I'm not a frequent poster here, my home base is SW. The mods all know me here though, just establishing my bona fides.
Just sent an e-mail to Eric and got this response back, also received his permission to post it.
Does anybody here have any connection to Mike Rowe from the TV show "Dirty Jobs"?...or to the Discovery Channel? Read my e-mail first, its at the bottom
From: Eric Lehner <email@example.com>
Date: 2008/02/28 Thu AM 11:06:18 CST
Subject: RE: Investor Correspondence - Bober - Winning Colours
Hello Mr. Bober,
Thank you for your feedback. Believe me it's very encouraging for us at the company when we hear thata customer likes Winning Colours® Stain Remover as much as we do!
Let’s work with your idea about the endorsement a bit to see whatcan be done with it. There areseveral good things about it.
Firstly, it’s a male endorser – which takes us out of thestereotype that this product is only of interest to one demographic. We think of Winning Colours® asbeing just as much of a “guy” product as it is of interest towomen. An endorser of the type yousuggest would certainly get that point across.
Secondly, it is an endorser who has some relevance to the premise of theproduct. This is not a smallpoint. We have studied the issue ofendorsements and found that the public distinguishes between endorsements thatare obvious “payment for plug” relationships vs those which have anauthentic basis, where the endorser would have reason to know or care about theproduct characteristics.
Thirdly, a person of that stature has connections left, right andcentre. If they would actually wantto help us grow through natural channels that are open to them, then it wouldopen doors for sure.
Not surprisingly, there are a few challenges to overcome. However, we just need to figure out howto do so. Perhaps you and the forumcommunity can put the power of massive collaboration to work and help come upwith the answer.
The first challenge is that of connections. Celebrities have all sorts of filters tokeep contacts manageable. Even if one passes through those filters,conventional approaches end up being very expensive. So the first challenge is to figure outhow he could be contacted by someone he already knows to discuss this natural relationship- and I agree, it is a natural.
Secondly, we don’t yet have U.S. national distribution in place forWinning Colours® Stain Remover. Therefore, we’d have to tie this into such a development so that theawareness that would be created could then be processed into sales. Massive sales requires massivedistribution. We’d have to bein a position to have people in most states have access to the product at abanner they recognize easily. Thatmakes the advertising efficient. Having said that, such a celebrity endorsement makes the product moreattractive to the retailers by far. So that could help clinch the retailer relationships that we are workingon.
Thirdly, the advertising itself is important – and expensive. A single full page advertisement in anational magazine can cost hundreds of thousands of dollars – and thesame for TV spots nationally in prime time. So we would need a very sharp plan ofhow to leverage widespread advertising with uncommonly astute acquisition ofthe airtime or print space. Smartbuying is the starting point for business prosperity.
Thank you again for taking the time of sharing those thoughts with us.
Eric Lehner, CEO
Winning Brands Corporation
Sent: February 28, 2008 10:51 AM
Subject: Winning Colours
Dear Mr. Lehner
As a member of Stockwire.com I received my samples of Winning Coloursseveral weeks ago and I can attest to the amazing capabilities of thisproduct. I kept one bottle andsplit the 2nd bottle to give to my brothers. They are as equally amazed as I am!
In looking over some of the forums and also in live chat we havediscussed your Company at length. We are constantly bouncing ideas off of oneanother as to what may help spread the good word about Winning Brands.
May I offer this as a possible suggestion?
I don’t know if your budget would allow for the idea of anendorsed spokesperson at the present time but if the subject were to ever comeup I think that Mike Rowe, the star of the TV show “Dirty Jobs”would be a natural fit. In additionto his TV show he is also a spokesperson for Ford Motor Company. He has a very natural down-to-Earthpersonality and who gets more stains then He does?
Just think of what Billy Mays did for Oxi-Clean in the past fewyears! I believe they have sales ofover $300 million dollars now and are pretty much a household name. Billy Mays is a “Born”Salesman but he’s getting a little overexposed lately.
I think that Mike Rowe could do for Winning Colours what Billy Mays didfor Oxi-Clean.
Just a thought!
PS—We are all eagerly looking forward to the April announcementof the national retailer! Bestwishes to you and everyone else at Winning Brands