restonic review - Restonic Brand Central

May 2011
Issue 4, Volume 2
RESTONIC REVIEW
A Publication for Employees, Partners and Friends of Restonic Mattress
Sleep in the Pink at
McGregors Furniture
IN THIS ISSUE:
Raising Money for Cancer Research
At McGregor’s Furniture in the bread basket of America,
Restonic has partnered with the McGregor family and The
American Cancer Society (ACS) to raise funds for Cancer
research. Through the sale of a very special bed - The Pink
Ribbon Mattress, made exclusively for McGregors - we are
supporting a very important cause.
Las Vegas Market
Registration
.03
August 2011:
Sign Up Now
For every Pink Ribbon Bed sold through the McGregors
family of stores, Restonic and McGregors will donate
matching funds that go directly to the American Cancer
Society.
.04
Ads: New and Old!
See our newest spread
and then check out the ad
on page 5 from a 1980 promotion!
Store owner Jim McGregor asked Restonic to partner with
his family as a tribute to Jim’s daughter Chris McGregor,
who is the company advertising spokesperson for the
McGregor chain, and who is a cancer survivor.
.06
New Brochures for You!
Restonic is supporting the dreams of cancer patients,
survivors and their families throughout the Midwest
through this unique campaign. A 30 second television
spot to promote the partnership is currently running
on Cable television in the Minnesota, Missouri, Illinois
and Iowa regions.
Read what’s new!
Checking
the mail
box for
a lette
r from
Tom Brok
aw
and I find
aw
Tom Brok
r from
a lette T H E
REST
box for
the mail
PROM ONIC
Checking
in the
ISE
and I find
Rest onic
farm
upon a
gett ing is guidble
stum ed by
is a righ
erineaI H E A L T H the prin ciple
Y N
t,
eled tang
a shriv that ever y not a priv ilegI G H T ’ S S L that
Rest onic
EEP
with B
e:
ETTE
mat tresthis mea ns
R QU
GREA
s
ALIT
TER
Y mat is craf ted
ATTE
than
eria ls
NTIO
com para
and
N TO
bly
D
from
com petipric ed mat E T A I L
tive bran tres ses
ds.
in the
N
ESTO
THE R MISE
PRO
Success has been rosy: in the first three months we have
raised over $4000 for cancer research with 40 Pink Ribbon
Beds being sold!
IC
ciple that
the prin’ S S L E E P
ed by
T
ns
is guid H Y N I G H
this mea ted
Rest onic a H E A L T
ilege :
craf
gett ing t, not a privmat tres s is ls and
is a righ y Rest onic I T Y mat eria T A I L
E
AL
TO D
R QU
that ever
TION
ETTE
tres ses
with B T E R A T T E N pric ed mat
ds.
GREA
para bly tive bran
com
peti
than
com
from
and it’s
er
a whisp
I hear
twilight
Mr. Ed
I
but then
who tells
I was
when
be very
t
very quie
beans
of baked
t with
pregnan
sed
was bles
restonic.c
me to
r a can
kick ove
my son
and it’s
a shriv
eled tang
erine I
Flying above the dome of the Taj Mahal in my pajamas
stumble
upon
a farm
twilight
I hear
a whisp
er
Mr. Ed
with a highlight reel catch using a glove that
but the
n I kick
is guided
Restonic
overbya the principle that
IGHT’S SLEEP
Y N
getting a H E A L T H
can
of bak
means
is a right, not a privilege: this
ed bea
that every Restonic mattress is crafted ns
y
my bod
a
I leav
e th
e lib
rary
feelin
g go
od an
d
conforms like nothing else
brea
thin
g ea
sy bec
THE
RE
PRO STON
IC
MIS
Re stoclimbing expedition
with
I’m on a mountain
E my
ge nic
B E T T E R Q U A L I T Y materials and
whenwith
REATER ATTENTION TO DETAIL
IGwas
pregnan priced mattresses
than comparably
t with
brands.
from competitivemy
son my
body
was bles
sed with
I rob Ted Williams of a home run
who tells
C very
O NtoIbe
T H E R E S Tme
very quie
PROMISE
t
ause
my
ttin is gu ide
g a
is a
d
tha rig ht, H E A L T by the
t
no
H
wi th ev ery Re t a pri Y N I G pri nc ipl
e tha
BET
sto nic vil eg H T ’ S
GR
TE
t
S
e:
E
R
com
es on
LE
ma ttr thiwalrus
ATE
EP
thaMick
and
Jagger
grandmother,
R A QU
A L a talking
ess s me
n
ITY
an s
co mp T T E
is
fro m ara blyN T I O N ma ter ialcra fte d
s an
co mp pri ce T O D
eti tiv d ma E T A I d
e bra ttr ess L
nd s.
es
Marve
lous Mi
ddle
melt
the
then I’m back in the delivery room when
le
s Midd
Marvelou
with a
EXPE RIEN
CE THE
MARV
ELOU
ONE
S MIDD
AND
WITH
ONLY
LE TM TECH
INDIV
IDUA
LLY WRAP NOLO GY
PED COIL
S
ice on
the las
er bea
ms I
can
the lug
e tra
ck in
after
I ste
p dow
n fro
m the
shoulder blades look like angel wings
AND ONLYTM
THE ONE
FLOW TM
IENCE TM WITH AIR
S
EXPER
LE
M BEAM
S MIDD
DREA
ELOU
GY AND
MARV
NOLO
TECH
I admi
t to my
restonic.com
reston
ic.com
storie
s at
pod
ium
clutch
ing my
mom
that
I stil
l wa
nt he
r to
night
even
thoug
h I’m
too
favori
te son
g
shoot
from
my
eyes
the Ol
ympic
s
my daughter was born and the buds of her
om
Families have been buying furnishings from the McGregor
family since 1896. Since then, McGregors has expanded to
seven stores with delivery to Minnesota, Missouri, Illinois,
and Iowa. Today, Marshalltown, Iowa is home to McGregors’
corporate headquarters. www.mcgregorsfurniture.com
and
medal
read
me
old for
it
nic.com
resto
The High Point Deal
The merger that has
everyone talking
See the video at: www.restonic_mcgregors.com
1
.08
Atlanta Meeting a Success
Great Things are Happening at Restonic!
The Product Marketing Committee ( PMC) met in Atlanta, Georgia in April to discuss
strategic plans to promote and market our brand throughout 2011 and beyond.
Pictured Left to Right Bob Quinn, Brooke Palmieri, Ron Passaglia, Ken Akers, Chris Sanders,
Brent Ford, David Walker, Laurie Tokarz
You Gotta Read It to Know It!
Announcing a new contest for readers of the Restonic
Review! Each month we will pose a question to
our readers. The answer is found somewhere in the
newsletter, so you Gotta Read It to know the answer!
Do You Have News?
We are always looking for tasty tidbits and
noteworthy news to publish in the Restonic
Review monthly newsletter.
Our March winner is:
Mike Gillund of Restonic Escanaba
Mike has won an awesome Restonic Stationery Set!
If you have an interesting story, a new mattress
tale, an old bedding saga - please send it to the
Marketing Manager at: [email protected]
and it will be included in the next exciting issue!
The prize for May:
2 Restonic Premium Down Alternative Pillows!
We are also looking for your Success Stories!
Tell us about a novel way you do business and
how it was successful. Did a promotion add to
consumer interest? Do you promote the brand
in a fabulous fashion? We are interested to
hear from you!
Q: What is the name of the new McGregor Bed?
T hank You!
2
E-mail your answer to [email protected]
before May 23rd. A random drawing from all correct
answers will determine the winner. Winner’s name will
be published in the May newsletter.
Registration Opens for Summer Las Vegas Market
Registration for the August 1-5 Summer Las Vegas Furniture Market is now open,
including ‘Quick Reg,’ which allows returning attendees to register a single click.
Quick Reg allows retailers, designers, media and industry
professionals planning to attend Summer 2011 Las Vegas
Market to plan in advance and register online in order to
receive their badges before the show. Exhibitors of World
Market Center can register in their WMCommunity profiles.
When registering, attendees also are encouraged to book
their hotel rooms through World Market Center Las Vegas’
online hotel block to ensure discounted rates.
World Market Center Las Vegas has also negotiated
discounted rates with 20 leading Las Vegas hotels providing
tremendous savings at some of the city’s most prestigious
and new resorts. Nightly rates are as low as $49 and include
properties both on and off the Las Vegas Strip. Discounted
hotel rates available through www.lasvegasmarket.com
include:
Aria @ $169
Ballys @ $55-$105
Bellagio @ $159
Caesars @ $139-$169
Cosmopolitan @ $135
Golden Nugget @ $49-$139
Hilton Grand @ $82-$102
All users who have a WMCommunity profile qualify to
use Quick Reg. When users log onto their WMCommunity
profile and click “register” on their dashboard, a
confirmation page will be displayed.
Mandarin @ $245
Mirage @ $109
Monte Carlo @ $72-$112
NYNY @ $79-$139
The Quick Reg system also applies to previously-registered
attendees who are planning to attend the upcoming
Gift+Home show in August.
Palazzo @ $179
Paris @ $89-$139
Planet Hollywood @ $89-$139
PH Towers @ $99-$179
First-time registrants attending Market in August can
visit lasvegasmarket.com and benefit from a streamlined
registration process. Once registered, the Quick Reg feature
will automatically be available to a buyer when returning to
any future Market.
Stratosphere @ $52-$92
Treasure Island @ $79-$119
Trump @ $104-$139
Vdara @ $139
Wynn @ $159-$199
Upon registering, buyers are encouraged to take advantage
of Las Vegas Market’s expanded online WMCommunity.
This custom portal enables users to update their
preferences, manage a portfolio of favorite exhibitors,
connect with exhibitors they want to see through
appointment-scheduling features, manage their at-market
event schedule and much more.
After registering, Market attendees are invited to sign up to
attend President Bill Clinton’s keynote speech , sponsored by
World Market Center Las Vegas and the iComfort Sleep
System by Serta.
3
See the Latest Promotional Ad in Furniture Today!
Restonic continues to promote our spectacular products through strategic brand positioning and marketing
in trade publications and on the web. In this latest double page spread which ran in Furniture Today earlier this month
we have provided retailers with a true sense of support! Asking our partners and prospective partners why they
should choose Restonic, we offer this strong answer: Restonic stands behind our product AND we stand behind our
partners with top-notch support and unsurpassed professionalism.
Furniture First and Restonic Support Dreams™ Together
Restonic is proud to announce that the Furniture First™
buying cooperative has selected the Supporting Dreams™
company as a preferred brand, because Restonic offers
Furniture First superb quality, great values, strong factory
representation, custom solutions and selective distribution.
When asked why Furniture First has chosen to add
Restonic to their mattress line up, Jonathan Gaspari,
Director of Mattresses at Furniture First, stated, “We at
Furniture First are a buying cooperative with 176 stock
holder-members and over 366 retail locations in 46 states.
We specifically focus on providing high quality mattress and
home furnishings at great values. Restonic has the history,
the depth, the coverage and the service that aligns well
with the mission of Furniture First.”
According to Ron Passaglia, “Furniture First chose Restonic
because the company offered this buying group’s dealers
a choice between a national line and customized products
for local markets that will be exclusive to Furniture First.”
Some Furniture First dealers already carry the Restonic
brand. They appreciate the strong factory representation
and the flexibility and support offered by Restonic. From
Furniture First’s viewpoint, it made sense to offer the
mattress lines to all of their members.
In addition to the Restonic national line and custom
developed SKU program, Restonic will offer Furniture First
dealers point of sale materials, in store promotions, mailer
programs and in-depth dealer training programs on how to
sell the Supporting Dreams concept.
4
Blast from the Past! The Tampa Bay Rowdies (1975–1993), a professional soccer club that played in the original NASL, posed
for this advertisement as the “Restonic Rowdies” promoting the Restonic Orthotonic Sleep System in 1980. The Rowdies won the
North American Soccer League championship in 1975.
Supporting Your Dreams Contest Update
The second round of our Supporting Your Dreams
Contest is complete and we have our second winner
to announce!
Jeannie Simpson of Greenville, SC is the
second round winner of the Restonic
Supporting Your Dreams Contest.
• Traffic to restonic.com has seen an increase of
26.69% from the same time period last year. That
means that restonic.com has had 31,146 visitors
between February 11 and April 20.
Jeannie dreams of seeing the FCF (MVP) Food Pantry
stocked to capacity. Run by volunteers, this outreach
provides food and clothing to the community and
surrounding areas, year-round. The $500 reward would
go to support the Harvest Hope Food Bank.
• More people are searching for Restonic on the Internet.
Looking at the three most popular search engines,
comparing last year to this year we see huge increases:
Google 83.96%,Yahoo 103.58%, and Bing 95.32%.
The contest continues with Round 3 as the team is
currently reviewing essay and video entries. After the
sixth round is complete, Restonic will select a grand
prize winner to receive a factory tour and have the
opportunity to design his or her dream mattress.
• The contest entry page of the Restonic website
has been viewed 2,833 times since February 14.
Check in next month to see the exciting ways we are
Supporting Dreams in the world with contest updates
in the next newsletter!
• Round 2 received 68 entries and 49 entries have
already been collected for Round 3.
5
May is Better Sleep Month
Don’t forget to alert your retailers to
take advantage of the extra media focus
on bedding this month!
The BSC is launching a communications campaign aimed at
stopping Zombieitis around the world and needs your help
in spreading awareness among friends, family and colleagues
about this public health epidemic!
“Stop Zombieitis” campaign kicks off TODAY, the beginning of Better Sleep Month, with “Stop Zombieitis Day”
taking place on Friday, May 20.
Support for the effort will come from national trade and consumer advertising, public relations, special events, social
media outreach programs and in-store merchandising materials.
The campaign is expected to run through the remainder of 2011.
To learn more about the campaign, visit www.bettersleep.org
Four Updated Product Brochures Available on Brand Central
New Brochures Keep Our Customers In-The-Know with the ComfortCare® Select,
ComfortCare® Dream Beams & Edge, HealthRest™ Memory Foam
and HealthRest™ Latex Product Lines
Flying above the dome of the Taj Mahal in my pajamas
I rob Ted Williams of a home run
kaw
Tom Bro
r from
a lette
lbox for
g the mai
Checkin
Four newly updated Product Brochures are now available to you for
promotion and information within the retail environment. Brochures are
currently available on the Brand Central On-Line Store for your purchase.
NIC
ESTO
THE R MISE
PRO
t
cipl e tha
the prin’ S S L E E P
ded by
HT
ic is guiA L T H Y N I G this me ans
Res ton
a HE
ileg e:
cra fted
get ting t, not a privma ttre ss is
als and
is a righry Res ton ic I T Y ma teri T A I L
AL
DE
tha t eveE T T E R Q U T I O N T O
sse s
wit h B T E R A T T E N pric ed ma ttre
.
A
y
E
nds
GR
par abl itiv e bra
tha n com com pet
from
and I find
with a highlight reel catch using a glove that
THE RESTONIC
PROMISE
farm
upon a
stumble
erine I
d tang
a shrivele
in the
and it’s
I’m on a mountain climbing expedition with my
GREATER ATTENTION TO DETAIL
Mr. Ed
who tells
n I kick
but the
me to
be very
can
over a
of baked
PROM
than comparably priced mattresses
from competitive brands.
et
very qui
son
with my
gnant
I was pre T H E R E
when
STO
Checkin
g the
mailbox
grandmother, Mick Jagger and a talking walrus
for a lette
r from
Tom Bro
kaw
beans
and I find
y
my bod
in the
NIC
ISE
Middle
Res ton
ic gui rvelous
get ting is Ma
ded by
a
the prin
is a witha H E A
Keeping our Lifestyle imagery fresh and our literature up to date gives
consumers a true sense our fresh and evolving brand image. By providing
important information regarding new technologies we can continue to
promote a Restonic good nights sleep to our customers!
conforms like nothing else
Restonic is guided by the principle that
getting a H E A L T H Y N I G H T ’ S S L E E P
is a right, not a privilege: this means
that every Restonic mattress is crafted
with B E T T E R Q U A L I T Y materials and
er
a whisp
I hear
twilight
and it’s
sedrigh
LT
was bles
tha t eve t, not a H Y N I G H T cip le tha t
priv ileg
’S S
ry
LEE
Res ton
wit h B
ic ma e: this me P
ETTE
ttre ss
ans
R QU
GREA
ALIT
is cra
TER
Y
fted ONL Y
A
tha n
com parT T E N T I O N ma teri als
AND
and
T O THE ONE
abl y
FLOW
fro m
RIEN CE D E WITH
T A I LAIR
S
com pet pric
EXPEed
maLE
M BEAM
MIDD
ttre sse
itivUS
e bra
AND DREA
s
MAR VELO NOL
OGY
nds
.
TECH
TM
TM
TM
Mr. Ed
but the
n
restonic.com
a shrivele
then I’m back in the delivery room when
d tang
erine I
stumble
upon a
farm
twilight
I hear
a whisp
er
who tell
s
me to
I kick ove
r a can
when
I was pre
gnant
with
was bles
sed wit
ha
be ver
y very
brea
thin
g ea
sy beca
THE
RES
T O N like angel wings
PR
blades
shoulder
O M look
ISE IC
Re sto
ni
quiet ge tti ngc is gu id
is
ed
a
a
th at rig ht , H E A L T by th e
no
H
wi th ev er y Re t a pr Y N I G pr in cip
le th
ivi leg H T ’
B
S S
at
G R E E T T E sto ni c
e:
L
th an A T E R R Q U A m at tre th is m E E P
of bak
ea ns
ss is
ed bea
co m A T T E L I T Y
ns
fro m pa ra bl N T I O N m at er ialcr af te d
s an
co m y pr ice T O
d
pe tit
d m DETA
I
ive
at
br an tre ss L
es
ds .
my son
I leav
e th
e lib
rary
feelin
g go
od an
d
my daughter was born and the buds of her
melt
the
my bod
y
Marve
lous M
iddle
use
my
come
s on
I adm
it to
my m
om
restonic
.com
reston
ic.co
m
The cost is just .15¢ per brochure.
Order Today! www.restonicbrandcentral.com
ice on
storie
s at
nigh
t even
track
in
the Ol
ympi
cs
podiu
m clu
tching
my
that
I still
want
her
to
thou
gh I’m
too
old
meda
l
read
me
for it
Restonic Featured in Sleep Savvy
Log on to view the latest Sleep Savvy on-line magazine which features Restonic
in their Cover Story regarding how fashion and feel engage a shoppers senses
and compel them to make a purchase. The cover story begins on pages 14 -15
of the on-line publication. See the beauty shot of the Restonic mattress
featured on page 16. Read the entire article here: www.sleepsavvy.com
6
favor
ite so
ng
laser
beam
s I ca
n sh
oot fro
m my
the lu
ge
after
I ste
p do
wn fro
m the
.com
restonic
EXPE RIEN
CE THE
MAR VELO
ONE
US MID
AND
WIT H
DLE TM
ONL Y
INDI VIDU
TEC HNO
ALLY
WRA PPED LOG Y
COIL S
and
the
eyes
7
High Point Showroom Deal Merges
Buildings with World Market Center
Following months of speculation surrounding the sale of three of the largest multi-tenant properties at the
High Point Market , officials announced the launch of the world’s largest network of premium home furnishings,
gift and home décor showroom and exhibition space today.
According to Robert Maricich, who will serve as CEO of the the newly formed International Market
Centers, L.P. (IMC) , the company has invested about $1 billion “in an incredibly complex transaction” to unite
iconic showroom assets in High Point, N.C., and Las Vegas, with the goal to create an effective, efficient and
compelling world-class business-to-business platform for both buyers and sellers.
Maricich characterized the deal “as the dawn of a new age in collaboration and cooperation that will make the
whole industry stronger, as well as the Market itself.” He described the High Point Market as the soul of the
community, a treasure, and an asset for the entire State of North Carolina, and added that IMC will seek to be
great corporate citizens in building a great High Point Market.”
IMC’s portfolio, initially comprised of 13 buildings and encompassing more than 10.6 million gross square feet,
includes the International Home Furnishings Center and the Market Square Complex (consisting of eight properties)
in High Point, as well as all of the World Market Center buildings in Las Vegas . Through a series of transactions, all a
ssets in the portfolio have been recapitalized with significant equity investments, providing for long-term stability and
creating a growth platform for the industry. Financial details of the transactions were not disclosed.
IMC has also reached agreement to acquire five additional buildings encompassing nearly one million gross square
feet including, Showplace , Showplace West and three North Hamilton Street showroom venues in High Point. Upon
the closing of this transaction, IMC will own and operate a total of 18 showroom buildings spanning 11.5 million square
feet. Closing is expected within 60 days.
For the full story on this merger go to www.hfbusiness.com/merger
8
part one in a series: Developing a Brand
1. Brand Strategy Building Blocks
What goes into developing a brand strategy?
Our brand strategy is based on understanding what customers think of our company today,
the needs we can fulfill, our business goals, and our current capabilities.
Equities
Intent
What You Want
Your Customer
Proposition to Be
Competencies
What Your Customer
Proposition is Capable
of Being
What Customers
Think Your
Proposition Is
Our Customer
Proposition:
Creating a
Focused
Experience
Needs
What Customers
Would Like Your
Proposition to Be
2. Needs-Based Segmentation
How can we create a single, meaningful way to view our customers across our business?
We focus on understanding the motivations that drive behaviors - focusing on why they do what they do.
Attitudes + Needs
Why do they do it?
Behaviors
What do they do?
Demographics
Who are they?
Relationship
Marketing
• Superior customer service
• Market-leading innovation
• Improving sleep outcomes through
better use of technology
Transactional
Marketing
• Purchase only basic sleep products?
• Buy product based on health needs?
• Buy from an industry leader?
• Shop locally?
Mass
Marketing
Next Month: Building the Customer Experience
9
• Age
• Gender
• Education level
• Geographic location
• Socio-economic Status