The National Bed Federation (NBF) is launching a month-long awareness campaign – ‘May Be Time for a New Mattress’ – which will run throughout May to highlight why it may be time to swap that old mattress for a new, comfortable, supportive one.
The NBF urges manufacturers and retailers to get behind the digital campaign by downloading the free retailer toolkit, which includes a modernised logo and engaging social media graphics, via the NBF Marketing Support hub.
Running across the NBF’s consumer-facing Bed Advice UK channels, the campaign will focus on the signs to look out for when it is time to replace a mattress. It will also guide consumers to Bed Advice UK’s online Bed MOT tool and comprehensive Bed Buyers’ Guide, which includes information on the importance of buying from Approved NBF Members. Both resources are available at www.bedadvice.co.uk.
Simon Williams, head of marketing and membership, said: “We originally launched the ‘May Be Time for a New Bed’ campaign in 2014 with The Sleep Council and saw how useful it was for the bed trade to run smaller, more frequent campaigns throughout the year.
“The campaign returns with an exciting new look and feel to enhance retailers’ existing sales and marketing activities during a typically quieter selling period. We urge the bed industry to support the campaign; whilst providing crucial education for consumers who may be sleeping on old, uncomfortable, and unsupportive mattresses, it’s also a fantastic opportunity to secure that bed sale!”
