Daily News
From Home Furnishing Business
Southerland’s ‘Wake Up Well’ Campaign Arms Retailer’s with Engagement Tools
October 7,
2020 by Jane Chero in Business Strategy, Industry 
Mattress manufacturer Southerland has refined its Wake Up Well Campaign in a move designed to help its independent retailers tap into the national trend of sleep being the newest “fitness” craze. The program is designed to arm RSAs with tools to engage consumers shopping for sleep products, including strategies to help improve sleep, building brand awareness and delivering important information about the company’s broad family of brands.
Spanning the company’s seven brands Wake Up Well emphasizes that sleep hygiene spans all budgets and provides consumers in the market for a new mattress the ability to thrive from healthy sleep. Southerland has created a three-minute animated video for its retail partners to use on retail showroom floors, on websites and across social media platforms to showcase the individuality of sleep.
“Waking up from a great night’s sleep creates a great morning, and a great morning sets the stage for a great, productive day. Our belief is that no matter if you sleep on a $599 Southerland mattress or on a $3,000 Southerland mattress, we provide the opportunity for people to wake up rested and restored and to live their best, most productive lives,” said Bryan Smith, president and chief executive officer of Southerland. “Sleep is individual, and there is no one mattress in the market that works for everyone. Our extensive Family of Brands provides our retail partners with a range of sleep options to meet a diverse group of needs. Sleep is the driver of all we do – it keeps our bodies healthy and our minds sharp. Wake Up Well gives our RSAs a great conversation starter with consumers looking to improve their sleep hygiene.”
The Wake Up Well video is available on the company’s homepage.
Future plans for Wake Up Well include consumer-facing initiatives like a specially-curated website, an interactive app that offers smart tips for improving sleep and developing better sleep hygiene.
The Centers for Disease Control and Prevention considers sleep deprivation a public-health epidemic, and the organization’s research shows that more than two-thirds of American consumers are sleep deprived, logging less than the recommended seven hours a night of sleep. The organization also reports that poor sleep contributes to chronic diseases like diabetes, depression, Alzheimer’s disease, cancer and heart disease.