125: Why Smart Phones impact everything in foodservice marketing and sales

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So, there we were stuck in LA traffic (excuse the car noise when listening to the podcast!).  What better time to record this episode of DSR Insights about how Smart Phones and other mobile devices.  Unlike most technology innovations, Smart Phones have quickly made their way into foodservice. 

Smart Phones are a logical extension for DSRs when you think about it. 

• Technomic says the average DSR spends 22% of her time in the car driving to appointments.
• DSRs are rarely in the office... how else you going to find Joe the DSR if not by mobile phone?
• Many operators still handle the day's order via phone during all the chaos (Hey, where's the dishwasher? Anybody seen the mop? Oh, geez, I forgot to order the turnips!)
• A few clicks on an always-on Smart Phone can answer an operator's quick question... versus trying to fire up a laptop that may likely be baking away in the car seat outside.
• The younger generation (those with a confused look when you say "rotary phone") only understands mobile. Not so much for verbal communication. But to text. Send photos. GPS their location. Maintain their Facebook status. Twitter themselves into a tizzy. Mobile will be the primary option in a few years for anybody wanting to market to this group!

Perhaps even a bigger impact than the practicality of Smart Phones described above is the decoupling of who controls messaging to DSRs.  There are few walls left between the top and bottom of the foodservice world since the Internet came around.

But Smart Phones take communications freedom
to a whole new level with DSRs... WHY?

Because DSRs are truly in control of their own mobile phones.  No restrictions can be put in place.  They can (and do) talk and surf via their phone with no limits... a freedom often lacking with distributor-issued laptops that can lock them into an Internet corral that only allows access to a few places. 

Mobile means no communications delays.  Nor DSRs waiting for some magical corporate blessing as big technology strategies are debated.  No lengthy big system testing needed.  DSRs go to the local cell phone store and pick up a device.  In a few short minutes, they've leapfrogged the few remaining technological hurdles some try to put in place with Internet-related services and programs.  

Besides, in most cases, DSRs pay their own cell phone bills... so who can really argue over what DSRs do with their phones? 

As with any newfound freedom, Smart Phones are ripe for exploitation and abuse.  Distributors may try and make unenforceable demands about what their DSRs can hear and see.  Manufacturers could over stretch towards "mobile spam" thinking they can flood DSRs with messaging.  DSRs themselves could lack discipline and wander through the mobile world and lose focus on their day job. 

Of course, those are the same horrors expressed with every communications technology revolution. But natural selection always prevails.  Those who embrace mobile content as serious business tools will win... the rest will flounder away like those who idle away today by forwarding email chain letters. 

So here's the opportunity for manufacturers and brokers.  Content. Content.  Content. Meaningful, "mobilized" content that focuses on function, not form.  In other words, focus on displaying three viable sales tips rather than a pretty picture of the product in a table setting (nice photo, but doesn't help a DSR sell it).  DSRs need actionable content.  Content that truly is differentiated (yes, we all know you have the highest-quality products... give me something else that every other manufacturer doesn't already say).  Content that helps DSRs market and sell from a 4-inch screen... short, simple and no fluff. 

Listen in as DSR Live co-hosts DSR Dave Miesse and Bill Hornung expand on how to build affinity with DSRs using straightforward, targeted, "mobilized" content.  

Oh, and it was Dave's fault we missed the ramp to I-5.

Stay tuned for the launch of
AFDR's Mobile Application (yes, you can put your content in there!)
Launching Oct. 7, 2010

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