BSC Hosts Session About Its Mission and Strategy

BSC provides presentation at the 2016 Furniture/Today Bedding Conference with details about the Better Bed Quizz

BSC Hosts Session About Its Mission and Strategy

Mark Hobson

At the 2016 Furniture/Today Bedding Conference, May 10-12 at the Westin La Paloma Resort & Spa in Tucson, Arizona, three proponents of the Better Sleep Council, the consumer-education arm of the International Sleep Products Association, provided an engaging presentation about the BSC, including details about the Better Bed Quizzz. It is a brand-agnostic digital tool launched in May and designed to help consumers identify and prioritize their physical and lifestyle needs to help them begin shopping for a mattress.

Mark Hobson, BSC chair and president of High Point, North Carolina-based Colonial LLC, kicked off the hour-long session by providing an overview of the BSC—ranging from its history and mission to its membership to strategies and plans for 2016 and beyond.

BSC Hosts Session About Its Mission and Strategy

Kristen Gough

Kristen Gough, public relations account supervisor and content specialist for Cleveland-based Marcus Thomas LLC, the BSC’s agency of record, discussed the BSC’s 2016 objective—helping consumers overcome the anxiety they feel about mattress shopping. At the center of that effort, she explained, is the Better Bed Quizzz. A peppy video promoting the tool showed various features and how consumers can use the information they glean by saving their results and taking with them when mattress shopping. (Check it out at www.bedtimesmagazine.com.)

BSC Hosts Session About Its Mission and Strategy

Sean Bergman

Sean Bergman, BSC member and chief marketing officer for Fairfield, New Jersey-based PureCare, broadened the conversation about the Better Bed Quizzz by outlining how it benefits suppliers, manufacturers and retailers: It creates less anxious and more confident consumers, builds rapport with shoppers and serves as “a nonbiased gateway to the industry.” He specifically focused on how the quiz can help retail sales associates by offering valuable qualifying information, shortening the sales process and opening the door to bring accessories into the conversation, while enabling RSAs to continue with their store’s own specialized retail sales process. He encouraged members of the audience to link the quiz to their websites and promote it on social media.

Hobson returned to the stage to outline other BSC resources, such as its website and social media platforms. He also announced that the BSC will conduct qualitative sleep research this year to measure how consumer perceptions and behaviors have changed over time. (The BSC last conducted this type of research in 2007.) Finally, he concluded the presentation by urging attendees to take, share and use the quiz.

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