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Cover Story The Silent Salesperson


How Wright Global Graphics Enhances Mattress Sales By Gretchen Kast


Wright Global Graphics is more than just a graphics company. As a one-stop-shop for creative branding solutions, the company is the architect behind many of the eye-catching product details and point-of-sale materials currently found on mattress showroom floors. From mattress labels to top-of-bed marketing materials and retail displays, Wright Global Graphics helps its customers develop visually striking component pieces that actively engage with consumers at the point of sale. After more than 56 years in the industry, the company remains dedicated to helping mattress makers and sellers boost their sales by communicating the stories behind their products in more dynamic ways.


M


ore than ever before, strong brand- ing has become a necessary tool for retailers looking to succeed in today’s competitive marketplace. Consum- ers have a myriad of options at their fin- gertips, which has made retail presentation an increasingly influential aspect of the de- cision making process. Today’s consumers are looking for something fresh and new, something that breaks through all of the noise but still feels tailored to their specific needs. By stocking collections bolstered by compelling branding programs, retailers are able to deliver that. Wright Global Graphics has been helping its customers stand out from the crowd since the very beginning. When the company (then known as Wright of Thomasville) was founded in 1961, woven labels were standard practice in the mattress market. Rather than hopping onto the bandwagon, company founders Bill and Tom Wright forged a different path. The brothers adopted a satin printing process in- stead, creating a striking yet easy-to-imple- ment label option that was completely novel. It wasn’t long before the company’s printed


product became the label of choice through- out the mattress industry. Fast-forward to to- day, Wright Global Graphics still makes those same printed labels—but has found ongoing success by maintaining that innovative spirit upon which it was founded. “We’ve operated on the same set of objec- tives since 1961,” explains Don Wright, senior vice president of business development. “The products have evolved, the customer base has evolved, the methodology of how we get from Point A to Point B has evolved, but the mission has been unwavering. Our goal is to provide products and services of extraordi- nary value to our customers.” Today, Wright Global Graphics offers a wide range of dynamic branding components that are both integrated into the product design (in the form of mattress labels and branded borders) or added at the retail level (includ- ing top-of-bed branding, headboard displays, signage and kiosks). The company utilizes a myriad of different methods and processes to make these enhancement products, from printing and weaving to laser cutting, foil stamping and more. No matter what form the


final product takes, Wright Global Graphics works closely with each customer to develop the best possible solution for their needs. “It all starts with having a full understanding


of our customer’s needs,” Wright says. “You sit down and talk about what their product goals are, what their price points are, what demo- graphic they are hoping to attract at distribu- tion. You’ve got the companies who want to appeal to the business suit crowd, then you have the product lines that appeal to young families and the ones that appeal to millen- nials. When they launch a line, we like to see what is that sweet spot they see themselves in. We try to help them define what that win- dow looks like and then create imagery and an aesthetic that works with that.” From there, the conversation turns to product attributes: the different component, color and fabric decisions the manufacturer has chosen for the line-up. By starting with the consumer demographic and then moving into product details, Wright Global Graphics can help develop a program that will not only enhance the look of the mattress—but more effectively engage with the target consumer.


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