|
|
Article: Winning numbers; Thanks to its "Sleep Number" ad campaign, Select Comfort has awakened to a bright new financial day.(BUSINESS)
- Article from:
- Star Tribune (Minneapolis, MN)
- Article date:
- October 28, 2002
- Author:
CopyrightCOPYRIGHT 2002 Star Tribune Co. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: Susan Feyder; Staff Writer
Bill McLaughlin faced two questions when he took the reins of beleaguered Select Comfort Corp. in the spring of 2000: Why had the explosive sales growth of the air-bed company fizzled, and how could it be revived?
He found the answer in two words: Sleep Number.
With a prime-time TV advertising campaign launched in January 2001, Select Comfort began introducing consumers to the concept of the Sleep Number - a number from 0 to 100 corresponding to the ideal firmness of a bed based on a person's height, weight, body shape, and preferred sleeping position. The idea was that everyone had their own Sleep Number. ...