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Anna’s Linens Pitches Survey, Catches Media Wave

Costa Mesa-based Anna’s Linens Inc. recently conducted a national sleep survey in an effort to better understand its customers’ sleeping habits, the company said.

The linens and home furnishings retailer got a slew of media attention as a bonus.

That came after results of the survey were sent out to the media with this headline: “National Sleep Survey Pulls Back The Covers On How We Doze And Dream.”

Here’s how local CBS affiliate CBS2/KCAL9 played it: “National Sleep Survey Finds 8 Percent Of Americans Sleep Naked.”

The local TV channel wasn’t alone in hyping the naked angle. The survey—which queried about 3,700 people on sleep-related topics ranging from quality of sleep to dreams, pajamas and snoring—also got picked up by TV stations from Los Angeles to Austin, Texas, as well as The Huffington Post, lifestyle blog Technocrati.com, LA Weekly, and a bunch of Southern California Patch sites, among other outlets.

Anna’s Linens specializes in bedding, window coverings, home decor, bath and kitchen accessories, and other items.

The company had 2011 revenue of $385 million. It has six stores and 195 employees in Orange County, and about 300 stores and 3,200 employees throughout the U.S. and Puerto Rico.

“Since bedding makes up such a big part of what we’re known for, we thought a great way to help our customers get a better night’s sleep is to better understand how they sleep at night,” said Alan Gladstone, chief executive of Anna’s Linens. 

The survey findings include: 74% of respondents said they sleep on their sides; 47% said they share a bed with someone who snores; 74% said they wear pajamas to bed. 18% said they are clothed in something else, but the survey did not specify what “something else” might be.

Video Marketing

HKA Inc. Public Relations in Tustin helped Costa Mesa-based nonprofit Susan G. Komen Orange County promote breast cancer awareness during the holidays.

Staff at HKA Inc. wrote original lyrics to the tune of the holiday song Winter Wonderland—replacing phrases such as “sleigh bells ring, are you listening” with “there’s a need, are you listening.”

HKA recruited 13 public figures living in Orange County to sing different lines of the song, which encouraged the public to donate money to help fund mammogram screenings.

The video was promoted last month on Komen OC’s website, YouTube, Twitter and Facebook.

Contributing voices included Wheel of Fortune co-host Vanna White, surfing legend Corky Carroll, and Cal State Fullerton President Mildred Garcia, among others.

Susan G. Komen for the Cure is based in Dallas. The OC affiliate served about 64,000 clients in OC last year and has 12 employees.

HKA does public relations for Komen OC, as well as other companies including Long Beach-based Farmers & Merchants Bank and Irvine-based accounting firm Haskell & White LLP, among others. It has 10 employees in OC.

Ruby’s Celebrates Anniversary

Irvine-based restaurant chain Ruby’s Diner Inc. celebrated its 30th anniversary throughout December by offering customers a chance to win free prizes.

Customers could pick up an anniversary scratcher card at any restaurant. Servers would then scratch the card to reveal a prize, which included various free food items and gift cards.

Ruby’s also celebrated by offering customers its original 1982 menu items and prices for one day last month.

Ruby’s has 37 restaurants in several states; it has 17 in Orange County. The Business Journal estimates Ruby’s 2011 revenue at $40 million. Ruby’s has 1,100 OC employees.

Social Strategies

Among recent promotions involving social media:

• Anaheim-based clothing retailer Pacific Sunwear of California Inc. promoted a holiday giveaway through Twitter and Facebook, asking customers to tell about the best gift they have ever given to someone else for a chance to win products, accessories, gift cards and other items.

• Santa Ana-based restaurant chain Wahoo’s Fish Taco asked Facebook fans which rice-and-beans combination they prefer for a chance to win a prize package awarded to one person.

Bits and Pieces

Rancho Santa Margarita-based PR agency Robertson Communications Corp. added Irvine-based employee benefits company Moore Benefits Inc. as a client. … HEILBrice Marketing Communications was selected by New York-based bottled water company Jana Water North America Inc. to manage social media.

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