*** Memo from Eric
(Someone asked about the shows WNBD attends.)
Hello Mr. X.
The Green Living Show was an opportunity to distribute 2,000 4oz sample bottles of Winning Colours Stain Remover to consumers in person, in direct support of our principal retail partners who were sponsors of the show, Home Depot and Wal-Mart.
The up-close and personal atmosphere of a consumer show allowed us to assess what the response is of the public to our basic marketing assumptions. Speaking with 2,000 people is a significant advance over consumer focus techniques used by themselves. Fortunately, we found that virtually everyone had a positive moment when they understood that they were about to receive a versatile, powerful and safe stain remover. Almost everyone has stains – there was confirmation that stain removal was a high-perceived-value benefit, especially on delicate surfaces that are ordinarily off-limits to harsher products. Several were even removed at the show on the spot! This is an important affirmation of our basic business plan which envisages a growing momentum for Winning Colours Stain Remover to spearhead our projection into the consumer marketplace with high performing special mass products.
Also, we took further steps to acquaint the public with the new CLEAN1 and KIND brands. Naturally these are still much earlier in their life cycle than Winning Colours Stain Remover. Our plan is to help our retail partners to become successful with Winning Colours as a favourite stain removing product and build on that authentic credibility for additional listings. You might enjoy the attached photo of the venue in which the Green Living show took place.
Interestingly, we are not relying on our product names to project a green image. This is because the environmental field is undergoing an explosion of interest, including amongst manufacturers of competitive products. However as is often the case with sudden mass movements, there is also a certain “sameness” to much of the result. After a while, “Green” this and “Green” that all becomes generic. A surprising number of companies are committing themselves to this long term error (in my opinion) of embedding such a generic and widely used word in their name. Winning Brands is “post-eco” in its product positioning. We are not narrow-casting the message of the convenience and effectiveness of our products to an audience whose interest is only in green products. Our products are mainstream products, that just happen to be technically oriented to environmental formulation (which is also a continuous work in progress). Our products have the potential to become widespread favourites in their categories regardless of a person’s degree of interest in the subject of the environment.
KIND for example, is not just about being “green” in the environmental sense, but also about kindness to skin, to clothing, to the equipment that it runs in, etc. The relationship of kindness is in our view a more interesting premise than mere “environmental” positioning. It includes the environmental concept but builds on it for a more mature relationship with the consumer characterized by a more complete rapport over a number of criteria of decision making.
CLEAN1, with its direct and powerful simplicity of name and purpose, will also evolve naturally into a “first choice” mindset amongst the consumers who discover it – a first choice for all sorts of reasons, not merely the environmental ones.
Why am I saying all this in paradoxically in connection with our participation in the Green Living Show? The reason is that this is the toughest audience. If these well informed and discerning members of the consuming public find sufficient comfort with the eco orientation of the products, then the current designs and positioning will not be a problem for us in that regard in any consumer sector.
Below is a picture of the future – a future consumer with her future favourite brand of laundry product.
In closing, the picture below reveals the progress of the firm. Everything at the show was an accomplishment relative to our recent beginnings as Winning Brands.
The people, the products, the promotional exposure – it’s all happening. Not long ago it was only a dream. “Tomorrow” it will be a success story!
You are welcome to share these thoughts as you would like. Thank you very much for your interest in Winning Brands Corporation. We, the staff group, are highly motivated to work for our stakeholders. Remember too, that all staff are shareholders – every single one. Our interests are aligned with our investing shareholders.
Eric Lehner, CEO
Winning Brands Group