As our name implies, marketing is an integral part of our total approach to the market place.
Today's end user, distributor and distributor sales person are all pulled in a thousand different directions at once. We offer very concise sales presentations, sales training and local support.
We also schedule market-wide marketing plans on our own and in conjunction with our principles to each major distributor and market segment in our territory.
We incorporate the use of our computer to help us in this effort. Through both Microsoft's Publisher for desktop publishing and Microsoft's Power Point for presentations, we are able to graphically market our products and train the distributor's sales personnel in the sale of our products.
We have many examples of how we create and implement our marketing efforts.
Our sales approach is based on strong relationships at the end user and distributor sales level. We combine our on-the-street presence with a fully computerized direct mail and end user sales contact program. This creates the structure, properly assisted by technology, to cover our market.
We implement this program through the daily use of a totally computerized end user and distributor data base. Our data base covers over 2,400 key end users and distributor personnel in our territory.
The End User
In the past several years, the buzz word among manufacturer's representatives has been "End User Calls." We, like other reps, began to use this phrase. In analysis, however, we realized in time that we were really not creating end user calls; but merely following up distributor leads, distributor "work withs," show leads, etc.
Through the integration of our direct mail lists and consistent, proactive, computer assisted sales efforts, Casper Marketing has created a real presence at the End User level.
We bought the "first" hard drive PC in the early '80s: the IBM XT. It had a 10 megabyte hard drive and cost $4,500.00 and the salesman who sold it to me said I would never outgrow it!?! With that purchase, we made our commitment that we would utilize technology to leverage our sales and marketing efforts. We do not do our accounting on our computer. Our computers and hand held Treo cell phones hold over 4,500 contacts with all of their information.
Our computer supports:
- End User mailings
- Distributor mailing
- Distributor Sales Rep Mailings
- Desktop Publishing
- Product Sales Circulars
- Territory Sales Analysis
- Formal Presentations
- Power Point Presentations
The following are the present lists we maintain, on a first name basis, in our market:
- Country Clubs
- In-plant Feeders
- Distributor Sales People
- Hyatt Hotels
This computerization gives us the capability of reaching any individual or group in a simple way. Each list can be sorted by principal, by territory, by type, by call frequency, by last correspondence, by next correspondence, by zip code, etc.
Through this system, we mail major end user groups on a quarterly basis. We also handle all pertinent factory information, price increases, sales promotions, specials, etc. within 48 hours of the time they arrive in our office. This information is sent to our key distributor personnel sorted by specific interest in each individual line.
We are very proud of our record in this area. Our meetings are based on:
- Determining Customer Wants and Needs
- Product "Feature, Advantage, Benefit" Salesmanship
- Field Case Studies
- Cost Justification
- Food Presentations
We spend very little time on the nuts and bolts of a product, and most of our time on where the product fits and how to get it to where will help the customer make more money.
Literature and Samples
We all realize that the Foodservice Industry is a "literature and sample intensive" industry. We have created several means of handling the distribution of literature and samples. All literature and sample requests are processed on the day they are received and, in most cases, sent directly from our office U.P.S. that same day.
- Distributor Salesman's Binder - We have created a Casper Marketing Group three ring binder for the use of our key distributors. This binder is updated on a systematic basis.