Spring Air Launches Branding, Marketing Initiative

August 24, 2011  by in UnCategorized   

By Home Furnishings Business in Bedding on August 25, 2011

Bedding manufacturer Spring Air has introduced a comprehensive, multi-media marketing program for retailers to promote and reinforce its brand values, key product benefits and proprietary innovations.

The three-pronged, communications initiative focuses on Boston, Mass.-based Spring Air's primary business values embodying consumer trust, proper sleep support and innovation through exclusive, patented product designs.

"This is the most complete and integrated marketing launch we've ever undertaken," said Spring Air President Rick Robinson. "It encompasses virtually every touch point we can establish with our retail customers and with consumers."

The new program uses the power of emotion, evoked through a wide range of lifestyle scenes that "speak" to women, men, families, young adults and seniors€”consumers in virtually every stage of life and activity.

"We believe it's extremely important for consumers to understand who Spring Air is and what we stand for," Robinson said. "But we also know that to successfully communicate that, consumers first have to identify with and relate emotionally to what they're seeing, reading or hearing about us."

The marketing program covers every Spring Air branded line--Back Supporter, BS Perfect Balance, BS Sleep Sense and the newly introduced Sleep Sense BioMax line--while emphasizing at the same time the company's business tenets of trust, superior support and meaningful innovation.

Integrated in a broad range of media, the program offers three 60-second in-store videos plus 20- and 10-second retail TV commercials; backlit wall photography and lighted information stands; video or IPad demo stations and dimensional ceiling signage; in-store product brochures and pocket cards; top-of-bed components like coordinated pillow/foot dressings, protector labels and directional border labels that point out pressure relief and back support zones, plus an extensive library of direct mail and newspaper promotional materials.

The Spring Air Web site also has been redesigned to accommodate the new imagery and videos. 

Each video is dedicated to one of the company€™s central messages: Trust in the name and brand (home page) expressed in the supered script "We've grown with you and your family"; support delivered by Back Supporter products (Back Supporter landing page), reinforced with the super "You are why we get up in the morning"; and Innovation (BioMax landing page), which emphasizes the new product's patented design and Specialty Sleep Association-documented eco-responsible components with the statement, "Spring Air€¦taking care of you and our planet."

"This is yet another major step forward for our company and brand," Robinson noted. "Our objective is to continue enhancing the value of what Spring Air represents today in the minds of both retailers and consumers."

Spring Air has 13 manufacturing facilities in the United States and operates in 33 countries globally.