On Bedding : Networking in Bed at Vegas

Marketing, Adjustables Prominently Featured at August Market.

While the Las Vegas Market is typically a forum for bedding providers to roll out new lines and products, the August edition saw a new focus in mattress land. Rather than emphasizing the products themselves, many leading bedding manufacturers were all about the marketing of their mattresses—particularly in the arena of today's social networks and technology-driven promotion.

Of course, it wasn't all about promo at Vegas Market. There were plenty of new beds and related accessories. Pillows are one area that many manufacturers are focusing on. And there was a strong emphasis on adjustable beds at the show as well. Many merchandisers rolled out newly developed adjustables at the World Market Center, and spoke of marketing these products to a wider audience than just the traditional senior citizens. Customized sleep solutions, in which both sides of a bed can have different firmness, were also in abundant supply.

Here's a look at what HFB saw at Market from wide range of bed-makers—from major brands to specialty sleep providers

1Sealy

Sealy was a prime example of a company more focused on marketing current products than rolling out new ones at Las Vegas. The veteran manufacturer was all about social marketing this season, announcing an invigorated effort in this arena to promote the company's Embody line, shepherded by new Director of Marketing Communications Jamie Piper. The program will use a new Facebook page and Twitter feed to pump up interest in the line's health benefits. Sealy plans to regularly update these forums with contests and promotions.

2Serta

The big rollout from Serta was not a new line, but rather an aggressive marketing campaign that teams billionaire (and inspiration for the Trump mattress line) Donald Trump with the company's signature animated counting sheep. "Counting Sheep for Hire" tells a story ripped from today's headlines in which the sheep are laid off from their regular jobs and come to "The Donald" for new employment. Consumers enter a contest on Serta's Facebook page in which they can write letters of recommendation on behalf of the sheep. This promotion will be supported by comedic YouTube videos featuring Trump and the sheep.

3Simmons

One of the few major bedding companies to premiere product at Market, Simmons rolled out its revamped Beautyrest Black line, as well as a new memory foam-based line under its ComforPedic brand. The Beautyrest beds feature aesthetics designed to grab high-end consumers, with jeweled ribbons and exotic fabrics including silk. The 11-bed 2010 Black line will retail from $1,799 to $3,299. Simmons also showed its even-more upscale line, Beautyrest Black Beyond, which will retail between $3,499 and $4,999; and gave a preview of its upcoming Haute Couture line, which will feature exclusive fashion-oriented designs and color schemes, and will be available in limited quantities for short time periods.