Following the revamp of its Sleep Sense, Back Supporter 700 Series and Four Seasons lines over the past year, Spring Air is coming to Las Vegas with several new value-priced Back Supporter models and strong marketing tools to help retailers drive business through the remainder of the year.
With suggested retail prices ranging from $499 to $799, the four new promotional Back Supporter models will feature new fabrics and updated looks, and will be backed by fresh point-of-sale materials.
Spring Air is also focusing heavily on marketing this summer, spotlighting its current bedding lines and to reinforce the strength of the worldwide Spring Air brand. Recent independent research conducted by Spring Air not only revealed the brand’s recognition level today (one out of two U.S. consumers), but also reinforced that nearly 95 percent of consumers prefer to buy a mattress brand they know. Most consumers also would spend more to purchase a familiar name, the study showed.
“Our objectives this market are to strongly communicate and emphasize the brand equity in our 88-year-old name and to showcase the great product lines that represent the Spring Air brand today,” said Rick Robinson, company president.
Spring Air’s latest round of POP materials will include messages dedicated to brand awareness and the power of brand recognition on the selling floor.