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Silentnight Group cements a new and dynamic evidence-based marketing approach through a Knowledge Transfer Partnership

The Silentnight Group, established in 1946, is the UK’s leading bed and mattress manufacturer. The group produces on average 18,000 mattresses per week under the brands, Silentnight, Sealy and Rest Assured. By working with the University of Central Lancashire they have cemented a new and dynamic evidence-based marketing approach.

The ‘Better Sleep, Backed by Science’ campaign was developed after a significant change in the perception and value of evidence-based marketing brought about by the partnership. This also led to a website redesign around ‘Expert’s Choice’, which aims to help consumer’s find their best mattress match according to key sleep-related health issues such as waking with aches and pains or overheating.

The work of the KTP has also brought about a re-thinking of the role of the group’s laboratory and a change in focus beyond routine compliance testing. A new sleep lab room has been designed and a full-time position created to continue this work. Both the in-house sleep lab and the sleep selector algorithm are industry-leading within the sector.

Professor Jim Richards said: “This KTP project has challenged the team to achieve the end goal. It has been an interesting and exciting journey that has allowed the development of both Academic and Company Partner staff, allowing new opportunities to be created and further development of research themes and the enhancement of a core evidence-based marketing ethos”.

New Product Implementation Manager at Silentnight Danny Blackmore sees the value that KTPs can bring to businesses: “The business has benefited greatly from this work and indeed applied for a second KTP to assist in filling a knowledge gap in a different discipline. Silentnight would encourage other businesses to look to KTPs to future proof themselves”.

The KTP Associate was offered and accepted the position to further develop the in-house sleep lab at Silentnight, and the KTP Final Report was awarded the second highest assessment score of ‘Very Good’ from Innovate UK.

"Silentnight would encourage other businesses to look to KTPs to future proof themselves"

Danny Blackmore, New Product Implementation Manager at Silentnight