Boston-based mattress licensing group Spring Air International has engaged a digital agency in keeping with its 2017 strategy to increase conversations with consumers using a variety of digital marketing methods.
Spring Air is working with Trio, a full-service marketing communications firm based in Grimes, Iowa, that specializes in social media and web design.
“We’re not only going to be stepping up our interactions with consumers but also engaging with them in new, more meaningful ways,” said Nick Bates, Spring Air president. “Our objective is to build a base of Spring Air followers from the ground up, engaging them on topics like the importance of sleep quality, the vital role a mattress plays in their lives and how our brand meets their needs.”
Working with Trio, the company is developing original content for blogs and other features that will be posted to a revamped website, Bates said. It also will be posting sleep information on popular social media vehicles such as Facebook, Instagram and Twitter, with the goal of steering consumers to the Spring Air website.
“We’re going to be reaching people—especially millennials—in the digital world where they ‘live’ every day,” Bates said. “Spring Air will be addressing critical questions like ‘What does better sleep really mean?’ and providing insights that help consumers resolve their sleep problems.”
Ultimately, he said, “we plan to establish a constantly growing fan base that is not only familiar with who we are and what we represent, but also wants to buy Spring Air-branded beds.”