"Preferred Methods of Communication”

A Study of Foodservice Operators and Loyalty Programs

Sara Cooney Minneapolis, Minnesota Winter 2002

“Today we receive more information from all types of media in a single day than our grandparents did in a whole month.”

- Robert Cogan, Communication. Advisor Today, August, 2002

Know, understand and respond to your audience.

The Players involved . . .

Food Manufacturers:

Brokers/Distributors:

Foodservice Operators:

Produce

Sell

Prepare

Foodservice Market Channel

Foodservice Operators

Distributor Sales Reps

Distributor Companies

Foodservice Manufacturers

Brokerage Houses

Broker Sales Reps

Loyalty Program Examples

Communicating and Promoting Loyalty Programs

Communicating Loyalty Program Information

- Is e-mail the best choice?

- Does this audience have easy access to the web?

- Are e-mailed promotional messages comprehended and retained?

- Would a combination of communication methods be a better choice?

Research Question

Is there a preferred method to communicate information regarding loyalty programs to foodservice operators?

Food Service Operators

Respondents fell into the following categories:

Educational Facility Deli/Coffee Shop Care Facility CatererBusiness Feeder Hotel/MotelRecreation/Entertainment Retail Store Fine Dining Rest. Family Casual Rest.Quick Service Rest. Other

What communication method do you prefer when receiving loyalty program promotional information?

Direct MailSales Force

Combination of DM & EMCombination of DM & Sales Force

E-mail

Sales Rep31%

E-mail7%

Direct Mail (US Post)

42%

Combination DM &

Sales Reps7%

Combination of DM & EM

13%

Results

Communication Preferences

Do you generally read loyalty program promotional information sent via Direct Mail?

71% said they “Always” or “Sometimes” read messages sent in this format.

Do you generally read loyalty program promotional information sent via Electronic Mail?

39% said they “Always” or “Sometimes” read messages sent in this format.

61% “Rarely” or “Never” read those messages.

If 39% always or sometimes read e-mail messages . . . .

Know your audience.

Launch programs using direct mail.Encourage the sales force.Once the program is established, use e-mail in combination with other communication methods.

In response to the results . . .