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201. DSR. Streetwise Marketing. Topics. Blurrying of marketing and sales roles Top DSR communications tools Mobile phone Digital documents Videos Distributor marketing Social networking. SAMPLES #1 selling tool…. Provide context for “next steps” discussion.

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201

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  1. 201 DSR Streetwise Marketing

  2. Topics • Blurrying of marketing and sales roles • Top DSR communications tools • Mobile phone • Digital documents • Videos • Distributor marketing • Social networking SAMPLES #1 selling tool… Provide context for “next steps” discussion

  3. Headwinds in foodservice marketing • Too many products competing • Glut of similar promotional programs • Fractured marketing channels • Lack of measurement • Fear of the unknown

  4. Too many products 100,000 Foodservice products Different items sold by DSR each year 80% of sales 18,000 4,400 950 New products introduced AFDR study, 2009 AFDR study, 2009 NPD Estimate, 2008

  5. Price… the only differentiator with greenhorns

  6. Promo glut • Guilty List • Rebates • Contests • Free case coupons • Operator hunts! TechnomicJuly 2010

  7. Direct lines have blurred Mfgr Rep Mfgrs. DSRs BSRs Brokers Distributors Re-distribution • Samples • Special orders 0PERATORS!

  8. Fractured communications channels Mfgr Rep Mfgrs. DSRs BSRs Brokers Distributors VOLUNTARY Re-distribution • Samples • Special orders 0PERATORS!

  9. MANDATORY Operators MUST order every week from local distributor via a DSR Distributors are becoming the new… TRADE MEDIA!

  10. E-news distribution • Distributors are hungry forcontent • Extremely limited staff... so very open to help Yes 58.6% Weekly 28% Links embedded 71% Monthly 68% AFDR Survey of 275 DSRs, Dec 2010

  11. Go where independents are 1,000,000operators 1,000,000operators CHAINS • DSR COMMUNICATIONS • Most DSRs devote 100% of time to Independents • 70% of operators say DSRs are primary influencer INDEPENDENTS 315,000 Independents TRADITIONAL MEDIA Reach about 10% of total market (including chains) All operators reached 50,000 Independents 50,000 Independents Roughly 50% of totalare independents Influence 1,667 DSRs to reach 50,000 operators

  12. Mobile phone#1 DSR communications tool • Fast, convenient, uncomplicated • Marketing direct to operator • Email sell sheets, watch videos

  13. Smart phone behavior 66% 62% Access DAILY Internet Access Available AFDR Survey of 275 DSRs, Dec 2010

  14. Digital documents#2 DSR communications tool • Mandatory by many colleges/universities • Easy to email • Reduces out-of-date info Technomic, July 2010

  15. Online videos#3 DSR communications tool • Seeing is believing; reduces need for samples • Repurpose everywhere! • Control your brand message Technology has created a scenario in which the DSR training curriculum should include teaching reps how to access information independent of their reps and brokers. Jim Cremins, Vice President, Pate Dawson July 2010

  16. One Video: Influence Many STEP 1Create short product video BROADCAST! From here, yourvideo is repurposedin multiple ways Distributors Trade Media SAVE COSTSTrain broker reps online and incent them tokeep your brandas top priority BUILD LOYALTYDSRs sell whatthey know… train and incentthem to lead with your brand MAKE IT SIMPLEDSRs view videos, product info & email sell sheets from phone TO THE STREETProvide valuable content for distributors’ websites & email marketing EMPOWER ADS Link advertising to give operators online product “sample” REACH OPERATOR Frequently With Same Message

  17. Distributor marketing#4 DSR communications tool TechnomicJuly 2010 July 2010

  18. Social networking?#5… jury still out, but looks promising 59% 10% DSRs with Facebook account Twitter AFDR Survey of 275 DSRs, Dec 2010

  19. Facebook connections 0% 27.2% 1-10% 35.5% 10-25% 20.1% 25-50% 13.0% >50% 4.1% AFDR Survey of 275 DSRs, Dec 2010

  20. Facebook… sharing business info 0.8% Daily Weekly 10.7% 2X per month 9.0% 1X per month 22.1% Not at all 57.4% AFDR Survey of 275 DSRs, Dec 2010

  21. Facebook… willing to share more? Definitely 22% Probably 26.8% Maybe 26% 22% Probably not Definitely not 1.6% 1.6% Already do AFDR Survey of 275 DSRs, Dec 2010

  22. Backup Slides

  23. Typical DSRSmartsurvey 250 DSRs complete survey. These DSRs: • Call on 7,500 operators each week. • Real world “street-level” understanding of whattruly motivates operators • Drive $755 million in sales —a unique on what realistically will move a product FAST RESULTS IN 10 DAYS OR LESS

  24. Select up to three sales tools that are most important overall in your sales job? August 2010 Survey of 226 AFDR members

  25. DSRSmart / KavaCast Short training videos Study notes Download related videos or documents

  26. Integrated rewards All branding / look and feel is customizable Personalized for each user Displays activities based on user profile Rewards can be cash- or points-based

  27. Surveys, reports Survey before video to test current awareness Short quiz after video to measure knowledge retention Custom, real-time reports on activity

  28. Grade A TV content Free educational-oriented content (no infomercials!) Original content (not re-hashed trade magazine articles) • Ideally, suited for DSRs and operators • Primarily video and audio Links to related information Distributors can pick what they need; video/audio streams like YouTube

  29. -- Video marketing to operators

  30. Grade A TV vs. YouTube No distractions No advertisements Your branding

  31. Turnkey functions • Training program • Measurable • Private • Custom “channels” for your sales team, brokers, distributors • Web/operator content • -Value add for distributors • Custom for each distributor • Practical info, no hype • Web services / applications • -Content management • Data security, backup • Outlook/hosted “Exchange” services

  32. Mobile application survey 22 responses. Those who did try the application found that the application was helpful overall.

  33. Mobile application survey 22 responses. While all information was useful for those who tried it, the basic product specs and photo were most valuable.

  34. Mobile application survey 22 responses. Half the battle of any mobile app is quickly finding it. Great news ismost who have tried the application have bookmarked it for easy access later.

  35. Mobile application survey 22 responses. Encouraging news… most who have tried the application have or planto use it while working with customers.

  36. Mobile application survey • OTHER RESPONSES • Sheets we could print off to show to accounts. • A chart that would match the items up with the competition such as Simplot & McCain. 50 responses. The capability of emailing detailed information on the fly is a major benefit of the mobile application in the future.

  37. Other apps that DSRs use • Other applications used by DSRs • Social networking (3) • Weather (3) • Maps (2) • Stocks (2) • One mention each: - Costing calculator - Sports - Bible - Recipes - Dot Foods - Manufacturers’ websites No, 46 48 responses. Mobile applications remain a new idea for most people, including DSRs. Research group Forrester says 13% of “information workers” (techie types) use Smart Phone apps each week… so it’s not surprising that DSRs and other “non-info workers” are below this average. Forrester is predicting the rate of adoption for business-related applications is growing at a staggering 25%+ annually.

  38. Other DSR targets

  39. If you had a word of advice for a manufacturer/brand trying to gain your long-term loyalty as a DSR, what would it be?

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