AFDR Programs and Services

“Reach – Teach – Engage” the Distributor Sales Representative (DSR): Recent Technomic/AFDR research and studies further confirm that the DSR is and will continue to be the most important source of delivering product information to the independent foodservice operator. Therefore to reach, teach and engage DSRs with your products, 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.

AFDR Programs and Services are offered on an a la carte credit, currently at $600.00 per credit or at Partner Rate* blocks of credits. 
 

       * For Partners, AFDR offers Monthly or Quarterly payment options for Silver Level and above.

*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 Product Library/afdr TV:   DSR’s one-stop-shop for product info

The AFDR Product 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 Product Library will also be able to feed afdrTV, DSRSmart and the AFDR Mobile App product info.

• 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.

• Product Info Picture (PIP): Create or Recreate From Existing Photos
  * 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. We like to use an AFDR standard format (designed from the insights of DSRs) which has a DSR proven sales track record. Includes 10 products, and can be used anywhere including on the AFDRMobile App, afdrTV and in DSRSmart Training sessions.
  
  

• 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

• Focus Group:  Conference call with DSR Members and your team recorded for your use.
  
  You help select three to five DSRs (based on level of experience such as Greenhorn, veteran, location area, etc.) who will be exclusive to your brand’s Advisory council to receive concrete feedback.  DSR members are an incredible resource for feedback, ideas, and input on what works and what doesn't.  It is a one hr. recorded conference call.  VERY INSIGHTFUL.

        Suggested ways to use the Focus Group Call:

• Great starting point for R & D, new product development, product launches and re-launches.
• DSR Marketing Strategy Plan: After the plan is developed, we can float it (recorded conference call) 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.

• 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 upon request.)

• AFDR Workshop at Your Location/ "Day in the Life of a DSR"
  Complete With DSRs! DSR 101 & 201 Designed for Internal Marketing and Sales Staff.  Learn First Hand.
  
  The DSR Workshop Program is a one-of-a-kind program that offers suppliers exclusive access to the best resource (the DSRs who sell your products and work the front line directly with operators) for analyzing and discussing their most pressing distributor issues.
  
  The program consists of a full-day workshop with the opportunity to engage with DSRs throughout the day and to see first-hand, DSR attitudes, behavior, best practices and be able to draw your own key conclusions. Interactive sessions with your team (or cross-pollinate teams) 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 (if possible) 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 upon request.)

• Virtual AFDR Sales Meeting
  Via Skype, WebEx Or Any Other Video Web Tool.  For at least an hour, DSR Dave Miesse and/or Todd Hauser, AFDR President, will 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!”

• DSR Research Insights Survey
  Online survey to the AFDR membership with up to 10 questions of your choice. These surveys could help establish a share of mind rating from DSRs on different subjects.
  
  Ideas for survey questions:
• Products and product categories
• Total product quality
• Innovative new products
• Product samples
• Product training
• Product packaging/pack sizes
• Premiums/give aways
• Spiffs/incentives/promotions
• Local sales support

We strongly encourage cash incentives to maximize participation. Actual cash incentives and fulfillment fees are additional.

• AFDR Product Evaluations with AFDR DSR Members
  Get “Street” information and evaluations from 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 samples of product. We strongly encourage cash incentives to maximize participation.