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Carpenter Website Tells the World: Sleep Better

Interaction the Key to Buying Decisions

Jill Rowen -- Home Textiles Today, December 18, 2006

Richmond, Va. — Thousands of people have gotten a better night's sleep since Nov. 15, according to Dan Schecter, vp sales and marketing, Carpenter Co. That's when the company's new consumer website, www.sleepbetter.org, launched and began calculating “Zzzz Scores” to help people determine their sleep needs.

What's your Zzzz Score? That's what Carpenter wants to know. By taking SleepBetter.org's trademarked Zzzz Score test online — answering a few multiple-choice questions about sleep habits and health issues — consumers can determine how to sleep better by choosing the best pillow for their own individual sleep needs.

Research shows that 67% of Americans think that a pillow is an important component of a good night's sleep, according to the website. At the same time, 34% of people say they are sleeping worse then they did five years ago. Carpenter wants to change all that.

An offshoot of the company's “Sleep Better” national advertising campaign for its pillow products, the website has been a year in the making. Carpenter bought the domain rights to “Sleep Better” and a group of other similar names when it began planning its Sleep Better marketing campaign three years ago. According to the company, the website was a natural progression of the advertising and marketing campaign.

“We wanted a way to communicate the importance of a proper-fitting bed pillow. We also wanted to convey the importance and the benefit of a restorative nights sleep,” reported Schecter. “The Zzzz Score is a way of taking the thought process of the purchasing decision to a new holistic level. The page that has the all of the 'fun' stuff on it that conveys that if you sleep better you live, laugh, love and learn better — in short, one enjoys life more.”

Already, the site is garnering positive response from around the world, including hits from various parts of the United States, South America, Australia, Europe, and Canada, Schechter said.

“From November 23 to November 27, we had several thousand visitors who spent an average of 8.14 minutes touring the site,” he noted. The company is using targeted national advertising, public relations, and placing the website address on its packaging to draw people into the site.

While the “.org” designation in a website once meant non-profit, it is now interchangeable with “.com” designations. The site currently features tips on sleeping better and a description of Carpenter pillow products, although there is no online buying component planned at this time.

According to Schecter, the site will be updated with a buyers' resource guide, more information on the sleep research, and a technical area explaining new fabrics, fills and foams. “The science of sleep is an important feature of the site,” he said. “We're very proud of it.”

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