The Better Sleep Council’s annual campaign kicks off next month. How do you plan to celebrate?
BY MARY BEST
May is prime time to turn up the volume on sleep and sleep products, thanks to the annual “May Is Better Sleep Month” public relations campaign sponsored by the Better Sleep Council, the consumer-education arm of the International Sleep Products Association. One idea for this year’s theme: Sleep, along with diet and exercise, make up the “three-legged stool” of a healthy lifestyle. Like a stool missing a leg, without a balance between these three life essentials, you’ll fall over.
Also as part of this year’s efforts, BSC spokeswomen Lissa Coffey and Terry Cralle—both sleep experts—will spread the word about the power of restorative rest beginning at the end of this month through national media outlets. This year’s promotion will include outreach to both traditional and social media.
Interestingly, promoting the better sleep-mattress connection dates back to 1929, when the predecessor of ISPA sponsored the first National Bedding Week around the theme “Invest in Rest.”
What could be a better backdrop for your own local PR and advertising efforts? May—which kicks off the summer selling season—is the perfect time to remind consumers about the importance of good sleep habits and the relationship between a good night’s sleep and a quality mattress.
And it’s easy. The BSC has resources—including images, social media links, fact sheets, surveys and other materials—available to you to build your own campaign. Check the BSC’s website, www.bettersleep.org, and click on the section called “Press Room.” Many of these ideas and materials can be used anytime during the year to help you build credibility and generate traffic.
I encourage you to launch your own Better Sleep Month campaign. Have fun and get creative. Your promotion can be light-hearted and attention-grabbing with a strong message: Americans are sleep-deprived, and mattress retailers like you offer products that can help people live healthier, more productive lives. Invite your staff to suggest ideas. Reward the winner with a paid afternoon off or a gift card.
Visit the Sleep Savvy website, www.sleepsavvymagazine.com, and the Better Sleep Council website for more on this year’s campaign. For news and updates throughout May, follow the BSC on Facebook and the BSC and Sleep Savvy on Twitter—@BetterSleepOrg and @SleepSavvyMag.
Please share your Better Sleep Month campaign with us. We want to know how you make it your own. As always, I look forward to hearing from you.