MARKETING


NMG Refreshes Content Strategy With New Media Center And Newsletter


By Elaina Hundley For Nationwide Marketing Group (NMG), spring is ushering in a whole new digital content strategy, developed to better deliver news and information to the organization’s members as well as the independent retail category as a whole. “Nationwide Marketing Group has a long


history of producing valuable content for our members and the broader independent retail channel,” said Amy Croom, director of PR and communications for NMG. “However, that content is only as strong as the impact it has on our members’ businesses. So, we worked closely with our members over the last sev- eral months to understand exactly what they want to hear from us and our vendor part- ners—and how they want to hear it. And many of the changes that we’ve made are a direct result of the feedback we received.” The updated strategy leans heavily into the established brand identity of Indepen- dent Thinking—NMG’s member-focused


magazine. Among the changes, the compa- ny unveiled a refreshed Media Center and a brand-new weekly newsletter, both avail- able for free and open to the public. Housing content that includes press re- leases, blog posts, podcasts, the monthly Independent Retail Confidence Index report, videos and more, the Independent Thinking website serves as a one-stop shop for all of NMG’s media content. A weekly newsletter of the same name highlights the top con- tent published and shared by the group each week in a simple-to-read format. “Our members have told us that they want to hear from all aspects of the independent retail channel, and in a variety of formats, and that’s exactly what we plan to deliver to them with this new Independent Thinking website and newsletter,” said Rob Stott, cor- porate communications manager for NMG. “The clean design and simple functionality of the website and newsletter were intend- ed to keep the focus on the content—similar


Beautyrest Stuns At Fashion Week With Christian Siriano


case. The show featured four mattresses from the Beautyrest Black collection. Mod- els including Coco Rocha and Martha Hunt rose from the mattresses to kick off the show, before donning their first looks and walking the runway. “Joining forces with Christian Siriano at


New York Fashion Week just made sense for Beautyrest,” said Nekisha Wright, brand manager


of Beautyrest Marketing. Not By Gretchen Kast


Beautyrest made its runway debut this past February as a part of Christian Siriano’s Fall/ Winter 2021 ready-to-wear collection show-


14 Sleep Retailer / Spring 2021


only was it great to work with a prominent thought leader in the design space, but his vision around using beds and sleep to make the most of your day is exactly our approach when it comes to sleep.”


Inspired by Siriano’s recent trip to Aspen,


CO, the fashion show imagined a dream- like alternate reality far up in the mountains.


Beautyrest mattresses served to set the scene for the dreamscape. “The Beautyrest Black luxury sleep system was such an integral and beautiful part of the show,” Wright continued. “It set the scene for Christian’s dreamlike alternate reality he envi- sioned for his collection, and we were thrilled that Beautyrest was able to make such a dra- matic impact for the creative vision of his show.” This is the latest example of Beautyrest’s creative approach to consumer marketing. Through innovative partnerships and events, the company continues to push the enve- lope on how to market the mattress catego- ry to a wider audience—and underscore the brand’s reputation for delivering first-class sleep luxury. Visit beautyrest.com


to the experience you’d expect when flipping through Independent Thinking magazine or visiting a trade media website. We also want- ed to ensure that the experience is familiar to anyone outside our industry who has an interest in learning more about the indepen- dent retail channel.” The Independent Thinking website is now live and available to the public. Visit nationwidegroup.org/independentthinking


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