Julie Palm, editor in chief
How many times a day do you think, “We could use some extra help around here”?
Even when fully staffed, most companies have projects and tasks that never seem to get finished because there simply aren’t enough people or hours in the day to accomplish everything we’d like.
I can’t help you catch up on your payables, install your new mattress-wrapping machine or test the durability of your next-generation foam. (You really don’t want me helping with payables. There’s a reason I’m an editor and not an accountant.)
But every company in our industry—whether mattress manufacturer, component supplier or service provider—has a vested interest in seeing that we, as a whole, sell more and better quality mattresses. That’s at the heart of what we all do. And I know a group that can help you do it: It’s already helping you, whether you’re aware of its daily efforts on your behalf or not.
The Better Sleep Council is the consumer education arm of the International Sleep Products Association. For nearly 35 years, it’s been educating consumers about the important role that the mattress plays in a good night’s sleep and the health and wellness benefits that come along with that.
How many other groups are working on behalf of the entire bedding industry—not just a particular segment—to boost mattress sales? I’ll give you time to think. (Cue the waiting music from the game show “Jeopardy.”) There aren’t any, except perhaps ISPA itself.
The BSC plays a unique and invaluable role. It’s the force behind the annual “May is Better Sleep Month” campaign and connects with millions of consumers all year long through a wide range of social media (Facebook, Twitter, bloggers, etc.) and traditional media (magazines, newspapers, TV, etc.).
If you see a mention about the importance of a new mattress to sleep quality, chances are the BSC had a role in that post, blog or story—whether it planted the seed for the piece, provided background information or made an expert available for an interview.
The BSC will continue doing its important work for the industry. But if you’re smart, you’ll put it to work directly for you, too. It’s so easy to do.
At the very least, you should link your website to the informative BSC site, www.bettersleep.org. It was redesigned last year and is now easier than ever to navigate. The home page quickly segments visitors into those interested in sleep tips and those looking for mattress-buying advice and provides a wealth of information to both groups. Visitors to your own site will appreciate the wealth of unbiased tips and guidance they’ll find from the BSC.
For every special campaign that the BSC does, it creates videos, posters, logos or other materials that you can use in your own linked marketing efforts and promotions. You’ll find all of these on the BSC website. (BedTimes tries to make it even easier for you by writing regularly about BSC efforts and posting information about BSC campaigns and toolkits of resources on our own website.)
If you need more information or ideas about how you can tap into these free resources, contact Karin Mahoney, BSC director of communications, at [email protected] or 703-683-8371.
Remember: The BSC is working for you—it’s working for all of us. But it’s up to you to make the most of what it does.
