DSR Topics Blurrying of marketing and sales roles Top DSR communications tools Mobile phone Digital documents Videos Distributor marketing Social networking Provide context for next steps discussion ID: 594832
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Slide1
201
Streetwise Marketing
DSRSlide2
TopicsBlurrying of marketing
and sales rolesTop DSR communications tools
Mobile phone
Digital documents
VideosDistributor marketingSocial networking
Provide context for “next steps” discussion
SAMPLES
#1 selling tool…Slide3
Headwinds in foodservice marketing
Too many products competingGlut of similar promotional programsFractured marketing channelsLack of measurementFear of the unknownSlide4
Too many products
Foodservice
p
roducts
100,000
New products
introduced
18,000
NPD Estimate, 2008
4,400
Different items
sold
by
DSR each year
AFDR study, 2009
950
AFDR study, 2009
80% of salesSlide5
Price… the only differentiator with greenhornsSlide6
Promo glut
Technomic
July 2010
Guilty List
Rebates
Contests Free case coupons
Operator hunts!Slide7
Direct lines have blurred
Mfgrs
.
Brokers
Mfgr
Rep
Distributors
BSRs
DSRs
0PERATORS!
Re-distribution
Samples
Special ordersSlide8
Fractured communications channels
Mfgrs
.
Brokers
Mfgr
Rep
Distributors
BSRs
DSRs
0PERATORS!
Re-distribution
Samples
Special orders
VOLUNTARYSlide9
Operators MUST order every week
from local distributor via a DSR
MANDATORY
Distributors are becoming the new…
TRADE MEDIA!Slide10Slide11
71%
Links
embedded
E-news distribution
Distributors are hungry for
content
Extremely limited staff... so very open to help
AFDR Survey of 275 DSRs, Dec 2010
68%
Monthly
28%
Weekly
Yes
58.6%Slide12
1,000,000
operatorsGo
where independents are
1,000,000
operators
INDEPENDENTS
CHAINS
DSR COMMUNICATIONS
Most DSRs devote 100%
of time to Independents
70% of operators say
DSRs are primary
influencer
Influence
1,667
DSRs
to reach 50,000 operators
All operators reached
50,000 Independents
TRADITIONAL MEDIA
Reach about 10% of
total market
(including chains)
Roughly 50% of total
are independents
50,000 Independents
315,000 IndependentsSlide13
Mobile phone#1 DSR communications tool
Fast, convenient, uncomplicatedMarketing direct to operator
Email sell
sheets, watch
videosSlide14
Smart phone behavior
Internet
Access
Available
62%
Access
DAILY
66%
AFDR Survey of 275 DSRs, Dec 2010Slide15
Digital documents#2 DSR communications tool
Mandatory by many colleges/universitiesEasy to email
Reduces out-of-
date
info
Technomic
,
July 2010Slide16
Online videos#3 DSR communications tool
Seeing is believing;
reduces need for
samples
Repurpose everywhere!
Control your brand
message
July 2010
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 DawsonSlide17
One Video: Influence Many
STEP 1
Create short product video
BROADCAST!
From here, your
video is repurposed
in multiple ways
SAVE COSTS
Train broker reps online and incent them to
keep your brand
as top priority
Trade Media
EMPOWER ADS
Link advertising to give operators online product “sample”
BUILD LOYALTY
DSRs sell what
they know… train and incent
them to lead with your brand
Distributors
TO THE STREET
Provide valuable content for distributors’ websites & email marketing
MAKE IT SIMPLE
DSRs view videos, product info & email
sell sheets from phone
REACH OPERATOR
Frequently With Same MessageSlide18
Distributor marketing#4 DSR communications tool
July 2010
Technomic
July 2010Slide19
Social networking?#5… jury still out, but looks promising
DSRs with
Facebook
account
59%
Twitter
10%
AFDR Survey of 275 DSRs, Dec 2010Slide20
Facebook connections
0%
1-10%
10-25%
25-50%
>50
%
27.2%
35.5%
20.1%
13.0%
4.1%
AFDR Survey of 275 DSRs, Dec 2010Slide21
Facebook… sharing business info
Daily
Weekly
2X per month
1X per month
Not at all
10.7%
0.8%
9.0%
22.1%
57.4%
AFDR Survey of 275 DSRs, Dec 2010Slide22
Facebook… willing to share more?
Definitely
Probably
Maybe
Probably not
Definitely not
Already do
22%
26.8%
26%
22%
1.6%
1.6%
AFDR Survey of 275 DSRs, Dec 2010Slide23
Backup SlidesSlide24
Typical DSRSmart survey
250 DSRs complete survey. These DSRs:
Call on
7,500 operators
each week. Real world “street-level” understanding of what
truly motivates operators Drive $755 million in sales —
a unique
on what realistically will move a productFAST RESULTS IN 10 DAYS OR LESSSlide25
Select up to three sales tools that are most important overall in your sales job?
August 2010 Survey of 226 AFDR membersSlide26
DSRSmart / KavaCast
Short
t
raining
videos
Study notes
Download
r
elated videos or documentsSlide27
Integrated
rewardsPersonalizedfor each user
Displays
a
ctivities
based onu
ser profile
Rewards can be
cash- or points-based
All branding / look and feel is customizableSlide28
Surveys, reports
Survey before video to test current awareness
Short quiz after video to measure knowledge retention
Custom, real-time reports on activitySlide29
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 YouTubeSlide30
-- Video marketing to operatorsSlide31
Grade A TV vs. YouTube
No distractions
Your branding
No advertisementsSlide32
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” servicesSlide33
22 responses. Those who
did try the application found that the application was helpful overall.
Mobile application
s
urveySlide34
22 responses. While all information was useful for those who tried it, the basic product
specs and photo were most valuable.
Mobile application surveySlide35
22 responses. Half the battle of any mobile app is quickly finding it. Great news is
most who have tried the application have bookmarked it for easy access later.
Mobile application surveySlide36
22 responses. Encouraging news… most who have tried the application have or plan
to use it while working with customers.
Mobile application surveySlide37
50 responses. The capability of emailing detailed information on the fly is a major benefit of the mobile application in the future.
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.
Mobile application surveySlide38
Other apps that DSRs use
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.
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’ websitesSlide39
Other DSR targetsSlide40
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?
40Slide41
Outside of center of the plate products manufacturer/brand (beef, seafood, chicken, etc.), what is your favorite manufacturer/brand to sell?
41Slide42
42Slide43
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