LOUISVILLE, Ky. — Mega Group USA said its National Convention held here set records in both attendance and written orders as members learned about new television commercials available and enjoyed a special event with celebrity cook Paula Deen.

More than 1,500 people attended the Aug. 22-26 meeting, up 15% from the furniture, electronics and appliance buying group's Spring Convention in Orlando, Fla., in March. The number included roughly 375-400 dealers as well as large teams from supplier partners, the group said.

Among the highlights was a special appearance by Deen, who told the story of how, at the age of 42 and with just $200 and a high school education, she began building her now very successful enterprise that includes a cooking show on Food Network, a restaurant, books and home furnishings collections.

In March, Mega Group USA soft launched the Paula Deen Home by Serta Mattress Collection exclusive to its members. Features of the 44-SKU line include individually wrapped coil innersprings, memory foam, silk covers, talalay latex and soy-infused foams.

The buying group said interest in the collection has been strong and that dozens of dealers at the show added it to their assortments so that more than 200 stores now sell or have signed on to sell the line.

During the program, Serta International CEO Bob Sherman presented Deen with a pink Louisville Slugger baseball bat engraved with her name.

"We are going to hit a homerun with Paula Deen and Mega Group USA," he said.

"She was simply amazing," said Jerry Honea, director and chief operating officer for the buying group. "Paula is so warm and friendly and immediately engaged the members. She let them know that she was a ‘mom and pop operation,' too, and all the members quickly identified with her and felt inspired by what she had to say."

During a supplier show, more than 70 vendors - including Broyhill, Coaster, Mac Motion, England, and Catnapper - presented their lines.

Informational sessions at the convention included a state of the industry update by Honea, a color trends report, advertising and marketing training that included Web, social networking and search engine optimization training, and a session led by Leggett & Platt's Bobby Keen on "How to Energize Your Mattress Department."

Dealers also heard from GE Money about a consumer finance program that was well received, featuring a 1.99% discount rate that Mega said it is buying down for its members.

Mega launched new television commercials to complement it circular and retailer website marketing programs for added exposure. The new program took advantage of green screen technology set up during the show so members could be filmed on-site, incorporating local personalized messages into the spots.

Bob Negen of WhizBang Marketing and founder of Mackinaw Kite Co., a chain of specialty and kite stores, gave the keynote address, offering up his advice on best business practices, marketing tips and sales force training to help boost business.

Mega Group USA has 1,500 retail members with 2,500 stores throughout the United States.