Our #1 growth opportunity is increasing unaided awareness of Sleep Number. As we've continued to invest in marketing, we've increased unaided brand awareness from 15% to 20%, a high point for our brand. We also have seen a notable increase in unaided store awareness over the past 6 months from 6% to 8%. These awareness improvements indicate our strategies are working as planned and are important to the sustainability of Sleep Number's future growth.Second quarter results validated the advantage of our exclusive distribution strategy. Marketing dollars are focused on increasing awareness and consideration for our brand and products, while driving traffic to our Sleep Number stores, where sleep professionals individualize our customers' sleep experience with proprietary benefit-driven products.
Select Comfort Management Discusses Q2 2012 Results - Earnings Call Transcript
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