AS A RULE, when we discuss hot creative we point out what’s exciting, what wakes you up to take notice.
We don’t discuss creative that might put you to sleep.
Unless, of course, we’re talking about Select Comfort, specialists in “sleep solution technology” and purveyors of some 150 sleep-related products.
In case you stayed awake through all that wondering – as we did – exactly what it sells, Select Comfort offers mattresses, bedding, sheets, pillowcases and blankets (and now, with a new catalog, furniture and home accessories).
Although the catalog may be new, the company is not, nor is it new to direct marketing. Founded in 1987, the Minneapolis corporation sells through direct mail, infomercials, a Web site (www.selectcomfort.com), 33 leased departments in the Bed Bath & Beyond chain, and 334 U.S. retail stores.
The catalog was mailed to 750,000 Select Comfort customers in June. A company spokesperson expects prospecting mailings by the fall.
The catalog might be described as the previously missing part of an integrated marketing/multichannel distribution mix. After 13 years in business, it’s not a moment too soon.
But Select Comfort is also using the launch to expand its brand. The copy on the cover hints at this: “Select Comfort: Solutions for sleep, relaxation and well-being.” Colors so soft and gentle, you can barely see the white letters of sleep against the pale pink background.
That’s pretty much the graphic look: low contrast, soft colors, large photographs with only a few objects.
The copy is just as low-key. There are quotes about sleep and headlines such as “It’s amazing what a good night’s sleep can do.”
The issue here is that Select Comfort’s core product is a “better mattress,” but its benefits and product details are short-sheeted by the tone and the photography. If the mattress might give us a better night’s sleep, we want to see a detailed picture of it, not a photo of a couple lolling in bed.
Ah, well. To sleep, perchance to scheme.
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