201 Streetwise Marketing 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 SAMPLES #1 selling tool…

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

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

Price… the only differentiator with greenhorns

Promo glut Technomic July 2010 Guilty List Rebates Contests Free case coupons Operator hunts! Guilty List Rebates Contests Free case coupons Operator hunts!

Direct lines have blurred Mfgrs. Brokers Mfgr RepDistributorsBSRsDSRs 0PERATORS! Re-distribution Samples Special orders

Fractured communications channels Mfgrs. Brokers Mfgr RepDistributorsBSRsDSRs 0PERATORS! Re-distribution Samples Special orders VOLUNTARY

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

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 % Monthly 28% Weekly Yes 58.6%

1,000,000 operators Go where independents are 1,000,000 operators 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 Independents

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

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

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

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 Dawson

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 & marketing MAKE IT SIMPLE DSRs view videos, product info & sell sheets from phone REACH OPERATOR Frequently With Same Message

Distributor marketing #4 DSR communications tool July 2010 Technomic July 2010

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

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 2010

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 2010

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

Backup Slides

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 product FAST RESULTS IN 10 DAYS OR LESS

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

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

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

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

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

-- Video marketing to operators

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

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

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

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

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 survey

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

50 responses. The capability of ing 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 survey

Other apps that DSRs use No, 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’ websites

Other DSR targets

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? 40

Outside of center of the plate products manufacturer/brand (beef, seafood, chicken, etc.), what is your favorite manufacturer/brand to sell? 41

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