We don’t know how many independent retailers are also published authors, but Jeff Giagnocavo — co-owner of Gardner’s Mattress and More in Lancaster, PA — is one. And he spoke with us about one of his favorite topics, Marketing Elasticity, which he applies to his own retail outfit.

During the episode, Jeff references a whiteboard behind him that has his Marketing Elasticity formula spelled out. You can review the video version of this episode on our YouTube channel to follow along, or here’s a photo of that formula for reference (click any of the images below to enlarge):

Additionally, Jeff holds up several examples of print and digital ads that he’s designed. Here they are:


Finally, here’s a link to Jeff’s published work, Seven Habits of Super Successful Mattress Retailers.