Monday, December 19, 2005

What's wrong with this strategy?

McCain Foods UK has announced a scheme discounting their products with money-off vouchers. However, to call it a "loyalty" program is a misnomer - all it will teach their customers is to price-shop the category. Foodservice Rewards, by contrast, is a "gift with purchse" or brand-equity building strategy through ongoing dialogue with an recognition of your best customers.

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Friday, December 16, 2005

Canadian Launch

Here's Nestle's advertisement promoting the launch of foodservice rewards at the Canadian International Food & Beverage Show, February 19-21.

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Thursday, December 15, 2005

Chinese New Year Promotion

See Schwan's clever Chinese New Year promotion in this week's Foodservice Rewards newsletter. With over 60,000 operator visits per month (the average operator visits 1.5 times per week) driving traffic to a micro-site is a terrific tool to educate customers about your brands.

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Monday, December 12, 2005

Salesperson Testimonial

-----Original Message-----
From: Ortiz,Ana,LAKE WORTH,FoodServices
Sent: Friday, December 09, 2005 9:06 AM
To: Craddock,Christopher,CARROLLTON,FoodServices - South Div

Funny thing happened yesterday - I rode with a brand new AFM guy and as we were leaving in the morning, Richard got some Stouffer samples in and I snagged the yellow stickers off of the cases. Wayne - the new guy, said "what are those??"

I explained on our way to Reese Food Court who I knew would buy 4 cases of the new LC (along with his standard Beef Lo Mein) to get 2000 bonus points. He did it without even tasting the product and Rick Reese proceeded to tell Wayne how much he loved yellow stickers. (In fact, Rick, who is usually cheap, cheap, cheap - switched over from Sysco Alfredo to Stouffers because Stouffers has yellow stickers!!)

So then, we went to see Roger Newell, who I also knew would sign up for the program and he and his staff tasted all of the new items and are going to special order 6 cases of each - and he committed to 300 cases to get the 8000 bonus points... but funny thing was, he has a 2 inch stack of yellow stickers on his desk and Wayne saw them, and Roger proceeded to tell him what a great program it was. I told Roger he can mail in the stickers if he doesn't have time to input and he said "oh no, I like to see when the bonus points pop up there for buying so much Nestle!"

Then, we went to UCF, who I haven't seen in a while to take her some things to use for their employee holiday party. I apologized that I didn't have more as our companies are having to cut out some of the extras because of costs. She said "no problem, we ended up getting a ton of gifts from FS Rewards for our party!" - I didn't even bring it up.

So the new guy may not have learned anything else from me - EXCEPT that FS rewards is a program that customers love.