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

Data Personalization - The New Phygital Retail Experience

April 18, 2023 Tambra Jones

ShopTalk, an innovative – maybe even groundbreaking – retail conference

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

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

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

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

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

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

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

How to build a strong data foundation

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

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

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

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

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

Step 3 – Empower your frontline workers

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

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

How to leverage data for your in-store sales teams

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

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

The Pros and Cons of Owning a Waterbed: Is It Worth the Investment?

April 18, 2023 Tambra Jones

Submitted by Kody Tusing at Boyd Sleep

Waterbeds have been around for decades, offering a unique sleeping experience that many people find appealing. If you're considering investing in a waterbed, it's important to weigh the pros and cons carefully. Here are some of the key factors to consider:

PROS:
1.    Superior Support: Waterbeds conform to your body shape and distribute your weight evenly, providing excellent support and pressure relief. This can lead to a more comfortable and restful sleep, with fewer aches and pains in the morning.
2.    Alleviates Back Pain: Waterbeds can be great for individuals who suffer from back pain. The water can help to alleviate pressure on the spine, providing relief and support where it's needed most. Additionally, the motion of the water can provide a gentle massage, helping to soothe sore muscles and promote relaxation.
3.    Customizable Comfort: With a waterbed, you can adjust the temperature and firmness to your exact preferences, providing a customized sleep experience. Plus, with modern designs and materials, you can find waterbeds that are just as easy to move and maintain as traditional mattresses.
4.    Longer Lifespan: Waterbeds are built to last and can provide many years of comfortable sleep. With proper care and maintenance, a waterbed can last longer than a traditional mattress, making it a smart investment in your sleep quality and overall well-being.

CONS:
1. Maintenance: Waterbeds require more maintenance than traditional mattresses. You need to change the water every few years, add water conditioner to prevent algae growth, and maintain the heater and other components. This can be time-consuming and costly.
2. Price: Waterbeds are generally more expensive than traditional mattresses. The cost of a waterbed can range from a few hundred dollars to several thousand, depending on the size, style, and features. This may not be a feasible option for those on a tight budget.

In conclusion, a waterbed can offer a range of benefits, from superior support and customizable comfort to alleviating back pain and providing a unique sleeping experience. While there are some downsides to consider, such as maintenance and price, the benefits of a waterbed may outweigh these factors for many people. If you're looking for a comfortable and unique sleep experience, a waterbed is definitely worth considering. With proper care and maintenance, it can provide you with many years of restful sleep and improved overall well-being.

The Art of Waterbeds

March 22, 2023 Tambra Jones

A Waterbedtime Story™ by Irvin Saathoff

Back in the 2010’s a longtime friend of mine from the German waterbed industry contacted me with an unusual request. The Museum of Modern Art in Frankfurt am Main was needing to replace the waterbed in a Thom Merrick sculpture they had had on display since 1988. So, as the 20+ year old waterbed had gotten damaged beyond repair and the original manufacturer was no longer in business, the President of InnoMax Mark Miller stepped up to save the day by producing a replica for the work of art which was then valued at €250,000 Euros ($306,000 US Dollars).

Thom Merrick sculpture Frankfurt, Germany 1988* & Hans Peters photograph Amsterdam, Holland 1971**

Coincidentally when I first met my German friend he was working for a waterbed distributor out of Holland. As evidenced by the 1971 photograph above, the Dutch were hot on the heels of the Americans who had just been granted a patent for the modern day waterbed that same year. Meanwhile, by the mid-1970’s I found myself purveying waterbeds in California to support my starving art student lifestyle. Looking back it seems to have been an interesting twist of fate that the then burgeoning waterbed industry was helping finance my art studies.

The twist of fate was I eventually became art director for one of the largest waterbed manufacturers in the US. Boy howdy what an eye opener, traveling around the world meeting all the movers and shakers who had given birth to an industry that in a few short years had grown to dominate 20% of the US bedding market...and more in some countries. And the pièce de résistance, though an uber challenge for those of us who worked year round developing new products and merchandising materials, was always the annual industry WMA (Waterbed Manufacturer’s Association) Trade Show which was attended by waterbed industry elite from around the world.

*Coronado Wall Unit Waterbed* **(click here)** *& assembly instructions by yours truly*

Albeit things have changed since the days the WMA could fill the Superdome to overflowing, pretty much anywhere you go in today’s home furnishings market you can’t swing a stick without hitting somebody from the waterbed industry. As such I’ve had the pleasure of working with a number of great designers who continue to have an impact on home fashion. Having literally learned the nuts & bolts as a commercial artist illustrating assembly instructions for timeless classics like the Coronado Wall Unit above, I’m pleased to currently be involved with a project now off the drawing board and into prototyping which promises to turn heads when it launches.

In the meantime and notwithstanding the contribution of fine art notables like Merrick & Peters, as there are so many people I am aware of around the world who feel there is no better sleep solution than fluid suspension, I do not believe we have seen the last of the Art of Waterbeds.

Contributing author for this edition has been specialty sleep veteran Irvin Saathoff. Check back in with the next issue when Waterbedtime Story™ shares yet another perspective. Meanwhile you may connect with InnoMax Corporation anytime at Sleep@InnoMax.com.

Footnote Citation:
*MUSEUM MMK FÜR MODERNE KUNST
**Wikimedia , the DutchNational Archives

ChatGPT and the NEW World of Search Engine Optimization

March 22, 2023 Tambra Jones

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

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

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

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

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

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

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

March 21, 2023 Tambra Jones

By Tambra Jones, Specialty Sleep Association

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

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

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

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

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

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

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

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

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

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

Dave Perry and Tambra Jones - long time friends

Ryan Trainer (ISPA) and Richard Diamondstein (Paramount)

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

Gerry Borreggine (Therapedic) and Ron Passaglia (Restonic)

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

Tambra Jones (SSA) and Stephanie Haltiwanger (Milliken)

The switch that started the sweater passing…

January 2023 Market - Vibrant and UpBeat

February 21, 2023 Tambra Jones

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Bill Bush and Scott Montague doing some business

How to Build and Manage Your Social Media Crisis Plan

February 20, 2023 Tambra Jones

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

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

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

What is a social media crisis?

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

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

How to avoid an online crisis – engage in online listening

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

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

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

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

Who the heck is Julia Rosien?

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

Waterbed Maintenance - How You Should Do It And Why You Should Care

February 20, 2023 Tambra Jones

Submitted by Kody Tusing at Boyd Sleep

Waterbeds have been a popular choice for comfortable and therapeutic sleep for many years but have been seeing a roaring uptick in popularity with manufacturers such as Boyd Flotation leading the charge. The unique feature of waterbeds is that they provide customized support and pressure relief to the body. Additionally, they can also help alleviate pain and discomfort associated with various medical conditions, including back pain, arthritis, and fibromyalgia.
Like any other mattress, a waterbed also requires proper maintenance to ensure longevity and optimal performance. In this article, we will discuss the importance of maintaining a waterbed and the steps you can take to keep your bed in excellent condition.

Why is Maintaining a Waterbed Important?
Hygiene and Cleanliness:
Keeping your waterbed clean and hygienic is crucial to maintaining good health. A waterbed provides a warm, moist environment that can encourage the growth of bacteria and other microorganisms. This can cause skin irritation, allergies, and respiratory problems.
Regular cleaning and maintenance can prevent the growth of harmful bacteria and maintain a healthy sleeping environment. Cleaning your waterbed regularly can also help prevent odors and stains from forming.

1. Longevity:
A waterbed is a significant investment that requires proper maintenance to ensure longevity. B following the manufacturer's instructions and proper care, you can extend the life of your waterbed.
Frequent maintenance, including cleaning, can help prevent leaks before they form. Regular maintenance and inspection can help you detect and fix any leaks before they cause significant damage.
2. Comfort:
A well-maintained waterbed offers maximum comfort and support. Over time, the water in your waterbed may start to lose its temperature, which can affect your sleeping experience. It can become uncomfortable, and the body may experience pressure points, which can lead to pain and discomfort.
Regular maintenance can help maintain the proper water temperature and ensure optimal comfort. Additionally, a well-maintained waterbed can provide the necessary support and pressure relief for your body, reducing pain and discomfort.

Steps to Maintaining a Waterbed
1. Clean the Mattress:
Cleaning your waterbed mattress is an essential step in maintaining hygiene and cleanliness. You should clean your waterbed mattress every six months or as per the manufacturer's instructions. To clean your mattress, you should first remove all the bedding, including the mattress pad and sheets.
Next, you can use a vinyl cleaner to clean the surface of the mattress. Be sure to use a non-abrasive cleaner to prevent damage to the vinyl surface. Wipe the cleaner using a soft cloth or sponge, and rinse with water.
Once the mattress is clean, you should allow it to dry completely before replacing the bedding. Avoid using a hairdryer or other heat sources, as this can damage the vinyl surface.
2. Replace the Heater:
The heater in your waterbed is responsible for regulating the water temperature. Over time, the heater may become less efficient or stop working altogether. You should replace your heater every five years or as per the manufacturer's instructions.
To replace the heater, you should first unplug the old one and remove it from the bed. You can then install the new heater according to the manufacturer's instructions. Be sure to plug the new heater into a grounded outlet and check that it is functioning correctly before adding water to the bed.
3. Check for Leaks:
Leaks are a common problem with waterbeds, and they can cause significant damage if not detected and fixed promptly. To check for leaks, you can start by visually inspecting the mattress for any signs of damage, such as cracks, holes, or tears. If one is noticed, you can purchase a vinyl patch kit made specifically for waterbed mattresses that can easily be used to repair holes, rips or tears.

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

February 20, 2023 Tambra Jones

Submitted by Annie Murray at Naturepedic Organic

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

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

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

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

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

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

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

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

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

January 18, 2023 Tambra Jones

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

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

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

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

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

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

Branding buzz words

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

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

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

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

5 actionable tips for better digital branding

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

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

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

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

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

Who the heck is Julia Rosien?

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

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

Archimedes’ Principle, Fluid Dynamics and Waterbed Logic

January 18, 2023 Tambra Jones

A Waterbedtime Story™ by Irvin Saathoff

Swept up in the popularity wave of the 1970’s and working for a waterbed shop to supplement my starving design student lifestyle, but being raised with a mid-western show-me state of mind, it took me a minute to buy into the logic of fluid suspension sleep. And though having become fairly well educated about the health benefits very often backed by medical studies, as a skeptical mechanically inclined kind of guy, it wasn’t until Mark Miller (President of InnoMax) wove Archimedes Principle into the dialogue that the logic of waterbed fluid dynamics began to sink in.

Archimedes’ principle, physical law of buoyancy, discovered by the ancient Greek mathematician and inventor Archimedes, states that “any body completely or partially submerged in a fluid at rest is acted upon by an upward, or buoyant, force, the magnitude of which is equal to the weight of the fluid displaced by the body”* As Archimedes' principle is a law of physics fundamental to fluid mechanics, I could finally wrap my head around the logic. Furthermore Mr Miller (aka M) asserts the fluid dynamics of waterbed sleep are interactive and different than active support of mattresses that push up against the body or passive support mattresses which sag as both contribute to pressure points.

Archimedes of Syracuse (c. 287 – c. 212 BC) Greek mathematician, physicist, engineer, astronomer, and inventor**

Speaking of sinking in and wrapping ones head around things, as Archimedes’ principle further verified fluid contours to uniquely shaped objects, ironically it meant water was wrapping around my head the further I sank into bed. So similar to a uniquely shaped iceberg floating in the ocean, a sleeper immersed in a waterbed will experience contouring buoyant support evenly distributed head to toe. As waterbeds have evolved over the years to include a variety of adjustability features and enclosures emulating conventional mattress looks, for your reference, the most immersive designs feature oversized low tension top surfaces with virtually nothing between the sleeper and water.

Ergo, in keeping with Archimedes’ principle which also addressed the diversities of shape, M/InnoMax to this day produces oversize and low tension top surface waterbed mattresses to immerse bodies into a virtually weightless sleep environment. So would you believe yours truly, who secretly doubted other associates complaining about non-waterbed sleep surfaces on business trips back in the day, finally became a convert. The bottom line is, while I’ve slept on all manner of surfaces over the years and have diversified sleep surfaces in our home to include digital air, my deepest most immersive sleep experiences have always been in waterbeds.

*Luxury Support® – LS 8300 Watermattress with Low Tension Top Surface*

In conclusion, Archimedes’ principle logically presents quantifiable fluid dynamic science identifying the unique properties of Waterbed fluid suspension interactive support and immersive sleep.

Contributing author Mark Miller, President of InnoMax, is a Waterbed veteran of the industry since the 1970s. Check back in with the next issue when Waterbedtime Story™ shares yet another perspective. Meanwhile you may connect with InnoMax Corporation anytime at Sleep@InnoMax.com.

*https://upload.wikimedia.org/wikipedia/commons/c/c2/Archimede_bain.jpg
**https://www.britannica.com

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

January 18, 2023 Tambra Jones

5 companies return after a break from Las Vegas, and 15 veteran companies will bring innovative sleep products to buyers visiting the Specialty Sleep Association’s busy showroom (C1565).

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

Making their Las Vegas Debut

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

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

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

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

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

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

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

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

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

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

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

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

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

And the veterans are “bringing it” to January Market

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

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

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

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

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

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

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

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

HoST returns with their new material for furniture, here to change the industry and save you money, effort, carbon emissions, and landfill space, as it increases productivity and durability. Developed at MIT, this material, made of engineered cellulose fibers, is lighter, stronger, compressible and 100% biodegradable. The furniture industry has used the same materials for decades, wood, metal, coils, and elastics. HoST is here to change that, to make the manufacturing process simpler and faster since it takes 50% less time to manufacture a 3-seater sofa using HoST versus the traditional materials. This means fewer energy, operators, and components to buy and manage. It simply means doing more with less. According to the EPA (US Environmental Protection Agency), more than 12 million tons of furniture and furnishings (sofas, tables, chairs, and mattresses) went to waste in 2018, and from that, only 40 tons were recycled. These numbers are only going up unless manufacturers start using better, more sustainable materials, like HoST, which is 100% recyclable and 100% biodegradable, in addition to having a life span much longer than the 5-10 years usually seen in the industry.

HoST, inspired by nature's Honeycombs, is compressible, before and even as a finished product, which translates into 1/3 of the space needed for material and finished product storage. Not to mention shipping, where you can fit 3x more sofas in a 40' container. This new material, HoST, has been successfully used in stationary and modular sofas, ottomans, bed bases, pods, and stools. It provides product designers with an array of options when it comes to length, depth, height, and armrest types. HoST's design team works hand in hand with manufacturers to ensure the adoption process is simple and benefits are optimized. HoST is here to bring simplicity and performance to furniture manufacturing while being kind to the world.

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

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

Sleeping Hot and How Waterbeds are Here to Save the Day (night)!

December 21, 2022 Tambra Jones

By Boyd Flotation

As we crank up our furnaces to fight the frigid temperatures of the outdoors, it becomes more and more common for people to suffer from restless nights due to irregular body temperatures. A bed that becomes uncomfortably warm or chilly is more likely to wake you up at night. The ideal sleeping temperature has been scientifically proven on multiple occasions to be between 60- and 67-degrees Fahrenheit. Sometimes our bodies give off so much heat, that it feels simply impossible to achieve, and the main culprit is usually from foam and innerspring mattresses.

The process of sleeping naturally decreases our body’s core temperature, causing us to want to cozy up under covers and comforters. However, this can cause your body to feel hot, humid and uncomfortable and disrupt REM sleep, creating an awful sleep experience for you or your partner.

On the other hand, sleeping too cold has negative effects on your sleep as well. Our bodies try to rapidly increase our core temperature if it feels we’re too cold. What this does is cause your body to go into overdrive mode in an effort to keep warm which causes increased blood pressure, worsening breathing and more.

Modern waterbeds like the ones from Boyd Flotation provide supreme temperature sensitivity that you as the sleeper have full control over. All modern waterbeds are compatible with Boyd’s waterbed heater that helps to keep your bed at a comfortable temperature while you sleep. Water is the number one medium for temperature control, drawing your body’s heat out and dispersing it across the water molecules, ensuring a soothing, relaxing night sleep. The next time you wake up drenched in sweat, tossing or turning, or just generally feel you had a rough night of sleep and are still exhausted, it might be time to explore temperature-controlled sleep with a modern waterbed!

Creating Circularity in a Complex Industry

November 22, 2022 Tambra Jones

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

By Angela Owen, CEO Suite Sleep, Inc.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

November 18, 2022 Tambra Jones

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

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

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

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

8 stealable Holiday survival strategies

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

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

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

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

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

Who the heck is Julia Rosien?

Destination Shopping for Waterbeds

November 18, 2022 Tambra Jones

A Waterbedtime Story™ by Irvin Saathoff

There was a time back in the 1980s when it seemed like there was a brick & mortar waterbed retail shop on every street corner. Having only just begun in earnest after the modern day waterbed was patented in 1971, and as none of the nationwide retailers like Sears and Montgomery Ward who tried selling waterbeds experienced much success, it was a multitude of smaller regional retail operations that drove industry growth.

With waterbed sales peaking at 22% of the domestic mattress industry in 1987*, a number of retailers had grown quite rapidly with multiple locations. As such one anomaly which arose was the advent of 3 different retailers in California all with multiple locations that called their retail operations The Bedroom. So for those wholesalers and manufacturers who might have been supplying all 3 it became necessary to identify them by their regional appellations namely The Bedroom San Diego, The Bedroom Orange County and The Bedroom Bay Area.

Albeit none of the aforementioned operations are still in business, as they disappeared along with a number of other retailers when waterbed popularity waned, a significant number of these operations still exist today having diversified their mattress offerings or transitioned into the conventional furniture business. Unfortunately for the multitude of people who still really love waterbeds and continue to sleep on them today, since the great majority of former waterbed retailers have forsaken their heritage, brick & mortar waterbed retailers have become much harder to find.

So for those who like to try before they buy, traveling hundreds of miles to experience the latest waterbed offerings is the new norm. Fortunately a few retailers who have continued to promote the benefits of fluid suspension sleep are located in desirable locations that can make destination shopping for waterbeds downright enjoyable. One such operation is City Furniture based out of Florida, originally founded as Waterbed City back in the 1970’s. With multiple locations across the southeast, City Furniture features the Afloat softside system.

InnoMax operates a retro factory showroom located in Denver which has been selling waterbeds for nearly a half century and a trendy Loveland Centerra outlet mall showroom nearby Fort Collins, Colorado.

Meanwhile boutique destinations have become popular in Colorado with 2 InnoMax showrooms in desirable locations. The retro factory showroom in Denver is conveniently situated on I70 between the International Airport and the Rocky Mountain summit corridor. Or if you may be headed to Estes Park, Jackson Hole or Yellowstone, the trendy InnoMax Loveland/Fort Collins showroom on I25 North might suite your fancy. In any case Colorado being a destination for all seasons, waterbed lovers can be found year round test resting the latest innovations in fluid sleep at InnoMax. Featuring a wide selection of hardside and softside waterbeds with an extensive variety of flotation sleep support options, many a destination waterbed shopper make a day of it. As winter and summer sports or relaxing in the mountains is never out of season, an InnoMax sleep consultant will be happy to share information on wining & dining and accommodation options nearby.

Both the retro Denver factory showroom and trendy Fort Collins outlet mall showroom feature a wide selection of hardside and softside waterbeds with an extensive variety flotation sleep support options to try.

In conclusion, though click & order waterbeds can certainly be found online these days, if you are one of those people who likes to try things before you buy, brick & mortar destination waterbed shopping may be right for you. Try an online search for a waterbed store in your state, you may have to drive a bit but it may be well worth it.

Note: As a manufacturer producing all waterbed components including waterbed chambers, liners, heaters, frames and accessories required for both hardside & softside mattresses, InnoMax also maintains a nationwide dealer network. So if you are interested in connecting with a dealer in Tampa, Atlanta, Nashville, Toledo, Detroit, Grand Rapids, Yonkers, Saint Louis, Salt Lake City, Houston, Minneapolis, Des Moines, Pittsburgh, Louisville, Ft Lauderdale, Chicago or elsewhere or are interested in becoming a dealer in the multi-million dollar waterbed industry you may also connect with the InnoMax Wholesale Department by calling 1-800-INNOMAX or online at https://www.innomax.com/.

Footnote Citation: *Allen Salkin "For Water Bed Holdout, California Dreaming"

The Waterbed Buying Guide from Real Waterbed Enthusiasts

October 19, 2022 Tambra Jones

By Boyd Flotation

Often featured in movies and television, pop culture has created many misconceptions about waterbeds. Extremely popular from the 1970’s to the 1990’s, Waterbeds were on the forefront of promoting specialty sleep. While many waterbeds have disappeared from the mattress stores, waterbeds still have a large following among those who swear by its therapeutic properties.

Whatever Happened to Waterbeds?
No mattress has ever been able to be as ‘cool’ as the waterbed. The popularity in the 1970’s deemed them the Bed of the Sexual Revolution. By 1986, waterbeds represented 20% of the bed market but then it became a victim of its own success. While waterbeds were associated with being trendy and fun, they weren’t associated with sleep. Older waterbeds also had technological problems; springing leaks, heaviness, excessive maintenance, and compilation.

However, waterbeds have come a long way since then. Newer beds used air and water pockets to reduce the wave sensation but still allowed the bed to maintain its benefits. Vinyls like the ones from Boyd Flotation have become more sophisticated and refined, solving many of the earlier complaints and allowing waterbeds to become more specialized to sleep. With the waterbed’s fall from the fashion world and other specialty sleep options entering the market such as memory foam, latex foam and air beds, waterbeds are increasingly hard to find.

Who Still Uses Waterbeds?
Ironically, even at the height of their popularity, waterbeds were never associated with sleep and comfort even though that is clearly their strongest benefit. Waterbeds were originally invented for medicinal uses such as preventing bed sores for those who were bedridden for long periods of time, arthritis and for cribs used by premature babies. Hospitals today still use waterbeds not only for these reasons but because of their therapeutic value and the ability to control the bed’s temperature using a simple thermostat.

Waterbeds still have a large ‘cult’ following. These are people who saw past the waterbed fad and realized that waterbeds are extremely therapeutic. For athletes and others who suffer from orthopedic problems, waterbeds cannot be beaten in terms of value. The waterbed shapes exactly to the body, minimizing pressure around joints and the spine allowing the spinal functions to fully relax aiding in the comfort of those who complain of back problems.

For those who suffer from allergies, it is impossible for dirt, dead skin and dust mites to penetrate waterbeds. Dust mites can cause asthma and eczema making waterbeds a great option for those concerned with their waterbed’s hygiene.

Are Waterbeds Hard to Maintain?
Despite the myth, waterbeds are actually really easy to maintain. Water only needs to be added when the bed is set up and if the bed is moved. A waterbed conditioner, such as the Blue Magic All Purpose Waterbed Conditioner is added once per year to prevent the growth of bacteria and to protect the vinyl mattress and foam.

Hardside Waterbeds vs. Softside Waterbeds
A hardside waterbed uses a traditional wooden box frame and does not contain any wave reducing material, allowing you to experience the full motion that the waterbed has to offer. However, some hardside waterbeds can still reduce the motion of the bed depending on what the preferred comfort level is.

Softside waterbeds are often preferred over hardside mattresses because they appear to look just like a traditional mattress. They can fit into existing bedroom furniture, use standard sheets and do not need a wood frame in order for the mattress to keep its form. Softside waterbeds still retain their contouring and pressure free support while eliminating the wave sensation typically associated with traditional waterbeds. Softside waterbeds can also offer extended specialized support. Customers can choose specialized bladders to fit their needs or even choose a dual bladder systems to control the fill level of each side of the mattress allowing you and your partner to choose your own preferred comfort level.

How do I Find the Right Waterbed?
While most insurance policies cover waterbeds in the same category as electrical equipment that uses water it is important that a waterbed company offer a good lifetime warranty and free returns and exchanges, like those from Boyd Flotation. Online retailers allow waterbeds and waterbed care and accessories to be shipped straight from the manufacturer providing a huge discount for those who are worried about the price tag.

It may be easy just to classify waterbeds as a mattress filled with water, but a good waterbed is so much more than that. The variety of bed designs make waterbeds the most versatile type of bed on the market. More than just hardside and softside, there are numerous options for any type of sleeper.

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

October 19, 2022 Tambra Jones

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

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

What is evergreen content?

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

Different types of evergreen content to consider creating

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

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

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