It’s shockingly bad, and the owner has closed his doors for now.
As a jeweler, you’re always looking for new ways to reach customers in your market. Well, a social media spot by a Texas mattress store (video below) is a shining example of what a retail business, or any business, should not do. The video by Miracle Mattress in San Antonio makes light of the Sept. 11 attacks by touting a “Twin Tower Sale.” It features two guys joyfully knocking over stacks of mattresses and concludes with a woman stating: “We’ll never forget.” Predictably, the commercial generated an uproar on Facebook. Owner Mike Bonanno posted an apology, saying the video was posted without his approval and was “tasteless and an affront to the men and women who lost their lives on 9/11.” But the fallout didn’t end there. On Sept. 9, Bonanno posted that the store would be “closed indefinitely” and that his company would “be silent through the 9/11 Anniversary to avoid any further distractions from a day of recognition and remembrance for the victims and their families.” He also outlined other steps his company would be taking (see post below).