Several years ago BioTextima of Hungary received an EU grant to permit the company to explore the viability of marketing “wooden coil” latex beds in North America. They had a set budget and they needed to accomplish a lot within the limits of that budget. They hired Dale Read to apply his twenty years reporting experience of the US mattress and bedding industry to give them a daylong overview of the US mattress industry. They had to decide several matters and also determine the viability of pursuing the North American market as opposed to European and Asian market opportunities they already had. They had to learn how to speak to potential American manufacturing partners and how to reach North American retailers. The Marketing Arm Group directed the VITALWOOD® brand to both the Specialty Sleep Association (SSA Show) in Las Vegas to reach retailers and some manufacturers at the January market, and then also the ISPA EXPO in New Orleans to reach the suppliers and manufacturers in the industry that March.
Because The Marketing Arm Group is so cost-effective and budget conscious, Dale Read was able to develop a full marketing PR, advertising program for both markets, and put up two exhibits. As a result the owners of BioTextima, Kft., were able to meet hundreds of manufacturers and retailers and to introduce the concept of the wooden coil latex, cotton and wool “natural” bed to the North American market. With the guidance and direction of the Marketing Arm Group, LLC, BioTextima, Kft., was able to achieve all this within the EU projected budget. In the end, BioTextima, Kft decided to pursue higher priority markets in Asia and Europe. Nevertheless, they considered this venture to have been highly successful and within the budget. Should they decide at some future date to pursue the American market opportunity, they are now well ahead of the game, and have a lot of friends and contacts in North America.