Better Sleep Month targets consumer confidence, purchasing indecision

Join the push to ‘Get on Top’ this Memorial Day

A NEW awareness campaign to encourage Americans to “Get on Top of a New Mattress” kicked off May 1 as part of the Better Sleep Council’s annual Better Sleep Month. The BSC is the consumer education arm of the International Sleep Products Association.

Get on Top urges consumers to “stop faking it in the bedroom and get on top of a new mattress” and supports retailers’ efforts leading up to Memorial Day sales by coaching consumers over the most common hurdles of mattress replacement.

Integrated campaign elements include:

O Fresh social and web content. Bettersleep.org and BSC social content will leverage a Get on Top theme to encourage consumers to stop making excuses for their old mattress and get on top of a new one to feel the difference. This supports retailers’ sales rush with complementary messaging prior to May ad buys and Memorial Day mattress sales.

O Contest-driven influencers. BSC social promotions and weekly giveaway contests will be bolstered by a team of 16 brand-neutral bloggers in mother, lifestyle, do-it-yourself and beauty spaces. BSC Facebook fans can enter for a chance to win more than $2,000 in giveaways. 

O New research findings. The BSC is compiling in-depth, qualitative research to discover the pain points of mattress replacement and collect content for its promotional efforts. Research topics explore the impacts of poor sleep, consumers’ ideas about a perfect mattress, how consumers make purchase decisions, how they compare prices and their strongest considerations when speaking with a mattress expert.  

O Traditional media distribution. A wire release distributed a week before Memorial Day will reveal the new research findings and provide pertinent tips for prospective mattress buyers, highlighting the efforts of the Get on Top campaign through Better Sleep Month.

O Promoted giveaway contest. Bloggers are hosting a $50 giveaway and sharing mattress-related BSC content, plus promoting their posts on social channels. The BSC also is giving away a $1,000 grand prize on its Facebook page; contest entrants will be prompted to like the BSC Facebook page before they can enter.

For more information, contact Mary Helen Rogers, ISPA vice president of marketing and communications, at mhrogers@sleepproducts.org or 571-482-5436.

BCS online resources

• Lifestyle, relationship and wellness expert—as well as BSC spokeswoman—Lissa Coffey’s mattress-buying tips
• BSC spokeswoman, registered nurse and certified clinical sleep educator Terry Cralle on the consequences of poor sleep
• Consumer mattress-buying guide
• Starving for Sleep: America’s Hunger Games survey results (BSC research)