- Thank them for their business
- Provide them with special privileges
- Track their purchases (red flags/green flags)
- Share the information with your sales teams
Pareto Principle holds true with Foodservice Rewards…
Foodservice Rewards Poem????
College and University Operators to engage with AdvancePierre, Krusteaz, and Foodservice Rewards at the regional conferences…
The National Association of College & University Food Services (NACUFS) is divided into six distinct regions. Annually, each region hosts their own conference in the February-March timeframe. The regional conferences are well attended and provide a great opportunity to get to know the decision-makers in this brand-friendly segment. This year, Foodservice Rewards is partnering with AdvancePierre and Krusteaz to engage operators and promote college operator’s ability to redeem points for travel to the National Conference July 11th-14th in Boston. The conference, “Revolutionary Thinking”, will also be the site of the Foodservice Rewards second annual Free & Easy Party.
Pierce, Points, Pizza…
Pierce hosted Foodservice Rewards in their booth at Pizza Expo March 13-15th in Las Vegas. Last year, the event had over 6,400 attendees. The Pierce/Foodservice Rewards partnership drove traffic to the Pierce booth and new enrollments for Foodservice Rewards. A pre-show eblast with details was delivered to both existing Foodservice Rewards members and to operators from the Pierce 2011 Pizza Expo lead list. Below is the sign that promoted the excitement on the show floor and a picture of the Foodservice Rewards area of the Pierce booth.
Coffee-mate “Feel the Love” leverages Foodservice Rewards through-out the campaign…
Leave it to Nestle’ to be a shining example of how to integrate Foodservice Rewards into a larger marketing effort. For the third year in a row, Nestle’ Coffee-mate has integrated Foodservice Rewards into their larger campaign to drive traffic and registrations to their Feel the Love program and gain trial and sales of Coffee-mate creamers. The campaign was conceived by and managed by their agency, Ketchum, who has worked tirelessly to understand how best to leverage Foodservice Rewards for their client.
Catering professionals can visit Foodservice Rewards live at Catersource and have the opportunity to win points, prizes, and Plate…
Foodservice Rewards has partnered with Catersource to engage and grow the catering segment’s membership. The photo below shows how Catersource is promoting the use of Foodservice Rewards points to attend the conference (now in our catalog).
Catersource also includes Foodservice Rewards in their outbound communications and on their registration site.
Foodservice Rewards is communicating our attendance and promotional activities at Catersource in multiple ways including our enewsletter, story tool on www.foodservicerewards.com, our social site, and via the eblast below.
Sponsors have the opportunity to contribute product samples as prizes in our “Roll the Dice” game and every new Foodservice Rewards enrollee will also receive a year’s subscription to Plate Magazine, one of our respected media partners.
Once again our year in review statistics and KPI’s continue to demonstrate that Foodservice Rewards is a compelling program to reach and engage Operators. Below is a review of 2011 activity and trends within Foodservice Rewards for North America.
- Sponsors and Products: There were 29 active Sponsors in the program. During the year Operators were able to redeem codes from 140 brands and 2,874 SKUs –representing a compelling portfolio of potential reward points to drive engagement.
- Labels: BI shipped 96,691,594 labels to more than 150 manufacturing plants actively labeling in North America. That’s a 6% increase in cases labeled versus 2010.
- Redemptions: During the year, a record 20,370,658 cases were redeemed by 84,302 operators (think reach). That’s an average of 242 cases redeemed per operator (think engagement).
- New Enrollments – We also experienced a record number of 21,553 new enrollments in 2011, up 7% over 2010.
- Attached Operators: On average, Sponsors have over 35,000 unique operators “attached” to them through code redemption of products they’re labeling. In terms of unit reach this unique visibility creates an opportunity to manage and influence a “down the street” customer base as large as many chain accounts. For perspective, McDonald’s and Subway operate about 33,000* and 36,071* restaurants, respectively. (*Source: McDonald’s and Subway Corporate web sites on 1/30/12)
- Redemption Rate: From a Sponsor perspective the average redemption rate was 20%. That means Sponsors (on average) have visibility to 20% of the operators buying participating products as well as the opportunity to track, retain and grow them.
- Acquisition Analysis: The average Sponsor had an Acquisition Contribution (A/C) Score of 67%. This means that, on average, Sponsors paid for 67% of their total Foodservice Rewards investment with newly acquired customers*. (*New customer defined as an operator being a Foodservice Rewards member for at least 90 days and not redeeming a product code from that Sponsor during that period.)
- Promotions: Sponsors ran 146 promotions in 2011. The average promotion resulted in 9,219 incremental cases being redeemed by 1,220 Operators with a calculated ROI of 274%.