Newsletters

Summer 2008 CEMC News

September 24, 2008

Company Growth and Road map

Dear valued reseller,

Summer is coming to an end and the kids are returning to school.  However, I feel like I just graduated from a school of my own.  Summer school!  Once again, I did not take the summer off.  And boy, did I ever accomplish a lot!

Over the last three months at California Earth Minerals Corp.® (CEMC), we’ve been busy re-inventing our business. We so strongly believe in the benefits of our products, and we are so committed to the cause of a healthy planet that we’ve gone back and made some big and exciting changes.  I want to share them with you.

First, we’re proud to announce an addition to our staff.  Our business has grown to a size that requires a new role in the organization.  We have recently retained the talents of a new Vice President. Ellen Kong comes to our team with many years of experience in branding, digital strategy, and direct marketing.  He has been working with me and our board to infuse new energy and ideas into the business.  Through his efforts, you’ll be hearing a lot more about us and from us in the near future.

ION-MIN®

In reflecting on our business and market identity, we realized the need to establish a brand that unifies our product brands and allows us to create market recognition of our superior clay mineral source.  This is why we have released our latest brand called ION-MIN®.  ION-MIN® is a superior, ionic clay mineral compound that we have always put into each product brand.  It is the mineral that we extract from our mine.  Why brand it?  Because it is the only Montmorrillonite compound that has been proven safe and effective in dozens of studies.  For over 50 years this mineral source has been studied, analyzed, tested, and tried.  We now have a brand name, an identity to which this research can be associated so that we can support your resale business.

In a few weeks, we will release a new web site and a new corporate identity that will reflect the strengths of ION-MIN® and better communicate the value of our products.  Our branding will be directed less at the products and more at supporting ION-MIN®.  The reason is that we want to support your business.  We want you to succeed.  It is our hope to succeed so dramatically at helping our reseller community that in the future, we will not need to sell direct to consumer.  We want to be a channel-driven producer of the finest Bentonite/Montmorillonite/Smectite clay compound in the world.

So get ready to update your web site key words and begin promoting ION-MIN®!  See our press release at: ION-MIN News release September, 2008.

Channel Support

Our commitment to the channel begins with an outline of the three kinds of reseller partnerships that we support.  The first is our consumer-ready reseller program.  This is our traditional channel stream that you have been a part of over the past few years.  Such resellers represent our product brands (our SKU’s).  Traditionally, we’ve had two levels of reseller.  Dealers are stocking resellers that must order a minimum of $750 worth of product.  We also have Distributors that receive the highest discount and are required to order a minimum of $10,000 worth of product.  You should know that we are working on a new business agreement that we will require for all of our resellers, that provides specific benefits, terms and conditions, and assures a fair playing field for all.  We will contact you soon about making this document a part of our relationship with you.

I also want to tell you about a new reseller level.  It is our Affiliate program.  In the past, we’ve had many interested parties that wanted to represent our line of natural clay mineral products, but they couldn’t achieve the minimum order threshold of $750.  So we’ve introduced a level of reseller that only requires a minimum $75.00 order, and provides a smaller discount to the partner.  Affiliates are not necessarily stocking dealers.  We will drop ship.  The reason we need this new Affiliate partner level is there are so many people out there in need of a product that really works, and so many people who want to help spread the word, but they haven’t been able to get their foot in the door.  Now we can accommodate all sizes and types of businesses.

Another exciting development in our reseller program is that we now support private label brands for our distributors.  We encourage private labeling, as long as the reseller uses the ION-MIN® insignia on the label.  Private label is not custom products.  It is a comparable brand to our CEMC branded products that bears a distributor’s own label. CEMC makes the product, packages it, applies the labels.  We help with label design. This program provides our large resellers a unique opportunity to establish their own ION-MIN® identity and improve consumer loyalty. Our brand support will be directed at ION-MIN®.

In order to help you--our valued resale partner, we will be improving our brand-support and providing you with better resources to help you sell.  We will be restricting our ability to discount to consumers.  We provide a way for resellers to sell below the SRP, but we do not want to be in competition with you.  Resellers can sell at up to 10% below SRP, but we will not sell below 5% under SRP.  Instead, we will be putting in place a program to drive more promotions through you, such as coupons and other offers to help you stimulate sales.  Remember, we are not a multilevel marketing program, so we understand the need to help you succeed in your business through product sales and value added marketing capabilities.  There’s a whole world of people who need you to educate them about the benefits of our Calcium Montmorillonite.

Beyond that, we will be providing you with sample and literature kits and improved POS materials and literature.  Plus we plan to develop a reseller portal that will house more up-to-date and advanced information about minerals, clays, nanoparticles, health trends, market opportunities, and sneak peaks at upcoming events.

Branding

long with our new ION-MIN® brand, we are redesigning and updating the look and feel of our product logos.  They will reflect a more contemporary appeal and all brands will have some elements that associate them to both ION-MIN® and CEMC.  The colors are being revised, the labels are being redesigned, and each product will have its own tag line to help consumers comprehend the value of each product.

Many of our existing reseller partners are surprised to know that CEMC makes 5 different grades of ION-MIN®, each helping to differentiate the products in the marketplace, and each serving a market need.  Yet, all of our brands have an extremely high proportion of particles in the nano-sized scale...a surprisingly large amount of which is at the small end of the colloidal scale.  In other words, regardless of grade, our products have a rare and fine quality that must be better explained.  Look for upcoming white papers on this subject.

We are also improving our packaging design and safety seal.  Plus we will be announcing a “new and improved” TERRAMIN® tablet that will deliver more ION-MIN® per unit without an excipient!

At CEMC we’re on the move and looking forward to making our brands the premier health-supporting natural mineral supplement in the world.  There’s a world of opportunity and a world of people who want to live healthy!  We want to help.

As always, thank you for your dedication to natural healing and science, and thank you for your business.

Your CEMC Family
California Earth Minerals Corp.®
Toll Free: 888-303-1110
Land Line: 323-294-8500
www.calearthminerals.com
Live Healthy!