MARKETING
Pleasant Mattress Commissions Original Paintings to Create Unique In-Store Branding By Brooke S. Pisarsky
Giving thoughtful consideration to the retail environment in which its products are sold, Pleasant Mattress has commissioned original paintings from artist Lauren Taylor Engel that dynamically showcase the company’s brand message. These prints will be provided to re- tailers to show on the sales floor, creating an eye-catching in-store marketing display. Taylor Engel, artist and owner of Lauren
Taylor Creates, rendered three unique water- color paintings that best represent Pleasant’s brand messaging. Each one captures a feeling of affluent sophistication expressed in a min- imalist interior design style with a palette of neutral tones. “The lifestyle of the California customer served as my inspiration,” Taylor Engel said. “It’s less about the mattress individually and more about the overall environment of the luxury home, where every piece in the home is of the highest quality—including the mattress.”
The company and the artist first crossed paths when Taylor Engle handled a personal commission for Jennie Schuh, marketing and creative manager for Pleasant Mattress. “When we decided to try something unique at
retail, we eventually landed on the idea of origi- nal art,” Schuh said. “Lauren’s style and her back- ground in expressing all aspects of fashion in her work made her a perfect match for the project.” The company chose a luxury loft apartment as the subject of the program, with “a big city and big windows,” appearing in each painting. The original watercolors were scanned and transformed into 24-by-36-inch wrapped can- vas prints, which are intended for retailers to hang as a triptych, three associated paintings displayed together. As President and CEO Rion Morgenstern sees it, the paintings are as much an example of what customers aspire as to as they are a point-of-sale merchandising tool. “The luxury customer usually has original art hanging on their walls, so it’s an aspect of interior decoration that they relate to,” he said. “For the
customer who aspires to the highest quality fur- niture and materials, Lauren’s paintings serve as an illustration of what a customer might dream their bedroom will look like one day, with a luxury mattress as the foundation for the room.” Visit
cannonsleep.com
Shifman Mattress Company Unveils Major Rebranding Strategy in High Point By Gretchen Kast
Shifman Mattress Company has big plans slated to debut at the fall High Point Market. The 123-year old company is refreshing the Shifman brand and sales literature, revamp- ing its quilted product line and debuting a new multimedia co-op advertising campaign for participating retailers. Over the past few decades, Shifman has made a series of adjustments to the cor- porate literature but nothing on the scale of which the company has taken for its current rebranding strategy. The company has partnered with a prominent advertising agency that is well-versed in the furniture industry to retool its communication pieces, including a new company website that will serve as the enterprise piece to distinguish Shifman online.
In addition to the new brand initiatives un- veiling at market, Shifman is also launching an “outstanding line of new quilted mattresses which offer comfort, support, and value,” said Phil Zucker, General Manager for Shifman Mat- tress Company. The company’s quilted mattress line has been very successful for its retail part- ners, giving consumers luxurious quality bed- ding with real working boxsprings at attainable price points. The new quilted line will feature new Damask covers, corner guards and labels that will continue to distinguish the Shifman quilted line from the competition. All of the changes made to the quilted mat- tress line and the Shifman brand would not prove fruitful without the engagement of the successful network of Shifman Mattress re- tailers nationwide. As consumers’ tastes have changed over the years, so have the means by which consumers are searching and finding re-
tailers and their preferred brands. Driving traffic to stores requires additional layers of commu- nication which will reach consumers where and when they are shopping for mattresses. “We have been planning the launch of our new web site and 2017 multimedia co- op program for the past several months,” explained Bill Hammer, Shifman Mattress Company President. “We believe that these initiatives will help broaden our reach to con- sumers who might not otherwise have seen our messaging in traditional print media.” As a whole, these strategies will serve to communicate the company’s commitment to offering the finest handmade mattresses to consumers at affordable price points, which remains an important and timeless quality of the Shifman brand. Visit
shifmanmattresses.com
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