The attached poem with magnetized back was delivered with a roll of Foodservice Rewards labels to sponsor prospects last Fall to draw attention to the program and remind branded manufacturers of the numerous benefits that sponsorship can bring.
Foodservice Rewards Poem????
On 02.03.11, In Canada, Direct Mail, Email, Gift Cards, Manufacturers, Sweepstakes, by Aaron Thompson
Kellogg Canada wasted no time in leveraging their partnership with Foodservice Rewards with their past customers.
Kellogg Canada wasted no time in leveraging their partnership with Foodservice Rewards to engage & enroll past customers. They sent a postcard to customers identified from past outreach efforts announcing their addition to FSR and encouraging them to join. Of course, versions were created for both the English and French speaking customers.
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Kellogg Canada also cleverly equiped Sales with customized gift cards used to promote Kellogg’s at tradeshows and during field sales calls.
Kellogg’s used a custom eBlast to announce their entry to the thousands of Canadian foodservice operators already in the program. To help operators quickly find and enter those Kellogg’s product codes, they also promoted a bonus point sweepstakes to encourage rapid redemption.
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Nestle’s customers are going for the gold…
Goal Stretch promotions ask operators to purchase more products in a given timeframe. Nestle’s customers are going for the gold this Spring during their Gold Points promotion…
Note the creative calls out Stouffer’s specifically, but also identifies the other brands included in this promotion.
The promotion was communicated using the bi-weekly enewsletter, eblast (left), direct mail, plus banners on both the Foodservice Rewards and the Nestle’ Professional websites.
This goal stretch promotion will put Nestle’ in the gold as well!
Distributors focus on private label to increase according to this Technomic report…
According to Technomic’s Distributor Intelligence Service, July 2009, distributors view their house brands as increasingly more important for future success and many are investing in more sophisticated brand building efforts.
The good news for manufacturers is that 72% of those surveyed indicated that “manufacturer specification” is the biggest obstacle to selling private label – here’s an excellent example of how Kraft uses targeted direct mail to drive those customer requests and unit-level compliance.
On 08.06.09, In Direct Mail, Promotions, by Tiger
We tiered the promotions based on past redemption history so that we would pay out for incremental purchases…
Tracking operators’ purchase history is the best way to set appropriate stretch goals to help them grow their volume during key selling periods.
Carla Dougherty, Sr. Director of Marketing, King & Prince Seafood writes:
“One of the best things about Foodservice Rewards is that every promotion is so measurable. During a recent tiered-payout promotion we moved over 30,000 incremental cases in just 90 days.”
Coalition Manager Sandy Younger tiered the promotions based on past redemption history so that it would pay out for incremental purchases. “We treated each group separately and each had their own offer/purchase requirements. In addition we honed in on your highest penetrated segments.” Nice work, all.
On 06.18.09, In Direct Mail, by Tiger
Kraft’s creative mail drop supports their latest 2,000,000 point bonanza…
Kraft has announced its Foodservice Rewards portfolio expansion with a eye-popping 2,000,000 point promotion supported by this creative use of direct mail.
On 06.18.09, In Direct Mail, by Tiger
“Earn maximum points by filling your menu with Hormel Foods,” reads this excellent brochure…
Trying to figure out how to present your products in ways that are relevant and useful to operators? Take inspiration from this excellent Hormel brochure. Note, in particular, the clever matrix of day part and product applications which is a best practice even if it didn’t have the bonus “Earn maximum points by filling your menu with Hormel Foods products featured in the Foodservice Rewards Program!” call to action.
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On 08.28.08, In Direct Mail, Operators, by Tiger
Using a clever pre-show mailer like Hormel’s helps maximize your trade show booth investment + operator feedback from NACUFS…
Tip ‘o the hat to Tom Guse, Product Manager at Hormel foods for sharing a copy of this pre-NACUFS mailer. When I visited their booth halfway through the show, boxfuls had already been turned in, ensuring steady flow of booth traffic.
John Neupauer worked several of the Sponsors’ booths and captured these stories of how C&U members are using their points:
1) What do you think? – Students were asked to participate in surveys and taste tests conducted by the foodservice department. Merchandise is used in a sweepstakes for students who share their opinions.
2) Sustainability I – In an effort to reduce Styrofoam waste, a “Lug Your Mug” initiative was started. Students were asked to pour coffee into a foodservice provided, portable, washable mug rather than use a Styrofoam cup. Merchandise was given away as an incentive to participate.
3) Sustainability II - Students were encouraged to take only what they eat and cut back on food waste. The average student at this university wasted 7% of the food they took at each meal. As an incentive, students who returned their trays with no food waste had their name entered into a drawing for great merchandise.
4) Thanks for your business - As a thank you to students for dining at the school, merchandise was given away.
5) Picture This I - One college redeemed their points for a digital camera, which was used to take and post pictures of daily specials.
6) Picture This II - One school used their points for a digital movie camera. It was used to: record job candidate presentations which were shown to staff who could not attend the interview; record chef demonstrations for use in various classes; record staff memories and create a CD to play at the retirement part of a long-term employee.
7) Dress for Success - During Halloween, students were encouraged to dress up. Prizes, selected from the FSR catalog, were given to the winners.