Blog provides new vehicle for marketing mattresses
David Perry, Bedding Editor -- Furniture Today, January 6, 2008
Houston, Texas — Jim McIngvale has done more than just add new bedding lines to Gallery Furniture and design a beautiful new showroom to display them. He's also supporting the new "bricks" in his bedding strategy with new bedding "clicks." Introducing "Bloggin' with Mattress Mack."
Mattresses are a regular topic in McIngvale's blog: www.mattressmack.com. He devoted special attention to the 30-day test rests undertaken by two members of Gallery's marketing and Internet team, introduced as Gil and Hamilton. Each slept on a different bed produced by Hastens, the high-end Swedish natural bedding maker, and shared regular reports on how the bed performed.
For example, Hamilton wrote on Dec. 6 that his 24th night with the Hastens Excel bed "was another night of good sleep, there just wasn't enough of it! No bed, even a bed as good as the Hastens, can make up for sleep you don't get. At least the sleep I did get was good."
Hamilton also wrote that he is "quite a fan of the Hastens Anatomical pillow," which "breathes" and offers "plenty of airflow through it. My head — and the side of my face — stays comfortable, not overly hot like on some pillows."
McIngvale, a relentless promoter, wrapped up that post with a pitch for Gallery's bedding. "Lots of us are looking for a great night's sleep, and deserve it," he wrote. "For a great night's sleep in a comfortable bed, come to Gallery Furniture.
"Choose from one of the magnificent Hastens beds, a Tempur-Pedic sleep system, or one of the Peaceful traditional mattresses. Gallery Furniture has a mattress for every budget and every need. No matter which one you choose, you can buy it today at Gallery Furniture and, because we'll deliver it today, you can sleep on it tonight!"
Mattress Mack is still asking for the order.
E-mail your comments to David Perry, Furniture/Today's executive editor, at dperry@reedbusiness.com. Or you can write him at: Furniture/Today, 7025 Albert Pick Road, Suite 200, Greensboro, N.C. 27409.
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