1) A compelling offer with at least a three month time frame for participation. 2) Clear product specifications, i.e. Pail, Bag-in-Box and ideally a photo. 3) Tell them where to buy it: This terrific Unilever eBlast puts it all together, including a “ask your distributor rep to custom order it through DOT foods“ call to action in the event it’s not in stock.
On 06.10.09, In Email, by Tiger
This Unilever eBlast uses all the right elements to create a compelling call-to-action…
On 06.08.09, In Advertising, Australasia, by Tiger
Nestle and Goodman Fielder launch Foodservice Rewards “Down Under” with this clever ad and PR campaign…
We’re excited to see Foodservice Rewards grow globally thanks to long time sponsors such as Nestle Professional Australia and new sponsors such as Goodman Fielder.
As this clever print ad demonstrates, you don’t always have to resort to stock foodservice photography + note the super coverage in the resulting launch article.
Their launch seminar promised a “Transformation of Foodservice Sales & Marketing Practices” which isn’t hyperbole.
When one goes from no visibility to operator purchases to x-ray vision + a decoder ring, it literally transforms the business to one that can use direct marketing effectively to reach street operators to understand and manage their purchase life cycles.
On 12.05.08, In Promotions, by Tiger
Discounts are the first refuge of the unimaginative mind and other reasons to avoid the rebate trap…
It’s often been said that discounts are the first refuge of the unimaginative mind: Rebates quickly become an entitlement; Rebates can be easily matched by competitors; Rebates do not involve operator staff and many more reasons to avoid the rebate trap.
“We offer sub meatball sandwiches in our deli. Right now that brand does not offer food service rewards, I am looking for a good tasting meatball that participates in the program…
From: Michael Noak [mailto:mnoak@advancefoodcompany.com]
Sent: Monday, November 10, 2008 2:50 PM
Subject: FW: Sample?
FYI – this is an example of the way we’re trying to utilize the program through the Direct-to-Operator approach.
This account may be small, but we’re able to work one-on-one with her through our Inside Sales approach (phone work out of Enid or OKC).
This operator approached us just so she could get FSR labels. As it turns out, she thinks our product is better, but we already knew that…
From: Bri-Esa’s [mailto:briesas@mchsi.com]
Sent: Monday, November 10, 2008 2:21 PM
To: Michael Noak
Subject: Re: Sample?
Michael,
Thanks for the followup. We will be using the 17-305 from Sandstroms. Will be ordering them in a week or two. Just using up the other meatballs that we were previously using. Thanks for the samples. I will let you know if they do have the rewards label on them. Since that’s what caught my idea about your meatballs. And they taste better then the old ones we were using. Hopefully, in December I can start looking at other brands of yours that offer the reward points. Until then, have a great November. Sincerely, Theresa
—– Original Message —–
From: Michael Noak
Sent: Monday, September 15, 2008 2:50 PM
To: ‘Bri-Esa’s’
Subject: RE: Sample?
Thank you so much for the inquiry. Sure. I’d love to send you samples.
I’m attaching a brochure of participating items for your review (meatballs included). Who is your primary and secondary distributors? I’ll make sure that whatever we’re looking at is currently in-stock.
Feel free to contact me by phone if needed, and thanks again.
Michael Noak
Manager of Operator Development
Advance Food Company
580.213.4452
—– Original Message —–
From: Bri-Esa’s [mailto:briesas@mchsi.com]
Sent: Saturday, September 13, 2008 9:53 AM
To: fsrewards
Subject: Sample?
We offer sub meatball sandwiches in our deli. Right now that brand does not offer food service rewards, I am looking for a good tasting meatball that participates in the program.
Would it be possible to send me a sample of your meatballs? It would be great if you could.
Thank you for your time. We are a convenience store, with a deli.
Bri-Esa’s Convenience Store
Attention: Theresa Zupancich, Owner
On 11.17.08, In Sampling, by Tiger
This clever Sample offer from Sugar Foods was oversubscribed…
Don’t forget to use Foodservice Rewards to launch your sampling efforts. Example: This clever sample offer from Sugar Foods was oversubscribed.
As a reminder, you can target your audience by any of the fields we store in the database. As an extreme example, if you wanted to send your sampling offer – or any offer – to Chefs (title) named Jeff (first name) in Colleges & Universities (sub-segment) in Minnesota (state) who are not contact managed (ownership type) whose primary distributor is SYSCO (distributor) who have been in the program for at least a quarter (enrollment date) and have not yet purchased from you (product), you could.
Imagine the possibilities for promoting newly stocked items, growing under-penetrated segments, driving contract management compliance and more!
On 09.23.08, In Landing Pages, by Tiger
Don’t forget to work with your Coalition Manager to establish your cross-sell and up-sell messaging displayed with each reward code entry…
Be sure to work with your Coalition Manager to establish your matrix of cross-sell and up-sell messages that are displayed with each reward code deposit.
This is an example of the messaging displayed with each deposit of codes on the multi-code entry screen.
On 09.03.08, In KPI's, Telemarketing, by Tiger
Here are the 2nd quarter 2008 KPI’s in which we introduce a new measure winbacks…
Here are the standard Key Performance Indicators we’ve tracked for years, plus a new one: Progress with coaliton-wide winbacks attributable to our telemarketing efforts which we have expanded from three FTE’s to four (with additional two open positions to fill based on these results.)
On 09.03.08, In Email, Landing Pages, by Tiger
Here’s a great Sara Lee example of a new product introduction promoted via an eblast and custom landing page…
Here are all the ingredients of a successful nonbuyer trial promotion:
a solo eBlast to a select audience, combined with a custom landing page, describing the labor-saving, waste-reducing, consistency-improving benefits.
On 08.28.08, In DSR incentive, Email, by Tiger
Great Foodservice Rewards coverage in Progressive Group’ July member newsletter…
“This is the Progressive Group Alliance quarterly newsletter dedicated to the Service Provider and PRO-Vision Market Programs” Writes Callie Redford.
See Foodservice Rewards’ coverage on page 4 of the July issue to all of Progressive Group’s distributor members.
In addition, here are Big Mike’s July ’08 distributor program updates:
Current Counts:
Recent Travels/Presentations:
News:
Golbon: Offered to have us at their member trade show and featured on their newsletter
Federated: Conversations continue
Food Services of America: Met on 6/19. Great feedback. They want to roll the DSR program out to all DSRs at all 12 houses and back it through corporate communications
Institutional Food House (#14 in the US) and Sysco Pittsburgh joined FSR
P&G has decided to offer local distributor promos to their Tier A distributors
Nestle Canada DSR promotion from 4/1-6/30/08 resulted in a significant increase in participating operators and incremental cases redeemed
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.