***Brief Memo on the $100,000 Contest From Mr. X:
Sent: March-18-09 3:03 PM
To: Eric Lehner
Subject: Re: Paint counter displays
Sorry, I should have been explicit. I have been in a couple of stores that carry WC, but have not seen the counter display. I also have seen photos of stores that carry WC and have not seen the display either. How do these stores get the display?
The reason I ask is that I was in a Home Depot store buying paint. While waiting for the paint to be mixed, as others do, and since people have nothing else to do, it would be a great opportunity to read about all the applications for WC.
Of course, HD doesn't carry WC, but other stores do, and if they did, they have a large counter perfect for this. Just wondering. Eric's Reply
Hello Mr. X,
Thank you for helping me to understand your question better. We have been testing which Counter Displays deliver the best value proposition, ie (sales) value to us / (promotional) value to retailer / (information) value to consumer. Some 3 dimensional units can cost up to $50 each when taking packaging and shipping into account
. To supply 5,000 outlets would therefore cost approximately $250,000.
An alternative is to have a compelling “Counter Card” – one which can be effective in generating awareness, but also be practical to distribute massively. Part of the reason for implementing the $100,000 Sweepstakes is that it would help us address this issue by means of a very good in-store Counter Promotion, sensibly priced for distribution to all stores with whom we are doing business. It can also be used as a form of outreach to stores with whom we are not yet be doing business but for whom such a display and terrific promotional tool can generate immediate interest. Attached is a version under development for imminent distribution, pending some tweaks.
These will have a long life because the 2009 Sweepstakes will conclude on November 22nd. They can be sent through regular mail. They require no skill to set up. They can be dropped without damage. They can be moved easily on the counter. They are visually striking – ie impossible to miss because they are self standing and upright on the counter.
My prediction therefore is that the stores that carry WC with which you are already familiar will eventually have a version of the attached item on their counters! This design is not limited to Paint Departments. It will therefore be possible to manufacture and distribute a substantial number of these kits. There will be Entry Form blanks on the Counter Cards, with replacement blocks as needed.
Eric Lehner, CEO
Cc Forum Moderator