29 May 2024, 12:48
By Furniture News Jan 10, 2022

Retailers encouraged to celebrate National Bed Month

As National Bed Month (March) approaches, the National Bed Federation (NBF) is calling on bed manufacturers and retailers to support the annual awareness campaign, and is providing an exclusive multimedia toolkit to its NBF Retail Champions.

The campaign, which has been running for over 30 years, promotes the health benefits of buying a new bed to consumers, particularly one made by an NBF approved member.

This year’s theme - Wake Up on the Right Side, with the Right Bed (#RightSideOfTheBed) - will focus on bed-buying advice to ensure consumers get the right bed for their needs, plus tips on how to care for it to prolong its lifespan.

According to NBF consumer research (see related), the advice is needed – 41% are replacing their old mattresses in five years or less, with a third citing as a reason for replacement that their old bed is worn out and a further 21% that it is uncomfortable.

To support the campaign, NBF Retail Champions and NBF members will have exclusive access to a free downloadable multimedia toolkit, new for 2022. The toolkit includes an updated logo, infographics, posters, web banners and a short video.

The NBF Retail Champions Scheme helps consumers identify those retailers which stock predominantly NBF member brands – brands that have been independently audited to ensure their products are safe, clean and honest. To qualify as a Retail Champion, a store must stock at least 50% of its UK- and Irish-sourced beds from NBF members. Premier Retail Champion status is for shops that source 100% of their UK- and Irish-made beds from NBF members. If bed retailers meet these criteria, they are encouraged to apply to the scheme here to access the National Bed Month toolkit and other year-round benefits.

Simon Williams, NBF marketing and membership manager, says: “Over the years, we’ve had hundreds of retailers and manufacturers support National Bed Month in their sales and marketing campaigns. Whether it's fundraising, providing fun photo opportunities, special discounts or added value offers, it's the ideal opportunity for all bed retailers to push new bed sales.

“The new toolkit gives NBF Retail Champions the additional tools to help them promote the importance of a good, comfortable bed for a great night’s sleep. Use the video and infographics on social media, the banners on websites and the logo in marketing collateral.

“If bed retailers aren't yet part of the NBF Retail Champions Scheme and meet the requirements, then we encourage them to apply to the scheme and get fully involved with this fantastic promotional campaign. If you don’t get involved, how do you know if it does or doesn’t work for you?”

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