123: Why foodservice marketers need to be involved in broker training programs

Wednesday, August 25, 2010

  

Calling all foodservice marketers...

You asked for it.  Now it's in black and white.  And not from us knuckleheads yammering about things.

Technomic's latest Distributor Intelligence Service report provides a superb overview about the State of Foodservice Marketing — according to distributors.   

The DIS is intended for distributors... but there's a wealth of insights (particularly in the July issue) for manufacturers who are striving for better collaboration with distributors.

The bottom line:  there are many simple, relatively inexpensive steps that can make a huge difference for all.  And it directly correlates with our Law of Foodservice Marketing: 

If you want to succeed with foodservice marketing,
you must first influence the primary market influencers - DSRs!

Starting with product training for DSRs (you were wondering when we'd get to that, right?).

But equally important is building a stronger foundation of support with and for brokers.  And either revitalizing some worn-out tactics like sales meetings and food shows... or swapping them out for more efficient approaches to build knowledgeable DSRs, broker reps - and even operators directly.

DSR Live! co-hosts DSR Dave Miesse and Bill Hornung yak about a few key points in Technomic's report that, hopefully, will get you thinking of new (or improved) ways to build  your market share.

P.S.  COMING ATTRACTION:  Watch your email for a glimpse of a solution that helps meet the need to quickly and constantly train broker (or direct reps) during these dynamic times.

Want more DSR Sales information and Insights?

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