Blu Sleep Products is launching two unique marketing initiatives at the winter Las Vegas Market, including the “COOL” umbrella positioning campaign and the retailer “How to Choose Your Pillow” program.
For over a decade, Blu Sleep Products has experienced great success with its line-up of high-performance lifestyle and fashion pillows. Using European designs, engineering and materials such as Italian foams, Blu Sleep has expanded to offer five different pillow lines and over 25 different pillows. Each is made from uniquely engineered and designed foamed gel and feature natural oils in their foam chemistry to offer a distinct color and aroma, in addition to other unique materials. These pillows provide unsurpassed comfort, health and wellness benefits.
“We have had an amazingly positive reception from retailers and consumers alike,” said Elizabeth Ciccolella, co-owner and marketing director. “In fact if there is any feedback from retailers, it is how can we make it easier for consumers to select the right pillow from this broad selection. How can we simplify the process so the retailer can match the right pillow to the individual customers’ comfort level, and that is what our new Choose your Number, Choose the Right Pillow in Store program is all about.”
Blu Sleep has created the easy-to-use “How To Choose Your Pillow” program, which a retail sales associate can use. Using simple guides such as shoulder width, body type and falling asleep position, the program provides the customer with a number that will match one of the pillows on the display. This system allows the consumer to choose a pillow that he or she prefers while still adapting to their body type and sleep position.
Using this Pillow Choice program, Blu Sleep is also simplifying its retailer program by offering retailers four distinct pillow programs. “Retailers typically are not going to carry all 25 of our pillows,” Ciccollela explained. “So we offer different programs with five pillows in each including Memory Foam, Latex, Natural Memory Foams, High Profile, Medium Profile, or Low Profile Pillows and Foamed Gel Pillows. These programs can also be customized by the customer. We will help retailers to create a pillow program that works best for their stores and their customers.”
Additionally, Blu Sleep is in the early stages of creating a marketing and identity campaign under the theme “COOL in So Many Ways.”
“Our advertising will focus on how really ‘Cool’ and amazing our products are, on how much more than just a technical or engineering company we are,” said co-owner Alex Ciccollela. “When people see, touch and feel our European engineered sleep products, they really remember our colors, our unique materials, the air-flow, the natural materials, the texture, the feel, and the comfort we offer. We want to invite our retailers to be ‘COOL in so Many Ways’ too.”
Beyond technical, engineered Italian made pillows and mattresses, Blu Sleep offers retailers an optimum line-up of Somni mattresses and pillows, providing advanced, highly merchandisable products that are easy to sell. “Our products do set themselves apart from the ‘generic type’ pillows and mattresses we find in almost all stores,” Ciccolella continued, “and we want to offer retailers the chance to set themselves apart as well.”