Foodservice Rewards Australasia

Nestle and Goodman Fielder launch Foodservice Rewards “Down Under” with this clever ad and PR campaign…

goodman_fielder_operahousesponsor_meeting_ozWe’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.

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Lean Cusine Non-Buyer Conversion Promotion

Communicated exclusively via digital marketing, this clever Nestlé promotion netted “a number of Big Fish that our sales teams will definitely be following up with” according to Lee Guss…

lean_cuisine_conversion.jpgWrites Lee Guss, Manager, Relationship Marketing with Nestle Professional, “This promotion has been quite successful in generating new first-time buyers. It was exclusively communicated via digital marketing – e-mail from NestleProfessional.com, the FSR Extra Points eNewsletter, and a promotion landing page on NestleProfessional.com. So far we’ve had 200 operators qualify for bonus points in 60 days, including a number of Big Fish that our sales teams will definitely be following up with.”

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Volume Bonus

Note how Procter & Gamble cleverly adds value with their quarterly BizSaver newsletter…

Copy this promotion – a stretch goal based on historical redemption trends. Note how Procter & Gamble cleverly adds value with their quarterly BizSaver newsletter.

If you’re not yet thinking about developing a DTO publication like BizSaver or Nestle’s Entertain the Senses Idea Booklet, you may be missing an opportunity.

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Our gross sales are up 40%

“Since we changed to NESTLE’S Brand Products, our gross sales have increased over 40% and our net profits have increased dramatically. The best NESTLE product we have added is the Coffee-Mate line of liquid creamers” Says Robert Benkelman, owner of Lee’s Vending in Lakeport, CA, sharing his Foodservice Rewards success story. Got vending?

“Since we changed to NESTLE’S Brand Products, our gross sales have increased over 40% and our net profits have increased dramatically. The best NESTLE product we have added is the Coffee-Mate line of liquid creamers”

Says Robert Benkelman, owner of Lee’s Vending in Lakeport, CA, sharing his Foodservice Rewards success story. Got vending?

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Wake Up To Rewards

Remember, with Foodservice Rewards you can target by buyer/non-buyer, ownership type and sub-segment, making it worth investing, for example, $1-2 each to reach 500 non-buying self-op hospitals…

Consistently successful promotions integrate multiple media channels:

1) Banners on the website. Here are all the placement options available to you, contact your Coalition Manager to reserve one (hosting is free when you are running a concurrent points promotion).

2) Links to an explanatory landing page. Landing pages are not expensive to create when you supply the graphic elements and copy. Contact your Coalition Manager for a quote so you can feature multiple products, drive website registrations, invite operators to join a panel, view and submit recipes & more.

3) Send e-mail reminders to your key audience segments. Here are excellent examples from Bunge and Schwan’s.

4) Complement your efforts with print-on-demand mail. Not everyone can afford to send a 20 page magazine to their customer base, but everyone can afford to send a print-on-demand postcard, bi-fold or flyer to their best customer segments.

Remember, with Foodservice Rewards you can target by buyer/non-buyer, ownership type and sub-segment, making it worth investing, for example, $1-2 each to reach 500 non-buying self-op hospitals.

You know the drill: Contact your Coalition Manager (a.k.a. the “easy button” for a quote and turnkey promotion set up).

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Bilingual Case Inserts Promoting Program

We now have 1,000 operators, 15 distributorships and 155 DSR’s enrolled in Canada and the number grows every day thanks to intiatives like this creative Nestle case insert.

We now have 1,000 operators, 15 distributorships and 155 DSR’s enrolled in Canada and the number grows every day thanks to intiatives like this creative Nestle case insert.

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Use the newsletter to drive sampling

Exceptional sampling and trial results via the ExtraPoints newsletter…

Basic American Foods recently tested a sample offer in the ExtraPoints™ newsletter and Hans Kohte, Senior Marketing Manager, kindly agreed to share the results.

“We have received about 265 emails baf.com website and 36 inbound 800 Calls from email blast sent to Foodservice Rewards operators offering 150 bonus points for requesting a sample of Golden Grill Russet Hashbrowns and/or Nature’s Own Potato Pearls Mashed Potatoes.

We will be sending them full-size samples along with a special letter that gives them the bonus code they must submit to earn their 150 bonus points. Then we’ll follow-up with telesales calls to get feedback AND try to gain an initial order.

Obviously we are very happy with the amount of requests generated from the newsletter. I do not recall generating as many trial leads within 48 hours ever.”

If you are interested in executing a similar strategy, we’re happy to help coordinate it through a business partnership with IMT’s Food Sample Express.

7/18/06 updated with permission


Lee Guss, Nestle Foodservices’ Marketing Manager responds:“I agree! Our Carnation Malt free sample offer has been fantastic. We expect over 1000 sample requests before the end of the month!”

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Nestle UK advertising

Looking for clever advertising copy ideas? Check out Nestle UK’s creative…

Looking for clever advertising copy ideas? See Nestle UK‘s July and September trade ads and accompanying direct mail campaign letter, enrollment card and envelope.

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150 cooks, 3,000 meals per seating

“I have 150 cooks serving 2,000 to 3,000 passengers per seating.” An examination of the ship’s stores revealed qualifying products from Bunge Oils, Barilla Pasta, Nestle Bases and Cocoa, and General Mills baking mixes


“What a great program!” says Alfred Hauser, Executive Chef of Royal Caribbean’s Radiance of the Seas. “I have 150 cooks serving 2,000 to 3,000 passengers per seating.” An examination of the ship’s stores revealed qualifying products from Bunge Oils, Barilla Pasta, Nestle Bases and Cocoa, and General Mills baking mixes. Oh, and I gained 5 lbs. on the Alaskan cruise.

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DSR enrollment strategy

Meet Brad Young, Nestle’s Division Business Manager for Sales Development and Trade Spend…


Meet Brad Young, Nestle’s Division Business Manager for Sales Development and Trade Spend. He’s helping spearhead the DSR incentive announced last sponsor meeting in which:


- DSR’s receive their own Foodservice Rewards accounts
- Receive kits containing personalized enrollment brochures
- Earn 250 points from participating sponsors for each newly enrolled operator
- Earn a % override from participating sponsors on reward codes entered by their customers

Timing for roll-out is mid-October and the DSR incentive will be open to all US and Canadian distributors. Additional details to follow as development progresses.

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