Consumer Analyst Beemer Heads Educational Line-up at ISPA Expo '98

Furniture World Magazine

Britt Beemer, founder of America's Research Group, is one of several business experts who will share their insights and experience at ISPA Expo '98, the mattress industry's biennial exhibition and conference. To be held March 11-14, in San Antonio, Texas, ISPA Expo '98 will feature six educational seminars focusing on the latest trends and developments in marketing, human resources and business strategies-information to help mattress manufacturers ensure their continuing success. In addition, an International Marketing Conference will explore the issues and opportunities inherent in today's international marketing environment, including the challenges of multicultural marketing, international branding and marketing across geographic borders. Beemer, who has gained national acclaim for his work on how, when and why U.S. consumers select their products and services, will explain how consumers go about purchasing a mattress. He'll discuss advertising, merchandising and after-sale service; the power and importance of brands and in-store promotion and display; and the impact a sales force has on the consumer's decision to buy. Other educational seminars at ISPA Expo '98 will offer practical advice and information for mattress manufacturers: Employee compensation consultant John Huff will discuss ways manufacturers can limit workers' compensation losses, which can have a significant negative impact on a business' bottom line. In a marketplace marked by intense competition on both the supplier and retailer sides of the business, mattress manufacturers must develop clear, practical strategies to survive. Retail consultant George Whalin will offer advice on how to make products stand out from the competition, use technology to communicate effectively, and position your company for the future. Attorneys Douglas Mishkin and Alyssa Senzel will provide advice on how to protect a business in today's litigious society, learning to be prepared for potentially lengthy and costly legal problems-such as discrimination and sexual harassment-concerning employees. As family businesses make the transition from one generation to the next, unique communications challenges develop. Family business consultant Dr. Cindy Iannarelli will help family business members better understand generational roles, improve communication and facilitate planning for the future. With demographic research showing a coming lack of efficiently trained and educated workers, companies must plan ahead to find and keep the workers they need to be competitive. Human resources consultants Jerry Hannah and Tim Rottinghaus will outline strategies for attracting, developing and retaining qualified employees. Get additional details by contacting Andrea Herman at aherman@sleepproducts.org.