SALES COMMUNICATION

Voice broadcasting, most under-used foodservice marketing medium

Imagine a world without sound. Well, you really don’t have to imagine it when it comes to foodservice marketing.  Just take a ride with your foodservice sales team or broker network and experience it! You won’t “hear” much when it comes to marketing messages being sent to them. Yet, by a Texas mile, foodservice sales […]

Trump lesson for foodservice product marketers

Is there a Trump lesson for foodservice product marketers when analyzing the Donald’s mind-boggling, unconventional campaign (stay with me!)? Perhaps Trump’s win is a surprising exception involving an unusual candidate?  Or maybe there’s something bigger going on that has flipped traditional voter research, punditry and other forms of “insight” onto its head? The election results […]

Why foodservice operators ignore your product

Truth be told, the average foodservice operator doesn’t have a clue about the products you offer. That’s not your fault.  It’s just reality in a market of hundreds-of-thousands of products available to restaurant managers, school foodservice directors and hospital nutritionists who drive buying decisions. My guess is you don’t know about all the dresses, pants, shirts […]

Next big thing in foodservice marketing: silent movies?

I was skeptical at first, but a client recently insisted on producing two silent movies.  Food product demo videos without any narration.  No spokesperson.   No voice clues whatsoever. Sure, the no-voice thing works for highly branded consumer commercials, ala Apple. But the silent approach goes against three fundamental principles when it comes to B2B videos […]

Do you get foodservice operators to take action?

A really smart sales rep reminded recently that many of his customers don’t take action on links sent in email campaigns.  Or click on social media links. Text links?  Forget it. He suggested that my focus on creating online content relied on a wrong assumption. “Marketing folks think customers stare at computer screens all day like […]