Foodservice Marketing

A quick note of thanks to Jim Hostetler and Hans Kohte of Basic American Foods for inviting me to participate in their recent division meeting and gather feedback from their brokers and salespeople.

1) Many brokers requested that we make a list of operators redeeming reward codes available to them. As I understand it, these reports can be as simple as excel spreadsheets that include the cities and states covered by that broker or as sophisticated as plotting target accounts on a Google map accessible by your brokers. Brokers are given a special login so that they don’t have access to any other functionality.

2) Often, manufacturers/brokers have a “key account” or “top 100″ list where they’d like brokers to focus. Why not have us design and mail Manufacturer/Broker co-branded postcards with enrollment or bonus codes to key accounts in each broker’s market?

3) There was considerable interest in Scanners. Each Broker had 2-3 key accounts (usually C&U or Healthcare) for whom scanners would be a great closing tool as they attempt to sell in your product lines.

One broker told me his account had a full-time intern entering codes. Another broker had gone to OfficeMax and purchased scanners for his accounts. A third collects codes from a key account and has someone at the broker’s office enter them as a “value added” service. Why not design a promotion with scanners as the reward?

4) Finally, there were multiple requests for FSR floor mats for local food shows. We’ll pursue bulk pricing and create a corresponding fact sheet. Mats are popular because you can always find booth space for them and the bright yellow reward code is instantly recognizable by operators.