A unique way of counting up the points…
To: Yoerks, Ashleigh; Brancky, Paul
Subject: FW: FS rewards
Paul & Ashleigh,
Thought you may get a kick out of this…this picture was taken by one of our Kraft Reps when in an operator account in Edmonton posted in their Kitchen.
Hope things are well,
Erika Seggie | Kraft Foodservice | Sales Training & Distributor Marketing
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.
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.
Kraft makes the most of their GPO relationships, leveraging this organization’s newsletter to reach 2,600 health care members…
Here’s a great example of a sponsor leveraging their relationship with HPS to reach its 2,600 health care members via the organization’s newsletter. (Click on the image to see the whole newsletter.)
Reminder: When organizations let you offer bonus points in their newsletters or advertising, we’ll fund up to 500 points in the form of an enrollment code, and you get the “halo effect” for bringing their members additional value.
Kraft’s Cracker Craze! Promotion is an excellent example of how to combine an eblast with a custom landing page…
Here’s an excellent example of a targeted promotion that drives operators back to a specific landing page to lean more about products and build brand preference by tying in to “the products patrons know and use at home.”
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“I could not have asked for a better presentation by your team or active engagement by my counterparts” enthuses Patrick Moloughney of P&G…
Many of you will remember Patrick Moloughney of Proctor & Gamble (center, flanked by Alan Gray and Nicole Thinnes of our UK office) from his days as our Sponsor contact. In his new role, he’s been tasked with identifying initiatives within P&G Professional producing the highest ROI and sharing them globally – and last week we presented program results to his colleagues in Geneva.
His assement: “I’m thrilled the meeting went as well as it did given some of the initial skepticism from my counterparts going into it. I could not have asked for a better presentation by your team or active engagement by my counterparts during the meeting. There was clear excitement in the room and an overall desire to move this forward ASAP!”
We also received an equally enthusiastic response from Kraft Foodservice about a program roll out in Germany. This is due in large part to support from Rolf Schmidt, CEO of International Business Development for CHD-Expert, (pictured right with Indra Bammann, Assistant European Business Development) whose firm enjoys a long-standing relationship there. In Europe, CHD-Expert is the foodservice database market leader producing insights through operator surveys, telemarketing and data cleansing.
If you have not yet discovered CHD’s foodservice list sourcing and analysis services, I suggest you contact Paul Hagege, General Manager, in the USA at (312) 506-3851 to schedule a meeting.
Paul recently opened their U.S. office through a partnership with Technomic and in a matter of nine months has built an operator database from 50 public and proprietary sources that is more robust than NPD‘s. We’ll be working with them to append their supplemental data to the FSR database and generate “most likely customer” models for sponsors and to expand FSR’s membership.
Kraft Foodservice illustrates a best practice with this internal program communication to salespeople…
Here’s a terrific example of an internal announcement to salespeople! It’s a good idea t0 provide your salespeople information like this and bonus gift cards to involve them in the program and encourage participation by key accounts.
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