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BedTimes, June 2004

Member survey will help direct efforts
Results show satisfaction with ISPA, opportunities for improvement

The International Sleep Products Association recently conducted a member value survey to gauge how well its current services and programs serve its members. Surveys were sent to all manufacturer and supplier member companies who were asked, among other things, to rate programs and services by importance and to judge how well ISPA is providing them. Response was excellent, said Debi Sutton, vice president of marketing and member services.

Overall, results show members are highly satisfied with the value ISPA provides. ISPA plans to conduct the survey annually to capture current data and study trends. Results from it and other studies will be used to gauge ISPA’s effectiveness, to set budgets and to update ISPA’s strategic plan. Here is a brief analysis of the results.

Manufacturers rated these programs and services as most important to them:

* Sleep Products Safety Council research
* ISPA EXPO for seeing and purchasing products and services
* BedTimes magazine
* Advocacy efforts

Enhancements already are being made in these areas that are most important to manufacturers.

The most recent focus of the SPSC’s research has been on the flammability issue. In the near future, the SPSC also will undertake another indoor air-quality research project and develop aids for setting up a quality control program. The fact that the manufacturers value ISPA EXPO so highly is great news for bedding suppliers. And the recent redesign of BedTimes will continue to provide manufacturers with the news and information they need. Finally, the launch of the online Legislative Action Center provides further support for members wanting to get involved in supporting legislative efforts affecting the bedding industry. 

Least important to manufacturers were:
* The interzum trade fair held biennially in Cologne, Germany
* Suppliers Council
* ISPA Forecast

The fact that interzum rated low is understandable because only a small number of members participate in the international show. And by its very nature, the Suppliers Council is of more interest to suppliers than to manufacturers. The ISPA Forecast was rated lower by “dues paying” (or headquarters) companies, but higher by affiliates (branches/plants/licensees)—a fact that ISPA will further investigate.

These programs and services were rated as most important to suppliers:
* Access to and connecting with customers
* ISPA EXPO for displaying and demonstrating products and services for sale to manufacturers
* SPSC research
* Building relationships with customers

Overall, suppliers expect ISPA to provide better avenues for customer connections. ISPA will be working with the Suppliers Council board and other committees to develop ways to increase such opportunities. And, as mentioned above, the SPSC will continue broadening its research efforts.

Least important to suppliers were:

* The German interzum trade fair
* Sleep Savvy magazine
* Better Sleep Council programs

The suppliers’ rating for Sleep Savvy was not surprising given the fact that its audience is bedding retailers and its advertisers are manufacturers. (Manufacturers rated it high in importance and performance.) And the BSC's activities are targeted toward media and consumers. However the BSC's 2004 agenda includes the launch and distribution of materials for ISPA members to help them leverage BSC messages in their own marketing activities, which in turn benefits the industry.

In addition, one of the largest gaps between importance and performance was found in ISPA's "products to enhance your company's effectiveness and reduce costs." This indicates a need for ISPA to review and expand this line of services. Discount programs currently offered include a trademark search, airborne express, business valuation and list rentals. ISPA is negotiating with insurance brokers to establish a members-only discounted insurance program (for property, casualty, health and possibly other insurance products) and a separate arrangement for less expensive transportation/carrier/leasing services. ISPA hopes to launch both programs later this year or in early 2005.

Programs and services that both manufacturers and suppliers said they were unaware of include interzum, the BSC’s Web site, the Suppliers Council and ISPA products. As mentioned above, the ratings for interzum and the BSC were not surprising and work is being done by the BSC.

After analyzing the survey results, ISPA thinks the Suppliers Council may have received fairly low marks for importance by suppliers because all suppliers may not understand what services the council provides and how best to take advantage of those services. The Suppliers Council is designed to be a forum for mattress component suppliers to discuss issues specifically affecting the supply community, particularly the ISPA EXPO, and to influence ISPA leadership from the supplier perspective on industry issues. ISPA will be working to promote the Suppliers Council and will strive to increase participation during the upcoming Industry Conference Sept. 8-10 in Washington, D.C., where the council will offer educational programs and hold its board meeting.