Mattress Store Uses the Power of TV

My son Tyler, who lives in Eugene, Oregon, recently bought a mattress from Robert Saks Mattress Company in the neighboring town of Springfield.

When I asked why he schlepped all the way to Springfield for a bed, he told me that Robert Saks was top-of-mind for him because of the owner’s toupee:

I truly believe that Saks’ hairpiece, through its very existence on TV, generated revenue for the store. And I must reluctantly admit that there’s no way for a radio commercial to adequately communicate its magnificence.

Tyler says that Saks has now taken to wearing an Oregon Duck hat, which either conceals or replaces the rug. This may relieve some of his embarrassment, but it also removes one of the most memorable, and effective, elements from his marketing.


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