What Makes an Effective eBlast?

This Unilever eBlast uses all the right elements to create a compelling call-to-action…

real_whipped_salad_dressing1) A compelling offer with at least a three month time frame for participation. 2) Clear product specifications, i.e. Pail, Bag-in-Box and ideally a photo. 3) Tell them where to buy it: This terrific Unilever eBlast puts it all together, including a ask your distributor rep to custom order it through DOT foods call to action in the event it’s not in stock.

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In 6 hours at the DOT foods show, we were able to enroll 43 new Distributor Program Managers

z-signs-another-one.jpgThe annual Dot Foods Show was 6/6-7 in St. Louis, MO. For the first time, Foodservice Rewards had its own booth. The goal: To enroll distributorships in the DSR program. The result: It worked.

In a 6 hour show, we were able to enroll 43 new Distributor Program Managers. Many had seen our communications through Dot’s vehicles, but none had pulled the trigger before they stopped by our booth.

The audience was a unique one. Many small 3rd tier distributors, with specialty product categories, that have found niches in their local markets. Just goes to show that the DSR program works in houses of all sizes.

A special thanks to Tiger for helping with this one. As you can imagine, he played the “Carnival Barker” role to a tee.

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February 2008 Distributor Update

ProGroup progress, DOT Foods Show, & Campbell’s joining the DSR program are just a few of the highlights…

Current Metrics:

  • 246 Distributors (5 in January)
  • 2,263 Distributor Sales Reps (98 in January)
  • 3,018 New Operators (125 in January)
  • 990 Additional Operators attached to DSR Accounts
  • Recent Travels:
  • Glazier Foods – Houston, TX
  • Indianhead Distributing – Eau Claire, WI
  • Fox River Foods – Chicago, IL
  • DiCarlo Foodservice – New York, NY
  • Upcoming Travels:

  • 2/8 – McDonald Wholesale Sales Meeting – Eugene, OR
  • 2/25-26 – Merchants Foodservice Show – Biloxi, MS
  • 3/1-2 – Progressive Group Alliance Show – Colorado Springs, CO
  • New News:

    We’ve signed a marketing agreement with Progressive Group Alliance and will staff a booth at their member show in March 2008. We will also participate in their quarterly direct mail campaigns to members, be featured in a story in their member newsletter, participate in sales training to ProGroup staff and be listed on the ProGroup member websites. You may recall we successfully entered into a similar agreement with Unipro two years ago.

    We’ll be repeating the Dot Foods e-marketing campaign for 2008 which will include E-Blasts and insertions into newsletters to Dot customers, banner ads on the Dot Expressway, and a Booth at Dot Show in May 2008 (1st non-food manufacturer to be allowed to do so).

    Campbell’s has Joined DSR Program:

  • DSRs now earn 1,600 points for each new operator enrollment, which will be announced via e-blasts in Jan, Feb, & March
  • Distributor Specific Promotions:

  • At Sponsors’ direction, we are working to target specific distributors using Sponsors’ brokers or local sales personnel to help drive participation. We provide help with the formal kick off and ongoing education, and often the activity ties into an existing sales promotion already being run by sponsor.
  • If you have questions, comments, or suggestions, please contact me.

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    Dot Foods newsletter mention

    DOT Foods, the nation’s largest re-distributor, supports Foodservice Rewards…

    Boy, have we ever been getting great support from DOT foods, as evidenced by this inclusion in their newsletter to distributor customers.

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    Dot Banner on FSR

    This Dot Foods banner on the DSR and distributor portion of the Foodservice Rewards site builds awareness…

    Here is a screenshot of the Dot Foods ad that is appearing to enrolled DSR’s and Distributor Program Managers when they log in to Foodservice Rewards.

    All of our sponsors (except Hormel) are doing business with Dot Foods. Dot stocks over 60,000 items and only asks for 1 pallet minimums from their distributor customers. They cater primarily to the independent distributor by allowing him to buy from sponsors like Nestle and General Mills without having to hit their individual minimums. So, for example, an operator customer of that distributor could request one case from Nestle, one case from Mills, and as long as the entire order equals one pallet, the order ships.

    Currently, only purchasing people at a distributor have access, however, Dot is experimenting with the ability to let DSR’s log in to their database as a way to improve sell through.

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    Dot Foods Feature Story

    FSR is being featured on DOT Foods website’s home page

    Attached is a screenshot from the DOT site.

    This is our feature story and it will run for 4 weeks on their home page.

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