QUESTION:
- Congratulation on entering Lowes in Ohio and being approved for the use of their name in three radio ads. Will you be providing a PR for entering Lowe’s? Also, what is the company’s projection in 2011?
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ANSWER:
Thank you for saying hello, and for your interest in Winning Brands. There are several resources available to you for a discussion about Winning Brands’ plans for the future at the Investors’ Page. I invite you to listen to the audio files of interview/shareholder conference calls to put things into context.
Here is a live link for your convenience: Winning Brands Investor Page Resources
On the subject of a News Release for entering Lowes, it is not yet clear to what extent Lowes would be comfortable with this because of the inference from such a step that an expansion nationally is a certainty, rather than a possibility. We would prefer to earn our stripes by building legitimate momentum for Winning Colours at this retailer so that such a development is the natural outcome. We are grateful that initial stores have been assigned in which to develop an excellent experience for all concerned. We consider this to be the best possible basis on which to develop a mutually beneficial business relationship. Our other business development work continues across the industry in the meantime.
On the subject of the radio advertisements to which you refer, there is now a fourth radio advertisement approval from Lowes. The target for the previous three spoken word advertisements is a talk-radio environment where listeners are interested in information and conversation. The conversational style of our spoken word commercials is thus an extension of the format of that medium. Talk radio is highly popular as a platform for people who are driving or doing things around the house and feel like being part of a conversation.
The fourth commercial, with the live link below, utilizes a proprietary musical treatment that we have been exploring over the past couple of years. It is important to note that no single musical style will satisfy a large segment of the population – this is why there are so many different types of music. There is someone in favour of, and against, every style. In marketing, a jingle is designed to be associated with a particular brand as a form of identity that is distinct, ie recognizable quickly – not just standard background. Association between the brand and a particular treatment is half the battle in creating awareness. This is why we continue to experiment in this regard and will deploy a number of musical approaches until we are confident that the right fit has been made.
