Time to think about the ISPA Industry Conference—and warm sunshine

This time of year—when it’s dark as I rise in the morning and dark as I finish with work at night and when the only living thing that enjoys walks outside is a thick-furred dog—I start to get a little obsessed with the idea of warm breezes and plentiful sunshine.

And so my mind drifts to places like Florida, where the mattress industry will gather in just two short months for the 2013 ISPA Industry Conference. The event will be March 6-7 at the elegant Grand Floridian Resort & Spa at Walt Disney World in Orlando, Fla.

As in past years, the conference will bring together mattress manufacturers, suppliers and retailers to share ideas, stimulate new thinking and help guide you through today’s complex business challenges. But this year’s event is shifting to a two-day format, making it an even better investment of your limited time.

The opening keynote will be “Marketing to the Rationally Irrational,” presented by Steve McKee, president of McKee Wallwork Cleveland, an integrated marketing firm in Albuquerque, N.M. McKee will tackle this critical and fascinating question: How do consumers’ rational calculations interact with their nonrational instincts to lead them to the choices they make?

Kit Yarrow, a professor, author and award-winning consumer psychologist, will present the closing keynote, “Psychological Secrets of Generation Y,” examining the new marketing strategies you’ll need to reach the newest group of mattress consumers.

Other sessions will focus on new ways to improve your search engine optimization and social media efforts and the important process of moving from inspiration and innovation. An exhibit hall open throughout the conference will give you a chance to see the latest products and services from industry suppliers.

Look forward to seeing you there! Bring plenty of sunscreen!