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BedTimes MAY 2009

THE BUSINESS JOURNAL FOR THE SLEEP PRODUCTS INDUSTRY

Interzum Cologne A guide to the show

Ideas & resources for keeping your workers safe Low-cost marketing Talking to employees about tough subjects


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MAY 2009

InSide Features

22 For safety’s sake

To create a safe workplace, companies must strive—not just for a low injury level—but for no injuries. Doing so improves morale, productivity and even the bottom line. BedTimes gives you guidelines, ideas and resources for making your plant as safe as it can be.

32 Sensitive talk

Given the troubled economy, companies increasingly find themselves having to break bad news to employees. Human resource and communication consultants offer tips for telling workers about salary cuts, benefit reductions and other difficult changes.

Departments

16 Management Issues

Learn five ways to empower your staff—and make yourself a better leader in the process.

19 Marketing Report

If your marketing funds are in short supply, concentrate on low-cost methods of relationship marketing.

39 Interzum Cologne

A special section guides you through Interzum Cologne, held May 13-16 in Cologne, Germany. The guide features extensive exhibitor profiles, maps of the show venue and more.

5 Editor’s Note 7 Front Matter 13 Company Profile 20 Sales Talk 59 Media Relations www.sleepproducts.org/bedtimes

65 Industry News 81 Factory Direct 85 Newsmakers 86 ISPA Advocacy 88 Calendar 89 Classifieds 90 Advertisers Index 92 The Last Word

BedTimes | May 2009 |

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EDITOR IN CHIEF Julie A. Palm 336-727-1889 jpalm@sleepproducts.org SENIOR WRITER Barbara T. Nelles 336-856-8973 bnelles@sleepproducts.org CONTRIBUTORS Lee Froschheiser Lin Grensing-Pophal Pam Lontos Kelley Robertson Karen Saunders Dorothy Whitcomb ART DIRECTOR Stephanie Belcher 336-201-7475 stephanie@jimmydog.com Vice President of Sales Kerri Bellias 336-945-0265 kbellias@sleepproducts.org Ad Production & CIRCULATION manager Debbie Robbins 336-342-4217 drobbins@sleepproducts.org COPY EDITOR Margaret Talley-Seijn BedTimes deadlines Editorial deadlines for the Industry News and Newsmakers sections of the July issue of BedTimes are Monday, June 1. Volume 137 Number 5 BedTimes (ISSN 0893-5556) is published monthly by the International Sleep Products Association. Periodicals postage paid at Alexandria, Va., and additional mailing offices. Editorial and advertising offices 5603-B W. Friendly Ave. #286 Greensboro, NC 27410 Phone 703-683-8371; Fax 703-683-4503 Administrative and ISPA offices 501 Wythe St., Alexandria, Va. 22314-1917 Phone 703-683-8371; Fax 703-683-4503 Postmaster Send address changes to BedTimes, 501 Wythe St., Alexandria, Va. 22314-1917 Contents © 2009 by the International Sleep Products Association. Reprint permission obtainable through BedTimes.

www.sleepproducts.org/bedtimes

Editor’sNote Interzum Cologne comes at prime time

M

any of our readers will be attending Interzum Cologne, held May 13-16 in Cologne, Germany. You might even be reading this magazine on the show floor: We have bonus distribution of BedTimes at the trade fair. No one needs to tell you how difficult the economy is. But shows like Interzum Cologne—valuable in the best of times—are invaluable in the worst of times. Now is when you are rethinking every part of your business—the components you’re buying, the suppliers you’re working with, the types of mattresses you’re producing. You’re looking for efficiencies and ways to gain a competitive edge. Interzum Cologne allows you to do all that in one place and in just a few days. While putting together this issue of BedTimes, we’ve had a chance to get a sneak peek at what some exhibitors will be showing during the fair. They are rolling out new products and services designed to make your business better. Take advantage of what they have to offer. And start making plans now to attend the International Sleep Products Association’s next EXPO, which will be March 3-6, 2010, in Charlotte, N.C.

ing live email and Web links that allow you to access further information from advertisers and others. We’re posting BedTimes online at the beginning of each month, allowing all of our readers to see the magazine earlier than they otherwise might. We think the digital issue will be especially useful to our international readers, who sometimes experience unavoidable delays in receiving their copy of the magazine. Past issues will be archived as we go forward. Now, no matter where you are—if you have access to the Internet—you’ll have access to BedTimes. We’ve had valuable comments from some readers. If you haven’t already done so, check it out and tell us what you think. As always, you can email me at jpalm@sleepproducts.org. In a related note, eventually we’d like to be able to send all of our readers a short email reminder when the latest BedTimes has been posted online. We have emails for many readers but not all. To make sure we have your email address, please send it to Debbie Robbins, our circulation manager, at drobbins@sleepproducts.org. (We don’t share email addresses with outside parties.) BT

Digital BedTimes Last month, I told you that we are posting the entire magazine online at www.sleepproducts.org/bedtimes. The platform we’re using is intuitive, quick and easy to navigate, allowing you to flip through the magazine in much the same way you do the print version. But the digital version does have some nifty additional features, includ-

Julie A. Palm BedTimes | May 2009 |

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FrontMatter Survey

Be cautious before cutting prices Consumers may change the way they think about your brand By Julie A. Palm

I

t’s tempting to slash the price of your products during a recession, but companies should carefully consider the ramifications before doing so, according to new research and marketing experts. A recently released study by The Futures Company, a global consumer research firm and consultancy, shows that lowering prices—even during an economic downturn—may cause long-term damage to a brand’s reputation as consumers wonder about the reason for the discount: Is something wrong with the product? Is it inferior? Is it outdated? When asked what they think about a brand when its price is lowered, 70% of consumers said, “the brand is overpriced,” according to the 2009 “Dollars & Consumer Sense” study. Some 62% of consumers said they think “the product is old, about to expire or about to be updated and the company is trying to get rid of it to make room for new stuff.” Conversely, those companies that maintain their pricing structure benefit from positive consumer impressions. According to the survey, 64% of consumers say they think “the product is extremely popular” and 64% say they believe “the product is already a good value.” “Drastic price cuts…create a double-barreled risk for brands. First, such price cuts generally fail to generate enough business to pay for themselves, although clearing

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inventory is of some value. Second, they create long-term difficulties in terms of consumer expectations,” says J. Walker Smith, president of the Yankelovich Monitor research study and executive vice chairman of The Futures Company, which was formed through the recent merger of Yankelovich in Chapel Hill, N.C., and London-based Henley Centre HeadlightVision. In fact, price cuts can have an unintended consequence. According to the survey, the majority of consumers think that if a company lowers prices, it will do so again. And they may delay purchases, just waiting for additional reductions. During the past holiday season, retailers across categories slashed prices, advertising reductions of as much as 70%, especially on apparel. The results were not stellar. As The Futures Company points out, recently released quarterly and annual earnings results from a number of major retailers showed “that markdowns, clearance pricing and other significant price-cutting actions have negatively impacted gross margins and other financial results.” Paul Nunes, executive director of

research at Accenture’s Institute for High Performance, agrees that automatic price-cutting isn’t the best response to the recession. “Although sales and discounts seem to be the order of the day, vendors have more opportunities to maintain prices than they may think. For example, there is often a segment of loyal customers who do not expect or need to be persuaded with a discount to purchase. And although there’s no end of grumbling, customers can be surprisingly tolerant of across-the-board price hikes that they understand are related directly to increases in raw input costs, such as fuel for airlines or milk for ice cream,” Nunes writes in a Harvard Business blog at www.harvardbusiness.org. Accenture is a management consultancy with operations in 52 countries. Not only can heavy discounting encourage consumers to postpone purchases while they await further reductions, it also can make it difficult for companies to raise prices in the future, Nunes says. “Aside from the obvious profit loss caused by hasty discounting, there is the more pernicious real-

BedTimes | May 2009 |

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FrontMatter

ity that discounting and promotions condition the buyer to expect lower prices. This customer mindset makes it hard to raise prices later when times are better,” he writes. “In addition, in what Accenture calls the discount trap, a reduction in price requires a stiffer increase just to bring the price back to par—thus a 30% drop requires a 43% increase. So customers are likely to perceive future upward price adjustments as larger than the discounts.” Nunes says companies should ask themselves several questions before deciding whether to consider price cuts: ➤ Do customers still need your specific products? Do they have attractive alternatives they could purchase instead? ➤ What benefits do your customers gain by choosing your products over

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➤ Learn more The Futures Company’s “Dollars & Consumer Sense” survey of 1,002 consumers over age 18 was conducted by phone in January. To learn more about purchasing the full results, check www.yankelovich.com. (Yankelovich in Chapel Hill, N.C., and London-based Henley Centre HeadlightVision merged recently to form The Futures Company.)

your competitors? ➤ Do you offer unique services or delivery capabilities? The answers will help you segment customers by their price sensitivity. If you must discount, Nunes says,

companies can follow a number of strategies. For instance, he says, “Be mindful of the customer’s ‘paycheck cycle.’ The Wall Street Journal recently reported on how companies are successfully discounting based on how close customers are to payday. All buying power is relative—and it can vary greatly from week to week and even from day to day.” Companies like factory directs could benefit from Nunes’ suggestion to offer customers options like layaway. “These payment-deferral programs are back, enjoying a revival among some retailers like Kmart, for example,” he writes. “And a new firm, eLayaway, has updated the concept, allowing customers to choose products from about 1,000 local retailers online.” BT

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CompanyProfile OMI lays claim to organic market Mattress maker sets high manufacturing standards for itself By Dorothy Whitcomb

A

t a time when overall bedding industry sales have slipped by double digits, Organic Mattresses Inc., a manufacturer of environmentally friendly sleep products, says it is thriving and has high expectations for continued steady growth. Capitalizing on an aggressive expansion program completed in 2008, the company is opening new sales territories and preparing to introduce new products. “Last year was a crucial year for us. We doubled our physical size and revenues and added new equipment and personnel,” says Walt Bader, the company’s president and co-owner. Located in Yuba City, Calif., OMI produces innerspring and latex mattresses, foundations and accessories such as pillows, mattress pads and comforters. Products are made with 100% organic raw materials, including wool and cotton sourced in the United States. To guarantee the purity of its raw materials, the company limits its vendors to farmers and producers whose products have been certified by recognized third-party organizations. OMI also imports sustainably harvested, powdered rubber tree sap to produce the latex cores for its mattresses. Because the nonblended, Talalay-process cores are produced in the United States, they do not have to undergo fumigation, a requirement for imported products, Bader says. In addition, OMI turns to Forest Stewardship Council vendors for foundation lumber from sustainable sources. “As far as I’m concerned, there are no grades of organic. Organic is organic. Kermit only comes in one color,” Bader says. Bader goes to great lengths to

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Sensitive guy Walt Bader, president and co-owner of Organic Mattresses Inc., discovered in the 1990s that his health problems were caused by chemical sensitivities.

Pristine plant Organic Mattresses Inc. isn’t just concerned about the components used in its mattresses. The company maintains a scrupulously clean manufacturing facility in Yuba City, Calif.

Retail line The Organicpedic by OMI brand was launched to be sold by dealers. At the high end of the line is the Terra, which has a suggested retail price of about $5,000 for a queen size.

guarantee the purity of his company’s finished products by keeping the 50,000-square-foot “eco-factory” free of outside contaminants. Employees aren’t allowed to smoke, wear fragrances or use fabric softeners when laundering their clothing. They wear white smocks and booties over their

shoes while they work. Compressed air, used to clear away lint, is sterilized to keep pollens and other contaminants from reaching the mattresses. As a final measure, an ozone sanitation chamber is used to eliminate any possible mold, yeast or bacteria. Bader has received third-party certification for OMI’s operations. In December, it became the first mattress manufacturer in the United States to be named a certified organic processor of fibers and textiles under the Global Organic Textile Standard. It is the only mattress manufacturer in North America to receive GREENGUARD certification for indoor air quality. A personal mission Chemically sensitive his entire life, Bader began studying the effects of environmental irritants early. But it wasn’t until the early 1990s—when a wide range of personal health issues were traced to chemical exposures— that he began an extensive search for products made with natural ingredients. A professor of marketing at Sierra College in northern California at the time, Bader used his spare time to find as many ways as possible to reduce his daily exposure to chemically laced products. “Mine was a life of avoidance and substitution,” he says. By 1998, he and his wife, Carol, had identified enough products to found Lifekind, an online catalog that sells organic home, pet and personal care products. When they wanted to add a mattress line to the e-commerce site, they couldn’t find what they wanted. “There was no one out there producing mattresses to anything like the standard we required,” he says. The Baders decided the only way to

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CompanyProfile

sell the bedding that they sought was to manufacture it themselves. In 2003, the pair founded OMI, which initially produced only for the Lifekind catalog. Encouraged by response to the products, the Baders have developed a new line, Organicpedic by OMI, to be sold by other retailers. “We made a choice to follow the $23 billion health food industry,” Bader says. “The healthier lifestyle mindset is firmly entrenched in the country and organic is a choice for consumers everywhere except retail mattress stores.” According to a 2007 manufacturing survey by the Greenfield, Mass.based Organic Trade Association, U.S. sales of organics—both food and nonfood products— rose 21% in 2006 over 2005, with continued big gains forecast. “Although the organic industry has also taken a recessionary hit, the market is out there, and consumers are just beginning to realize that there is now an organic mattress option,” Bader says. Bader believes that educating both consumers and retailers about the advantages of his product is key to OMI’s continuing growth. “Our business model is the same as every other mattress manufacturer except for our product. Retailers have to qualify their customers on price first. Our mattresses sell on comfort; purity is a bonus,” Bader says. Organicpedic mattresses have suggested retail prices for queen sizes starting at about $2,000 for the Classic, a traditional 8-inch, two-sided mattress with a 660-coil Bonnell innerspring unit. At the high end, is the $5,000 Terra. It has a Talalay latex core, latex comfort layers and a removable, twosided latex pillow-top that consumers can flip from the smooth side to the

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‘Although the organic industry has also taken a recessionary hit, the market is out there.’

Branching out Organic Mattresses Inc.’s product line includes pillows, comforters and pads, as well as crib mattresses.

sculpted side, depending on their preference. Retailers who understand that organic consumers form a bottomup, almost grassroots, market see the potential of the Organicpedic line on their floors, Bader says. “Most retailers are used to demand being created from the top down by commercials and advertising,” he says. “In the organic mattress market, however, the customers are already there and walk in retailers’ doors every day. It’s a huge market and retailers who take the time to educate consumers and tell them what they’re buying can take advantage of it.” Bader thinks the contraction of bedding sales in North America may be working to his company’s

advantage. “Now that sales are tight, retailers are beginning to think that they do want that market and are looking at promoting healthier lifestyles as a sales tool,” he says. OMI sells to retailers throughout the United States and Canada, with the heaviest concentration of accounts on the U.S. coasts. Bader includes ABC Carpet & Home in New York and a number of high-end furniture stores among his dealers, but says the company’s biggest success has been with sleep chains that have fewer than 10 stores. Growth plan Although Bader doesn’t divulge specific financial information for the privately held company, he says that annual sales have been growing steadily and he predicts continued gains in 2009, based on the number of new dealers OMI picked up during the company’s debut at the Las Vegas Market in February. Traffic in the 2,000-square-foot showroom was brisk and post-market sales have been strong: “We were slammed at market with the majors, the minors and everything in between,” Bader says. Bader’s optimism about the future is tempered by the realities of the difficult global economic situation. “The dynamics of the next five years are pretty hard to forecast,” he says. “I do believe that the consumer will start to demand more validity and, as that happens, the product mix on retail floors will change. We’ll be ready for that change.” Readiness at OMI means offering retailers and consumers increased options. Two new mattresses are in the pipeline, and Bader is working with his vendors to develop variations of the organic cotton, wool and rubber he uses. Readiness also means creating a well-trained, flexible work force— another focus of his activity over the past year. BT www.sleepproducts.org/bedtimes


ManagementIssues Unlock the potential of your team 5 secrets to empowering your staff and being a better leader By Lee Froschheiser

A

s the leader or manager of your company, do you frequently feel like things are spinning out of control? If the answer is yes, you’re not alone. All too often, employers find themselves struggling to keep pace with the day-in, day-out responsibilities of the job. Yet, it’s usually their ownership of these responsibilities—and the fear of letting go of them—that bogs down the workplace and stifles overall success. If letting go has been a challenge for you, consider the following five secrets to empowering your people and becoming a better leader.

1

Find an accountability coach Just as you would consult an attorney about your company’s legal issues, you should find someone impartial to assess and improve your leadership style and to hold you accountable. Tough as it may be to let someone coach you and make suggestions for change, this person has one key mission—to help you achieve your full potential as a leader. Businesses that fail to see the value of an accountability coach often have trouble instigating crucial changes on their own and are unable to take their leadership and the company to a greater level of achievement.

Ideally, you want to empower others and that’s accomplished through training, coaching and supporting employees by providing them resources and opportunities to learn from mistakes. It’s also achieved by trusting your employees and making sure their values align with your company’s values. Most importantly, you must demonstrate empowering behavior. All too often, company owners or managers say, “Hey, I want to be empowering!” But when an employee asks for help, they give her the answers rather than require her to seek the solutions for herself. Even worse, they do the employee’s job for her, wearing a big red “S” for Supermanager. If you’re doing everything yourself, it’s likely that you’re wearing that big red “S.” Shed this responsibility by getting the right people around you so you can delegate to your team, hold each member accountable and empower your staff.

3

Establish and maintain fundamental business practices, policies and procedures In everything you say and do, you must stay focused on practical solutions. Ask yourself what works and what doesn’t. The answers to these questions will uncover the secrets to running your business effectively. They also will shed light on six business fundamentals: leadership, mission, vision, values, strategies and goals. Ultimately, you’ll

2

Become an empowering leader To become an empowering leader, you must first determine what kind of leader you are today, using what’s called the empowerment pendulum. On a scale of 1 to 10, do you lean toward the control side (1) of managing your employees or more toward the empowerment side (10)?

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need to define, establish, implement, track and evaluate each of these core fundamentals. If this sounds like a massive undertaking, relax: You won’t be doing all the work. Instead, you’ll be training and managing your team to carry out these business fundamentals. Through this effective leadership approach, you’ll be able to relinquish unnecessary control of the company and turn your attention toward developing the business instead.

4

Focus on the company’s vital factors You know it’s important to monitor your body’s health with regular checkups that measure and evaluate your vital signs. If you discover that your weight or blood pressure is too high, you change your diet and exercise habits. This often has a domino effect, improving other vital signs. When it comes to a company’s health, an effective leader should focus on vital signs, or what’s called the company’s vital factors. These are the crucial components that must be measured and accomplished for an efficient system. As a leader or manager, it’s your job to define both the company’s and your employees’ vital factors, determine how to improve them and then teach your team to do so, as well. This is most often done by measuring and then creating ways to improve. For instance, create a planning checklist that outlines how to fix each part of your company’s system. As you repair the system, you’ll start a chain reaction of change — the domino effect that enables overall success.

5

Create passion with your people This is the final secret to unlocking your team’s power and potential. Any leader can do this by motivating and inspiring employees, but a truly effective leader goes one step further and requires accountability. As mentioned, accountability is empowerment and empowerment breeds passion. This boils down to measuring

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employee performance and taking appropriate, timely action. Many employers fail to demand accountability out of fear or because they view taking action as a negative. They believe requiring accountability means pulling the employee aside to discuss why he isn’t improving. But accountability also can—and should—be a positive experience. For example, when someone is doing a specific task right, you can give positive feedback that holds the person accountable. Whether you’re delivering negative or positive feedback, don’t wait until performance reviews to hold someone accountable. At that point, your feedback is usually too late. Instead, impassion your employees with daily feedback, whether it’s on the phone, by email, in the hallway or during other opportunities. Vital factor meetings—when you’re discussing the company’s health—can foster an environment that’s great for performance checkups. Always be on the lookout for ways to proactively impassion your team. Accountability is the most underused tool of mangers, yet it’s probably the most important. By learning to let go of the reins a little and pass on responsibilities to your staff, you will unlock the power and potential of your company. BT Lee Froschheiser, president and chief executive officer of Map Consulting in Sherman Oaks, Calif. His consulting firm specializes in transforming companies and accelerating the performance of people, teams and organizations. Clients include WebEx Communications, Cold Stone Creamery, Los Angeles Clippers and KIA Motors. Froschheiser also co-authored the book, Vital Factors: The Secret to Transforming Your Business—And Your Life. For more information, call 888-834-3040 or visit www.mapconsulting.com.

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MarketingReport Relationship marketing makes connections

You must stay in constant contact to build your business

those relationships by consistently staying in touch. Consistency is the key We can stay connected to our customers and dealers by sending heartfelt cards like Joe did or through phone calls, emails or newsletters. We lose 10% of our influence every month that we don’t have contact with our customers. Just a 5% increase in customer loyalty could add 20% to 80% to your bottom line. A disappointing statistic shows that 91% of all real estate agents are forgotten by clients within one to two years after they close or represent a buyer on a home because they did not stay in touch.

By Karen Saunders

I

s the recession the only thing to blame for your slowing sales? Sara, a colleague of mine, thought so as she watched her sales drop, along with the rest of the economy. I asked if she had recently cut back on her advertising and marketing. “Yes, I’m pulling in the purse strings and limiting my expenses,” Sara replied. I asked if she was meeting new people and developing relationships. “No,” she admitted. Well, that could be part of her problem. History has shown us that businesses often reduce—or completely cut—the money they spend on marketing and advertising during economic slowdowns. If you do that, how do you reach your customers and end-consumers? One lower cost way is relationship marketing. A telling tale Joe Girard was listed in The Guinness Book of World Records as the “World’s Greatest Retail Salesman” for 12 consecutive years. Joe wasn’t born with a silver spoon in his mouth. He was abused as a child, lost jobs as an adult and even went bankrupt. He finally landed a job at a Chevrolet dealership. There, Joe did very well, personally selling more cars than most dealerships. In fact, people stood in line to buy a car from Joe. What was his secret? Joe practiced relationship marketing. Here’s how he did it: He sent 13 handwritten cards to each of his clients and prospects every year— one card every month and an extra at Christmas. Some were cards of www.sleepproducts.org/bedtimes

appreciation and others offered tips or giveaways, but they never pushed a sale or discount. During his 15 years with the dealership, Joe sent 13,000 handwritten cards. Recipients began to anticipate getting a card from Joe every month and he was the first person on their mind when they were ready to buy a car. What can we learn from this story and how can we expand upon it? Here are a few strategic objectives we can put in place now, so our businesses can better withstand the impact of economic downturns. Develop strong relationships People do business with people they know, like and trust. It’s our job to make this connection happen. To do that, we must go beyond the superficial and become genuinely interested in our prospects and customers. For instance, we can meet customers at a coffee shop and get to know them personally, without the usual business discussions. I often do that. I make mental notes about what is going on in their lives, so I can refer to it the next time we talk. Then I nurture

Commit to staying in touch Here are a few ideas: Set up campaign postcards to go out once a month or develop a system for remembering birthdays or other significant days. I use an online service that has a phenomenal system for managing my contacts, as well as printing and mailing postcards and greeting cards. I customize and personalize the cards with my own handwriting-style font, signature and photos. I have found that a simple and sincere card can make a huge impression on someone. When we build strong networks and nurture meaningful relationships with the people we serve, we will garner unlimited contacts and be less affected by economic slowdowns. Start making relationship marketing part of your efforts and watch your company grow. BT © 2008 Karen Saunders Karen Saunders is owner of the design firm MacGraphics Services in Aurora, Colo., and an expert in graphic design and relationship marketing. For more information, call her at 303-680-2330 or check www.macgraphics.net.

BedTimes | May 2009 |

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SalesTalk New strategies for a changing economy Hone your skills & narrow your list of prospects

you don’t know, ask. And don’t, under any circumstances, say “…and I will sell to anyone.” This is the equivalent of selling to no one. Sales guru Lee Salz recommends that you limit your prospecting efforts to no more than 25 new customers with an additional 10 on the back butner.

By Kelley Robertson

C

ompanies are cutting back, people are tightening their belts and many decisionmakers are holding off on major purchases. But, chances are, your company hasn’t reduced your sales quotas. Selling in a difficult economy requires a different approach than selling during a robust one. Let’s look at what you need to do to compete and keep your sales afloat. Don’t believe everything you hear: The slide in the economy doesn’t mean that your own sales have to sink. Your mindset plays a tremendous role in your success. While it’s difficult to maintain a positive perspective during times like these, it’s essential to keep focused on your main objective. Associate with positive, like-minded people and avoid naysayers like the plague.

3. Focus your presentations Anytime you meet with a prospect or even existing customer, make sure that your presentation is focused on his problem. Skip the nonsense about how long you’ve been in business, blah, blah, blah. Instead, concentrate on showing your prospect exactly how his business will benefit from selling your mattress brand. If your product will improve margins, tell them by exactly how much. If you have additional services that improve their sales efforts, show your prospect exactly how. Decisionmakers don’t stop making purchases in difficult economic times, but they do expect more. 4. Get closer to your customers Ideally, you already have a great relationship with your existing customers. Now is the time to further strengthen those ties. Aggressively look for ways you can help them solve problems they may be experiencing in their business. This doesn’t necessarily mean selling more of your products. It could mean connecting them with experts in different fields, helping them on a project or recommending other resources.

Too many salespeople cast a wide net when prospecting, with the hope of catching anything that comes their way. This approach isn’t a good use of your time.

1. Tighten your prospecting Too many salespeople cast a wide net when prospecting, with the hope of catching anything that comes their way. This approach isn’t a good use of your time. Instead of cold calling dozens and dozens of businesses, determine your ideal customer and target dealers that most closely match that description. If you don’t know who your ideal customer is, look at your existing customers. Who generates high revenue with high profit margins? What problems do you help them solve? Why do they do business with you? If

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Once again, this reinforces the importance of narrowing your prospect list instead of using a shotgun approach.

2. Broaden your campaign Jill Konrath, author of Selling to Big Companies, suggests that you use a multitouch campaign after you identify your top prospects. Use a combination of emails, phone calls, targeted letters, trigger events and networking to connect with key decision-makers. This takes planning and time—another reason you can’t effectively prospect more than 25 companies at a time.

5. Become more visible Resist the temptation to crawl into a cave and hide until the economy recovers. Your customers may well forget about you. Now is the time to increase your networking activities at appropriate events. For instance, if you’re attending Interzum Cologne May 13-16 in Cologne, Germany, make a point of going out to dinwww.sleepproducts.org/bedtimes


ner each night with some industry colleagues you may not know very well. And start making plans now to attend the International Sleep Products Association’s Industry Conference and Exhibition, which will be Nov. 4-6 in Bonita Springs, Fla. (You can find details later this year at www.sleepproducts.org/ industryconference.) 6. Fine-tune your sales skills As a sales trainer, I always come back to this and with good reason. The skills you currently possess got you where you are today but they won’t get you much further. During times of economic uncertainty, it’s essential to refine your questioning skills. How have your customers’ buying processes changed? What new challenges are they facing? What needs must your customers have satisfied now?

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In addition to death and taxes, one thing you can count on is that the economy will fluctuate. Right now, it’s more challenging than it was just two years ago. That doesn’t mean you can’t reach your sales targets. Get smarter. Get focused. Get busy. Get ready to succeed in a tough economy. BT © 2009 Kelley Robertson. All rights reserved. Kelley Robertson, author of The Secrets of Power Selling, helps sales professionals and businesses discover new techniques to improve their sales and profits. Receive a free copy of 100 Ways to Increase Your Sales by subscribing to his free newsletter at www.kelleyrobertson.com. Robertson conducts workshops and speaks at sales meetings and conferences. Contact him at 905-633-7750 or kelley@robertsontraininggroup.com.

Resist the temptation to crawl into a cave and hide until the economy recovers. …Now is the time to increase your networking activities at appropriate events.

BedTimes | May 2009 |

21


Safety First Creating an injury-free plant

A

By Barbara T. Nelles

ccording to the U.S. Bureau of Labor Statistics, safety at mattress manufacturing plants has steadily improved since 2001. U.S. mattress manufacturers’ total case incidence rate*, as defined by the Occupational Safety and Health Administration, dropped from 13 in 2001 to 6.2 in 2008. The industry’s improved record is reflective of an overall trend toward better safety management, says Jesse Brazzell, manager of safety services at the Safety Management Group consultancy in Indianapolis. “When I first started consulting 12 years ago, safety inspections in workplaces used to raise surprised, even hostile, responses,” he says. “Now people seem to expect inspections and that safe procedures will be in place.” Mattress makers and safety experts BedTimes spoke with agree that companies must strive—not for low levels of injury—but for zero injuries. They cite an ethical duty to create a “safety culture” within a company. The results positively impact morale, product quality and—especially

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important in times like these—the bottom line. Simmons’ safety turnaround story is a case in point. The Atlanta-based mattress maker had an OSHA incidence rate of 17.6 in 2001—4.6 points higher than the mattress industry’s average for that year. In 2008, Simmons’ total case incidence rate was just 3.2—half the current industry average. (See story on Page 28.) “The Simmons safety program has made good business sense with what it has returned to our bottom line. For example, we brought our total incurred workers’ compensation costs down from $3.5 million in 2001 to just $300,000 in 2008,” says Jonathan Dawe, Simmons director of human resources for safety, health, wellness and workers’ compensation. What are the costs of on-the-job injuries and illnesses? In addition to workers’ compensation, they can include higher insurance premiums, medical bills, property damage, time required to hire and train replacements, and overtime paid to the injured employee’s co-workers.

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* The total case incidence rate is the number of OSHA recordable incidents (any occupational injury or illness that requires medical treatment beyond simple first aid) in a given year. It is determined by multiplying the recordable incidents by 200,000 and dividing that number by the total hours worked that year. (The 200,000 hours in the formula represents the equivalent of 100 employees working 40 hours per week, 50 weeks per year, and provides the standard base for incidence rates.) www.sleepproducts.org/bedtimes

BedTimes | May | 23 BedTimes | May 20092009 | 23


Build a safety culture Becoming a zero-accident or zeroillness workplace requires much more than training supervisors in safety regulations and handing out safety booklets to employees. That was the old way—and it wasn’t very effective, safety experts say. Company leadership, from the top executives on down, must be committed to safety management and practices. Each supervisor and employee must be on board. If a company appoints a safety leader, he or she must be empowered—and motivated—to get everyone else involved. “Just like a good marriage, communication and involvement are key,” Brazzell says. “A one-person safety initiative never works.” When safety becomes ingrained in your company’s culture, “it will work its way into all phases of your manufacturing, with positive impacts on your efficiency, quality, housekeeping and employee morale,” says Joe Schmoeller, senior vice president of operations at Kingsdown, a bedding manufacturer based in Mebane, N.C. “You’ll want to put your safety programs in writing and support and enforce them at every level,” says professor Thomas Schneid, director of Eastern Kentucky University’s online and on-campus graduate program in safety, security and emergency management in Richmond, Ky. “You need to go far above OSHA standards if you want to reduce injuries, create a better workplace and increase your profitability.” OSHA has rigorous voluntary regulatory assessment programs in which companies can choose to participate. The Safety and Health Achievement Recognition Program and the more stringent Voluntary Protections Programs require one to three years of advance preparation. But involvement in such programs isn’t a necessity if you want to build an exemplary safety management program.

It’s all in the timing Anecdotal and even some statistical evidence shows that certain times of the week are more dangerous. Here are some ways to mitigate: ➤ Monday morning It may be a perfect time for a safety pep talk to refocus employees who may be distracted by the weekend’s activities. ➤ Friday afternoon This is a good time for a safety walk-through to check up on housekeeping—and make sure minds are on the tasks at hand, not weekend plans. ➤ Operating on Saturdays? Think twice. Fatigued employees may be suffering the after-effects of the previous night’s activities.

Englander Midwest and chairman of Englander’s manufacturing committee. “I highly recommend that small and mid-size manufacturers work with an outside company,” he says. “It’s the only way to keep up with regulations and make sure all your paperwork is in order, too.” Run a safer plant “Controlling hazards” is a key phrase in safety management. And those hazards can change from day to day or week to week. Is a new employee flouting the safety code? Is a piece of equipment malfunctioning, causing employees to take dangerous shortcuts? “A hazard can be an unguarded machine, a shortage of personal protection equipment or an employee or supervisor whose attitude is that it’s OK to break safety rules to get a job done,” says Carl Potter, a certified safety adviser and an advocate for zero-injury workplaces in Tulsa, Okla. It’s important to engineer physical hazards out of your facilities, which may mean bringing in a qualified safety engineer to “machine guard” older equipment. “We’ve guarded spinning fly wheels on quilt machines and open rollers that feed fabric stock into quilters,” Simmons’ Dawe says. “We’ve put lots of interlocks on safety stops and changed factory equipment design and layout—all sorts of things to literally keep the hazards from coming into contact with employees.” Back strains and sprains are the most common occupational injury in mattress plants, according to manufacturers. “We believe prevention is key. For instance, for the past two years, we’ve brought in a safety consultant to coach employees on back safety,” says Sirina Jacobson, director of quality and safety at Hoffman Estates, Ill.based Serta. Englander Midwest tries to limit

‘Do a daily walk-through. Then do documented weekly walk-throughs. You are looking for trip hazards, poor housekeeping, machine guards removed, employees not wearing personal protective equipment, missing fire extinguishers, etc.’

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“You can take your company to the next level by sending a staff member back to school for a safety degree,” Schneid says. “There are programs of study available from the community college level right through graduate school.” Workplace safety regulations are complex and constantly changing. Bringing in an outside safety consultant makes sense for many smaller manufacturers. They offer a different perspective and a “new set of eyes” to spot unnoticed safety issues. Englander licensees have relied on safety compliance consultants, says Ed Ciolkosz, president of Chicago-based

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strenuous lifting, pushing and tugging through better plant design and the use of conveyor belt systems, Ciolkosz says. His 95,000-square-foot plant has rubber floor coverings in work areas to decrease foot, leg and back strain and he purchases precut components when possible to reduce the use of electric cutting equipment. Forklift accidents are another potential plant mishap. Supervisors should enforce safe driving rules and formally train all operators in maneuvering and backing up within the facility. When feasible, rotating workers’ assignments can help fend off carpal

tunnel syndrome and other repetitive stress injuries. It also may alleviate feelings of boredom and monotony, which can lead to accidents. Supervisors must enforce consequences when workers neglect to wear personal protection equipment, such as gloves, eyewear, hearing protection, masks, hard hats and steel-toe boots. “Because it always comes around to your people,” Potter says. “You can retrofit old equipment with safety guards, but if someone puts tape over a switch or a chip of wood in a machine to keep it running, you have a horrendous injury waiting to happen.” Serta encourages give-and-take at its facilities with an open-door policy

Safety resources Associations

Nonprofit Risk Management Center Free fact sheets, forms and training checklists for workplace safety, including Lockout/Tag-out Procedures, Fleet Safety Checklist and Accident Analysis Fact Sheet www.nonprofitrisk.org American Society of Safety Engineers www.asse.org Canadian Association of Provincial Safety Councils Offers safety information and training www.nationalsafetycouncils.ca National Safety Council A safety research, education and advocacy group www.nsc.org

Online

Free safety checklists and a laundry list of safety discussion guides www.toolboxtopics.com Safety Training Lesson Plans www.safetylessonplans.com SAFESTART/SAFETRACK Industry- and job-specific training materials and workshops www.safestart-safetrack.com Coastal Training Technologies Corp. An international, multilingual online training resource covering all health and safety topics www.coastal.com

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on safety matters. “Communication is No. 1 when it comes to safety,” Jacobson says. Supervisors can’t look the other way or cut someone a break when a safety rule is broken—the practice will lead to more rule breaking. Strive to use positive reinforcement instead of resentment-causing punitive measures. “We use a progressive discipline process,” Dawe says. “You try to coach and improve those who are not performing and you recognize, reinforce and reward good safety behaviors in others.” Make sure fully stocked first aid kits are readily available and employees know where they are located.

Publications

EHS Today The latest news about health and safety in office and industrial settings www.ehstoday.com Industrial Safety & Hygiene News www.ishn.com Occupational Health & Safety www.ohsonline.com Legal Liability: A Guide for Safety and Loss Prevention Professionals By Thomas D. Schneid and Michael S. Schumann Zero! Responsible Safety Management by Design By Deb Potter with Carl Potter www.safetybooks.com

U.S. government

OSHA Detailed information about federal workplace safety regulations in the United States is available at the U.S. Department of Labor’s Occupational Safety and Health Administration Web site, www.osha.gov. There, you’ll also find: ➤ An easy-to-use alphabetical listing of safety and health topics, including all workplace hazards and how to mitigate them ➤ Job Hazard Analysis white paper with complete information on how to conduct a workplace hazard assessment and safety audit ➤ OSHA Hazard Awareness Advisor tool Department of Labor The U.S. Department of Labor’s Bureau of Labor Statistics has an online tool for computing an injury incidence rate, www.bls.gov/iif/osheval.htm.

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When an accident or near miss happens at a facility, communicate it throughout the company and do a thorough investigation to find out why it happened. “You need to educate employees that most accidents are caused by rushing, fatigue, frustration or complacency—by critical errors such as your eyes not being on the task or putting yourself in the line of fire, losing your traction, your balance or your grip,” Dawe says. It’s smart to have the head of the company or someone in upper management sit down with an injured employee to discuss the accident, experts say. It shows concern for the employee and demonstrates that the company really cares about safety. Take whatever corrective measures are necessary to prevent similar accidents and communicate your actions to all employees. Regular inspections Safety audits, inspections and walkthroughs must be part of any effective safety management program. “Do a daily walk-through. Then do documented weekly walk-throughs,”

consultant Brazzell says. “You are looking for trip hazards, poor housekeeping, machine guards removed, employees not wearing personal protective equipment, missing fire extinguishers, etc. Generate a list of items to fix by the following week. And identify people who need retraining.” In addition to regular inspections and audits conducted by each plant administrator, Serta conducts twiceyearly surprise inspections at each of its facilities, Jacobson says. Englander’s safety consultants conduct monthly walk-throughs or safety audits at its facilities. “They’re bilingual, which is important since a majority of our work force is Hispanic,” Ciolkosz says. “We began conducting emergency evacuation drills. They check fire extinguishers and all safety equipment. They even examine air quality and noise levels and hold regular safety meetings with employees.”

Simmons plants receive OSHA recognition In recent months, six Simmons manufacturing facilities have been recognized by the U.S. Occupational Safety and Health Association for their workplace safety and health efforts. The company’s plant in Aurora, Colo., achieved OSHA’s Voluntary Protection Program Merit status. Facilities in Honolulu; Kansas City, Kan.; and Waycross, Ga., earned placement in OSHA’s Safety and Health Achievement Recognition Program, while a plant in Agawam, Mass., earned SHARP recertification. A Simmons facility in Los Angeles received the Golden Gate Partnership Recognition Award for Safety. “Safety is a huge priority at Simmons at every level,” says Steve Fendrich, president and chief operating officer of the Atlanta-based bedding manufacturer. “It is budgeted and planned for and woven into all that we do. There is a direct correlation between our dedication to safety and the overall quality of our product.” “It has been a nine-year journey to get where we are today,” says Jonathan Dawe, Simmons director of human resources for safety, health, wellness and workers’ compensation. Dawe credits the company’s record on safety to a complete overhaul of its safety systems, as well as its widespread involvement in OSHA’s cooperative safety programs: All 18 of its domestic manufacturing plants participate. Facilities in Charlotte, N.C.; Phoenix; San Juan, Puerto Rico; and San Leandro, Calif., have received special OSHA certifications in the past.

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Create a committee Forming a safety committee at every facility is a cornerstone of safety management. Choose representatives from all departments and levels—but keep the group small enough to be effective— and select an odd number to aid in decision-making. The committee should include employees from the factory floor, an individual with safety training and a management representative. Keep the safety committee’s assignments simple and focused. “For example, if you’ve had a recurrence of a hand injury in the plant, the committee can examine the problem and come up with a solution,” Brazzell says. “Or they can review and revise policies on something like the use of personal protective equipment.” Ongoing training Companies need to put everything in writing and make employees familiar with safety rules during orientation and ongoing training. “We try to inject elements of fun and real-life stories into our ongoing face-to-face training,” Jacobson says. “It includes open dialogue, feedback and a variety of teaching materials.” Many companies break safety training into monthly sessions that are repeated year to year. “We hold monthly safety meetings at each plant covering a different OSHA topic, such as hazardous communication, blood-borne pathogens, Lockout/Tag-out training and many other safety issues,” Schmoeller says. Short topics can be highlighted each week, for instance, at a Monday safety briefing on the plant floor. Review an accident or incident from the previous week at one of your facilities or go over some safety rules. Insurance companies are a good resource for safety training. They may offer videos on a number of topics, as well as provide OSHA training certifications. Insurers also www.sleepproducts.org/bedtimes


will perform periodic safety walkthroughs to help identify hazards. Management’s aim should be to constantly remind employees about the importance of following all safety rules and to reinforce safe behaviors. Kingsdown adds a financial incentive by tracking each facility’s safety record and considering the results when rating plants for year-end bonuses, Schmoeller says. One way to help employees recognize their stake in a safe, healthy work

environment is through awards, recognition, even fun and games. Some mattress makers’ employees play a variety of safety games that hinge on the facility’s safety performance. Serta raises safety awareness and encourages safe behavior with safety bingo and other events. (Safety bingo games can be purchased online from a number of suppliers.) Employees at Simmons facilities engage in a variety of safety games and contests for prizes including cash, luncheons and trophies.

Remain vigilant It’s never a good time to ease up on the safety function. Unfortunately, in an economic downturn, “safety first” can become “safety—first to go,” Brazzell says. “Historically, we’ve seen fluctuations in injury rates during times like these,” Schneid says. “Right now, I have a gut feeling that the economy is going to have a real impact on safety. ” “You must build sustainability into your safety program, because the job of safety never ends.” Dawe says. “At the end of every day, you want every employee to go home safely to their family.” BT

Are you prepared for an OSHA inspection?

If an inspector arrives…

The National Federation of Independent Business advises companies to take the following steps to ready themselves for a possible inspection by the U.S. Occupational Safety and Health Administration:

Certified safety consultants and OSHA offer these tips on what to expect from a safety inspection:

➤C  reate an effective safety and health program, spelling out all policies and procedures related to occupational safety and health hazards that are designed to protect employees. ➤D  on’t file your safety plan away. Communicate it in writing and through ongoing training of all personnel. ➤R  eward employees who maintain a safe work environment. Correct those who don’t. ➤ Conduct regular safety inspections. ➤R  ecord and review all injuries to determine how they happened and how to prevent them in the future. ➤M  ake sure there are employees who are able to render first aid on-site and that adequate first aid supplies always are available.

➤ The inspector will begin by describing the extent of the inspection. It may include employee interviews, a physical inspection of the workplace and a review of records. ➤ An inspection may last three to four hours or several days, depending on the size of the facility and the scope of the inspection. ➤ Be prepared to answer questions with written evidence of policies, procedures and practices. Emphasize that your safety and health program is enforced with discipline. ➤ Ask if the inspection is a random visit or the result of an employee complaint. ➤ Accompany the inspector during his or her inspection. Answer questions but don’t volunteer information. ➤ Photograph or videotape everything that is inspected or photographed by the inspector.

➤C  onduct regular site maintenance. Make sure ventilation and other systems operate properly.

➤ When possible, immediately correct any safety violations noted by the inspector.

➤ When employees receive safety training, have them sign a sheet that describes the information they received. Keep those sheets in your records.

➤ When finished, the inspector will offer an overview of noted hazards, but will not offer specifics about any citations. OSHA sends citations in the mail.

➤P  roperly document any safetyrelated disciplinary action to better protect the company in the event that a future incident draws OSHA scrutiny.

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➤ Businesses have 15 working days to participate in an informal conference with an area OSHA director or to file a notice of contest.

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Tough Talks

How to break bad news to employees

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B

By Lin Grensing-Pophal y the beginning of this year, a quarter of employers had frozen salaries and a fifth were thinking about doing so, according to a survey of 400 employers conducted by Mercer, a global outsourcing and consulting firm. Those that were considering giving raises said their workers shouldn’t expect significant gains in 2009, with an average salary bump of just 3.1% planned. This is a significant change from 2008 when, for instance, only 5% of respondents said they would hold salaries firm. Other companies are suspending 401(k) matches, making workers shoulder more of the cost of health insurance, eliminating bonuses and cutting back or eliminating other benefits. It’s no surprise that these difficult economic times are forcing changes that directly affect the employees of companies large and small. And

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there’s also no doubt that financial worries are creating anxiety for employers and employees alike. According to a recent online poll conducted by VitalSmarts, a corporate training and organizational firm based in Provo, Utah, 80% of respondents said their stress levels have increased since the start of the recession. And 46% said that stress has increased the intensity level of their everyday conversations with friends, family and co-workers. This is the environment in which managers find themselves communicating and, unfortunately, much of the news they have to share isn’t particularly good. When it comes to information about salaries, bonuses and benefits, in particular, employees are especially sensitive. What should managers be doing to ensure that the conversations they’re having are appropriate, timely and effective?

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Start talking Celia Couture of CC Consulting in Tewksbury, Mass., is a business and management consultant who has been working with corporate executives and human resource professionals on how to best deliver news regarding salary reductions, freezes and other cost-cutting measures. A common—and significant—problem in many companies, Couture says, is that they reduce instead of increase communication during difficult times. Even if managers don’t have all the answers, they need to share with workers what they do know and explain what steps they are taking.

Kerry Patterson, co-founder of VitalSmarts and co-author of Crucial Conversations: Tools for Talking When Stakes are High, notes that in the absence of information, rumors fly. Employers need to regularly fill the void with facts—whether that news is good, not so good or dire—to avoid misperceptions. “When there’s a lot of anxiety, people are waiting for the other shoe to drop and they’re getting information through any means they can,” Couture says. And if you don’t know exactly what your company’s future holds, say that. The important thing is that you be forthright, says Debra Condren, a New York-based business psychologist.

What you should be doing all the time Whether your company is experiencing good times or bad, there are certain rules that always apply when discussing compensation matters with your employees. Suzanne Bates is president and chief executive officer of Bates Communications, a communications coaching firm in Wellesley, Mass., and author of Motivate Like a CEO: Communicate Your Strategic Vision and Inspire People to Act. She offers six fundamentals for communicating with employees about salaries, raises and bonuses: ➤ S tart early If salary increases and bonuses are tied to performance—and, in great organizations, they are—you need to start early in the year and let employees know what’s ahead for the company. “They should have a general idea what’s going on in the business, where things stand, how the year might go and what your plans are,” Bates says. ➤ S et clear expectations Nothing motivates people more than telling them precisely what they have to do to get a raise, promotion or bonus. “People want to apply their talents, contribute in an important area and be a valued part of the organization,” Bates says. ➤G  ive regular feedback It’s discouraging to work hard all year, thinking you’re doing a great job and then get blindsided at bonus or raise time when you don’t receive the compensation you think you deserve. Use regular performance reviews as an opportunity to connect with employees and to provide candid, targeted feedback about how they’re doing compared to the expectations you’ve set. ➤ Be honest and forthcoming You have to be candid with your team and each individual about what’s happening in the business. “People will be motivated to work hard even without a pay increase if they believe you’re all in it together and heading in the right direction,” Bates says. ➤ Be a leader who motivates “The leader who can align people with a powerful vision and mission for a company will have a loyal work force,” Bates says. “People who are working with purpose and passion are highly motivated. This is how you harness the energy and talent of the organization.” ➤R  emember that compensation isn’t everything “While raises and bonuses are one way to measure success, people also want to brag that they work for a great company,” she says. “They want to be involved in fascinating projects. They want to learn new skills and they want to work with people they respect and enjoy.”

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“You may have to say, ‘I don’t know what’s going to happen, but I’m working like the dickens to figure it out,’ ” she says. “You also may wish to add, ‘I’m not sleeping well. I know you’re not. But I’m fighting. Whatever happens, I promise to be honest with you along the way and to keep you informed.’ ” Milan Yager, executive vice president of the National Association of Professional Employer Organizations in Alexandria, Va., and an expert in issues related to employee benefits, agrees. “Secrecy and delay in the delivery of bad news may result in serious repercussions,” Yager says. “Rumors take hold as employees talk to each other. Facts become distorted and there is a resultant loss of trust in management.” Most of the time, managers aren’t purposely keeping quiet. “I think companies are often so focused on the issue at hand and trying to figure out how to save money now,” Couture says. There can be a tendency for managers, and even human resource staff, to bury their heads in the sand and hope problems will go away. “Even while they realize that this is illogical thinking, there is still a sense that ‘if we don’t talk about it, it will go away,’ ” Couture says. Instead, Couture says, managers should be making themselves more available and visible than ever and asking, “What are the best mechanisms we can use to talk with employees about this? How can we allay their concerns? How can we help them to be less anxious?” “Hiding behind a memo doesn’t do it. You have to make yourself available,” she says. Tell it all & tell it now As with many communication challenges, the best advice is to share information quickly and completely, or, put more simply, tell it all and tell it now. As Patterson says, “We don’t want to die a death of a thousand cuts.” “Communicating to employees as soon as information becomes available gives the opportunity for employees to contribute in some way,” Yager says. “Employee cooperation can help to save a company from disaster.” The fact is that employees know they are working in a tough economic www.sleepproducts.org/bedtimes


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-Our quality control methods allow us to offer a constant thickness, width and length along with a standard radius end. -We have three grades for you to choose from, all approved for the construction of box springs. -We produce blocks in various sizes and lengths, in both radius or square end. -The blocks are shipped in easily stackable boxes for your storage needs. -We also produce build-up side rails and center rails. All you have to do to finish assembly is to simply attach the end rails and slats.

Give us a call!

Toll Free USA: 888-877-2098 Tel: 819-877-2092 E-Mail: BLR@BLRLUMBER.COM WWW.BLRLUMBER.COM


Before you walk into the meeting… No one wants to be the one to tell employees that they have to take a salary cut or won’t be getting expected benefits or bonuses. Kerry Patterson, co-founder of VitalSmarts, a corporate training and organizational firm in Provo, Utah, and co-author of Crucial Conversations: Tools for Talking When Stakes are High, tells managers to keep these four tips in mind during difficult conversations: ➤ Control yourself first Get over the fact that employees may want to shoot the messenger—and that may be you. You don’t have to accept the blame, but you do need to realize that your employee is feeling horrible and is looking to gain any kind of control over the situation. If you don’t deal with your own natural tendency to become annoyed or upset, you’re liable to say the wrong thing and make the situation worse. ➤ Share the pain If employees become angry, acknowledge their pain. Express your honest concern: “I’m sorry. This must be a big blow for you.” Don’t tell them that everything will be fine in the long run. When someone is upset, they want empathy, not a lecture. ➤ Actively listen To let employees know that you are really listening to their concerns, don’t jump in with quick answers or corrections to their false statements. Instead, paraphrase what they just said. Let them know that you’re being careful to understand them and their specific concerns. ➤ Buy time When people hear bad news, adrenaline drips into their blood and they start responding with strong emotions and weak thinking. Adrenaline takes time to dissipate, so don’t rush to give a careful explanation of the facts or discuss the future until the other person is emotionally ready to do so. Show concern and actively listen until the other person has calmed down.

environment and most are interested in knowing how their companies are weathering the storm. “Companies are often reticent to give people the whole picture because they’re afraid people will just panic,” Couture says. Often, the opposite is true. Information gives people a feeling of control and allows them to “stay focused on trying to help make the company successful.”

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Managers also may be worried about their best employees leaving during difficult times—another reason, they think, to hold information close to their vests. But Couture notes that most employees will stick it out, particularly in this economy, when other jobs are not readily available. “Too many so-called leaders, desperate to buy time or to delude themselves about what is really going on in the

business, sugar-coat the truth,” Condren says. “Or they out and out lie—to themselves, to their employees and to their backers.” But, she says, “Leaders have a moral imperative to be honest with their employees, even if doing so impels employees to jump ship for a more secure position.” What to say & how to say it When talking about compensation, it’s best if the first message comes from the top, the experts say. Managers can then explain details to smaller groups of workers and individuals. Couture offers one good scenario: “The CEO puts out a strategic communication to everybody that says, ‘Here’s what the economy is doing to our company as a whole—these are the things that we’ve talked about and now your individual general managers will tell you the impact it’s going to have on you.’ ” When handled this way, “employees are focused less on waiting for the other shoe to drop, because they’ve got plans. They know what to expect,” Couture says. Patterson agrees: The message needs to come first from the top of the company and then from direct supervisors. But it’s also important how that message is crafted. Initially, a company needs to develop and convey a rationale for whatever decisions are being made. It is not enough, he says, to simply say what is happening. You also must explain why it’s happening. “Rule No. 1 is to always have a ratio-

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Visit us at Interzum

Hall 10.2, Stand G10-H11 Contact us about our new green innovation including 100% natural latex products. Email info@LatexIntl.com


nale before you deliver any bad news. If you don’t have a rationale, don’t be delivering bad news,” Patterson says. Patterson’s advice isn’t simply theoretical. His company recently met with employees to talk about its vulnerability during the economic downturn and how that might impact staff. “We brought everybody together and said we were choosing not to do any layoffs, at least at this time,” Patterson says. “Our rationale was that we value people. We don’t want them to suffer and we don’t want to do layoffs now only to need to rehire later.” Instead, VitalSmarts may have to lower or eliminate bonuses. Patterson admits that this news prompted some grumbling, but, because the decision was conveyed along with a values-based rationale, employees understood. Following the high-level discussion, managers and supervisors should carry details of the message back to their departments. Specific impacts on individual employees should be delivered by the direct supervisor in a

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one-on-one setting. If there is any light on the horizon, it’s a good idea to point to it during all of these meetings. For instance, if the salary message is grim, focus on what your company still offers employees, says Laura Browne, a speaker and corporate trainer in the Phoenix, Ariz., area who specializes in communication and management issues. Finally, ask for employee input to engage them in the process of saving additional money, capturing market share, diversifying product lines or finding other ways to improve the bottom line. The majority of your work force is interested in helping the company succeed. A foundation of trust Companies that already have established a climate of open and honest communication are best equipped to share tough news with employees. Others need to start working now to develop trust. “The word that keeps coming to me is ‘empathy,’ ” Couture says. “Have empathy for how big a deal this is and

how big a sacrifice it may be, especially for senior workers. Older workers don’t have the recovery time that younger workers may have.” Browne agrees. “Even though employees want higher salaries, they realize that the economy is tough and they appreciate companies that treat them with respect during difficult times, even if they can’t give them more money,” she says. “There’s this cultural shift occurring in companies so that even in this really difficult economic time people seem to be coming together,” Couture says. But, she adds, “That is only going to happen if companies really have a good value system in place and can now translate what those values really mean in terms of action.” Condren offers this final guidance: “As a leader, keeping your integrity intact during periods of upheaval will anchor you. Let transparency guide everyone involved. You’ll sleep better at night and so will your team.” BT

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Exhibitor Directory May 13-16, 2009 Cologne, Germany

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Welcome To the ISPA Bedding Centre at Interzum We encourage you to visit these ISPA member companies exhibiting at Interzum, located throughout Halls 9.1, 10.1 and 10.2 (Refer to the floor plans in this directory for exact locations.) *Denotes ISPA Bedding Centre Exhibiting company

2009 Interzum Ex Alphabetical listing (as of 4/6/09) EXHIBITOR NAME

COUNTRY

Bodet & Horst GmbH & Co. KG

Germany

Boyteks Tekstil AS Turkey Chamay Mattress Manufacture (Foshan) Co. Ltd.* China D.R. Cash Inc.*

United States

Englander Sleep Products LLC* United States ESCO (Edge-Sweets Co.) United States Gateway Systems United Kingdom Global Systems Group United States Gribetz International United States Lady Americana*

United States

Latex International

United States

Leggett & Platt Inc. United States Nahtec Germany Natura World* Canada Porter International United States Simalfa United States Simmons Engineering Corp.* United States Sunds Velour A/S

Denmark

Therapedic International* United States Wright of Thomasville Inc.*

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United States www.sleepproducts.org/bedtimes


xhibitor Directory PRODUCT CATEGORIES

HALL

STAND #

Fabrics, Knit; Ticking

Hall 10.2

F040-G041

Fabrics, Knit; Fabrics, Woven; Ticking

Hall 10.2

C020, D021

Fabrics, Knit; Fabrics, Woven; Mattress Materials, Hard Goods

Hall 10.2

F059

Machinery & Fixtures

Hall 10.2

E050

Foam, Latex; Foam, Polyurethane (including Visco); Mattress Materials, Hard Goods

Hall 10.2

E051

Foam, Polyurethane (including Visco); Machinery & Fixtures; Mattress Disposal/Scrap Recycling

Hall 9.1

C069

Engineering Services/Consultants; Hall 9.1 Machinery & Fixtures; Parts, Supplies & Tools

C010, C020, D010

Engineering Services/Consultants; Hall 9.1 Machinery & Fixtures; Parts, Supplies & Tools

C010, C020, D010

Engineering Services/Consultants; Hall 9.1 Machinery & Fixtures; Parts, Supplies & Tools

C010, C020, D010

Licensing Opportunities

Hall 10.2

F055

Accessories, Soft Goods; Foam, Latex

Hall 10.2

G010-H011

Machinery & Fixtures; Mattress Materials, Halls 5.2, 7, 9.1 Hall 9.1: C010, Hard Goods C020, D010 Engineering Services/Consultants; Hall 9.1 Machinery & Fixtures; Parts, Supplies & Tools

C010, C020, D010

Accessories, Soft Goods; Consultants, Business; Licensing Opportunities

F051

Hall 10.2

Engineering Services/Consultants; Hall 9.1 Machinery & Fixtures; Parts, Supplies & Tools

C010, C020, D010

Adhesives; Foam, Latex; Foam, Polyurethane (including Visco)

Hall 10.1

E078

Machinery & Fixtures; Parts, Supplies & Tools

Hall 10.2

F053

Fabrics, Knit; FR Components; Ticking

Hall 10.2

G073

Licensing Opportunities; Mattress Materials, Hard Goods

Hall 10.2

F057A

Accessories, Soft Goods; Labels

Hall 10.2

F057

sleepproducts.org/bedtimes www.sleepproducts.org/bedtimes

The International Sleep Products Association is proud to support the ISPA Bedding Centre at Interzum, creating a “show within a show,” focusing on the mattress industry. Make your time at Interzum more productive and efficient by visiting the ISPA Bedding Centre in Hall 10.2, which features a selection of components, supplies and services from some of the most innovative companies from around the world. ISPA members showing mattress machinery can be found in Hall 9.1, and ticking and soft products in Halls 10.1 and 10.2. Whether you are looking for a new supplier, exploring licensing agreements or researching the latest production technologies, you’ll find that ISPA member exhibitors offer what you need. If you’re new to Interzum, the ISPA Bedding Centre is the perfect starting point, offering a friendly spot to have a refreshment, to get your bearings and begin your exploration. If you’re a veteran, the Centre provides a familiar focal point for your visit and a good place to take a break from the busy exhibit floor.

The ISPA Bedding Centre is located in Hall 10.2 BedTimes BedTimes | May | May 2009 2009 | 41 |3


Exhibitors ISPA Bedding Members Bodet & Horst GmbH & Co. KG

Boyteks Tekstil AS

Gewerbegebiet 9 Elterlein, D-09481 Germany Phone: 49-37349-6970 Fax: 49-37349-69710 Web: www.bodet-horst.de Email: contact@bodet-horst.de Contact: Gerd-Hermann Horst, general manager Hall 10.2, Stand F040-G041 Products: Fabrics, Knit; Ticking

1 OSB 8. Cadde No. 30 Kayseri, 38070 Turkey Phone: 90-352-322-05-88 Fax: 90-352-322-05 89 Web: www.boyteks.com Email: onder.honi@boyteks.com Contact: Ihsan Onder Honi, area sales coordinator Hall: 10.2, Stand C020, D021 Products: Fabrics, Knit; Fabrics, Woven; Ticking

Bodet & Horst is the world’s largest knitter of mattress tickings, with manufacturing plants in Germany, Slovakia and the United States. The company is well known for its complete range of knitted tickings— from single and double jersey, terry and velours to double jersey with filling—and for its innovations. Its world-famous product Medicott® prevents the development of mold and mildew. Further innovations include Comfort Streeetch with unique elasticity; Shenergy, life in balance to regain physical and mental strength; and Pressless, a specialized spacer fabric. Also offering readymade mattress and tricot covers, Bodet & Horst claims to be the service provider of the international mattress industry.

Boyteks Tekstil AS is among the world’s leading jacquard woven and knitted mattress ticking producers, producing 40 million meters of woven and knitted ticking per year to meet your requirements as a mattress producer. At Boyteks, we produce jacquard woven fabric, knitted fabric, velour, supreme and terry fabric. We know no bounds in new designs and R&D studies, presenting more than 50 quality types with the certificates from well-known accredited laboratories around the world. Some of the fabrics in Boyteks’ special collection include Kashmira, Milky, Safe & Clean, Orgacare, Poweraction, ClimaSmart and many more. At Interzum Cologne, we will be highlighting Thermocool, our revolutionary adaptation in mattress ticking, and Biocare, which is our original challenge against electromagnetic radiation waves and, thus, increases sleep quality.

Chamay Mattress Manufacture (Foshan) Co. Ltd.* 256, Highway 325 Longjiang Shunde Foshan, Guangdong, 528319 China Phone: 86-757-2322-6808 Fax: 86-757-2322-3490 URL: www.chamay.com.cn Email: info@chamay.com.cn Contact: Eric Ho, general manager Hall 10.2, Stand: F059 Products: Fabrics, Knit; Fabrics, Woven; Mattress Materials, Hard Goods

Foshan Chamay has been a major producer of mattress ticking since 1986. We now offer a weaving (warp knitting, circle knitting, woven) machine, printing machine, washing machine, dyeing machine and finishing machine. We also have automatic plate machines. Our company’s objective is to provide the best service to our customers. Our main markets include the United States, Canada, Africa, South Africa, Middle East, Asia and China.

* Denotes ISPA Bedding Centre exhibiting company Special Advertising Section

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Exhibitors ISPA Bedding Members

D.R. Cash Inc.*

Englander Sleep Products LLC*

ESCO (Edge-Sweets Co.)

P.O. Box 130 Fairdale, KY 40118 United States Phone: 502-366-0407 Fax: 866-927-9034 Web: www.drcashinc.com Email: info@drcashinc.com Contact: Amy Cash, president Hall 10.2, Stand: E050 Products: Machinery & Fixtures

P.O. Box 88 Olive Branch, MS 38654-0088 United States Phone: 662-895-3800 Fax: 662-895-3366 Web: www.englander.com Email: kevintoman@netzero.net Contact: Kevin L. Toman, president Hall 10.2, Stand E051 Products: Foam, Latex; Foam, Polyurethane (including Visco); Mattress Materials; Hard Goods

2887 Three Mile Road N.W. Grand Rapids, MI 49534-1319 United States Phone: 616-453-5458 Fax: 616-453-6227 Web: www.edge-sweets.com Email: info@edge-sweets.com Contact: Jennifer Petzak, marketing director Hall 9.1, Stand C069 Products: Foam, Polyurethane (including Visco); Machinery & Fixtures; Mattress Disposal/ Scrap Recycling

D. R. Cash Inc. offers engineering solutions and machinery for the mattress and textile industries. With more than 50 years of experience, our engineering staff is available for your custom machinery projects. We also offer a large line of standard equipment, including tape-edge machines, sewing heads, filling machines, bagging machines, panel cutters, box-spring presses, bagging forks, material carts, air flotation tables, remanufactured machinery and more. Our parts department can supply spares for many different models of new and older equipment. Please visit our exhibit in the ISPA Bedding Centre for more information.

Become an Englander licensed manufacturer. Englander, a leading U.S. mattress company, has been devoted to “better sleep, by design” for more than a century. We combine old-world craftsmanship with state-of-the-art design to provide the ultimate in sleep comfort. Englander is now offering manufacturing licenses to selected companies around the world. We are committed to supporting our international partners around the globe.

ESCO (Edge-Sweets Co.) is the leading manufacturer of foamcutting equipment for the United States bedding industry. The ESCO range includes automated production lines for handling and cutting foam buns. ESCO slitters and band saws cut foam to appropriate sizes for mattress production and are designed to work with the full range of typical materials, including polyurethane foam, latex and visco-elastic. ESCO’s range of convoluters for high-end mattress applications are designed to convolute up to 14 inches of standard polyurethane foam and 6 inches of visco-elastic. ESCO is the only U.S. manufacturer of high-end CNC contour cutting machines for unlimited shaping applications, including pillows, mattresses and general furniture shapes.

* Denotes ISPA Bedding Centre exhibiting company Special Advertising Section

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Gateway Systems

Global Systems Group

Gribetz International

Unit 3 Northgate Terrace Northern Road, Industrial Estate Newark Notts NG24 2EU United Kingdom Phone: 44-1636-676194 Fax: 44-1636-611367 Web: www.gateway-systems.co.uk Email: sales@gatewaysystems.co.uk Contact: David Elsdon, general manager Hall 9.1, Stands C010, C020, D010 Products: Engineering Services/ Consultants; Machinery & Fixtures; Parts, Supplies & Tools

#1 Leggett Road Carthage, MO 64836 United States Phone: 800-326-4742 Fax: 954-846-0381 Web: www.gsgcompanies.com Email: gsginfo@gsgcompanies.com Contact: Russ Bowman, president of sales Hall 9.1, Stands C010, C020, D010 Products: Engineering Services/ Consultants; Machinery & Fixtures; Parts, Supplies & Tools

13800 N.W. Fourth St. Sunrise, FL 33325-6207 United States Phone: 800-326-4742 Fax: 954-846-0381 Web: www.gsgcompanies.com Email: russ.bowman@gribetz.com Contact: Russ Bowman, president of sales Hall 9.1, Stands C010, C020, D010 Products: Engineering Services/ Consultants; Machinery & Fixtures; Parts, Supplies & Tools

Global Systems Group®, a division of Leggett & Platt®, offers all the machinery required to assemble mattresses, box springs and other bedding-related products. The industry’s leading machinery manufacturers—Gribetz International, Porter International, Gateway Systems, Spuhl-Anderson and Nähtec—have been gathered into a single resource for the convenience of the mattress producer. With more than 100 GSG machinery choices, bedding companies can confidently select the right equipment for their needs. Over 20 worldwide locations… Over 100 machine models…Over 125 years of collective company histories…Thousands of machines at work in the field. All represented by one company—Global Systems Group.

Gribetz International® is the world’s leading manufacturer of quilting machines and other equipment related to the bedding, home textile and apparel industries. Gribetz offers a complete range of products designed to modernize and automate the handling, sewing, quilting and cutting processes. Gribetz has been an innovator in the mattress industry for decades and offers the most complete lineup of quilting machines around the world. Revolutionary quilting patterns and processes have been shaped by technology developed at Gribetz. Gribetz equipment improves manufacturing capabilities, from mattress quilting to packaging.

Gateway Systems, based in the United Kingdom, is a branch of Global Systems Group®. Specializing in mattress-making solutions for more than 20 years, Gateway Systems offers compression tufting machines, handle systems, sergers, automated tapeedge machines, panel cutters/slitting machines and border measure/cut machines. Gateway’s Mattress Master 202-PE is the latest generation of automated tape-edge machines and includes the heavy-duty Pfaff 5625 sewing head that is exclusive to GSG.

* Denotes ISPA Bedding Centre exhibiting company Special Advertising Section www.sleepproducts.org/bedtimes

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Exhibitors ISPA Bedding Members

Lady Americana*

Latex International

Leggett & Platt Inc.

3920 West I-40 Service Road Oklahoma City, OK 73108 United States Phone: 800-869-9480 Fax: 405-951-1379 Web: www.ladyamericana.com Email: sshaikh@ladyamericana.com Contact: Sarfraz Shaikh, vice president of marketing & international licensing Hall 10.2, Stand F055 Products: Licensing Opportunities

510 River Road Shelton, CT 06484-4517 United States Phone: 203-924-0700 Fax: 203-924-0699 Web: www.latexintl.com Email: info@latexintl.com Contact: Kevin Stein, vice president of marketing & research & development Hall 10.2, Stand G010-H011 Products: Accessories, Soft Goods; Foam, Latex

#1 Leggett Road Carthage, MO 64836 United States Phone: 417-358-8131 Fax: 417-358-6667 Web: www.leggett.com Email: pat.loch@leggett.com Contact: Pat Loch, vice president of sales & marketing Halls 5.2, 7, 9.1 Products: Machinery & Fixtures; Mattress Materials, Hard Goods

Innovation Redefined™ Pre m i u m Be d d i n g

Better Sleep Every Night

Lady Americana® is one of the finest leading mattress manufacturers in the United States and around the world. Endorsed by the North American Federation of Chiropractic Networks, it is the only mattress scientifically proven to provide deeper and more restful sleep. A one-stop shop for visco memory foam, latex, traditional spring and adjustable mattresses, Lady Americana® is on a mission to provide technologically advanced and comfortable beds at great values while leaving the smallest environmental footprint through the Eco-Comfort® initiative. Learn more about our licensing opportunities and how you can be a partner in providing “Better Sleep Every Night.”

Latex International (LI) is the world’s only producer of both molded Talalay latex pillows and mattress cores. LI is launching internationally its patent-pending Celsion™ temperature-regulating Talalay latex, which helps sleepers maintain a consistent body temperature throughout the night. LI is also introducing its new line of RejuveNite® 100% natural Talalay latex pillows. The company also offers its classic Talatech® latex in eight firmness levels, EverCloud® quiltable latex and NuFORM® slow-recovery latex. LI is capable of compression packing our latex sleep products for economical worldwide shipment. Visit us in Hall 10.2, Stand G10-H011 to see and feel the Latex International difference.

Leggett & Platt, the leading global supplier of residential and commercial furnishings components, is exhibiting in Hall 5.2, Hall 7 and Hall 9.1. Hall 5.2 features L&P Office Components International and Hall 7 features L&P Home Furniture Components and L&P Adjustable Sleep Systems, offering the widest range of adjustable sleep systems in the world. Hall 9.1 features L&P Global Systems Group (manufacturing machinery for the bedding industry worldwide) and Spuhl AG, manufacturer of bedding industry machinery.

* Denotes ISPA Bedding Centre exhibiting company Special Advertising Section

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Exhibitors ISPA Bedding Members

Nähtec

Natura World*

Porter International

Carl Zeiss Str. 18 Bietigheim-Bissingen 74321 Germany Phone: 49-71429-0410 Fax: 49-71429-04110 Web: www.gsgcompanies.com Email: gsginfo@gsgcompanies.com Contact: Volker Wissing, general manager Hall 9.1, Stands C010, C020, D010 Products: Engineering Services/ Consultants; Machinery & Fixtures; Parts, Supplies & Tools

1 Natura Way Cambridge, ON N3C 0A4 Canada Phone: 519-651-2006 Fax: 519-651-1891 Web: www.naturaworld.com Email: michael@naturaworld.com Contact: Michael Pino, director of international sales Hall 10.2, Stand F051 Products: Accessories, Soft Goods; Consultants, Business; Licensing Opportunities

462 Boston Street, Unit B-1 Topsfield, MA 01983-1200 United States Phone: 800-343-8138 Fax: 978-213-9958 Web: www.gsgcompanies.com Email: gsginfo@gsgcompanies.com Contact: Todd Nechtem, vice president of sales & marketing Hall 9.1, Stands C010, C020, D010 Products: Engineering Services/ Consultants; Machinery & Fixtures; Parts, Supplies & Tools

Nähtec is one of Europe’s innovative technology leaders in bedding and automotive sewing applications. This Germany-based company is a part of Global Systems Group®, a division of Leggett & Platt. The popular mattress handle machines, zipper machines and other automated mattress sewing equipment are gaining popularity among GSG customers around the world. The creative engineers at Nähtec can also provide customized solutions to customers in need of specialized assistance.

Natura World is a manufacturer of natural, “green” and organic mattresses, toppers, pads, comforters, pillows and sheets using cuttingedge technology. Our sleep systems sustain a healthy lifestyle by delivering what people need most—a good night’s rest. Natura’s interactive sleep systems are made from the highest quality sustainable raw materials with meticulous attention to detail. All of our mattresses, toppers, pillows and duvets are designed to create sleep systems that interact and harmonize with the changing needs of the human body, creating a sleep environment that’s both healthy and luxuriously comfortable. From latex to wool to cotton, Natura’s products naturally give way to healthy, eco-friendly havens that consistently deliver on their promise.

Porter International, a member of Global Systems Group®, which is a division of Leggett & Platt, builds, sells, and services sewing machines for the bedding, automotive and home textile industries. Specializing in sewing room operations, Porter is the industry leader with more than 65 years of experience. Porter supplies the bedding industry with superior machines for flanging panels, border systems and multitasking assembly systems, like the GPT-1000AP Ruffler. We fulfill our commitment to the modern factory through new product research, advanced technology developments, ergonomic designs and new ways to streamline the flow of goods through automation.

* Denotes ISPA Bedding Centre exhibiting company Special Advertising Section

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Simalfa

Simmons Engineering Corp.*

Sunds Velour A/S

15 Lincoln St. Hawthorne, NJ 07506-1423 United States Phone: 973-423-9266 Fax: 973-423-9264 Web: www.simalfa.com Email: darren.gilmore@simalfa.com Contact: Darren Gilmore, chief executive officer Hall 10.1, Stand E078 Products: Adhesives; Foam, Latex; Foam, Polyurethane (including Visco)

1200 S. Willis Ave. Wheeling, IL 60090-5819 United States Phone: 847-419-9800 Fax: 847-419-1500 Web: www.simcut.com Email: sales@simcut.com Contact: Erin O’Brien, sales & marketing Hall 10.2, Stand F053 Products: Machinery & Fixtures; Parts, Supplies & Tools

Navervej 3-5 Sunds 7451 Denmark Phone: 45-97-14-1322 Fax: 45-97-14-2827 Web: www.sunds.com Email: mail@sunds.com Contact: Steffen Romer, key account manager Hall 10.2, Stand G073 Products: Fabrics, Knit; FR Components; Ticking

Simalfa water-based adhesives offer the greatest value on the planet. Period. Simalfa has been increasing profitability for clients with cuttingedge “green” technology. Our success has been in offering instantbonding water-based adhesives, the simplest delivery system available and advanced technical assistance. Our patented Free Flowing System renders complicated delivery methods such as pressurized systems and pumps useless. At the same time it keeps valuable floor space for what it is intended—production. No matter what your needs, from automation to efficiency controls, we can show you how to maximize production speed while minimizing costs. GREENGUARD certified.

Simmons Engineering Corp. is an international company that is ISO 9001:2000 certified and that is recognized worldwide as a manufacturer of knife blades for the fabrication of foam. Simmons manufactures single- and doubleedge knives, V-tooth and scallop blades, from 3mm to 100mm wide. Other edge types and specialty blades, which may include special tooth configurations, holes or slots, are available. Our blades can help you reduce dust and finish a cut without visible lines or markings. Blades are available welded, cutto-length or coiled. Simmons Engineering welcomes distributor applicants that service the foam, leather, wood, cork, plastic, cardboard and packaging industries.

Sunds Velour A/S could be your future partner for mattress ticking, FR-treated fabrics or ready-made zipped mattress covers. Our know-how and expertise with circular knitted tricot and velour fabrics dates to 1972 and covers all production processes, from knitting to dyeing to printing to finishing. The head of our operations is based in Denmark. All steps of production take place in Ukraine at our 200,000-square-foot production plant, which currently employs 650 people. Let Sunds help you turn your foam mattresses or pillows into an attractive and commercial end product. Meet us at Interzum Cologne in Hall 10.2, Stand G073.

* Denotes ISPA Bedding Centre exhibiting company Special Advertising Section www.sleepproducts.org/bedtimes

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Exhibitors ISPA Bedding Members

Therapedic International*

Wright of Thomasville Inc.*

103 College Road East Princeton, NJ 08540-6611 United States Phone: 609-720-0700 Fax: 609-720-0797 Web: www.therapedic.com Email: gb@therapedic.com Contact: Gerry Borreggine, president & chief executive officer Hall 10.2, Stand F057A Products: Licensing Opportunities; Mattress Materials, Hard Goods

P.O. Box 1069 Thomasville, NC 27361-1069 United States Phone: 336-472-4200 Fax: 336-476-8554 Web: www.wrightlabels.com Email: joanne@wrightlabels.com Contact: Joanne Bennett, account executive & designer Hall 10.2, Stand F057 Products: Accessories, Soft Goods; Labels

Therapedic International is a top 10, U.S.-based mattress licensing company with over 50 licensees that manufacture the Therapedic brand throughout the world. The company was founded in 1957 by Gerald Gershaw. Today, at age 84, Gershaw has returned to the company he founded, serving as its international director. He works directly with Gerry Borreggine, president and chief executive officer, to open new licensees, many of which are located outside the United States. Therapedic has developed many exciting merchandise and marketing concepts over the past five years, including a brand partnership with Kathy Ireland Home by Therapedic. For more details, see us at Interzum Cologne, visit our Web site at www.therapedic.com or call 609-720-0700.

Great label ideas! The team at Wright of Thomasville has the passion and expertise to help you reach your goals: creative design, worldwide reputation and experience, distribution anywhere in the world. Iron-on…Sew-on… Woven…Pressure-sensitive… Embroidery…Dome…Roll… Heat-transfer thermal imprinted… Law/FR compliance…Top-ofbed bolsters…Foot protectors… Banners…Posters…Large-printed graphics…Showroom solutions… Display stands and easels. Our staff of experienced graphic arts professionals is prepared to meet your marketing and branding needs. To find out more about our great label ideas, contact us at salesinfo@wrightlabels.com or visit our new Web site, www.wrightlabels.com.

* Denotes ISPA Bedding Centre exhibiting company Special Advertising Section

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You are here Köelnmesse Exhibit complex Hall 10.2 ISPA Bedding Centre

Halls 9.1 & 10.1 ISPA Bedding Members

◆ ◆ ◆ ◆

Entrance to Halls 10.1 and 10.2 www.sleepproducts.org/bedtimes

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Where to find it

Aisle B

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Sunds

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ISPA Bedding Centre

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ISPA Bedding Centre

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Bodet & Horst

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Boyteks Tekstil

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Latex Int’l

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Entrance to Messe Boulevard

Exhibit complex

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Hall 9.1

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(Edge-Sweets)

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ESCO

ISPA Bedding Centre Foshan Chamay

Therapedic

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To Hall 10.1

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Wright of Thomasville

Lady Americana

D.R. Cash

Leggett & Platt*

Englander

* Leggett & Platt companies include: Gateway Systems Global Systems Group Gribetz Int’l Nahtec Porter Int’l

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Leggett & Platt* Aisle D

Leggett & Platt+

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Natura World

ISPA Lounge

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Simmons Engineering

Messe Boulevard This map detail has been turned 90o sleepproducts.org/bedtimes www.sleepproducts.org/bedtimes

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Where to find it Exhibit complex Escalator

Hall 10.1

Simalfa

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To Hall 9

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LATEX SYSTEMS CO.,LTD. 100 % NATURAL LATEX FOAM

Offer your sleep a natural side

Located at the heart of the largest reserve of latex in the world. We manufacture a unique range of high value added natural latex cores and sheets. Our French-Thai expertise, combine with your bedding market experience, is the answer to people concern about comfortable and environmental friendly products

“Natural Latex provides a Healthier, more regenerative night’s sleep” Latex Systems Co.,Ltd. (Factory & Office)

Ladkrabang Industrial Estate, Bangkok Thailand. Tel : + 66 2 326 0886 - 7, Fax : + 66 2 326 0292 Email : market@latexsystems.com, website : www.latexsystems.com www.latexsystem.com Agent for North America: Crismor International, Inc Tel: 951-369-4971 Email: contact@crismor.com

7 zone for perfect body’s adjustement


ISPA Nearly a Century of Leadership, Industry Service Bringing Together the International Bedding Community

ISPA Mission ISPA is dedicated to protecting and enhancing the growth, profitability and stature of the mattress manufacturing industry. ISPA Vision The mattress industry is strong, viable and viewed positively by all constituents.

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the year that can help boost productivity, decrease costs, and increase awareness of regulatory and legislative issues. A recently upgraded online BedTimes Supplies Guide brings a world of mattress component and services suppliers to your fingertips around the clock. Members are offered the opportunity to display ISPA’s logo on their sales literature, company stationery and other materials highlighting their affiliation with the mattress industry’s leading trade organization. And members receive a beautiful personalized membership certificate suitable for display. To find out more about what ISPA can do for you and your business, visit the ISPA Web site at www.sleepproducts.org or contact ISPA headquarters at 501 Wythe St., Alexandria, VA 22314-1917 USA, Phone 703-683-8371; Fax 703-683-4503; Email: info@sleepproducts.org.

ince 1915, the International Sleep Products Association has served as the focal point for the mattress community, bringing together companies and individuals with common goals and aspirations. Today, more than 700 ISPA members around the world experience the benefits of working together in the mattress industry’s trade organization. ISPA represents producers of mattresses and foundations, ranging in size from multinational manufacturers to small, family-owned operations. ISPA is also the trade organization for suppliers of components, supplies, machinery and services BSC Mission The BSC is devoted to educating the public about for the mattress industry. These include ticking, foam, thread, the importance of sleep to good health and quality of life, and labels, innersprings, machinery and much more. This diverse about the value of the sleep system and sleep environment in the membership gives ISPA the strong credibility and influence pursuit of a good night’s sleep. necessary to speak with a united voice on issues that affect the ince 1979, ISPA’s Better Sleep industry. Council has been devoted ISPA’s strategic plan guides the association’s programs to educating consumers about and its development of products and services to meet the how sleep is linked to health needs of its members. The ISPA EXPO, the ISPA Bedding and quality of life, and the importance of a quality mattress Centre at Interzum, ISPA’s annual Industry Conference & to a good night’s sleep. The BSC has a strong consumer Exhibition, monthly BedTimes magazine, Sleep Savvy magazine education program consisting of an educational Web site at for retailers, ISPA Advocacy Connection newsletter, exclusive www.bettersleep.org, strategic partnerships and coalitions statistics, and members-only information on the ISPA Web site around the world, widespread media coverage and the are just a sampling of the services ISPA provides that can help popular reference brochure, “Better Sleep Guide: Better you and your company grow. Mattress, Better You.” All keep the mattress top of mind ISPA provides valuable data to help members operate with consumers. Another important component of the BSC their businesses more efficiently. ISPA’s BedTimes Bulletin program is consumer research. This information is critical weekly e-newsletter keeps members apprised of the latest to developing effective strategies for moving consumers into regulatory developments, news and other important issues the marketplace for a new mattress and for breaking down that impact the way they do business. The new ISPA Advocacy the barriers to purchase. Recently the BSC, in conjunction Connection newsletter helps members understand developing with the European Bedding Industries Association and the laws and regulatory actions that can affect their businesses Better Sleep Council Canada, sponsored a sleep research and bottom lines. A comprehensive package of financial and study, which provided scientific support that a new mattress operational surveys and statistics, tailored specifically for can improve the quality of life for consumers. Through mattress manufacturers, provide valuable benchmarks for a sophisticated mix of these programs operating costs, personnel and management and public relations activities, the BSC compensation, and sales potential. ISPA www.sleepproducts.org/join reaches millions of consumers each year also offers a comprehensive educational Log on today to see what ISPA with targeted messages about sleep and program, addressing the special needs of membership has to offer your mattresses. mattress manufacturers with seminars, mattress business! In 2002, the BSC launched its flagship workshops and conferences throughout

Better Sleep Council

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and Member Value publication, Sleep Savvy magazine, targeted at the mattress retail community. Each month Sleep Savvy reaches 24,500 bedding retailers with information to help them better understand consumer trends and attitudes, offer successful selling ideas and retail business insights, and provide tips on helping customers make the sleep-health-mattress connection. Complete issues of the magazine are now online in an easy-to-use digital format. For more information, visit www.sleepsavvymagazine.com.

Sleep Products Safety Council

SPSC Mission To provide consumer information, support research and promote activities that advance the safety of sleep products.

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he Sleep Products Safety Council is a safety division of ISPA. For 20 years, the SPSC has been the catalyst for a broad range of research and education activities aimed at reducing hazards associated with sleep products. The SPSC embodies the mattress industry’s longstanding commitment to make mattresses that will provide consumers with a safe and restful night’s sleep. For more information, visit the SPSC Web site at www.safesleep.org or email spsc@sleepproducts.org.

ISPAEarth™: The Mattress Industry’s Sustainability Initiative

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SPAEarth™ is a multifaceted effort to improve the environmental impact of the mattress industry’s operations and products and to raise the public’s perception of our overall social responsibility. As “green” manufacturing and sustainability rapidly become recognized as critical to society’s future, the mattress industry is seeing more attention toward “going green” by nongovernmental organizations, consumer advocates, environmentalists and the government. ISPA has taken the lead for the industry by establishing ISPAEarth™, the industry’s first comprehensive sustainability initiative. Plans are under way to develop a mattress component recycling program to improve the recycling of used mattress materials, an issue for the industry for many years.

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ISPA EXPO Trade Fair

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very two years, the ISPA EXPO offers mattress manufacturers and suppliers the largest and most comprehensive event in the mattress business. The EXPO features the industry’s premier trade show, with nearly 200 exhibitors from around the world showcasing the latest mattress machinery, components, supplies and services. The event includes tours of American mattress factories for non-U.S. manufacturers and an unparalleled lineup of educational, social and networking opportunities. ISPA EXPO 2010 will be held March 3-6, 2010, in Charlotte, N.C., U.S. For more information, visit the ISPA Web site at www.sleepproducts.org/ispaexpo or email info@sleepproducts.org.

BedTimes Magazine

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he only trade and business journal dedicated exclusively to the sleep products industry, BedTimes focuses on topics most important to mattress manufacturers and suppliers around the world—new products, legislative and regulatory updates, business issues, manufacturing and marketing trends, and more. BedTimes covers the major bedding markets and trade shows throughout the world, including ISPA EXPO and Interzum Cologne. Each month’s issue is now available online in an easy-to-use digital format at www.sleepproducts.org/bedtimes. The magazine’s December issue contains the BedTimes Supplies Guide, the only comprehensive listing of suppliers for the mattress and sleep products industry. The guide also can be found online at www.bedtimessuppliesguide.com. ISPA members receive discounted advertising rates. Contact Kerri Bellias at kbellias@sleepproducts.org.

www.sleepproducts.org Web Site

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SPA’s user-friendly Web site provides all of ISPA’s products and services at your fingertips, including a worldwide membership directory, free publication downloads, updates on advocacy and regulatory issues, industry statistics and more. The site posts breaking industry news, event information and Web exclusives from BedTimes magazine. A substantial part of the content is available exclusively to ISPA members. 501 Wythe St., Alexandria, VA 22314-1917 Phone 703-683-8371 • Fax 703-683-4503 Web www.sleepproducts.org Email info@sleepproducts.org

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Green Innovation in the Bedroom! Eco-smart bedding in 5 unique shades of green. • Go green on any budget, Green mattresses starting at $299 • Anti-microbial, allergen and chemical free bedding for the whole family • Natural & Organic mattresses, toppers & pads, comforters, pillows, and mattress protectors – even pet beds! W W W. N AT U RAWOR L D.COM

Green Bedroom Specialists for 15 years – Let us show you how to go green!


MediaRelations Do’s & don’ts for dealing with the media

report” instead of giving out the information during radio, TV or print media interviews. You can point journalists to that information as a way for them to double-check facts, but provide them the Web link, brochure, etc., to make it easier. DO consider your interview as a way to show how valuable you and your ideas are. That’s the best possible advertising for your business.

4

Good practices can lead to good PR By Pam Lontos

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s a business owner or manager, you probably know how important publicity is to the success of your company. But the truth is, many entrepreneurs, high-level executives and even marketing managers make crucial mistakes when dealing with the media. The good news is, by being aware of the more common do’s and don’ts of dealing with reporters and editors, there are many steps you can take to avoid the pitfalls. Reporters, editors and producers— whether they work for television, newspapers, Web sites, magazines or other forms of media—are deluged with requests from hopeful business owners, corporate public relations professionals and other people seeking coverage. Their days are spent meeting deadlines while doing everincreasing amounts of work, all the while constantly communicating with those publicity-seekers. If you’re ready to receive the publicity your business deserves, here are several tried-and-true ways to get the most out of your media contacts:

www.sleepproducts.org/bedtimes

1

DON’T call the journalist and then forge ahead with whatever is on your mind. DO ask if the reporter or editor is on deadline. Journalists’ time is as important as yours and their deadline pressures are horrendous. If they are on deadline, ask for a good time to call back.

2

DON’T emphasize self-promotion over news. DO make sure you have valuable information to share with viewers or readers. DO give value-added tips, advice or information so that you will help improve people’s lives (i.e., the importance of sleep), offer insights (i.e., how stress interferes with sleep) or entertain (i.e., a list of odd sleeping habits). If you can achieve that goal every time, the media will make time for you and may even actively pursue you for interviews and articles.

3

DON’T say, “The answer is on our Web site/in our brochure/in the

DON’T ask the reporter to send you the article so you can review and approve it in advance. Most news outlets have policies prohibiting that. Prior review of every article by every person interviewed is too time consuming and would essentially halt production. Additionally, if you are one of several people being interviewed, it is generally not appropriate for you to review facts about or comments by your competitors. DO provide your contact information for follow-ups and make yourself available to clarify any confusing points or answer additional questions. Offer to help the journalist check facts or review small sections of the article for accuracy.

5

DON’T forget to prepare for interviews or fail to familiarize yourself with the readership or audience. DON’T assume everyone should be interested in every tiny detail of your subject just because you are. DO make sure your subject matter appeals to the target audience. If you are calling an editor at Better Homes & Gardens magazine, make sure you’re pitching an article that fits with the homey, consumer-oriented material the magazine specializes in. Read the Web sites you want to be quoted in; watch the interview shows where you want to be a guest.

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MediaRelations

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snooze, you may lose the chance for an interview.

DON’T nag the reporter. DO space out your calls so you don’t become a pest. Email is the best way to connect with most journalists, who often rely on it as a way to get work done quickly. And make sure to give them a reasonable length of time—at least a day or two—to respond to you.

9

DON’T call a magazine a week before a big holiday with your holidaythemed idea. DO remember that magazines publish issues months in advance. Time your pitches well.

7

DON’T assume that the reporter or editor remembers who you are. DO keep in mind that they deal with multiple sources and many different subject matters. Immediately identify yourself by name or by topic before launching into the purpose of your call—even if you spoke to the same journalist the week before.

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10

8

DON’T delay returning calls from reporters or fact-checkers. DO understand that journalists are on deadline and often need to speak with you immediately. If you

DON’T leave your contact information off your news releases or email. DO err on the side of giving too much information. Put all contact information on your news release. Send a follow-up email with the same information. Speak slowly when leaving a phone message, particularly when you give your phone number.

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MediaRelations

11

DON’T just talk about what’s important to you during an interview. DO answer the questions asked. You need to be responsive to the questions asked by the interviewer or she may get frustrated and choose not to use you as a source again. DON’T give out information unless you’re sure of it. Know for a fact that the information you’re giving out is accurate.

12

DON’T demand that the article mention your company or your specific products—unless, of course, that’s the point of the story. DO be happy that you are being interviewed.

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DON’T try to control the outcome. You’ll seem pretentious—or worse—if you try to put conditions on the interview, such as insisting that you are the first person quoted in the story or the only expert mentioned.

13

DON’T ask for a correction unless it’s absolutely necessary. If there is a significant error, most media outlets will want to correct it immediately. But it’s generally not a good idea to complain if the journalist leaves out a point you thought was important or quotes someone else more than you.

14

DON’T immediately contact the reporter’s boss—usually the editor in chief or managing editor—if you’re unhappy with the story.

DO talk first to the reporter to explain why you’re displeased and do it respectfully. The journalist may have an explanation that will change your feelings. Always try to work out the difficulty directly with the journalist. If you still aren’t satisfied, then you might want to consider calling the reporter’s supervisor. BT Pam Lontos is president of PR/PR, a public relations firm based in Orlando, Fla. She is author of I See Your Name Everywhere and is a former vice president of sales for Disney’s Shamrock Broadcasting. PR/PR has placed clients in publications such as USA Today, Entrepreneur, Time, Reader’s Digest and Cosmopolitan. For a free publicity consultation, email pam@prpr.net or call 407-299-6128. To receive free publicity tips, go to www.prpr.net.

www.sleepproducts.org/bedtimes


How to get your news into BedTimes By Julie A. Palm

BedTimes magazine covers bedding industry news and trends from around the world and we rely on mattress manufacturers and their suppliers to help us gather that information. Much of the news we publish about individual companies falls into two sections: ➤O  ur Industry News department includes stories about new products, mergers and acquisitions, financial results, facility construction, business expansion, and marketing and advertising initiatives, among other subjects. ➤O  ur Newsmakers department features articles about new hires, promotions, retirements and other personnel changes. Deadlines for those sections are generally the first day of the preceding month. For instance, the Industry News and Newsmakers deadline for the July issue is Monday, June 1. Deadlines are posted on the BedTimes’

www.sleepproducts.org/bedtimes

Web site, www.sleepproducts.org/bedtimes, and appear on Page 5 of every issue. We also interview companies for in-depth feature stories on trends, such as rising raw materials costs, innovations in components, advances in plant practices and more. (You can see our editorial calendar at www.sleepproducts.org/bedtimes.) We often put out a call for information and sources for those stories a few months before the articles are scheduled to appear. We typically make those announcements on the Web site, in the weekly BedTimes Bulletin e-newsletter and in the monthly Editor’s Note on Page 5. Sending us your news and information is easy. We prefer to receive news releases and photos via email at jpalm@sleepproducts.org. You also may call at 336-727-1889. If you need to put something in the mail, send it to BedTimes, 5603-B W. Friendly Ave. #286, Greensboro, NC, 27410. We look forward to hearing from you.

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IndustryNews 1800mattress.com files for Chapter 11 protection In U.S. Bankruptcy Court in New York, bedding retailer 1800mattress.com won court approval to convert its bankruptcy case from an involuntary Chapter 7 proceeding to voluntary Chapter 11 protection. A week earlier, on March 17, a group of three creditors had petitioned the court to force the retailer into involuntary Chapter 7 bankruptcy for nonpayment of debts. The creditors included mattress manufacturer Sealy and Comfort Solutions licensee Blue Bell, as well as a New York landlord. The group’s petition was precipitated by an announcement earlier in the week that the Long Island City, N.Y.-based multichannel retailer had signed a letter of intent to sell the company to an investor group led by mattress industry executive Ken Mazda. The court granted all six of 1800mattress.com’s proposed first-day motions. These included approval for $550,000 of debtor-in-possession financing provided by rival mattress retailer Sleepy’s, which is seeking to acquire the company through the Chapter 11 process— 1800mattress.com had reached a tentative deal to sell the company to Bethpage, N.Y.-based Sleepy’s for $2.1 million. The financing enables 1800mattress.com to fulfill obligations associated with operating its business, including making payments to suppliers and other business partners for goods delivered and services provided after the start of the Chapter 11 process.

The sale to Sleepy’s is subject to approval of the bankruptcy court after completion of competitive bidding procedures. Sleepy’s has said in a statement that it would invest in the growth of the 1800mattress.com brand. But franchise operators have expressed concerns. One, Consolidated Mattress and Amalgamated Mattress in Stoughton, Mass., has voiced strong opposition to the sale. The bankruptcy proceedings do not immediately impact Connecticut franchisee Rectangle Corp. in Windsor, which is “a completely separate company with a healthy balance sheet, a warehouse full of inventory, and our own reputation for superior quality, service and value to our customers,” said President Stephen Perry. The company has separate contracts with mattress manufacturers, is current with all payments, and operates its own fleet of trucks for delivery, its own warehouse and retail showrooms, and will continue to fulfill orders placed. The same can be said for Consolidated Mattress and Amalgamated Mattress, the franchise operator for parts of New England, Philadelphia, central and southern New Jersey and Florida. The latter is challenging the sale of its franchisor to long-time rival Sleepy’s and offered debtor-in-possession financing of its own “without the onerous restrictions Sleepy’s placed on the funds in its proposal,” the company said.

U.S. puts tariff on Canadian lumber

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.S. Trade Representative Ron Kirk has announced a 10% customs duty on softwood lumber products imported from the Canadian provinces of Ontario, Quebec, Manitoba, and Saskatchewan. The wooden bedframe components used to manufacture most mattress foundations in the United States are made from Canadian softwood lumber. The duties come in response to a ruling by an arbitration panel convened under the U.S.-Canada Softwood Lumber Agreement. The panel ruled that Canada violated the agreement by miscalculating quotas, thus limiting the amount of lumber www.sleepproducts.org/bedtimes

Interzum Short Englander seeks licensees

that these provinces could export to the United States. The U.S. Trade Representative rejected Canada’s proposed corrective action under the order as insufficient and, in turn, announced the new tariff.

Englander, a mattress licensing group based in Olive Branch, Miss., will be attending Interzum Cologne to meet with potential licensees. The company is offering manufacturing licenses around the world, particularly in Asia, Canada and the Middle East. “Englander has been devoted to ‘better sleep, by design’ for more than a century,” said Kevin Toman, Englander president. “We combine old-world craftsmanship with state-of-the-art design to provide the ultimate in sleep comfort.”

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IndustryNews

Therapedic inks deal with Stylution

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icensing group Therapedic International and home furnishings producer Stylution have signed a wideranging deal that includes importation of finished mattresses from China under the Therapedic brand and a licensing agreement allowing Stylution to represent Therapedic throughout China, Japan and other parts of the Far East. The first wave of goods in the Chinese import program will arrive June 15 and carry the name ComfortTouch by Therapedic. The value-priced foam and encased-coil mattresses will be roll-packed for shipment to the United States, Australia and other markets. The partnership stems from a meeting between Jack Chen, chief executive officer of Dongguan, China-

66 | BedTimes | May 2009

based Stylution, and Norman Rosenblatt, board chairman of Princeton, N.J.-based Therapedic. Rosenblatt’s pursuit of an original equipment manufacturing program evolved into a much larger plan after Gerry Borreggine, Therapedic president and chief executive officer, and Ed Scott, Stylution USA president, became involved. “Therapedic now has the strongest and most prestigious partner representing our brand in the Far East,” Borreggine said. “Jack, Ed and the entire Stylution team have put together a compelling product and value story for Therapedic to take to marketplaces throughout the globe.” “We have big plans for the Therapedic brand,” added Chen, who also is a licensee of the Musterring, Auping and Restonic brands in China.

Interzum

CT Nassau rolls out products CT Nassau TapeTicking LLC is exhibiting a range of new tickings and tapes during Interzum Cologne. The company, based in Alamance, N.C., will offer woven and circular knit panel fabrics, borders and mattress tapes, all designed to work together as a color-coordinated unit. New fabric offerings include the Natural Elements collection with cotton, linen, bamboo and viscose fibers. The Return to Elegance collection features upscale woven damasks and matelasses.

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Shorts Deslee showcases specialties The DesleeClama Group, a provider of mattress fabrics headquartered in Zonnebeke, Belgium, is featuring a number of collections at Interzum Cologne, including EcoFair, incorporating organically grown cotton produced under “acceptable� working conditions; Reborn, made of 100% recycled polyester chips and available as woven or knitted fabric; Bodyfit, a zoned knit fabric designed to ease pressure points; CelliantSleep, which the company says will increase oxygen levels in the body to improve sleep, boost energy levels and speed healing; and Thermic, a fabric with temperature-regulating properties.

Serta, Ergomotion team up B

edding producer Serta has partnered with Ergomotion, an adjustable bed maker headquartered in Santa Barbara, Calif., to produce the Serta Motion Perfect Adjustable Foundation. “The foundation is designed to appeal to a new generation of consumers that may not have considered an adjustable bed before,� said Bob Malin, vice president of licensing for Serta, which is based in Hoffman Estates, Ill. “Today’s consumers are concerned about health and wellness, but they also want advanced features and an aesthetic appeal. The new Serta adjustable foundation delivers all of this.� From the outside, the foundation resembles a traditional box spring. Features include a preset zero-gravity position, variable massage options and

‘Aesthetically appealing adjustable’ The new Serta Motion Perfect Adjustable Foundation, produced for Serta by Ergomotion, is designed to look like a traditional box-spring foundation.

the choice of a wired or wireless backlit remote. “Serta retailers can now offer a Serta-branded power foundation that will promote Serta mattress sales while delivering more profit to their bottom line,� said Kelly Clenet, Ergomotion president.

l e e f e h t e c n e i ! r n e g i p s e Ex d t a e r g of t4FMFDUJPOPGOPWFMUy materials: bamboo, cashmere, silk, cotton, Coolmax, recycled polyester and more! t%JòFSFOUGBCSJDXFJHIUTHUPH t)JHIFOECMJTUFSGBCSJDT t$VTUPNJ[FEEFTJHOTFSWJDFT t1FSTPOBMJ[FEDPMPVST t*OIPVTFRVBMJUZDPOUSPMBOEJOTQFDUJPOMBCT t-JHIUOJOHGBTUEFMJWFSZ

Maxime Knitting Mills is a North American custom manufacturer of circular knits, serving major mattress manufacturers on a global scale. For the last 25 years, Maxime Knitting Mills has produced a variety of knit solutions for manufacturers and strives to offer a wide selection of knitted fabrics that reflect our highest standards of quality and innovation.Through great design and top quality materials, we proudly present to you our complete collection of mattress ticking which includes various styles, colors and materials. V.P. Sales and Marketing] Lorne Romoff lromoff@maximeknitting.com]Cell: 514-265-8782 %FTMBVSJFST4USFFU]4U-BVSFOU 2VFCFD])/9 $BOBEB

5FM]'BY]XXXNBYJNFLOJUUJOHDPN

www.sleepproducts.org/bedtimes

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IndustryNews

Eclipse signs new Midwest licensee C

lare Bedding Mfg. has inked an exclusive licensing agreement to manufacture and sell the Eclipse brand in six Midwestern states— Illinois, Indiana, Iowa, Michigan, Minnesota and Wisconsin. Clare Bedding was among the

first licensees of the luxury Eastman House brand, signing that deal about a year ago, said Stuart Carlitz, Eclipse International and Eastman House president. “This new agreement represents a growing trend for the Eclipse/Eastman House

A FIRE RESISTANT MATTRESS shouldn’t contain chemicals THAT KEEP YOU UP AT NIGHT.

Firegard’s patented core spun yarn doesn’t just make compliance issues easier. It gives you open-flame barrier fabrics with comfort and peace of mind built into each mattress. You see, by not using topical, flame-retardant chemicals, it’s actually better for your health. And that’s certainly something no one will lose any sleep over.

brands. There’s a momentum here in the U.S. that people involved with ultra-premium Eastman House are starting to turn to Eclipse, with its patents and chiropractic endorsements, for moderate to premium price points. There are benefits—a nice counterbalance—to being involved with both brands.” “The addition of the Eclipse brand will enable us to acquire new dealers throughout the Midwest,” said Don Balsavich, Clare Bedding president. “Its 104-year heritage and patented features like Spinal Zone set Eclipse apart from other brands.” Clare Bedding, located in Escanaba, Mich., also is a Restonic licensee. Eclipse and Eastman House are based in North Brunswick, N.J.

Interzum Short Bodet unveils Ultrasound

For more info, check out Firegard.com

At Interzum Cologne, Elterlein, Germany-based fabric supplier Bodet & Horst will unveil its new ECO collection, featuring polyester fibers made from recycled bottles. Other new ticking collections include Lyrical, Light Play and Ikebana. The company also will demonstrate its Pressless, three-dimensional spacer fabrics, now available in more colors. Its new Ultrasound material provides increased comfort.

68 | BedTimes | May 2009

www.sleepproducts.org/bedtimes


9M`OTUZS MZP /[[^PUZM`UZS MATTRESS TAPE,

TICKING & BORDERS from CT NASSAU

For the first time ever, you can get mattress tape, panel fabrics, and borders — all designed and color-coordinated from one source — CT Nassau. No other supplier brings together inspired woven and knitted ticking fabrics and borders with the largest variety of mattress tape in one seamlessly color-matched unit. You never have to worry about selecting coordinated tapes and fabrics because we’ve done it for you. Our mattress fabrics, borders, and tapes match like they’re made for one another — because they are! Contact us at 1-800-397-0090 or www.ctnassau.com to find out how we can make your mattresses look their best.

6557 Flotilla St, Commerce CA 90040 616 S. 55th Ave. Ste 103, Phoenix, AZ 85043 www.enriquezquilting.com Ph. 888.464.4275 Distributor for Texas, Arizona, New Mexcio, and California.

4101 S. NC 62, PO Box 39, Alamance, NC 27201 www.ctnassau.com Ph. 1-800-397-0090

Photographs are not representative of final products’ colors.


IndustryNews

Sealy sales drop 21% in 1st quarter, profits up

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edding major Sealy’s results for the first quarter of 2009 included a profit of $4.7 million— attributed to reductions in expenses and cost-cutting measures—and a sales decline of 21%, to $310 million over the same quarter of 2008. The Archdale, N.C.-based com-

70 | BedTimes | May 2009

pany reported that selling, general and administrative expenses were $96.7 million in the first quarter, $19.5 million less than the same period a year ago. Sealy said it implemented cost-saving initiatives that cut $7.9 million in fixed expenses, “including actions to decrease salary

and fringe benefit-related costs and reduced spending on discretionary items.” “We are taking further measures to improve our profitability through gaining market share, improving gross margins, reducing expenses and maximizing financial flexibility,” said Larry Rogers, Sealy president and chief executive officer. “Furthermore, the vertical integration of our latex and innerspring production provides Sealy with an additional advantage during these challenging economic times.” Total domestic net sales for the first quarter of 2009 were $234.8 million, compared to $281.3 million in the first quarter of 2008. Wholesale domestic net sales, which exclude third-party sales from Sealy’s component plants, were $231 million, compared to $276.7 million in the first quarter of 2008. Sealy’s average unit selling price decreased 0.1% and unit volume declined 16.5%. However, the company said it “experienced solid sales growth” in its Sealybranded value products and that its new Posturepedic product line outperformed the rest of its U.S. portfolio. Sealy attributed a decline in international sales to the weak retail environment in Europe and Canada. International net sales decreased $35.4 million, or 32%, from the first quarter of 2008 to $75.2 million. First-quarter gross profit was $118.3 million, or 38.1% of net sales, a decrease compared to 39.1% of net sales for the same quarter in fiscal 2008. Sealy attributed the year-over-year decrease in gross margin to a decline in international gross margins, which resulted from higher raw material prices and deleveraging of manufacturing expenses. www.sleepproducts.org/bedtimes


IndustryNews

Simmons receives debt extensions

Atlanta-based bedding producer Simmons announced that it has reached agreements with most lenders and holders of its $200 million in senior subordinated notes to extend forbearance periods to May 31, with an option to further extend forbearance periods through July 31 under certain conditions. The extensions provide Simmons with additional time to seek new capital while it undergoes an organized financial restructuring. Simmons said it is working with key stakeholders to design and implement the restructuring in a manner that maximizes value, preserves its relationships with customers, and protects suppliers and other constituents. “We appreciate the confidence and support that our lenders and note holders have demonstrated by extending these agreements with us,” said Steve Fendrich, Simmons president and chief operating officer. “Our goal is to maintain smooth day-to-day operation of the business through the restructuring process and beyond. I am pleased with Simmons’ performance and our products continue to attract consumers in a very difficult economic environment.”

Interzum Shorts Innofa stretches product line Innofa, a supplier of knit textiles for the mattress industry, has developed a new double-knit fabric it will show at Interzum Cologne. The shoulder and hip zones of the fabric have greater stretch capability and thus provide more comfort than other portions of the fabric, according to the company. It is designed for use over visco-elastic foam, latex and other materials. Innofa is based in Tilburg, Netherlands.

Kingsdown rolls out new concept Mattress maker Kingsdown, headquartered in Mebane, N.C., will introduce its new Sleep to Live brand during Interzum Cologne. The Sleep to Live program encompasses a retail licensing program and manufacturing opportunities, as well as wholesale products and services. Sleep to Live is a turnkey program that includes in-store displays, a comprehensive advertising campaign and an array of sleep accessories, according to the company.

72 | BedTimes | May 2009

www.sleepproducts.org/bedtimes


Liberty Threads, N.A., Inc. Proudly Presents

“ULTIMATE FIRE BREAK”TM (UFB)

Attention All Mattress Manufacturers We would like to take this opportunity to introduce you to the newest member of the Liberty Threads “Ultraflow” TM quilting and sewing thread family.

PATENT PENDING Advances in fiber and process development have made the UFB thread the leading edge technology with many advantages over existing F/R threads: 1. UFB is a natural color versus the yellowish fibers currently available 2. UFB can be dyed in any shade 3. UFB quilts and sews like the bonded nylon used previously 4. UFB has no significant adverse effect on equipment 5. UFB leaves no residue or fly waste on the equipment 6. UFB has superior tested sewing performance in stitch formation 7. UFB is recognized under UL Category Code PHIX2 With each shipped order you will find enclosed a copy of the UL file number and a copy of the Certificate of Manufacture that will assist each mattress producer with their accountability requirements. Please feel free to contact Liberty Threads at the numbers listed below for samples and pricing. Thank you for your interest, support and consideration in reviewing and use of the newest recognized FR thread technology available for the Open Flame Resistant Mattresses. Email: libertythreads@aol.com

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IndustryNews

Select Comfort posts 4th-quarter drop

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74 | BedTimes | May 2009

irbed maker and retailer Select Comfort posted a 31% decline in sales to $131.1 million in the fiscal fourth quarter of 2008, compared with the same quarter of 2007. The Minneapolis-based company reported a fourthquarter net loss of $57.4 million, or $1.30 per diluted share, compared to net income of $2.2 million, or $0.05 per diluted share, for the comparable period the previous year. Fourth-quarter results include $58.9 million in charges, including $32.1 million in asset impairments for stores and information systems, and a $26.8 million charge for the establishment of a deferred tax valuation allowance. Excluding these charges, the company would have reported a net loss of $11.4 million or $0.26 per diluted share. “2008 was a difficult year for the entire bedding industry, and consumer sentiment weakened further in the fourth quarter,” said Bill McLaughlin, Select Comfort president and chief executive officer. “Despite this, we achieved positive operating cash flow for the year as a result of proactive and aggressive cost-reduction actions. We implemented a series of initiatives to reduce fixed and variable costs, maintain margins and improve sales consistency. These are expected to deliver approximately $80 million in cost savings in 2009.” Additional cost-cutting measures for 2009 include closing 55 or more retail stores, reducing advertising spending and a greater concentration on cost-efficient direct marketing tactics. Sales in every channel were down for the fourth quarter. Retail sales dropped 25%, with a 29% decline in same-store sales. The company reduced its corporate work force by 22% and shuttered five retail locations during the same time period. Online and direct marketing revenues declined 41% and 37%, respectively. Wholesale sales were down 61% in the period. Total net sales for 2008 were $608.5 million, a 24% decrease compared to $799.2 million in 2007. The company reported a 2008 net loss of $70.2 million, or $1.59 per diluted share, compared to net income of $27.6 million or $0.57 per diluted share, in 2007. Excluding a number of charges related to asset impairments and a halted information systems installation, the company would have reported a net loss of $22.6 million or $0.51 per diluted share. Select Comfort delayed the reporting of its fourthquarter and year-end results, not issuing them till March 19. Previously the company announced it had obtained temporary waivers to comply with certain ongoing bank covenants and was pursuing a range of strategic and financing alternatives to enhance its shortterm and long-term financial flexibility. www.sleepproducts.org/bedtimes


Indiana retailer in receivership

TBO LLC, which operated mattress stores in Indiana, has been placed in receivership by a Marion County Superior Court, The Indianapolis Star reported March 19. The Indianapolis-based mattress retailer was founded in 1978 and operated a chain of 16 mattress stores in central Indiana as Today’s Bedroom One, Mattress Gallery and Today’s Kids showrooms. Paul Liberatore, Jeffrey Hanna and TBO LLC were named in court papers as debtors to Huntington National Bank when they missed February and March payments on $2.39 million in loans. Court papers say that TBO’s debt is greater than its worth, making it insolvent. The receiver was charged with managing the company’s finances and doing what is necessary to recover monies owed to the bank and other creditors. A notice at the retailer’s Web site indicated that all inventory was to be liquidated in a one-week sale and the stores were to be closed permanently.

Interzum Shorts Lava Textiles expands line Lava Textiles, a family-owned circular knit supplier with locations in Wielsbeke, Belgium, and Gastonia, N.C., is presenting a range of designs and fabrics incorporating new yarns, colors and finishes at Interzum Cologne. The company will emphasize its Eco-range of organic cottons, natural blends and recycled polyesters. Lava’s other specialty items include aloe vera, Silpure, Actigard and microencapsulation finishes, as well as bamboo, Lenpur, cashmere, silk, CoolPlus, Ingeo, kapok, milk and other fibers.

Wright showcases new solutions Wright of Thomasville, a supplier of graphic design services, point-of-sale materials and other items based in Thomasville, N.C., will be showing eco-friendly products at Interzum Cologne, including bamboo and bio-cotton printed foot protectors, as well as a full line of woven, satin and embroidery labels and other showroom materials. JoAnne Bennett, account executive, and Alex Con, international rep, will be on hand to meet with mattress makers.

www.sleepproducts.org/bedtimes

BedTimes | May 2009 |

75


IndustryNews

Eclipse offers new retailer program B

edding maker and licensing group Eclipse International has launched a new program to simplify the mattress buying experience and guide the consumer to a sleep system that is ideal for her body type. The keystone of the new effort is an in-store guide for both consum-

ers and retail sales associates. Using pressure-mapping studies performed at the Eclipse headquarters in North Brunswick, N.J., the program enables the salesperson to guide the customer to one of six types of sleep surfaces and, specifically, the one that provides her with optimal pressure relief. The six

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categories are Extra Firm, Gentle Firm, Plush, Plush Pillow Top, Ultra Plush and Ultra Plush Euro Pillow Top. “It helps the retailer and also gives the customer peace of mind because they know that they are choosing the right mattress for them,” said Dr. Jason Hagman, a chiropractor and Eclipse vice president. “When a person sleeps on a bed that does not provide adequate support for their body type, their back and neck are forced into a position that irritates the joints of the spine and pinches on the sensitive nerves in those areas. This inevitably leads to the person waking with tight muscles, back pain, neck pain and even headaches.”

Shorts

Hall 10.1 B 44 13-16 may

U.S. bedding sales fall Unit sales of bed sets in the United States fell 15.6% in February, compared with the same period last year, according to the International Sleep Products Association’s Bedding Barometer. Dollar values dropped 17.9% in February 2009 from February 2008 and the average unit selling price declined 2.7%. For the year, both unit sales and dollar values are down just over 17%. The Bedding Barometer is a monthly sales trend report that includes sales figures from 18 U.S. producers.

ClimaBed Topper

Ohio recycler opens We are also introduc ing the brand new ventilated topper with Starsprings ClimaBe d technology

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76 | BedTimes | May 2009

BRAZIL

POLAND

U.S.A.

A second company in Ohio is now dismantling used mattresses and recycling the reclaimed components. The company, Northcoast Mattress & Recycling, is located in Elyria. Another, Ohio Mattress Recovery, operates in Willoughby. For a list of other recyclers in North America, check, www.sleepproducts.org/ sustainability. www.sleepproducts.org/bedtimes


Foamex relaunches Web site

F

oam producer Foamex International has redesigned its Web site to showcase the diversity of its product line. The site at www.foamex.com features easier navigation, improved graphics and a more direct path to product information. “The site’s new look, feel and usability are now very much aligned with our position as the industry’s technology leader and as the provider of high-quality, commodity and specialty foams for diverse applications in the home, health care, electronics, industrial, personal care and transportation markets,” said Jack Johnson, president and chief executive officer of the Media, Pa.-based company. The site showcases the company’s research and development capabilities, its accomplishments and its commitment to environmental stewardship. On the home page, “Stories of Innovation” describe Foamex’s role in medical mattress improvements, safety foam for the transportation industry and more. “In a very visual way, the Web site illustrates our solutions-oriented approach and provides insight into our key technologies,” said Alvaro Vaselli, Foamex senior vice president of foam products business management. “The intent is to engage visitors from the markets and industries we serve so they’ll initiate conversations with us about their business and product needs. That’s how the next generation of foam innovations begins.”

www.sleepproducts.org/bedtimes

Short A. Lava & Son expands knit line A. Lava & Son Co., a Chicagobased supplier, has expanded its line of printed warp-knit mattress ticking. The line is stocked in Chicago and includes more than 10 patterns that the company says are “very low in price and high on quality and consistency.” “These knits present us with a new opportunity to approach companies we’ve not had the chance to work with in the past,” said Adam Lava, sales manager. “We feel this new line will open many new doors for us.” In addition to textiles, company supplies foundations, zipper covers, contract quilting and other products to the mattress industry.

BedTimes | May 2009 |

77


IndustryNews

Green Idea

Natura offers ‘green’ Facebook giveaway Natura World, a producer of natural and organic mattresses and other sleep products, celebrated Earth Day on its Facebook page by giving away one of its organic mattress sets. Fans of the Cambridge, Ontario-based company were invited to post pictures of their old mattresses and explain why they were in need of a new bed. The winner was chosen in a random drawing held on Earth Day, April 22. “We have a healthy and growing community on Facebook and we asked them to pull back the covers and share why they needed a new bed,” said Ralph Rossdeutscher, Natura president. “In everything we do—from manufacturing to shipping to dreaming up new products— we practice the highest standards of sustainability. And we partner with companies who share our eco-philosophies to make it easier for everyone to make green, natural and organic choices.”

Interzum Short Matsushita unveils new machinery Machinery supplier Matsushita Industrial Co. Ltd., headquartered in Osaka, Japan, is introducing a fully automatic system consisting of the TECMIC Packed Coil Machine and TECMIC New Packed Coil Assembling Machine PKTA-3R-UC during Interzum Cologne. The company says the system can assemble a row of pocketed coils in 8 to 10 seconds.

78 | BedTimes | May 2009

www.sleepproducts.org/bedtimes


Sustainable

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Latexco LLC: 975 Gerard Road, 30553 Lavonia, Georgia Phone: + 1 706 356 8001 • Fax: + 1 706 356 8444 kca@latexco.com mail: Sleep Comp West, a division of Latexco: 6725 8th Street, 90620 Buena Park, California Phone: +1 714 522 4991 • Fax: +1 714 522 4900 rco@latexco.com mail:

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FactoryDirect In tough times, target your message Tips for improving direct marketing By Barbara T. Nelles

E

conomic conditions are taking their toll on consumers’ responses to all forms of advertising, including direct marketing efforts. Still there is no better time to roll out new direct mail and other direct-response campaigns, marketing experts say. In fact, engaging in direct marketing may be critical if you want to continue to reach consumers during tough times. Direct marketing allows companies to target previous customers—a very important group in times like these, when prospecting for new customers is especially difficult. Your previous customers know you and your business and they are more likely to respond to your value-driven offer. Direct marketing is any type of targeted communication that seeks a direct response from consumers, the results of which are collected in a database for future analysis and use. It can involve many different types of delivery, including postal, broadcast, phone, point-of-service and digital. Direct mail is the most familiar. Digital is the fastest growing. Whatever medium you choose, there are several things to consider when drafting your message, according to Tony Attwood, direct mail guru and founder of Hamilton House Mailings plc in Corby, England, and Lois BoyleBrayfield, president of direct marketing agency J. Schmid & Associates Inc. in Kansas City, Mo.

1

Place your name, location and contact information in plain sight—it’s the first thing a recipient looks for.

www.sleepproducts.org/bedtimes

2

Headline a benefit such as “No more backaches when you sleep on a ______”—not lists of product features.

3

Do support that headline benefit with a strong value story— especially in today’s economy. Provide facts and figures that underline value, add a free gift or extra discount to compel consumers to act.

4

Remember “you” and “free” are the two most powerful words you can use.

5

Put your most powerful words at the beginnings of sentences and paragraphs.

6

Include a call to action. Tell the reader what you want her to do and how to do it—and repeat it more than once in your copy.

7

Announcements don’t make attention-grabbing headlines. “ABC introduces the XYZ mattress” will not work—nor will following it up with your number of years in business and the latest technology behind the XYZ.

8

If you’ve included a special offer, articulate it in a clear, compelling manner. Try testing different offers with different list segments. Which offers worked in the past? Can you brainstorm a giveaway that will not impact your margins?

9

Beware of focusing the entire message on having the lowest price—it will only work if you really are less expensive than everyone else, which is a difficult promise to make in a highly competitive category and economy. And it can have unintended results, like starting a price war in your market.

10

Consider posing a provocative question in the headline: “Are these the 3 things you dread most about mattress shopping?” Recipients will read on just to see if you got it right. Develop your question and provide your solution in a paragraph or two, using a conversational—not promotional—style.

11

Make information easy to understand and don’t assume anything. Write in short paragraphs and avoid fine print and disclaimers

BedTimes | May 2009 |

81


FactoryDirect

Direct marketing allows companies to target previous customers—a very important group in times like these, when prospecting for new customers is especially difficult.

when possible. Recipients will scan the text, not read word for word.

12

Inject some humor. It’s rarely seen in direct mail but is a great way to form a connection with your audience. Perhaps open the piece by discussing a mattress or sleep-related issue that is a source of annoyance—like waking up in the morning with aches and pains— then give readers a jolt by adding a comic twist. Dress up the design What your direct marketing piece looks like can be as—or even more—important than what you have to say. Karen Saunders, author of Turn Eye Appeal to Buy Appeal: How to Easily Transform Your Marketing Pieces into Dazzling, Persua-

sive Sales Tools, offers these tips for designing effective direct marketing pieces. ➤ Use powerful photography or art, interesting colors and interesting graphics, but use them sparingly. ➤ Include enough white space—it

aids legibility and gives the reader’s eye a resting point. ➤ Take advantage of free or lowpriced clip art and stock photos that are available online. ➤ Add dramatic contrast with colors, shapes, fonts and graphics. ➤ Create a consistent look throughout the piece. Repeat key design elements, such as bullets and headers, using the same size, color and font. ➤ Know when to use serif and sans serif fonts. Serif fonts have tiny horizontal strokes attached to the letters that help readers’ eyes flow from letter to letter, so they are good for the body copy in text-heavy pieces. (The text in this article is a serif font.) Bold sans serif fonts are good for headlines (like the one on this story) because they slow readers down and grab their attention. BT

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visit our website www.baronstyles.com 82 | BedTimes | May 2009

Peter Jensen, VP/ Marketing & Sales (604) 351-3613 • PeterJensen@Keynor.com Canada: T(604)267-1307 • F(604)267-1327 RaymondS@Keynor.com China: T86-21-13901616782 F86-21-55128718 RaymondShao@keynor.com.cn www.sleepproducts.org/bedtimes


I

f your last direct marketing effort wasn’t as effective as you wanted, you may not be able to blame the rotten economy and today’s tight-fisted consumer. Take a close look at your campaign, says Grant Johnson, chief executive officer and founder of direct marketing agency Johnson Direct in Brookfield, Wis., and ask yourself the following questions: ➤ How important does your campaign or piece make recipients feel? ➤ Is the envelope/subject line/headline impossible to ignore? ➤ Do you give recipients a convincing reason to continue reading or to interact? ➤ Do you make them feel “singled out” to reap exciting benefits? ➤ Do you announce an appealing offer that implies high value? Something like “Valuable gift certificate for you” or “Free offer for preferred customers”? ➤ Is the content—especially the opening paragraph—loaded with “you” copy? ➤ Is the offer too loaded down with qualifiers, conditions and disclaimers? Consumers “crave simplicity,” Johnson says. Remember, consumers are bombarded by hundreds, if not thousands, of media messages each day. If a direct marketing piece doesn’t grab their attention immediately, offer them value and make them feel special, you’ve wasted your money. BT

In a recent, independent study: 92% of female mattress customers polled said that the Purista™ freshnessenhancing treatment was a feature they desired in their mattress. Contact us today to learn more about how the Purista™ brand can become a part of your polyurethane and latex foams solution.

Learn more at www.purista.biz or call 800.491.8375 www.sleepproducts.org/bedtimes

BedTimes | May 2009 |

83


Vintex Vinny is at it again and boy, can he stand the heat. He’s got

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NewsMakers VyMaC names creative director R

etail Marketing Services, As creative director, the in-house marketing Aiello is responsible for department of mattress kit directing the production supplier VyMaC Corp., has of marketing and advertishired Art Aiello as creative ing programs for VyMaC’s director. internal divisions, as well as The position is a new for external clients. Prodone for VyMaC, but Aiello ucts and services include Art Aiello replaces Katrina Janes, who product packaging, marketing collateral, custom deperformed some of the same sign and point-of-service materials. duties as marketing and advertising “Art is very capable to lead the manager. Janes left VyMaC to pursue a charge in bringing much-needed position outside of the industry.

Comfort Solutions adds new exec post

Mattress maker and licensing group Comfort Solutions has hired Kevin Damewood to fill a newly created position, senior vice president of sales and business development. “Based on Kevin’s Kevin Damewood more than 25 years of experience in mattress sales working in key corporate and field posts for several of the industry’s top producers, we’re confident that his contributions to increasing the company’s distribution and market share will be significant,” said Dave Roberts, president and chief executive officer of Comfort Solutions, which is based in Willowbrook, Ill. Damewood has held executive and sales positions at several major mattress manufacturers. He was executive vice president of sales at Spring Air before joining Comfort Solutions. Previously, he was divisional vice president and vice president of sales at Simmons. He began his bedding career at Sealy, where he held a number of posts. Damewood reports to David Binke, Comfort Solutions executive vice president of sales. www.sleepproducts.org/bedtimes

branding and value-proposition focus to the factory-direct and independent manufacturers and retailers,” said Dave Young, chief executive officer of VyMaC, based in Fort Atkinson, Wis. Aiello has 15 years of marketing communications experience and joins VyMaC from the Glowac + Harris + Madison marketing agency, where he was an account executive. He previously was marketing communications manager for Covance. He reports to Young.

McAndrews moves to Mattress Firm

R

etail consultant and mattress industry veteran Craig McAndrews has been named regional sales manager for Mattress Firm, a Houston-based national retail chain. He is responsible for a newly created fifth sales region. Most recently, McAndrew was co-founder and director of the training firm Innovate Retail and founder of The Retail Institute, a research group. Previously, Craig McAndrews McAndrews was vice president of sales at Simmons. Prior to that, he owned and operated a Mattress Firm franchise in Arizona that grew to 18 stores. He later sold it to corporate Mattress Firm. McAndrews began his mattress industry career as a sales representative for Sealy. “Craig has seen all sides of the business, from owning a franchise to retail consulting. He is very familiar with Mattress Firm’s culture, which will aid in his transition and ability to make an immediate impact on the business,” said Steve Stagner, Mattress Firm president and chief operating officer. McAndrews reports to Brian Bandarra, Mattress Firm executive vice president of sales.

Short Specialty association adds board members The Specialty Sleep Association, a mattress industry group, has added two new members to its board of directors, Jeff Scorziell and Todd Youngblood. Scorziell is president of Anatomic Global, a mattress manufacturer based in Corona, Calif. Youngblood is president of Chili Technology, ProSource Services International and T2International, all in Mooresville, N.C. The association is led by Dale Read, editor in chief and publisher of Bedroom magazine. Other board members are Michael Nermon, Ergo Customized Comfort; Mark Miller, Innomax; Dennis Boyd, Boyd Specialty Sleep; and Bart Dehaerne, Deslee Textiles.

BedTimes | May 2009 |

85


ISPAAdvocacy ISPA weighs in on federal proposals T

he International Sleep Products Association recently has explained the bedding industry’s position on a number of regulations that impact mattress manufacturers, suppliers and bedding retailers. ➤ Safety of children’s products ISPA joined a number of manufacturing and retail groups requesting that the U.S. Consumer Product Safety Commission delay enforcement of new tracking label requirements for children’s products for one year. The Consumer Product Safety Improvement Act requires that, beginning in August 2009, manufacturers of children’s products must place a permanent label or mark on the product and its packaging that identifies the source of the product and the date of manufacture, as well as more detailed information on the manufacturing process, such as a batch or run number. The CPSC currently has an open rulemaking to issue guidance on the labeling requirements, however, it is unlikely that guidance will be finalized in sufficient time for manufacturers

Guess who just hitched a ride back with you! BED BUGS LICE FLEAS ROACHES VIRUSES BACTERIA

to implement the labeling requirements. Because of this, ISPA and the other groups asked for the one-year delay. ➤ Phthalates restrictions The CPSC is considering whether mattresses for children age 3 and younger are considered child care articles subject to phthalates restrictions and testing requirements set by last year’s Consumer Product Safety Improvement Act. ISPA has submitted comments to the CPSC stating that mattresses should not be considered child care articles and, thus, should be exempt from these requirements. ➤ Canada’s open-flame standard Health Canada has requested public comment on whether to make mandatory a now-voluntary open-flame test method (S137) developed by Underwriters Laboratories of Canada. The test method is similar to the 16 CFR Part 1633 standard used in the United States for mattresses. ISPA submitted comments, urging Health Canada to make its regulatory approach as similar to the United States and its other trading partners as possible. “In particular, ISPA urges Health Canada to establish reciprocal arrangements with its trading partners such that testing and recordkeeping conducted to meet the openflame mattress flammability standards administered by one country are recognized as meeting equivalent or comparable mattress flammability standards administered by another country,” ISPA wrote. For more information about these proposals and ISPA’s positions on these and other issues, check www.sleepproducts.org/advocacy or contact Chris Hudgins, ISPA vice president of government relations, at chudgins@sleepproducts.org or 703-683-8371, Ext. 1113.

Short ISPA adds Canadian recyclers to directory

®

STERIFAB.COM • 1-800 359-4913

86 | BedTimes | May 2009

Do you know Canadian retailers that want to properly dispose of customers’ used mattresses? The International Sleep Products Association has added three Canadian recyclers—in the provinces of Alberta, Quebec and Saskatchewan—to its directory of facilities that recycle mattress components. The directory, which can be found at www.sleepproducts.org/sustainability, now includes 14 mattress recycling facilities in North America. If you are aware of other recycling centers in your area that should be added to the list, contact Ryan Trainer, ISPA executive vice president and general counsel, at rtrainer@sleepproducts.org or 703-683-8371, Ext. 1118. www.sleepproducts.org/bedtimes


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Strengthen business connections See products & services you need Stay current on trends and industry news

For information about exhibiting, contact Kerri Bellias, kbellias@sleepproducts.org or call 336-945-0265.

March 3-6, 2010 Charlotte Convention Center Charlotte, North Carolina USA www.sleepproducts.org/ISPAEXPO


Calendar May

May 5-7 Brazil Furniture Show ITM Expo São Paulo, Brazil Phone 55-11-31516444 Fax 55-11-31514861 May 13-16 Interzum Cologne Koelnmesse Cologne, Germany Phone 49-221-821-3387 Fax 49-221-821-3280 www.imm-cologne.com

June

June 2-5 ZOW Spain Feria de Zaragoza Zaragoza, Spain Phone 49-521-96533-0 Fax 49-521-96533-99 www.zow.es

INDUSTRIAL THREADS • • • • •

Helios PTFE Thread and Bobbins Dabond & UltraDee Bonded Polyester Ready-Wound Bobbins Polymatic Nylon, Star & Nylbond

ZIPPERS HOOK & LOOP FASTENERS A Coats Distributor

1-800-USA-SEWS 1-800-872-7397

komaralliance.com CHICAGO • DALLAS LOS ANGELES • PHILADELPHIA

88 | BedTimes | May 2009

June 4-8 Furnex Egypt Cairo International Convention Centre Cairo, Egypt Phone 202-2527-1010 Fax 202-2527-1015 www.furnexegypt.com

July

July 15-18 AWFS Fair 2009 Las Vegas Convention Center Las Vegas, U.S. Phone 323-838-9440 Fax 323-838-9443 www.awfsfair.org

August

Aug. 19-22 Shenzhen International Furniture Exhibition Shenzhen Convention & Exhibition Center Shenzhen, China Phone 86-755-83786188 Fax 86-755-83785652 www.chinafurnitureexpo.com

September

Sept. 9-12 Furniture China 2009 Shanghai New International Expo Center Shanghai, China Phone 86-21-64371178 Fax 86-21-64370982 www.furniture-china.cn Sept. 9-13 Habitare Helsinki Exhibition & Convention Centre Helsinki, Finland Phone 358-9-150-9717 Fax 358-9-142-358 www.finnexpo.fi/habitare

Fall fair The Habitare furniture show will be Sept. 9-13 in Helsinki, Finland. The 18th-century Sveaborg is just one of the attractions in the area.

Sept. 14-17 Las Vegas Market World Market Center Las Vegas, U.S. Phone 888-416-8600 Fax 702-599-9622 www.lasvegasmarket.com

October

Oct. 1-4 ZOW Turkey Istanbul Expo Center Istanbul, Turkey Phone 49-521-96533-71 Fax 49-521-96533-72 www.zow.com.tr Oct. 17-22 High Point Market International Home Furnishings Center & other locations High Point, N.C., U.S. Phone 336-869-1000 www.highpointmarket.org www.sleepproducts.org/bedtimes


Classifieds For Sale TAPE-EDGE MACHINES, MULTINEEDLE AND SINGLENEEDLE QUILTERS, long-arm label machines, sergers, etc. Contact Victor LeBron, American Plant and Equipment. Phone 864-574-0404; Fax 864-576-7204; Cell 864-590-1700; Email apesales@charterinternet.com; Web www.americanplantandequipment.com. REBUILT AND RECONDITIONED MULTINEEDLE QUILTING MACHINES. Specializing in PATHE precision parts and service. Technical consultants. SEDCO. Phone 201-567-7141; Fax 201-567-5515. TAPE-EDGE MACHINES, QUILTERS & MISCELLANEOUS SEWING MACHINES. Contact Frank Carlino, U.S. Mattress Machinery. Phone 815-795-6942; Fax 815-795-2178; Email usmattmach@hotmail.com.

www.sleepproducts.org/bedtimes

For Sale EMCO Compustitch Quilter with Quilt Rack and Catwalk and Gribetz cutter National serger and Table 1 Union Special serger and Table 2 Porter 1000 serger and table Porter tape-edge Many other miscellaneous items available. Call Troy at 815-343-9984 for more details.

Place your classified ad today!

Reach mattress industry professionals around the world with your advertising message through the BedTimes Classifieds. Rates: $3 per word for the first 100 words and $2.50 thereafter; minimum charge of $75. “Blind” box number: $50 per insertion. Ad copy and payment must be received by the first of the month preceding publication. Send ads and payment to BedTimes Classifieds, 501 Wythe St., Alexandria, VA 22314-1917. Contact Debbie Robbins, advertising production manager, for additional information. Phone 336-342-4217; Fax 336-342-4116; Email drobbins@sleepproducts.org.

BedTimes | May 2009 |

89


AdvertisersIndex A. Lava & Son Co. Steve Appelbaum 800-777-5282 (800-777-LAVA) www.alavason.com

8

Ace Bed Co. Ltd. Yong Sup Lee 82-43-877-1881 www.acebed.com

27

Amelco Industries Ltd. Costas Georgallis 357-22-484444 www.amelco.com

80

American & Efird Inc. Sandra Reynolds 704-357-2378 www.amefird.com

61

Arch Chemicals/Purista Damali Noel-Lockett 770-805-3294 www.purista.biz

83

Atlanta Attachment Co. Inc. Hank Little 770-963-7369 www.atlatt.com Baron Styles Dave Williams 262-473-7331 www.baronstyles.com

C2-1, 17

82

Bloomingburg Spring 66 & Wire Form Vickie Schwarm 740-437-7614 www.bloomingburgspring.com BLR Martin Leroux 819-877-2092 www.blrlumber.com

35

Boycelik Erol Boydak 90-532-274-3193 www.boycelik.com

64

90 | BedTimes | May 2009

Boyteks Tekstil AS M. Nebi Dogan 90-533-685-6041 www.boyteks.com

10-11

Goldberg Supply Co. 89 Sanford Pahk 718-321-9930 www.goldbergsupply.com

BRK Group Jeff Miller 562-949-4394 www.brk-group.com

75

Global Systems Group Russ Bowman 954-846-0300 www.gsgcompanies.com

C3

Chicago Tape & Label Kristy Enger 262-473-0323 www.ctlabels.com

74

Hengchang Machinery Factory Coco Pang 769-83307931 www.hcjixie.com

63

Costa International Manuel Vazquez 305-885-9761 www.costa-international.com

89

Hickory Springs Mfg. Co. Rick Anthony 828-328-2201 www.hickorysprings.com

CT Nassau John Bauman 617-661-0970 www.ctnassau.com

69

John Marshall & Co. Ltd. Peter Crone 64-3-341-2004 www.joma.co.nz

12

Diamond Needle Corp. Abe Silberstein 800-221-5818 www.diamondneedle.com

66

Jomel Industries Inc. Phil Iuliano 973-282-0300 www.jomel.net

72

Kenn Spinrad Inc. Randy Weinstock 800-373-0944 www.spinrad.net

83

Keynor Spring Mfg. Raymond Shao 604-267-1307 www.keynor.com

82

Komar Alliance Herman Tannenbaum 215-441-9300 www.komar.com

88

Latex Green Mithra Weerasinghe 905-840-0864 www.latexgreen.com

71

Latex International Kevin Stein 203-924-0700, Ext. 347 www.latexintl.com

37

Eclipse International 15 Stuart Carlitz 800-634-8434 www.eclipsemattress.com www.eastmanhousemattress.com Edge-Sweets Co. (ESCO) Kevin Ryan 616-453-5458 www.edge-sweets.com Edgewater Machine Co. Inc. Roy Schlegel 718-539-8200 www.edgewatermachine.com

38

9

Enriquez Materials & Quilting Inc. 31 Silvia Enriquez 323-725-4955 www.enriquezquilting.com Flexible Foam Products Inc. Michael Crowell 419-647-4191 www.flexiblefoam.com

18

2

www.sleepproducts.org/bedtimes


Latex Systems Christophe de Laforcade 66-2-326-0886 www.latexsystems.com

55

Springs Creative Products Group 68 George Booth 803-324-6505 www.springscreative.com

Vertex Fasteners Inc. Tom Fowler 847-329-8530 www.vertexfasteners.com

43

Latexco U.S. LLC Kevin Callinan 866-528-3926 www.latexco.com

79

Starsprings International Kai Christensen 46-513-17800 www.starsprings.com

76

Vibradorm GmbH Daniel Alvarez Martinez 49-6061-94-44-10 www.vibradorm.de

78

Liberty Threads Bobby Hegan 860-379-2920

73

91

25

Vintex Customer Service 800-846-8399 www.vintex.com

84

Matsushita Industrial Co. Yosuke Takeuchi 81-6-6774-6002 www.tecmic.co.jp

Subinas Confort S.L. Javier Subinas 34-94-416-04-40 www.subinas.es

36

67

Weifong Industries Sdn. Bhd. Tevin Na 603-8739-1990 www.getha.com.my

60

Maxime Knitting Lorne Romoff 514-336-0445, Ext. 27 514-265-8782 www.maximeknitting.com

Sunds Velour A/S Steffen Romer 45-60-210-410 www.sunds.com Therapedic Sleep Products Gerry Borreggine 800-314-4433 www.therapedic.com

47

Wright of Thomasville Area Account Executive 800-678-9019 www.wrightlabels.com

70

Tietex International Ltd. Wade Wallace 800-843-8390 www.tietex.com

C4



Natura World Michael Pino 908-410-1257 www.naturaworld.com

58

New England Needles Inc. Thomas Lees 800-243-3158 www.newenglandneedles.com

21

Noble Pine Products Co. Steve Goldrich 914-664-5877 www.sterifab.com

86

P.T. RubberFoam Indonesia Andreas Janssen 62-21-53662190 www.rubberfoam.co.id

62

SABA North America LLC Jim Turner 810-824-4964 www.saba-adhesives.com

4

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50

Simalfa Darren Gilmore 973-423-9266 www.simalfa.com

29

www.sleepproducts.org/bedtimes

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SGS Consumer Testing Services Brenda Ridenour 630-426-0129 www.us.sgs.com

Soltex Inc. Larry Starkey 864-234-0322 www.soltexusa.com

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91


TheLastWord How to help out RSAs

W

ant to motivate retail sales associates to sell more of your product? Keep making quality mattresses and don’t skimp on training sales associates about your products’ features and benefits. In a recent online survey conducted by BedTimes’ sister publication, Sleep Savvy, sales associates reported that “feeling good about the products” and “product training from

vendors” were among the factors that most motivate them to do a good job on the sales floor. The top motivational factors as ranked by the 225 respondents: 1. Co-workers who are honest and ethical 2. Feeling good about the products 3. Feeling good about the company 4. Good working environment 5. Product training from vendors

Lack of sleep may have link to diabetes People who average less than six hours of sleep a night may be more at risk of developing diabetes, according to a new study. Researchers examined six years of health records of nearly 1,500 people participating in the Western New York Health Study and found that people who slept less than six hours a night were more than 4.5 times more likely than their more well-rested counterparts to shift from normal blood sugar levels to impaired fasting glucose levels. A normal fasting blood glucose level is less than 100 mg/dL. A fasting blood glucose level between 100 mg/DL and 125 mg/DL is considered impaired fasting glucose, commonly called prediabetes because people with the condition often develop Type 2 diabetes. “This study supports growing evidence of the association of inadequate sleep with adverse health issues,” says study researcher Lisa Rafalson, a National Research Service Award fellow and research assistant professor at the University at Buffalo in New York.

Married women more rested W omen who are happily married sleep more soundly, according to researchers at the University of Pittsburgh reporting in the January issue of the journal Behavioral Sleep Medicine. The researchers examined findings from the Study of Women’s Health

92 | BedTimes | May 2009

Across the Nation, a multisite, multiethnic study of 2,148 women in the United States. Using a scale to measure marital happiness and another to measure sleep disturbances, researchers found that women who were happy in their marriages slept better than their less satisfied counterparts.

Workers distracted by technology

Some 70% of human resource professionals report that employees are too distracted at work, according to a newsletter from the Society for Human Resource Management, based in Alexandria, Va. Technology is the culprit—the Internet, handheld devices and email all impact workers’ concentration. Too much email tops the list of distractions. The group recommends that management screen company email, set guidelines to reduce internal emailing and restrict the sending of personal emails.

www.sleepproducts.org/bedtimes


Supporting you through all the challenges you face.

Working with all the needs of manufacturers around the globe. Dependable machinery & service. Financially flexible. Ready for immediate response. Rebuild or refurbish current equipment.

We hope to see your face at interzum. Hall 9.1, Stand C010

800-326-4742 GRIBETZ INTERNATIONAL

PORTER INTERNATIONAL

954-846-0300

SYD-REN

SPUHL ANDERSON

www.gsgcompanies.com GATEWAY SYSTEMS

GSG PARTNERS: TEKNOMAC

KSM

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BedTimes May09  

The business journal for the sleep products industry

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