Bedding Conference 2024

By SSA Executive Director Tambra Jones

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

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

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

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

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

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

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

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

Who’s helping who here Julia Rosein??

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

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

The AI Panel

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

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

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

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

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

Standing ovation (pretty much…LOL)

The FAM's Dream Camp - My Rookie Outing

by Tambra Jones, SSA Executive Director

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

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

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

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

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

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

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

Look at the “cool” palm tree we found!

Matt Wolf - winner winner chicken dinner!

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

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

Dream Team Tara and Mark Kinsley were twinning poolside

Nate Cangemi rocking out - Tara Kinsley for the assist

Tambra with Anthony Klatt and Kim Lemke

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

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

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

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

Brandon Bain, Michael Douglas, Kelly Charles

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

Comfort on the Rise: Exploring the Renewed Popularity of Waterbeds

with Boyd Sleep

Waterbeds, once a staple of 1980s interior design, are experiencing a resurgence, and Boyd Sleep is experiencing this revival. The company, known for its innovative approach to sleep solutions, has reported a significant uptick in waterbed sales, reflecting a renewed consumer interest in the unique comfort and support that waterbeds offer. "People are rediscovering the therapeutic benefits of waterbeds," explains James, a top sales associate at Boyd Sleep. "Our customers often tell us how switching to a waterbed has improved their sleep quality and helped alleviate back pain."

The demographics of waterbed enthusiasts are as varied as the designs and features now available. Lifetime users who have sworn by their waterbeds for decades continue to be staunch supporters. "I've been sleeping on a waterbed for over 30 years, and nothing else matches the comfort it provides," shares one long-time user. This enduring loyalty is coupled with interest from younger buyers, attracted by the beds' modern features such as temperature control and reduced wave action. These advancements have made waterbeds appealing to those who may not have considered them before.

Changes in consumer habits and the advent of online shopping have also transformed how waterbeds are sold. Many waterbed producers (including Boyd Flotation) have expanded their digital footprints, offering online resources to help customers understand the benefits and maintenance of waterbeds. James notes, "The internet has allowed us to reach a broader audience and we have committed resources to educate them effectively about what a modern waterbed can offer." This shift towards digital engagement reflects broader trends in retail and consumer behavior, ensuring that waterbeds remain relevant in the competitive market of sleep solutions. As Boyd Sleep continues to innovate, the future of waterbeds looks buoyant, buoyed by both nostalgic appeal and contemporary relevance.

Navigating the Web of Inclusion & ADA Compliant Marketing

Unlock digital accessibility for your website and marketing channels

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

Is your website ADA compliant?

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

Are your social media channels ADA compliant?

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

Is your email marketing platform accessible?

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

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

Who the heck is Julia Rosien?

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

Waterbed Myths & Misconceptions • Will It Break?

A Waterbedtime Story™ by Irvin Saathoff

Once upon a time in Waterbed retail shop out West, I was prompted to look up from my office work to see what commotion was happening on the El Camino Real outside our San Mateo, California store only to observe the Waterbed I forgot I was filling now bulging a couple feet above the 4 foot front window partition. While this is a recollection I would forever after think of and recite whenever a customer asked me “Will it break?”, fortunately Waterbed industry technology had evolved enough by then that even though I had grossly overfilled that Waterbed, perhaps by double, it did not break.    

Note the over-filled waterbed in cameo lower left here.

Meanwhile over in Denver, Colorado the President of InnoMax Corporation Mark Miller recalls another popular Waterbed misconception “I may drown if my waterbed springs a leak“, of which Mark says “Certainly a primary concern of a novice waterbed owner is the fear of puncture. First of all, water mattresses are constructed from strong, durable vinyl. If the water mattress were accidentally punctured, the water will not spurt or gush out any more than water in the kitchen sink will jump out, any leakage will be captured by a sturdy safety liner fitted around the mattress. The fact is a failure from a home’s water heater could be a much greater problem. In addition most waterbed chambers come with a vinyl repair kit and a puncture (Boo-Boo) can be fixed in only a few minutes. In most cases it is not even necessary to drain the bed to make a simple repair. Innomax utilizes some of the most durable materials and advanced construction available in of our water mattresses and to prove our point take a look at this video.”

Will it break??

According to Tommy Stricherz, InnoMax General Manger and co-mastermind of the Will It Break video with Mr. Miller, “In the video we wanted to address a couple of issues.
First, we wanted to combat negative narratives with a strong visual that our waterbed is strong enough to be dropped off a building and not leak. Second, as we all know some companies take shortcuts to find less expensive ways to bring products to market. The waterbed industry certainly has been influenced by this as well.
At InnoMax we resisted the need to make things cheaper and instead went the other direction by innovating ways to make the waterbed stronger, more durable for the best nights rest possible.”
Tommy also added “For your reference, the Will It Break video was produced in 2012 and compared an InnoMax Waterbed to a brand X product which included the following differences respectively;
1. Highly plasticized 35 hand vinyl versus 28 hand vinyl,
2. 3-D reinforced corners versus T-corner seams,
3. Recessed underside seams versus Box cut side seams,
4. Full depth versus 7-3/4 depth corner seams,
5. 24 mil thick vinyl versus 18 mil and additional features not found with brand X included InnoMax full overcut and 
enhanced 3/4 inch lap seam designs.”

In conclusion with the development of stronger vinyl with incredible elasticity and other innovations InnoMax, established in 1975, has continued the evolution of Waterbed technology for the past half century. Check back in with the next episode of Waterbedtime Story™ when we share yet another perspective. Sponsored by InnoMax Corporation established 1975 (Sleep@InnoMax.com).

Expand Your Horizons in 2024 by Attending Cross-Industry Conferences

Ready to redesign YOUR competitive advantage this year?

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

1.    Cultivate new connections through strategic networking

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

2.    Focus on professional skill development

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

3.    Access new and different resources and tools

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

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

Who the heck is Julia Rosien?

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

Conecting at ISPA

By Tambra Jones, SSA Executive Director

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

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

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

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

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

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

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

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

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

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

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

Paul Kraus of Electropedic: Im here to network.

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

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

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

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

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

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

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

Debunking Waterbed Myths: Rediscovering the Comfort and Practicality

New Lifestyle

Submitted by Kody Tusing at Boyd Sleep

Waterbeds, often shrouded in myths and misconceptions, are due for a reevaluation as we debunk the common fallacies surrounding these unique sleep solutions. One prevailing myth suggests that waterbeds are high-maintenance and prone to leaks. In reality, modern waterbeds are equipped with durable materials and advanced technology that significantly minimize the risk of leaks. With proper maintenance and the use of waterbed accessories such as heaters and conditioners, the longevity and reliability of waterbeds are on par with, if not surpassing, traditional mattresses.

Another misconception that often lingers is the notion that waterbeds lack support and are uncomfortable. Quite the contrary, waterbeds offer customizable firmness levels, allowing users to find their perfect balance between softness and support. The misconception stems from outdated perceptions, and today's waterbeds are designed with ergonomics in mind, providing excellent spinal alignment and relief from pressure points. By dispelling these myths, individuals can discover the true comfort and practicality that waterbeds bring to the table.

Waveless option

As we challenge the stereotypes surrounding waterbeds, it becomes evident that they are not just a relic of the past but a contemporary and innovative choice for a good night's sleep. By understanding the advancements in waterbed technology and addressing the common misconceptions, potential buyers can make an informed decision that aligns with their preferences and sleep needs. It's time to cast aside the myths and embrace the undeniable appeal of waterbeds in today's diverse and evolving mattress market.

Charting the Course – Your 2024 Digital Marketing Plan Unlocked

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

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

Are you ready?

A strategic blueprint for elevating your digital presence in 2024

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

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

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

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

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

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

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

Who the heck is Julia Rosien?

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

WOW WHAT A MARKET!

The Las Vegas Winter 2024 was Fantastic on So Many Levels

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

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

Chris Odishaw from Battleford Furniture in Canada

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

Sarah Nesbitt at Urbane EQ3 in Canada

Joe Sparks from Denver Mattress in Colorado

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

Fawad Zavery from Exclusive Furniture in Texas

Ryan Gordon from Transfer Master in Iowa

Darlene Kornelsen at Smitty's Furniture and Appliance in Canada

Jeremy Brown and Joel Summers from Mattress Today USA in Texas

C1565 showroom exhibitors share their Market experiences

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

From Alexa Williams, Williams Co. Mattress

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

From Brent Polunsky, W. Silver Products

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

From Pascal Roberge, Beadoin

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

W.Silver Products

Beaudoin

Williams Co.

Ryan Cleary, Healthguard

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

Lara Smith, SOME` Sleep

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

Phil Kraus, Electropedic Sleep Products

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

Stason Strong, SONU Sleep

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

Healthguard

SONU Sleep

Electropedic

Jack DeBonis, Simply Solid Bedrooms

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

Arin Schultz, Naturepedic

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

Nolan Sheeran, HUSH

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

Simply Solid Bedrooms

Naturepedic

Hush

Butch Craig, Sleep and Beyond

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

Rick Wheeler, ZG Bed

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

Cliff Levin, Furniture For Life Massage Chairs

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

Sleep and Beyond

ZG Bed

Furniture For Life

Paul Kahl, I Love Pillow / I Love Mattress

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

Jaffer Mohammed, Turmerry Organic Beds and Bedding

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

Greg Fowler, Monarch Sleep Systems

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

I Love Pillow / I Love Mattress

Turmerry Organic Beds & Bedding

Monarch Sleep Systems

Carey Arason, Arason Enterprises

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

Harry Goodman, Boccuzzi Group

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

Adam Fain, Cariloha

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

Arason Enterprises

Boccuzzi Home

Cariloha

Paul Murphy, Holme Valley / Aspire

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

Jody Folino, Blue Ridge Home Fashions

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

Adam Teller and Colin Riggs, Sleeptone

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

Sleeptone

Holme Valley

The Futon Shop / TFS Sleep

World of Waterbeds, Dream Bed Japan, Part 1 “History”

by Joe (Daisuke) Yasutake
A Waterbedtime Story™ sponsored by InnoMax Corp.
Foreword & captions in italics by Irvin Saathoff

Foreword: I am very happy to introduce Joe (Daisuke) Yasutake with Dream Bed as the contributing author for our World of Waterbeds Japan installment and especially pleased he has chosen market history as the topic in this blog. Having a bit of personal history with Dream Bed Japan dating back to meeting then President Tetsuo Watanabe visiting WMA (Waterbed Manufacturers Assoc) Trade Shows when he was researching the market in the 1970s and later in the 1980s working with his son Toru Watanabe who became an industry celebrity as mentioned in our first World of Waterbeds blog (July 2023), I am quite interested to hear Joe’s perspective on the “History” as he has been involved in a variety of business aspects from international trade to retail marketing of Waterbeds in Japan.  

Dream Bed Japan, Part 1 “History”:

Joe says: Our company Dream Bed was the first to bring waterbeds to Japan In 1978. The first reaction in the Japanese bed market was, ``What's up with putting water in the bedroom...it’s just wrong?!''. It was completely unacceptable. Meanwhile at that time the prevalence of conventional mattresses in Japan was less than 50%, because more than half of the Japan market was still using futons.

There was a lot of resistance to a bed filled with water. I think the initial barrier was probably resistance from retail buyers. Therefore, we decided to first increase awareness by approaching end users directly via a unique channel. Though an aggressive marketing move, our strategy was to promote waterbeds to boutique hotels for romantic getaways. This method was successful and helped spread the word about waterbeds. So rather than focusing on a traditional sales approach, the angle of addressing waterbeds as a risqué subject that people are generally reserved about discussing but are keen to hear more about, increased the speed of spreading awareness. All in all, it took about five years to reach the point where waterbeds became publicly accepted for sale to households and everyday use.

Early on Waterbeds in Japan were promoted via boutique hotels for romantic getaways as a risqué fantasy expenditure for the rich and famous. At that time over half of the bedding market in Japan was still sleeping on traditional futons.

The original Waterbed stores in Japan channeled American Waterbed retail look and feel of the day. Notice the American flag above table in the closing area (center), a nod to US Waterbed sales accomplishing 20% market penetration.

Similar to other surviving Waterbed dealers worldwide, Dream Bed included service with the products they sold, so back at the turn of the 21st century they were selling complete softside Waterbed systems for $3500 US dollars. Even hardside Waterbed systems, retailing for half that price, were commensurate with high end US market prices at the time.

Water World, the most widely recognized Waterbed retail brand in Japan (a division of Dream Bed), debuted in 1986 at a general home Waterbed sales event at a Tokyo department store. The first person to purchase a waterbed in Japan was a music school professor. From here, our waterbeds quickly became popular over the next two to three years. There were another 18 retailers dealing with waterbeds in Japan at that time. However, after peaking in 1996, sales of waterbeds began to decline due to the negative effects of excessive competition in waterbed sales. Waterbed dealers who entered the market without considering the aftercare of waterbeds withdrew one after another.

Currently there are 54 Waterbed stores throughout Japan with Dream Bed remaining as the dominant vertically integrated manufacturer and supplier to the industry.  The Waterbed business in Japan continues to evolve with some retailers moving away from waterbed sales. In response Dream Bed is opening a waterbed specialty location in Tokyo. This facility will operate as a flagship factory training center to support our retailers who want to continue developing their waterbed business and to expand our network to include more authorized dealers specializing in waterbeds.

While very much looking forward to hearing what more Joe has to tell us about what Dream Bed Japan plans for the future, I do hope you have enjoyed this month’s blog as much as I have enjoyed sharing it with you.

The contributing author for this episode has been Joe (Daisuke) Yasutake with Dream Bed Japan a veteran of the waterbed industry for over 3 decades. Check back in with the next issue when Waterbedtime Story™, sponsored by InnoMax Corporation a voice for insights into fluid suspension sleep, shares yet another perspective. Meanwhile you may connect with InnoMax Corporation anytime at Sleep@InnoMax.com.

Grow your Brand AND Increase Revenue with Email Marketing

The ultimate furniture retailer guide to getting into inboxes

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

The best (email) marketers begin with the relationship

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

Step 1 – build the foundation with a lead generation strategy

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

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

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

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

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

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

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

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

Who the heck is Julia Rosien?

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

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

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

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

Making Their Las Vegas Debut

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

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

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

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

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

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

Holmes Valley

SOME Thermoregulated sheets

ZG Bed

HUSH

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

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

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

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

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

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

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

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

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

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

Sleeptone Mattress

SONU Sleep for the side sleeper

TFS Organic mattress and topper

Williams Co.

Here are some of the bed frames you will see:

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

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

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

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

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

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

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

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

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

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

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

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

Sleep & Beyond zippered cover

Cariloha mattress and bedding

Boccuzzi Sheets

Healthguard protector

You will also see bedroom furniture.

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

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

Furniture For Life massage chair

Simply Solid Bedrooms

TFS Organic Modular Sofa

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

30-Day Action Plan Workshop - Increase Your Customer Engagement

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

Notes from Todd Youngblood, The B2B Advisor

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

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

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

Spotlight on Monarch Sleep Systems

THE MONARCH STORY

Monarch was founded by Greg Fowler along with his long-term business partners Andy, Joy, and Roger from Ulife Healthcare. Greg, an esteemed thought leader and global senior executive, has a successful track record in value chain development. His expertise spans multiple industries, including technology, medical, and retail, where he consistently pursued innovative approaches to competition through strategic partnerships. Whether scaling technology in medical devices, computers, or pioneering cutting-edge style in the sunglass and sleep industries, Greg's emphasis has always been on fostering partnerships that yield more significant value than the sum of their parts. His ability to connect complementary skill sets and explore the concept of "1 plus 1 equals 3" has enabled numerous corporations to scale globally, forming enduring relationships to drive successful businesses. Throughout this journey, Andy, Joy, and Roger have become integral, infusing their knack for commercializing innovation into Monarch's products. Together, they aim to revolutionize the sleep industry, elevating sleep experiences for all consumers to "Carpe Mañana – Seize Tomorrow!"

The essence of a restful and rejuvenating night's sleep cannot be overstated. It significantly impacts creativity, productivity, and overall performance during the day, fostering greater energy, happiness, and physical health. What if every day could surpass the last?

Sensational Sleep encompasses various factors that synchronize personal senses, aligning the mind and body for rest. The efficacy of a great night's sleep is unique to each individual, and the products facilitating it must reflect this diversity. Monarch boasts a diverse portfolio of adjustable bed frame products catering to custom needs.

Consider the concept of levitating and floating away in dreams—a notion that emerged during a brainstorming session between Greg and his daughter, pondering the euphoric feeling of drifting off to sleep, akin to butterflies gracefully floating in the air. This whimsical imagery inspired the name "Monarch," envisioning a mattress foundation that could similarly elevate one's sleep.

From inception, the journey to develop this idea began. Greg engaged his team to explore opportunities and identify unmet market needs. Their initial observation was the cumbersome and largely overlooked nature of bed frames compared to mattresses. While other furniture like recliners and car seats offer personalized comfort, bed frames lagged behind in customization. This prompted the team to rethink the status quo.
Great innovations often stem from persistent trials and a passion for redefining the norm. Greg embarked on an intense development process, conducting interviews, scouring the internet for varied bed frame designs, and observing consumer interactions in retail spaces. The overwhelming variety of options highlighted a need for simplicity—a single choice that serves both retailers and customers seamlessly.
Thomas Edison's words—"The value of an idea lies in the using of it"—resonated with Greg and the team.

They set out to build a design that was half the size and weight of conventional frames, enabling easy shipping in a compact box that fits in the back seat of a car—an innovation in itself.   The package size enables reducing overall inventory and space requirements for retailers.

The initial challenge lay in creating a universally adaptable platform to streamline product offerings. The team devised an expandable sleep deck that adjusts effortlessly to accommodate different mattress sizes.  This innovation aims to empower customers to take their chosen products of any size home conveniently.

The scalable design emphasized personalization, acknowledging that comfort is a deeply personal choice. Leveraging their experience in the medical bed industry, the team aspired to revolutionize the sleep deck by integrating quad suspension—inspired by butterfly wings—to distribute pressure across 200 points, providing unparalleled support and massage therapy for the body's well-being.

This flexible design not only supports mattresses effectively but also allows for optimal breathability, preventing heat retention—a common issue in conventional bed frames.

Greg's relentless pursuit of Sensational Sleep and his commitment to answering "What if" drives the team's efforts to introduce breakthrough innovations.   Check out their newest products as Monarch Sleep Systems proudly presents its latest innovations in air-cool sleep decks.

The founders and the entire team at Monarch invite you to explore a new realm of personalized sleep experiences with these groundbreaking products. Says Greg, “Meet us at the SSA Showroom C1565 in the Las Vegas Furniture Market or visit our website www.monarchsleepsystems.com for more information.”

Monarch Sleep Systems says, “Sleep well my friends.”

5 Signs You (Might) Need A New Digital Agency

How to connect and align your digital efforts with revenue generation

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

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

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

1.    Set the foundation with streamlined reporting

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

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

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

2.    Understand the vital role of effective communication

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

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

3.    Ensure access to data and reporting for your team

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

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

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

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

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

5.    Monitor employee attrition rate to safeguard consistency

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

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

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

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

Who the heck is Julia Rosien?

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

Sleep in Comfort: Why Waterbeds Make the Perfect Holiday Gift

Submitted by Kody Tusing at Boyd Sleep

As the holiday season approaches, the search for the perfect gift becomes a delightful mission to show our loved ones just how much we care. In the realm of thoughtful and unique presents, consider the gift of comfort and relaxation with a waterbed. Beyond the typical offerings, a waterbed provides unparalleled support and comfort, ensuring that each night's sleep is a rejuvenating experience. The holiday season can be demanding, and the gift of a waterbed is a gesture that extends beyond the tangible, offering the priceless gift of a good night's sleep and the promise of waking up refreshed and ready to embrace the festivities.

Not only does a waterbed contribute to physical comfort, but it also becomes a central element in creating a cozy and luxurious bedroom atmosphere. The holiday season is synonymous with warmth and togetherness, and what better way to enhance the spirit of the season than by transforming the bedroom into a winter oasis? With their unique design, waterbeds effortlessly blend comfort with style, providing an ideal canvas for holiday decor. Imagine the joy of sinking into a bed that not only cradles you in comfort but also complements the festive decorations adorning the room, creating a harmonious and inviting space for the holidays.

In the hustle and bustle of the holiday rush, stress can easily become a familiar companion. This is where the therapeutic benefits of waterbeds truly shine. Beyond the physical comfort they offer, waterbeds are renowned for their stress-relieving properties. The gentle, rocking motion of a waterbed provides a soothing experience, melting away the tensions of the day and promoting a sense of calm and relaxation. By choosing a waterbed as a holiday gift, you're not just providing a comfortable place to sleep; you're offering a sanctuary where your loved ones can escape the stresses of the season and embrace the true spirit of the holidays. In the pursuit of the perfect holiday gift that encompasses both luxury and practicality, look no further than a waterbed. Explore the range of options and styles available at boydwaterbeds.com, where each bed is crafted with precision and designed for the utmost comfort. Treat your loved ones to a truly exceptional holiday experience by visiting boydwaterbeds.com and discovering the transformative world of waterbeds. Give the gift of comfort this holiday season, and let a waterbed become the centerpiece of relaxation and joy in your home.

World of Waterbeds; Akva Denmark part 2

A Waterbedtime Story™ sponsored by InnoMax Corp. 
Foreword & captions in italics by Irvin Saathoff 

 Foreword: I am again pleased to introduce Lars Brunso of Akva based in Denmark as contributing author for his second World of Waterbeds installment and especially happy he has chosen Service as the topic in this blog. As Akva has maintained a commitment to quality from inception by backing their product with a level of personalized service more akin to Rolls Royce, they have established an extremely devoted customer base. A real bonus for anyone really interested in the category is the linked article sharing some of Lars’ insights that have come into fruition a third of a century later.  

Lars Brunso

Says Lars: Last time my article was about QUALITY, today I want to talk about SERVICE. 
Service or service management is the best way for our dealers to ensure continuous contact and frequency of visits to the store/showroom. 
Our quality beds are designed from the start so that the sub-components for the beds can be replaced according to the customer's wishes and needs for as long as the customer wishes to keep the bed. All the sub-components have a bar code and it only requires the customer to send a photo of the bar code label itself which is attached to the product and we will produce a new part. All our zippers are produced in Germany at the world's leading manufacturer of zippers. The zip fits again (we call an indexed zipper in the US) with the new spare part so that the teeth automatically fit together even though the bed was originally produced 20 years ago. This means that the satisfied end user returns to the Akva dealer again and again and again to renew their bed at intervals. It can be foam sides, a top cover, a complete cover, a mattress, a heater, new drawers for the drawer plinth, a new headboard to renew the color and design expression.

A recognized talent in his own right who adheres to the tenets of Scandinavian furniture tradition, Lars has added value to a number of Avka pieces conceived by notable artisans such as the Vega pictured above designed by Per Weiss. View Akva’s extensive catalog at www.akva.com and click on “Eng” to connect with the English translation site. 

At the same time, the customers are often the most quality conscious and willing to pay extra for quality and are therefore not particularly affected by ups and downs in the economy. Additionally there are also customers who are aware of climate change and therefore want to look after their furniture and beds by maintaining them rather than replacing or throwing them away. It is precisely good business for us as a factory in Denmark to produce spare parts for our many thousands of beds and at the same time give our dealers a stable income.

All our Akva dealers in Europe are trained to fit and service our beds. This means that the end user contacts our dealer if the bed needs to be moved. They contact you if the bed requires a service inspection, which can be cleaning, checking the water level and filling with anti-algae agent. Our dealer knows that the service employee who performs this work has great value for customer satisfaction.

One of two dedicated trade publications from the industry hey days, in February of 1989 Waterbed magazine featured an article titled “European Market Mirrors U.S. Trends”. Conversely with a few exceptions, a third of a century later, it seems the U.S. Market would have benefited by mirroring Lars’ insights (read link below to learn more).   

The qualified Akva dealer naturally makes sure to have a system in his contact with the customers, who are offered a service visit every other year to inspect and maintain the Akva bed. The customer is therefore free from bad experiences, as the preventive service visit just takes that into account. The image that our Akva dealer gets is of course in the Premium class and gives a lots of good reviews. Service management is an absolutely long-term investment that has helped make Akva Waterbeds in Denmark the leading waterbed manufacturer in Europe. It gives a really good conscience and faith in the future with so many sustainable Akva Waterbeds sleepers in all European countries. Your competitors can't just decide to step in with these competitive parameters like you have created with your own company over many years. So you have now created a unique competitive advantage in the long run.

Lars Brunso pictured above in a 1989 US waterbed trade publication being recognized as one of Europe’s leaders in waterbed marketing and product development. Read article

While not nearly as demanding as tending a baby, a waterbed does occasionally need burping to keep the mattress silent by removing air bubbles. And that occasion being a good time to add water conditioner, Akva dealers offer scheduled maintenance programs much as a Rolls Royce dealer would to service your Phantom on a regular basis. As Lars aptly points out the critical point being “information is the key”. So while a vast number of Americans remember their waterbed as the best sleep they ever had, but gravitated away not wishing to deal with servicing or moving their waterbed, Akva dealers make it a point to inform clients about service availability up front. In closing it should be noted a number of US waterbed resources, including InnoMax, also offer full service maintenance packages.     

The contributing author for this episode has been Lars Brunso, President of Akva (Danish for Aqua), a veteran of the waterbed industry since 1981. Check back in with the next issue when Waterbedtime Story™, sponsored by InnoMax Corporation a voice for insights into fluid suspension sleep, shares yet another perspective. Meanwhile you may connect with InnoMax Corporation anytime at Sleep@InnoMax.com.

Notes From The FAM Sleep Summit

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

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

Sculptures on the walking trails around Bentonville, AR

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

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

Best AI Tools for Marketers

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

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

5 AI marketing tools to improve your marketing efforts

Jasper.ai

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

Predis.ai

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

Zapier

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

SEMRUSH.com

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

Adverity.com

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

Who the heck is Julia Rosien?

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