quality of sleep every night to enhance their performance every day. With many endorsements and video reviews from thrilled professionals, SONU’s innovations are making waves in the mattress industry.

Williams Co. Mattress, the third generation Colorado born mattress company, is releasing their top performing collections for wholesale availability. Williams Co. will be exhibiting their Best-Selling Organic Line (GOTS and GOLS certified materials, and dual core options), and their luxury memory foam Hybrid Line (Natural quilting fibers, copper infused memory foam, zippable cover). All of their products are handcrafted in Colorado under careful quality control, and quickly shipped. By the year 2025, 40% of consumers are estimated to be seeking an organic or sustainably made mattress. Williams Co. is revolutionizing showroom offerings, providing luxury comfort and pressure relief, using organic and natural materials.

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

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

Arcusbeds will offer their two flagship models; Organic Classic Original and Organic Classic Ultrasoft--handmade, certified luxury innerspring mattresses made of the finest quality, certified materials (see attached photos). They will also be soliciting indications of interest in an entry-level, two-sided organic latex product, to be offered at a lower price point but made using the same techniques as our flagship models and with the same quality of materials.

Sheela Foam India/ Interplasp Spain are bringing mattresses with new technologies to this market - 17 new technologies to be exact, from their state of the art plants located in three continents, India, Australia and Spain. Their special foaming processes are environmentally friendly using a Variable Pressure Foaming machine (VPF). The VPF process protects the environment by not emitting VOCs , uses lesser catalyzing agents and produces superior, consistent products which are affordable with outstanding comfort and longer life compared to competing technologies.
In addition to their memory foam and hybrid mattresses, they will also offer their proprietary and unique Hygroflex responsive memory Foam, which they call “the next generation of memory foam”. They will introduce their Latex Plus PU foam with properties closely matching Natural Latex but with better lifetime performance and a very competitive price.

Eurolux Living - European Mattresses Since 1966 - are offering new additions to their Elite, Platinum and Gold Collections including the Novis, Eurolux Premium and Lux Silver models. Their mattresses are sustainable, luxurious and made with innovative materials. Their mattresses are manufactured in Spain, sourced from Italy, Germany, Switzerland, Portugal and Spain, and offer fast shipping from their US Facility.

Rounding out the mattress offerings in the room are I Love Mattress who is launching an all new Out Cold Renew Mattress collection featuring not one but three new proprietary memory foams that enhance the consumer experience with extended comfort life. And don’t miss Cariloha, Somnus, Natural Home by The Futon Shop, and Phoenix Mattress.

Here are some of the bed frames you will see

W. Silver Products manufactures bed frames, high rise platform bases and adjustable beds. All of their products are manufactured with quality in mind from the onset. Their new split king and split queen adjustable beds are available for immediate delivery, along with their bed frames and high rise platform bases. With a low minimum order, superior customer service, why not purchase from W. Silver Products.

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

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

Kelley Global Sales will be showcasing their newest Adjustable Bases at the most competitive pricing and shipping. All bases are backed by outstanding service and warranty with toll free service. All bases featured are also foldable for easy warehousing and delivery including their Lumbar, Head-Tilt model. Lightweight and UPS-able. They are also showing 2 UPS-able storage foundations and Lift recliner chairs. All are warehoused for quick delivery.

Modrn Motion rounds out the offering of adjustable frames you will find in the room.

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

I Love Pillow is introducing Luna Lux Sleep, a new luxury brand pillow, featuring Lux Dual Climate fabrics with I Fit design and SMART Core support technology. Building on the success of the Cool Fit Athleisure brand is the new Airtex and Hybrid sleep core technologies. Gel Cloud is a new pillow with certified recycled fibers and cotton fabric. We have expanded many of our collections with a custom kid’s size contour pillow. They are also launching an all new Out Cold Renew Mattress collection featuring not one but three new proprietary memory foams that enhance the consumer experience with extended comfort life. Their space will be updated with new display and digital content. They provide branded and private label solutions for retail and drop ship businesses and all our products are proudly made in the USA

Electropedic has a new line called Organic Comfort. Their new Latex pillow is filled with 90% natural latex and 10% traceable wool. Their pillow cover is made from 95% GOTS Certified organic cotton. Their Inner pillow fabric is made from 100% GOTS Certified Organic cotton. Their Organic Comfort Layer is filled with 90% natural latex and 10% traceable wool. OEKO-TEX CERTIFIED.

Blue Ridge Home Fashions is one of the leading basic bedding manufactures offering a complete line of natural and synthetic filled pillows, comforters, mattress pads, toppers, blankets, and throws. An industry leader for over 29 years in health and wellness innovation and the finest crafted bedding. Blue Ridge prides itself on its commitment to quality, comfort, and sustainability.
Blue Ridge Home Fashions is the official licensee of top legacy brands Martha Stewart®, Serta®, Beautyrest® and Kathy Ireland®. BRHF will be introducing a new custom support pillow program under the traceable organic brand Farm to Home® . Farm to Home® leads with sophisticated design, high quality, and full transparency. Farm to Home® offers affordable, authentic, and accessible organic home textile products for today’s conscious consumer (@Farmtohomeorganic). BRHF will also be debuting a new 37.5 fabrication combining Blue Ridge materials with 37.5 Technology. 37.5 technology powered by Cocona creates a more comfortable sleep environment by delaying the onset of liquid sweat, drying faster, increasing comfort, and helping control odor. (thirtysevenfive.com).

Backed by over 40 years of experience, Sleeptone is here to help you recharge & get the sleep you need - the sound sleep you deserve. Rigorous quality-control has made them a major vendor for Fortune 500 companies, online & brick-and-mortar retailers, hotels, schools, military bases, and government agencies. Their 210,000-square-foot upstate New York warehouse, New Jersey warehouse & Los Angeles warehouse employ state-of-the-art systems to facilitate the on-time delivery of every order at an ultra-affordable shipping rate, while their Brooklyn & upstate New York showrooms welcome any discerning buyers swinging by. “Retailer or customer, everybody wins when we consistently bring the best value to people who dream of comfort, quality & a touch of luxury”. They look forward to helping you rest easy during and long after the purchasing process.

Boccuzzi Home will launch Handcrafted Italian Luxury Sheets at this market. This breakthrough brand is adding sheets to its line of 100% natural cotton, non-slip mattress covers, mattress protectors and pillow protectors. With luxury detail and attention-grabbing packaging Boccuzzi Home products created market buzz and accelerated the introduction of a comparable, and competitive, line of sheets. For years Boccuzzi Home 600 thread count sateen sheets have been enjoyed exclusively in some of Europe's finest luxury hotels and Boccuzzi is confident they will prove to be the softest, smoothest, most luxurious sheets to hit the US specialty sleep market. The master fabric craftspeople at Boccuzzi Home have developed breathable, moisture-wicking, and durable sheets that come in a variety of colors, are wrinkle-resistant and machine washable. Nothing is mass-produced, Boccuzzi Home manages all its manufacturing in Puglia, Italy.
Boccuzzi has been part of the movement toward sustainable cotton products since long before it came into vogue. Harry Goodman, managing Boccuzzi Home USA operations, commented that “Boccuzzi products are of the highest quality, integrity, and authenticity, and with such timeless, deep-rooted Italian sensibilities, we are confident this expansion of our US product line will deliver greater success for the brand and our partners.”

Premier manufacturer of organic and natural bedding Sleep & Beyond will be launching two new products at the upcoming summer market, the certified organic cotton Muslin blanket along with the certified organic Honeycomb cotton blanket. Woven from pure, sustainably sourced organic cotton, the organic cotton Muslin blanket harmoniously blends the exquisite beauty of nature with the indulgence of luxury. Available in classic ivory, crisp white, pacific blue and sage green colors.
The organic Honeycomb blanket’s intricate pattern is reminiscent of the honeybees' diligent craftsmanshipand brings forth a sense of wonder and cozy elegance. Handcrafted with meticulous care, this blanket is a testament to the artisan's devotion and the richness of organic materials. Versatile and timeless, the organic honeycomb blanket is available in classic ivory, crisp white, and pacific blue.

Healthguard and Cariloha will have their mattress protectors and sheet sets ready for you.

Don’t miss the cool and innovative furniture in showroom

HoSTTech, the new material for furniture, is 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. HoSTTech is here to make the manufacturing process simpler and faster since it takes 50% less time to manufacture a 3-seater sofa using HoSTTech versus the traditional materials. This means fewer energy, operators, and components to buy and manage. It simply means doing more with less.
According to the EPA (US Environmental Protection Agency), more than 12 million tons of furniture and furnishings (sofas, tables, chairs, and mattresses) went to waste in 2018, and from that, only 40 tons were recycled. These numbers are only going up unless manufacturers start using better, more sustainable materials, like HoSTTech, which is 100% recyclable and 100% biodegradable, in addition to having a life span much longer than the 5-10 years usually seen in the industry. HoSTTech, inspired by nature's Honeycombs, is compressible, before and even as a finished product, which translates into 1/3 of the space needed for material and finished product storage. Not to mention shipping, where you can fit 3x more sofas in a 40' container.
This new material, HoSTTech, 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. HoSTTech's design team works hand in hand with manufacturers to ensure the adoption process is simple and benefits are optimized. HoSTTech is here to bring simplicity and performance to furniture manufacturing while being kind to the world.

Arason Enterprises will be showing you their cabinet beds, Natural Home by The Futon Shop has organic sofas and futons for you, and Furniture For Life will have their amazing massage chairs on display for you to try out. And don’t miss the fresh and hot pretzels from Auntie Anne’s that the Specialty Sleep Association will be offering in their member lounge Sunday, Monday and Tuesday from 11am - 2pm.

Retail Sustainability - Are We Environmental Hackers or Caretakers?

June 19, 2023 Tambra Jones

On a path littered with difficult choices, is retail sustainability even within reach?

Retailer are facing increasing pressure to commit to ambitious environmental and social goals. And consumers are making it clear that trite and shallow promises won’t be tolerated. They want to be part of the conversation and many are willing to open their wallets to prove it.
According to Deloitte’s Global Consumer Tracker, 55% of consumers purchased a sustainable product or service in 2021 and 32% said they paid significantly more for that purchase. Millennials and Gen Z’s are especially focused on investing in businesses whose products and services benefit the environment.

Starting the retail sustainability conversation

Let’s be clear, as retailers and manufacturers, we’re starting the conversation with a massive disability. The very core of our business involves manufacturing a desire for newer, better, prettier products, which inevitably generate waste. No one goes shopping naked for new clothes, right? If we want to continue doing what we do best – making and selling products – doing it greener isn’t going to be easy.
If listening to customers, taking action and helping the planet are part of your business strategy, let’s start by looking at myriad of ways you can enter the path of retail sustainability. While there’s no doubt the future will be challenging, you have options – and that’s good. Have you considered these ideas?
·       Purposeful support of local communities and charities
·       Sourcing products made with upcycled materials and reduced packaging
·       Persistent social inclusion of gender and racial diversity in every aspect of your business
If we place becoming more sustainable at the heart of our organizations, the path ahead becomes a little easier to see. Alan Jope, CEO of Unilever, told McKinsey & Company: “any company that wants to stay relevant in the future must think about sustainable behavior.” Let’s look at a few ways you can begin your sustainable journey – with real life examples to get you inspired.

Practice transparency

Staples has been a leader in corporate responsibility for more than 2 decades and because it’s a long-term focus, their transparency puts them in a leadership position. Their corporate responsibility focuses on these areas:
· Environment. Working with brands to create more responsible sourcing, their strategy follows many products from cradle to grave. What’s more, they’re always looking for ways to support the businesses they serve to be more responsible as well.
· Community. When it comes to community, Staples empowers their local management teams to create programs that give back and lift up those in need locally. Check out Canada’s Even the Odds campaign for a smart partnership idea that might work in your business.

Source more sustainable products and use recycled, reusable or biodegradable packaging

For many retailers, big box cardboard, styrofoam and plastic wrap are necessary tools of the trade. Raymore & Flannigan acknowledges the challenge and hits it head on with their onsite sustainability initiatives. According to their website:
· A team of 100% dedicated recycling associates have helped divert more than 200 million pounds of packaging from landfills since 2002.
· Their dedicated delivery teams schedule deliveries based on fuel-efficient routes and their trucks are equipped with aerodynamic panels for increased efficiency.

Encourage and incentivize recycling

Mattresses are big and bulky, making shipping and returns complex, costly and not exactly light on the carbon footprint scale. But did you know that more than 75% of a mattress can be recycled? Its metal components (springs for example) can be extracted and sent to scrap recyclers and wood elements can be used for fuel or chipped into mulch for landscaping. Foam padding can be repurposed into carpet underlay or used for pet beds.
More than 50,000 mattresses are discarded daily in the US. ByeByeMattress helps cut down on the illegal dumping of mattresses, supports job creation and reduces reliance on landfills. It currently provides resources, education and services in Rhode Island, California and Connecticut. If you’re not in one of those states, refer to byebyemattress.com for a comprehensive listing of services elsewhere across the country – with limited availability in Canada.

Free inspiration

Getting into the sustainability conversation doesn’t have to be painful or fraught with expensive (and overwhelming) projects. Begin by looking at what your cohorts are doing and decide what will work for you and your team. Starting small is fine because actually just starting is the point here.

·       Avocado Mattress, a certified B Corporation® company, works with more than 1,500 donation centers nationwide to ensure their mattresses don’t end up in landfills – with a 95% success rate. What’s more, they donate 1% of all profits to planet-friendly programs.
·       Living Spaces supports their local communities through various mattress donation programs. According to their site:
o   8,000+ mattresses donated
o   2,000+ mattresses donated to veterans
o   3,000+ mattresses donated to foster children
o   1,500+ mattresses donated to California fire victims
·       Tepperman’s takes their sustainability efforts to an elite – and admirable – level. In 2022, they installed solar panels on the roof of their largest retail store (pictured here) but their efforts go beyond conserving energy, reducing greenhouse gas emissions and minimizing waste sent to landfills. Whether you want to focus on greener business practices or corporate social programs, check out their annual sustainability report – you’re guaranteed to find ideas that will spark creative conversations with your staff.
·       Hudson’s Furniture distribution center is fully solar powered, making the building completely sustainable off the grid. They also purchase clothing remnants for the rags used in the warehouse – 25 lbs. a month. Recycling is also a big part of their sustainability efforts, with steel, foam, cardboard and pallets continuously being diverted from landfills.
·       Bedrooms & More has served their community organic and earth-friendly products for the home for 50 years. A family business that’s grown up with their community, their core focus has grown stronger with the next generation of leadership, moving from retail-only to developing their own line of ethically sourced bedding. Their community outreach is particularly impressive as they not only support local charities, they actively partner with them for long-term and long-lasting effect.
·       Bailey’s Furniture approaches sustainability through a strong support of local charities – and the list is long.

Check out my other articles on the SSA
·       Do you use images on your website?
·       How to build and manage a social media crisis plan
·       Leveraging the power of evergreen content on your website

Who the heck is Julia Rosien?

Strategies to 10X Your Sales

June 19, 2023 Tambra Jones

Todd’s presentation was a hit. The room was packed - we had to bring in more chairs! Go to the HOME PAGE to watch the video, and you can contact him using the link there if you would like to see the accompanying slide deck.

Monday, July 31
11:30am-12:30pm
Todd Youngblood, The B2B Advisor
LVDC Seminar Room, Building A - A240

Whether you are a top retailer or manufacturer, providing an omnichannel approach to sales and marketing is essential for strengthening your bottom line profits. However, implementing an omnichannel process is easier said than done! This summer, join Todd Youngblood, The B2B Advisor, for insightful guidance on providing a seamless experience to your customers! Learn more about leveraging customer touchpoints, discovering their needs, and how to improve the customer journey both on and offline. (1 CEU) RSVP at LVMKT.com/events

2023 Bedding Conference: Helping - Learning - Networking

May 23, 2023 Tambra Jones

Notes from SSA Executive Director Tambra Jones

The Furniture Today Bedding Conference was held at the JW Marriott Star Pass Resort in Tucson, AZ

Why do we attend these annual industry events? We go for business networking of course, and to listen and learn from a few well-curated speakers. We also go to learn more about the people we see and have seen in our industry for a number of years - we relish the stories. It’s a different vibe than at a trade show and there are different expectations. We bask in the camaraderie and shared history. Who can’t use a little more basking… a little more camaraderie?

Some of us actually began the conference outside Phoenix at the Wigwam Hotel with David Binke and the King Koil team for their annual kids’ day event (my favorite part of the conference!) King Koil brought 3 busloads of kids from the Girls and Boys Clubs out to the Phoenix Raceway for fun and food. Volunteers spent the afternoon with the kids at several activity spots on the Raceway campus and then the grown-ups boarded our own bus - first back to the Wigwam for a little King Koil reception - and then to Tucson the next morning to join the rest of the Bedding Conference attendees at the Marriott.

Girls and boys getting ready for fun at the raceway

The educational side of the conference kicked off with 2 morning keynotes. First, Scott McKain brought his radio-voice to a vibrant presentation about The Ultimate Customer Experience. He reminded us of what a pretty good businessman had to say about branding. “Your brand is what they say about you when you are not in the room” ~ Jeff Bezos. He challenged us to think about how we create distinction in the industry - how we stand out. He suggested that a compelling experience is what is remembered. Not so much the process (what the customer has the right to expect) or prices/service (what we do to remove friction in the transaction) - but its the experience that makes an impression - makes it personal - and what can make a connection that will generate customer loyalty. He told us about his own experience with “Taxi Terry” - a taxi driver who nailed how-to-make-a-great-first-impression. He’s got this story recorded on YouTube - it’s worth a listen.

Scott told us about the Fairmont Hotel, Scottsdale and how they tapped into empathy to connect with customers by the way of 2 dogs who greet guests when they arrive (for that feeling we get when we arrive home and our dogs are so happy to see us). The idea worked like a charm - they were booking at capacity and the hotel has even published books and created stuffed dogs celebrating (and promoting) their canine ambassadors Bixby and Gibbs.
To illustrate how taking personal responsibility affects customer experience, McKain told us about the St. Elmo Steak House (Indianapolis, IN) where servers have been with the restaurant for decades, have their own business cards, and personally follow up with customers at their table(s). The customer loyalty is such that the Rolling Stones arranged to be in Indianapolis for 2 nights instead of one - just so they could eat at St. Elmo’s twice… wow! These stories really do allow us to see how some have truly created the ultimate customer experience.

Dr. Andrew Weil was the second keynote. I have always been a Dr. Weil fan - and he did not disappoint. He talked about integrated medicine - addressing the whole body - to heal any aspect of the body. He emphasized the importance of sleep and encouraged us to pay attention to our lifestyle. He addressed the two main culprits in a sleep cycle malady - falling asleep (our minds are too active) and staying asleep (what is our sleep hygiene?) We are all pretty well versed in sleep culprit lingo and we have heard about many strategies to fix them. Dr. Weil talked about a few - emphasizing that whatever we use - make it a natural product. He ended his talk with his famous 4-7-8 breathing technique - a very calming and centering technique. You can watch him teaching this on YouTube - I recommend it.

Russell Evans presented his study for what The Shifting Consumer Journey looks like - based upon the customers’ in-store experience. He talked about customer expectations, and to address them he listed empathy for customer circumstances, the importance of an omni-channel approach for marketing, communicating company values, using digital videos and some sort of influencer, and transparency with the customer (who has usually done some homework and expects it).

This year FT threw in a gameshow session where contestants played versions of familiar TV gameshows (think Family Feud, Pyramid, Jeopardy, etc.). I gotta say it was fun - and at the end of the last game SSA contributing blogger and Restonic digital marketing specialist Julia Rosien was the last person standing with the correct answer. She won a few Starbucks gift cards (which she shared). After the gameshow there were two panel discussions - the first focused on what manufacturers wanted retailers to know and the second was about what retailers wanted manufacturers to know.

Our last session of day had us watching/listening with bated breath as Seth Basham, CFA, the Managing Director of Equity Research at Wedbush Securities told us (via a series of detailed graphs) to hunker down but prepare for growth as he presented an Economic Outlook & Implications for the Bedding Industry. There was a LOT to digest here - no joke. I will list the titles of his slides and if you would like to see them, I encourage you to reach out to Furniture Today and ask for the deck. He ended saying that the bedding industry would see modest growth in the remainder of the year… I was dazed by data - check out these slide headings and you will see why.
U.S. Economic Outlook
Inflation Remains Stubbornly High but Is Slowing…As Supply Side Inflation Drivers Are Cooling
Pricing Headwinds Are Decreasing but New Concerns Are Emerging
Tightening Credit Conditions Threaten to Destabilize the Economy…And Are Already Impacting Consumers
Most Consumers Believe It Is a Bad Time to Buy Large Household Goods…
Relief Is Ahead: The Fed Could Reduce Interest Rates Starting as Soon as Mid-2023
Bedding Industry Outlook
The Bedding Industry Has Already Been in a Recession…And 2023 Is Off to a Weak Start
Yet, the Industry Has More Than “Given Back” the Excess Units Sold in 2020-2021…And Comparisons Ease Sharply through the Year…Which Should Drive Modest Growth for the Balance of the Year and into 2024
Bedding Retailer & Supplier Positioning
Tempur Sealy Acquisition of Mattress Firm Could Have Wide-Ranging Ramifications
How Should Bedding Retailers & Suppliers Prepare for the Next Year?

Slide showing results from eye-mapping customers

Friday morning Adam Kavett, Director of Insights & Consulting for Envirosell presented Creating Store Environments that Inspire. Adam regaled with an array of slides showing us how consumers behave in stores. He showed how signs (and lack of signs) in retail bedroom stores are used, and talked about a “messaging hierarchy” that will attract, engage and then convert. We want to let the customer know what is in the room - but don’t clutter! He talked about a fascinating tool called eye-mapping and how it was used to collect some of his data.

The last presenter was Mike Magnussen from Goodbed.com who talked about Consumer Disruption Trends - and the importance of product reviews (including how to win out over the “mattress review mafia”). Mike showed data pointing to what great opportunities brick and mortar retailers have to improve their revenue performance (the number of consumers willing to purchase a mattress sight-unseen is dropping). That being said, he advised that in addition to curating a great in-store experience, brick and mortar retailers should add DTC brands to their line-up and improve their digital footprint (websites and store/brand reviews). Mike said he would share his presentation deck and tools for obtaining proper store reviews, so reach out to him at goodbed.com for that.

Julia Rosien and Tambra Jones toast - to the bedding industry and all who sail in her!

The final panel discussion - called Retail Without Borders - asked retailers to talk about how to best meet customers “where they shop” (in-store and online). And then it was time for goodbyes and take-cares. Next stop for hugs and camaraderie - Las Vegas Market - see you in the SSA Sleep Pavilion - C1565!

Do you Use IMAGES in Your Website? In Social Media?

May 23, 2023 Tambra Jones

5 simple ways (the right) images can improve customer experience.

At its core, marketing is storytelling. A good storyteller – and marketer – knows how to draw you in and give you lots of reasons to stick around for more. As digital marketers, we have more tools to help us tell bigger, richer stories. While there’s no denying social media is an essential supporting character, your website is the hero of the story.

An effective business website creates a narrative that can help, inform or entertain customers (and potential customers) – but words are not enough. We live in a fast-paced, visual world of skimmers rather than readers – there’s simply too much information coming at us too quickly for us to absorb it all. Are you using (the right) images on your website?

5 ways images can underwrite digital success

Images are a key component to your digital marketing platform.

1. Images can keep us on-page longer. According to Neilson Norman, the average time on page for a website is less than a minute. The first 10 seconds are critical. Images closer to the top of the page – or placed alongside a title or product name – can be pivotal for a customer deciding to read more or keep moving. To be effective, your images should tell a story, whether it’s a product shot or an infographic that helps explain an important concept.

2. Images help with retention of information. There’s a lot of truth to the saying that a picture is worth a thousand words. Study after study shows that images and videos not only tell more of the story, they help us remember it too. According to the dual-coding theory, the “picture superiority effect” is based on how we retain information. Seeing an image helps us encode a concept into our memory in a more accessible and concrete way than if we just read or talked about it. What’s more, our brains can process images as fast as 13 milliseconds, which is 60,000 times faster than the time we take to process text.

3. Images help improve your search engine rankings. Think of images as an SEO (Search Engine Optimization) tool. Tagging your images with relevant meta keywords and descriptions and ensuring a quick load time is like getting a free fastpass at Disney. Not only can images help you reach more consumers organically in the search engines, the resulting increase in on-page time can improve the relevancy of your website and its performance in the search engines.

4. Images improve social sharing. Think of the last thing you shared on your favorite social media channel. I’m betting it was image-based, right? It’s no surprise then that images in social media get more engagement and click-throughs than updates without an image. When you customize your images with logos, you’ll help improve organic traffic growth to your website.

5. Images can support calls-to-action. In a previous life, I was a magazine editor and part of my job included finding the best pull-quotes from a story. We’d then place those pull-quotes in strategic areas – or in images – to encourage the reader to continue reading. And we’re still doing that on websites and in social media because it works. Remember, we’re storytellers and our ultimate goal in the art (and science) of persuasion is to compel a consumer to click a button or make a purchase.

Images aren’t just a pretty side-show on your website. They’re a key component of your digital marketing platform and ignoring them is like saying, no, you don’t actually need customers to make your business successful. Images help you tell your story in a different way and they help your customers remember who you are – and why they need what you’re selling.

If you’re struggling to find cost-effective images, this list of free (or almost free) image services will help.

·       Pexels. An extensive catalogue of free stock images coupled with unique images submitted by artists. You’re free to alter and distribute without attributions or permissions. Bought by Canva in 2019, you can download and create directly in Canva.
·       Pixabay. Also acquired by Canva in 2019, you’ll find a robust library of images for commercial or private use that can be altered and shared without attributions or permissions. I love their filter option in the search bar, which allows you search images by color, orientation, dimensions and media type.
·       Unsplash. More than half a million images licensed under Creative Commons, which allows you to use, alter and distribute without attributions and permissions. Their app allows you to create on the go too.
·       Burst by Shopify. The ecommerce giant launched Burst in 2017 to support their customers’ needs – but you don’t need to be a customer to sign up. Most of the featured images are shot in-house and are designed to be used in website banners, social media updates and so much more.
·       Death to Stock. A membership-based platform that continually delivers fresh, unique content. Sign up for their 14-day trial and you’ll have access to all of their content, which should help you decide if they’re right for you.
·       Ingimage. Also membership-based but with more than 7 million images and thousands added monthly, there’s lots to choose from here.

Read my other posts on the SSA!
·       10 things you should NEVER do on Facebook
·       Building and managing a social media crisis plan
·       Levering the power of evergreen content on your website

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.

How Do Consumers Identify Sustainable Products

April 19, 2023 Tambra Jones

There is more and more interest in sustainability throughout the marketplace. There are lots of “sides” to the story. We asked Barry Cik, President of Naturepedic Organic to weigh in on the basics.

Question:     What Is Sustainability?
Answer:        The go-to definition when discussing sustainability is: “meeting the needs of the present without compromising the ability of future generations to meet their own needs”. Alternatively, there are the ‘Three Pillars of Sustainability’, a framework used to describe what sustainable development is. This tool conveys that sustainability consists of environmental, social, and economic factors which are defined as:
•    Environmental Sustainability - perhaps the most obvious of the three pillars, as it symbolizes the importance of things like natural resources and biodiversity to support life on Earth.
•    Social Sustainability - places importance on social structures, well-being, and harmony; all factors that poverty, wars, and injustices can affect.
•    Economic Sustainability - describes the ability of an economy to grow. This is especially important in today’s societies, at a time when many sustainable initiatives require financing and a strong economic rationale.

Ultimately, sustainability is discussed in the context of environmental health, human health, and manufacturing consumer products without the use of toxic chemicals and without creating waste that cannot be re-used for other purposes. So,

Question: How does a customer find sustainable products?
Answer: Look for the standards that the products meet and look for the certifications that the manufacturer or brand has received. This link will take you to a list of organizations that provide standards and certifications that can be used to spot products which are sustainable or at least are doing the best that is possible with state-of-the-art technology.

The Specialty Sleep Association assembled a glossary of “green” terms for its Bedfax program which is a helpful resource for this discussion. Find it here: Glossary of Terms Frequently Used in Environmental Marketing Claims