2012 AFDR partner benefits

“Reach – Teach – Engage” the Distributor Sales Representative (DSR):  The recent Technomic study and the Technomic/AFDR DSR Immersion 2011 [Technomic/AFDR, Driving Business via DSRs Study Dec. 2011] only further confirm that the distributor sales representative (DSR) is and will continue to be the most important source of information for the independent foodservice operator.   Therefore to reach, teach and engage DSRs, AFDR has designed a number of high-impact programs and activities.  AFDR works with Manufacturers, Distributors, Brokers and Agencies to establish better DSR effectiveness programs.  To get started, choose a Partner Level/Credits and customize benefits and services from our menu of programs and services below.  They are offered on an a la carte credit [$525.00] pricing basis.

Click here to download PDF version.

*AFDR CERTIFIED is a designation for a vendor that follows AFDR recommended format and guidelines for programs that support DSRs

DETAILS:  of   AFDR Product Information/ DSR Knowledge Services

AFDR Brand Library:   DSR’s one-stop-shop for product info

The AFDR Brand Library provides DSRs 24/7/365 access to your Product Spec Sheets, POS, Product Training Videos (PTVs), Rebates, Coupons and anything else needed for supporting the sales process in one exclusive location.  DSRs have been very clear throughout the year and also in the Technomic/AFDR research that they want as much product information in one place as possible.  Easy to use content management tools are a big part of this tool so that Brand Managers can keep the content current.  The AFDR Brand Library will also be able to feed afdrTV, DSRSmart and the AFDR Mobile App product info.

afdrTV:  DSR’s one-stop-shop for Product Training Videos

DSR’s one-stop-resource for viewing and sharing PTVs (product training videos) with their operators/customers.  You can upload, store and manage your content from one location, and share with the entire Foodservice Network.  All videos/PIPS will be reviewed by AFDR to ensure the relevance and length to DSRs (Sampled by DSRs, for DSRs), and to comply with copyright and legal requirements.

DSRSmart Product Training:  HIGH IMPACT! 

Distribution of up to a 3-minute video to AFDR members. The video can include a short survey for market research before the training session and a short quiz after. This is the perfect solution for targeted sales training (so DSRs can learn at their convenience – 24/7 – from any computer or smart phone) that you can measure with real-time metrics of who participated and what they learned. Cash incentives are required to maximize participation.  Actual cash incentives and fulfillment fees are additional.

AFDR Mobile App:  The way of the future…

* Production done by:  AFDR certified mobile app tech partners

Set up and hosting of your 25 best-selling products in a mobile application. It will deliver your content (i.e. 1-2 photos, PTV, 5-6 key selling points, target segments, and basic product specs for each product).  The price varies depending on the format your product content/information is in.  After content format discovery work is done, we’ll give you a price.

Product Training Video (PTV) Production-30 to 90 Second -“SHORT”

* Production done by:  AFDR certified video/photo partners

Can be used anywhere including on afdrTV, AFDRMobile and DSRSmart training.  Each video produced using the AFDR standard (DSR to DSR) format designed from the insights of DSRs which has a proven sales track record.  An informal product review by our foodservice sales expert DSR Dave Miesse.  You load your product info into the AFDR PTV Script Writer and DSR Dave will work with our producers to shoot and edit a professional and engaging PTV that can be used for distributor in-house training programs, DSR training, Broker training, Operator learning in lieu of a sample, Distributor e-newsletters, Trade Pubs online, or any other use.   Includes one round of edits.

Product Training Video (PTV) Production-up to 3 min. -“LONG”

* Production done by:  AFDR certified video/photo partners

Can be used anywhere including on afdrTV, AFDRMobile and DSRSmart training.  The producers will use your script and outline and produce a professional and engaging PTV that can be used for distributor in-house training programs, DSR training, Broker training, Operator learning in lieu of a sample, Distributor e-newsletters, Trade Pubs online, or any other use.  It uses an AFDR standard format (designed from the insights of DSRs) which has a proven sales track record.  Includes two rounds of edits.

Product Info Picture (PIP) 

* Production done by:  AFDR certified video/photo partners

PIPs are “still product” photo shots produced in a proven format (from the insights of DSRs) to enhance the direct impact one photo can have on enabling a DSR to sell a product.  These photos are much better than any second line description! PIPs can be used for distributor in-house training programs, DSR training, Broker training, Operator learning in lieu of a sample, Distributor e-newsletters, Trade Pubs online, or any other use.  It uses an AFDR standard format (designed from the insights of DSRs) which has a proven sales track record.  Includes 10 products, and can be used anywhere including on the AFDRMobile App, afdrTV and in DSRSmart Training sessions.  

Recipe Training Video (RTV)

* Production done by:  AFDR certified video/photo partners

AFDR certified RTV talent; by an AFDR certified Video producer will produce a professional and engaging RTV that can be used by operators.  DSRs and BSRs can distribute these videos to operators to drive more use of a product, and to help operators create all sorts of recipes using your product where in a lot of cases they might not have been able to do so because of lack of culinary talent.  Includes two rounds of edits.

Editorial Interview / Public Relations:  Let DSRs know what’s going on with your Products or Brand

3 To 5 Minute Recorded Audio Interview of a product or product category with your Product Expert and DSR Dave.  The edited interview will be aired on a weekly DSRLive Show, and can also be used for Sales Rep training, internal or external.

DETAILS:  of AFDR   DSR Intelligence/Research Services

Manufacturer DSR Advisory Council:  Exclusive to your Brand

You help select three to five DSRs (i.e. Greenhorn, veteran, location area) that will be exclusive to your brand’s Advisory council. Receive concrete feedback and content for your DSR strategic plan.  Discovery work on how to create/improve your DSR marketing strategies.  

• DSR Marketing Strategy Plan: After the plan is developed, we float (recorded conference call) it by your DSR Advisory Council for their insights before you roll it out. 
• Review your product “first line descriptions” so they are sure to be CLEAR and IDENTIFIABLE to DSRs and operators.
• Website review: Gain insight from DSRs as to what’s relevant to them and operators. Find out what information DSRs need to sell your products, POS format, how to get samples, etc.

• Street Operator Insights: Review your promotions and rebate offers for operators with DSRs who are in touch with whether the operators are likely to participate, or if something else might work better.

Focus Group/Round Table Discussion:  Via Conference Call With DSR Members

DSR members are an incredible resource for feedback, ideas, and input on what works and what doesn't. Great starting point for R & D, new product development, product launches and re-launches. Best way is to ask DSR members before creating new products if there is a need for a particular type of product that currently does not exist.  This focus group includes five to ten DSRs via a one-hour conference call that’s recorded and posted in your AFDR Partner Idea Vault so your team can harvest the fruits of the call! This is a very insightful program.

AFDR Sales Meeting a.k.a. Sales Party:  Distributor Sales Meetings / Brokers / Brands

Looking for something different to get your sales team pumped.  Schedule AFDR for your next sales meeting, conference, food show or seminar and we'll bring valuable experience, insights, and examples from the field.  Todd Hauser and/or DSR Dave Miesse will bring their three decades each of experience in foodservice sales to your event and will leave the group with plenty of ACTION ITEMS that can be immediately implemented!  We’ll have some fun, and get folks energized.

(Production, travel, incentives and other out-of-pocket expenses, if any, are not included.  Estimates will be provided on request.)

AFDR at Your Location/ the Day in the Life of a DSR

Interactive sessions with your team to introduce the realities, trends and tools that impact getting your brand and product message down to operators and DSRs. Includes a small panel of DSRs and operators so you can ask specific questions about how your company is viewed down at the “street level.” (Production, travel, incentives and other out-of-pocket expenses, if any, are not included. Estimates will be provided on request.)

Virtual AFDR Sales Meeting/Sales Session

Via Skype, WebEx Or Any Other Video Web Tool.  For at least an hour, DSR Dave Miesse and/or Todd Hauser, AFDR President, will appear and speak at your next sales meeting, engagement, or training/planning session via Internet.  DSR Dave and/or Todd will bring their energy, passion for, and real world experience in DSR sales to your “sales” group while enlightening and motivating them to go out and “Sell Something!”

DSRSmart Survey

Online survey to the AFDR membership with up to 10 questions of your choice (i.e. get DSR feedback on a new product, solicit input on a packaging innovation, or ask about why a competitor's product is selling so well).  Perfect solution for DSR feedback situations. We strongly encourage cash incentives to maximize participation. Actual cash incentives and fulfillment fees are additional.

Technomic Research Panel with AFDR DSR Members

The leading foodservice research company hosts a DSR research panel to monitor brand and sales trends, facilitate detailed surveys, provide custom research on merchandising and sales support materials, and other quantifiable research.

(Production, travel, incentives and other out-of-pocket expenses, if any, are not included. Estimates will be provided on request.)

AFDR Product Evaluations with AFDR DSR Members

Get “Street” information and evaluations from up to 3 top Tier DSRs and some of their operators. After the DSRs have evaluated the product, the group will schedule a conference call (which we’ll record) for open discussion about the product. (This will require shipment of 3 cases of product, one for each DSR to be able to take to Operator, incentives are not included.)