Eric's comments on a Marketing Strategy
Eric's replies are in italics.
From: x [mailto: x]
Sent: February 27, 2008 10:23 PM
To: Eric Lehner
Subject: Investor Marketing Ideas
Please let me know if these types of emails are a bother or should be directed to someone else in your company.
While I do receive a great deal of correspondence, and cannot reply to all directly, or in the time I would like, I will do my best.
I had an thought that popped into my head after reading a post on the stockwire thread today. Have you looked into what's involved with getting your KIND laundry products donated/included in the ABC show Extreme Home Makeover? It's a show that builds a house for a hardship family and they do it in a week. They pick families who have suffered a tragedy or are dealing with a family member's illness. It's huge here in the states. The camera focuses on products throughout the show and some products are spoken about in a subtle way. It seems quite effective. I believe the products are donated and there are also companies which donate supplies for the family in the future. Sometimes a company will donate a years supply of what ever their product is which may be helpful to the family. It's sometimes mentioned on air to the homeowner and goes something like: "Winning Brands, a company who develops environmentally friendly and safe cleaning products has donated a year's supply of their KIND laundry products to help keep your family clean and safe from toxins." The show also seems to be big on building "green".
We have been looking for ways in which to achieve “Product Placement” (as it is referred to in the industry). Often, it is not merely a matter of donating, but rather of paying fees. We have asked a consultant who specializes in this to prepare a list of possibilities for our review. The show that you are referring to is an excellent example. Do you think that anyone in the investor community has some working contacts in that show specifically?
The post from another member on stockwire which got me thinking is below.
Yes, the idea of cross promotion with washing machine manufacturers is a very good idea as well. It is a practice that has been used from time to time for many years. It is a “double edged sword” for the hardware brands to agree to this because it creates preferential relationships which may be prejudicial as well. Winning Brands has this idea in our business development “matrix” and has been assessing how to best accomplish this so that everyone benefits. As a rule of thumb, widespread distribution of the detergents must be attained first so that a critical mass of sales can support the significant costs of operating the program, and so that consumers can obtain the detergents readily. This is an example of the sort of marketing follow-through that will be in our future.
Have another idea to help promote the KIND laundry detergent.
Has any thought been given to have a major manufacturer of washing machines (GE, Sears, Whirlpool, etc) include it with every new unit sold.
Then the product would be out there and in the hands of the public without any purchase (except for the washer)or coupon!
What a cross promotion for lets say Sears, that I'm sure sells a ton of new washers and dryers. They could simply put a sticker on each washer that it contains a new green product that wont hurt the environment.
It would also make a nice tie in with the Home Depots that sell washers now. It could be all over the store.