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Natural latex, the sap of the rubber tree “Hevea Brasiliensis”, is the basic raw material used to produce all of our latex bedding products. Natural latex provides optimal comfort and health benefits through greater resilience and elasticity. Brands Tree Born Technology The most eco friendly latex made in the USA Sustainable Development • • www.latexco.com www.sleepcomp.com • • • • Award winning recycling process Recycling waste product into clean, profitable alternatives Using a renewable source of raw material, that also maintains a healthy planet on a daily basis Responsible Care Innovation Widest range of products with a high content of natural latex Hevealux has the highest content of natural latex produced on a continuous production line Custom tailored mold designs available Latexco-US is part of the family owned Latexco N.V. group based in Europe with over 50 years of experience in serving the bedding industry worldwide . Latexco LLC: 975 Gerard Road, 30553 Lavonia, Georgia Phone: + 1 706 356 8001 • Fax: + 1 706 356 8444 mail: kca@latexco.com Sleep Comp West, a division of Latexco: 6725 8th Street, 90620 Buena Park, California Phone: +1 714 522 4991 • Fax: +1 714 522 4900 mail: rco@latexco.com
FactoryDirect In tough times, target your message Tips for improving direct marketing By Barbara T. Nelles Economic 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 Boyle- Brayfield, president of direct marketing agency J. Schmid & Associates Inc. in Kansas City, Mo. 1Place your name, location and contact information in plain sight—it’s the first thing a recipient looks for. www.sleepproducts.org/bedtimes 2Headline a benefit such as “No more backaches when you sleep on a ______”—not lists of product features. 3Do 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. 4Remember “you” and “free” are the two most powerful words you can use. 5Put your most powerful words at the beginnings of sentences and paragraphs. 6Include 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. Announcements don’t make at- 7 tention-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. 8If 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? 9Beware 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. Consider posing a provoca- 10tive 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. Make information easy to 11understand and don’t assume anything. Write in short paragraphs and avoid fine print and disclaimers <strong>BedTimes</strong> | May 2009 | 81
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EDITOR IN CHIEF Julie A. Palm 336-7
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