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Amy: This is something we want to come back to and know the main recommendations. Yeah I’m sure we could come back with 200 pages of ideas but I think we are going to try to use the best things to do first. SJ1: And even in the miming, which I think is something I think we are going to need to do, one of the key things we found in our listening exercises early is the consumer space can really drown out what goes on in the away from home space. If you are too broad with your keyword definition around toilet paper or any kind of dispenser or something like that you get all this sort of stuff about who squeezed the Charmin right?Amy: Alright well lets kind of keep moving forward. Obviously we’ve worked with you for a long time, you know a lot of these things some of the answers honestly we are bringing in Chef Revival, things have changed. There are a lot of things we do for you and I know there are also a lot of things you do internally, so maybe we don’t know some things. So I think we want to do some fact finding to guide our research. First we are going to go through your targets and again I think this speaks to what we said before, we probably need to do this by category and also by each brand as well, but what we really want to learn in this is who are your targets? What is important to them? How do you tell them what San Jamar is or whatever you are working on? And what are your tactics for ongoing communication with them, again in general because I’m sure there are many. We are also looking for the top, I’m sure there is a long list. I don’t know who wants to start.SJ2: Chefs are obviously one of our main targets. Amy: Why don’t we start with categories, we’ll start with food service apparel, who are your other targets? Targets are obviously chefs. Who else? SJ2: I mean its all types of chefs, From the corporate chefs down to the souix chef, the culinary studentsSJ1: The independent business owner who considers himself a chef or people considering themselves as chefsAmy: What is important to them?SJ2: Their image. Dan: Are they very egocentric?SJ2: Typically. Stereotypically. Steve: That’s what we have to do, find those types of characteristics. SJ3: So I suspect there is a passion for creating a positive dining experience. To make people happy with food. SJ1: They have more artist temperament than others. Amy: What is kind of that chef revival story right now? SJ2: You mean the social media story? SJ1: Chef Revival is all about promoting chefs and the art of being a chef, and the whole, I’m trying to remember the right word we used in the brand session that we had last November, but you know work designed by chefs for chefs. SJ2: We help them carry out their dream. SJ1: We talk about living the dream, we are here to help them do that. Amy: Okay, and then what are the tactics for communication with chefs right now? What are the top ways?SJ2: We have Facebook right now, e-mail blasts, we have our list of chefs, face to face, Kim and Jon both have jobs that create connections with their chef friends. SJ1: We build the brand through the channel. A lot of things happening in dealer distribution around Chef Revival. You have a fair trend on association with famous chefs, the Hell’s Kitchen stuff. Dan: What is the frequency of the e-mail blasts and what is a typical e-mail you send out?SJ2: On average, we send a quarter to chefs specifically about new products or trade showsSJ1: A lot of show content, sort of an offshoot of what Katie was saying about Jon and Kim, they were supporters of the American Culinary Federation and participating in their shows. We are hitting them through the college and university associations, we are hitting on them through the catering stores, a bunch of the different groups. Dan: What is the size of the database you e-mail to?SJ1: Chefs? About 15,000Dan: Did you buy that list?SJ1: Lots of accumulation. Our total list is about 30,000 currentlyDan: Of emails?SJ2: Yeah. SJ1: That is across the board. Not just chefs. Dan: that is fabulous. SJ1: Well that is a start. Remember we have 1.2 million locations and all of them have a set of input, so this is a big population.Dan: it is such a great starting point for social media because it is so viral that they are going to connect with like groups and this can spread a lot faster than people giving up their email to you. Steve: Just like as you work through channels to distribute, social media works through channels to distribute the message. It works the same way. Amy: Then lets maybe go into Hand Safety. SJ3: On the target side, I may add more things. You know the chef, the new members. What I’m going after is the chains as well. Associations as well. What is the purpose of each target? I guess mainly the goal is safety and then image is second. SJ1: Operational friendliness or labor-saving is in there tooSJ3: Those would be the key things. I’ve seen my competition offering things already with the oven mits… SJ1: Hand safety is.. we are in the process of making a leadership statement with the channel right now and pushing out to more end-users. You know Chef Revival hasn’t been significantly been in hand safety. We are launching a couple of CR oven mits that are going to be really hot so this is kind of really new. SJ3: To that point, branding is really important. We are trying to come up with a high quality and come up with a perception of professionalism. We are using flyers, in the digital space we use email blasts. We are now into Facebook. Amy: Now is the 15,000 database the same. Or is it separate?SJ1: No we share. The total database is kind of company database, which is 30-40 thousand. Dan: Do you have it segmented?SJ1: We have fields, so we have end-user v. which segment of end-user. We are struggling to get that onto a workable platform.Amy: So right now, like does food service apparel cross over with hand safety? Are they in the same email?SJ1: A lot of times it’s a show purpose. Like we did a mass email blast. It depends on the purpose. SJ3: The other one that we have which is a great database, to eventually be able to segment regionally for trade shows. Dan: Can I rewind for just a second and go back up to the question of what is important? Yours has expanded from chefs to chains and other people. You’ve been answering what is important with them when it relates to your product, but I want to go beyond that to know what is important to them in general, such as image, brand, some of those types of things. When you said safety, would that mean that HR related things, hiring, that kind of fits into that same loss of time, accident, health inspectors, are there other things that are important to this target group in their daily lives. What we want to do is not only talk about the products, but talk about what is important to them. We are not always just selling them something. SJ1: You have to separate them, besides just listing them off. Dan: What else are things that are important to them that maybe has nothing to do with what you sell? SJ1: They are under a lot of pressure to reduce costs and labor, so that is certainly in their world. SJ3: Chains also want everything standardized. For example, it may have different suppliers, or brands/subbrands and they want to find a specific product. SJ1: to talk about chain targets, they are these multi-headed monsters with thousands and hundreds of thousands of people involved so where do we start? The gatekeepers at corporate who are trying to target through other means, but they are acting with their operators, store managers, franchisees, what are those guys interested in? Safety is a big deal. Broadly speaking there is safety of their employees and also food safety. It is a different category, but one of monitors top concerns, despite economic pressures, food safety is rising to the #3 thing on their mind and in addition to that, saving money, operating successfully, saving labor. Dan: I think you were talking about standardization and expecting one type of thing, I think the bigger thing that is playing in, having worked with a restaurant chain, training is always on their mind, since they have such a transient work force. Training issues would be topics of conversation that they would be very interested in, whether you can loosely bring your having the same stuff in the same place cuts down on training time, or if someone is moved from one place to another. That is the kind of thing that I mean about going outside of your world, because it is much easier to, I always use the analogy of social media being a cocktail party, you don’t just walk into the room and start shouting at the room. You listen to the conversation and find out what people care about or talk about, well if you talk about chefs if it is recipes and that you aren’t in the recipe business, but we need to find a way of getting into that conversation but then steering it back to what we want to talk about. I do see chef conversation on tools, knives especially, ovens and different things like that, taking them into apparel I don’t think is a big stretch. SJ1: Because of their view of image, that is easy. We didn’t talk in chefs, talking about apparel, they are very interested in food safety. One of the things, San Jamar couldn’t have a conversation with a chef because we didn’t have their credibility, but Chef Revival can. Dan: You can get in the back door that way. SJ1: Exactly. SJ3: We could do training mediums for hand safety and find out what users are looking for. I would love to understand how they function on a daily basis. SJ1: Restaurant employees are interested in tips, just not that kind of tips. Dan: that is something that is another concern of restaurants is customer service, I mean there is going to be conversations again, I mean is it directly related to your products, NO, but can we steer that from the standpoint of the importance of image with Chef Revival and also the importance of customer service all of that adds to the image, all of these different things. It is how you look, how you act and again what you’re looking for is where are all the people and what are they talking about. What is important to them? That is what that question means so we can intercept and get into that conversation. SJ1: Part of what is being said here is right in line with that. If you think about, take a gross tool like NRA says they have an operator concerns list. If chefs are interested in new food recipes or something like that we might choose not to engage in those conversations as long as we have other plentiful things to engage in, where we can get into that conversation, like image. That is a big thing that they talk about and are interested about that we can get into. Just like safety or food safety. SJ2: Are we going to get to food safety at all? Amy: actually we moved to food safetySJ2: As far as who we are trying to talk to with the end-users how we do it now is that we are trying toSJ1: We touched chains a little bit, we haven’t talked about non-commercial food service also known as institutional, such as healthcare, schools, K-12, college/universityDan: PrisonSJ1: Yeah, less of that, it is a smaller segment than that. Those food service operation differences from a chain is that they aren’t in the business of making money, they are driving purpose isn’t by making money. Dan: It is the large corporate too that have large lunchroomsSJ1: That is a smaller segmentSJ2: Such as entertainment areas and stuff, those are largerSJ1: Those are for profit and commercial they are totally differentDan: compared to the ones that have to provideSJ2: The problem is a liability concern. The thing I like about Facebook or Twitter is the immediate feedback from a restaurant, that is the kind of stuff that we are trying to find, such as if people are allergic to foods and had a bad experience, ice management, safety issues, so things that will possibly affect the restaurants reputation, loss of business, loss of traffic, those are our things that can happen if those things are happening in any segment. It is becoming more about image and safety comes into that. Amy: So I think as far as when it comes to food safety, how does San Jamar tell the story? SJ2: we are trying to address their problems and concerns, looking out for their reputation, online and helping them to reduce their liability. SJ1: In a way that will help them operate better, so adopting our tools, the VP of operations will like it because they could save labor while they are protecting which is the bottom line. SJ2: In training, some of our tools, we create color coding systems that also are good with visual training aids and how to reduce and eliminate cost of contamination. We are trying to bring that into the food service industry as a standard. So we do have the training tools in there to reinforce good food service practices. Amy: When it comes to the chains and all the categories, does geography play a part? Are their certain regions, I guess I mean nationally and not internationally, are there more chains in the south versus the east, is there any geography or key accounts? SJ1: There are, but Deb Caw would be a good one on chains, she will tell you where the hot beds are. Los Angeles area, Dallas area, Atlanta, Minneapolis, Ohio are some of the big ones and there are some in Florida too. SJ2: I think that the end-users like chefs would be east and west coast, for chef revival, specifically. SJ1: That is more us than it is national. SJ2: We do have more followers of Chef Revival, not just followers, but on the east coast. SJ1: Our brand is more penetrated on the east coast. SJ5: Safety is also an issue, can we go back to tactics? We are email blasts, newsletters, safety first newsletter bi-montly, but want to do it monthly, we haven’t done any new product blasts since I’ve been here, we have done the safety blast to hospitals, we were looking to do more targeted blasts to more targeted segments. SJ1: Print mediaSJ5: We do some print media, some product campaigning last year for a safety productSJ1: Since 2004, we’ve been pretty steady on food saftety tools. SJ5: We are trying to get some of these to the endusers and not just the chains. Our website of course has been helping and videos. We have such an array of videos out there that they unfortunately are pretty old and we are trying to update some of that. SJ1: We have a lot of talking head videos. A lot of dealer showroom type of videos. SJ5: And of course we have our shows. We have video from those. SJ1: One important consideration in this is that we go to like 8 shows a year. SJ5: Safety image probably stays our number 1Dan: first to who?SJ5: End-users, chainsDan: Be more descriptive than thatSJ5: The people who own barsSJ1: This is one where we need to say bar and food is a trade it is a channel construct. We haven’t marketed that category. You could say we have had a bar effort toward bartenders and bar managers behind some of the bar products so that encompasses some chain tool food tools and now we’re doing chef tools which really more mirrors what we are talking about. SJ5: In chef revival and the image part of it is coming in cross-brands in this category and because it is such a new construct, we are still trying to figure out how we are going to attack thatDan: but these people are buying your products through a distributor of some sort?SJ1: yesDan: This isn’t marketing to a bar manager or Joe’s corner barSJ1: When you think about food safety and think about the products under bar safety and food, when you think about end users they get dragged along the bottom because the chain would be separateDan: but if they could buy all of their products from the same guy.. SJ1: All of our stuff. Absolutely.Amy: this is a miscellaneous category in many ways. I think that it is a great category where there are specific products to highlight and also that you can get other things from the same place. SJ1: It probably nestled in there a couple of things if we polished up could step forward, like bar. Amy: It almost seems more profitable than the other ones. And the tactics for that?SJ5: That is something I can see definitely reaching out in social media to those folks. We really haven’t done too muchSJ1: We’ve advertised bar and we’ve promoted the barSJ5: well, we’ve focused on safetyDan: well what about bar and entertainment magazinesAmy: and blogs. That was when the dome first came out which who knows how long ago that was. But to your point, safety at bars and things is really important. SJ1: We considered bar smart products a platform that we have really focused onSteve: Are some of the targets people who run bars by proxy? Like a hotel chain or entertainment venue managers? Is that part of your target audiences?SJ1: Well hotels would have a food/beverage managerSteve: So not just a group of bars, but it could be part of a larger venueSJ1: AbsolutelySJ5: We are definitely in to do some new videos. Being able to tie into with what Katie is doing because it is image. The chef tools subcategory we’ve introduced..SJ1: Going back to food safety, the one tactic that we used in the newsletter that Donna has restarted is having our expert Norm talk about food safety and then in the allergen safety zone products we have the allergy chef Joel Schaeffer who is one of the guys who helped us develop the idea. SJ5: I definitely see getting him a glove and getting those people on social media to help us create more awareness. Dr. Norm is a food safety expert at Syracuse University so he has that. Dan: Does he tweet? Or blog?SJ1: Not really. SJ5: Audience concerns for food/bar. We talked about image I would think making things more efficient. SJ1: If you think about a bar manager or a lead bartender you know there is a little bit of glitz and glamour, making things really outstanding and there is almost a hidden sex component of a bar. It’s got to be…SJ5: Sometimes there is extroverted sex as wellSJ1: There is that whole thing about a bar right? Dan: Their showmanship is what you are saying? Art of presentation. SJ5: You can get color coded to your bar colors and you can really make your bar look really polished and niceAmy: Do you do a lot of things with the dome?SJ1: We went after it and got a couple of hits but because we don’t have sellers concentrating there because it is hard to sustain because it takes full time attention. You know when we came out with the dome we digested all of the cool features and benefits and then said hey this is designed the way the best bars run or how you want to best bars to run. There is an overall high level of professionalism and showmanship in a really good bar. Dan: I think operational efficiency is a big dealSJ5: Even simple little things will make a differenceDan: Give me a couple of things they are concerned about not related to your productsSJ3: Ice SJ5: Making moneySJ4: LiabilityDan: Traffic. How to get people in during the week. SJ1: Pulling in traffic and shoving out drinks.Dan: A lot of companies think about, not saying the San Jamar crew, but their products are more directly related. Like Budweiser sends out promo items to get more people into their products eventually hopefully. Again, looking for are they going to be places in social media looking at different ways to grow their business or do their business. I’m looking for the cocktail parties where we are looking for the conversations. SJ1: You think of a casual restaurant, the percentage of their revenues that come out of the bar is really important, maybe not even attracting people to their bar, but promoting drinks within the people that come into the restaurant, so if their overall strategy is to get people to the restaurant to then promote drinks while they are there. Dan: If we linked in our social media for an example, to case studies of a successful promotion our audience would find that interesting even though what we look for in these types of things, what is the value that San Jamar Chef Revival brings to them besides selling them a nice bucket. If we are looking for other things to talk about besides social media so that it would still be intersteing to your customers, what would those things be? It has to still be relevant to the business but not necessarily relevant to the product. Amy: Disposable dispensing? Who are the main targets? SJ1: The whole facilities management world and they are managing a broad range of issues relevant to keeping their facilities. Lots of budgetary issues and making sure things run. Paper. All of that stuff. And then on the other side it is restaurants and chains, many of which we have already fleshed out. We haven’t talked a lot about channel within this and we should. Dan: Who are they?SJ1: Within channel who are they?SJ2: I thought about this while people were talking, over simplification is.. our targets are sellers from the people who are calling on this from mom and pops to national accounts and what is important to those sellers is the retail term, adding to the ticket, many of our sellers are selling 97 percent food and equipment is a very small portion of what they are selling?SJ1: Teasing up the broadline distributors, showing them that we are a profitable add-on opposed to the equipment dealers and supplies guys were smallwares is anywhere from 5-40 percent of their business and key focus. We call them now disposables and supplies who are a big part of their focus is cleaning, chemicals, stuff that has really high turn associated with it. SJ2: Adding to their ticket, adding another percentage to their ticket is what is important to those sellers. Even the ones that are strictly the equipment and table top, they maybe selling furniture and china and glass, but what our story to them is to go to the back of the house too. There is opportunity back there that everyone needs, thousands of places for furniture and table top but San Jamar products and Chef Revival products, back of the house are foundational and people need those universally. Our tactics for ongoing communications with them is a lot of shows and sales trainings, which we try to reinforce with email communications we generally don’t have direct opportunities to communicate with sellers, we have to go through their corporate where we create a PDF and they send it out for us and the timing and formatting are controlled. We try to drive our sellers to look for the opportunity to be a detective in the back of the house if they see someone using a nickel bucket instead of an ice tote to these solutions provider consultantDan: so do you have to kind of train the trainer?SJ2: Yes, absolutely. Dan: You don’t get to actually talk to the person in the field. Would there maybe be a play in social media where we are pushing out to videos or to whatever that…SJ1: Little training modules, absolutely. SJ2: Things they can tap into, especially the broadliners, they have 8000 other vendors they have to know something about. If they know it is something you quickly click on, but why it is important is the part..Dan: Do you know the pay structure involved. Is their commission on your products higher than food? Is there a way they can better themselves?SJ2: It is across the board, we really don’t know and there isn’t a clear trend. SJ1: It would depend on that organization’s objectives like US Food service is looking to build food equipment but I doubt if that is the case at Sisco. SJ2: There is a subset of sellers that I’m sure that we haven’t leveraged to their fullest and it is category specialists and these are sellers who have become experts on a particular category. They are an internal distributors resource so for all of the street sellers to say, “I’ve got a small chain that has this problem.. what can you help me with?” This category specialists are making recommendations specific to our categorySJ1: But not necessarily our categories. For example, at Sisco there is ENS specialists left, they have 7000 MAs on the street selling and some small sedities, they have healthcare specialists also. SJ2: So the specialists we try to make sure that we talk to them, but I’m not sure that we’ve tapped in as fully as we couldSJ1: That is a really good point. We would be more interested in connecting with those guys and making sure they were connected with us than the standard MA who won’t care. SJ2: It feels like because of the way that they are positioned as experts there is something with social media that can really resonate there tooAmy: Do you have any of those people that you are very close with that you can tap into just for information?SJ2: I think our MDG our Business development director has pretty close relationships on the MDG side so I think there may be some opportunity there. Amy: This is kind of new and why the agenda was changed. Some of these things have been mentioned already. We wanted to get a feel for all of the organizations you belong to, but maybe tell us which categories it relates to. SJ1: Mathome? We are sort of a participant in the National Restaurant Association, we sponsor their QA managers summit meetings from time to time. NSF, ACF Culinary FederationSJ2: they do a lot of trainingDan: Can you explain the abbreviations so we can find their social media footprint?SJ1: SEFA, ABC Food service equipment and also value line might be the way to search them. SJ2: I know in food safety there used to be some organizations that you were involved in, I know that we have done some training also in the pastSJ1: NACUFS, RCA Research Chefs Association Dan: If you think of ones afterwards just forward them to us, that would be great. I can kind of put some of these together. SJ2: WACS World Association Chef Society. SJ1: Handwashing for LifeAmy: How do you typically get involved with them? SJ2: Well, I believe that we contribute to some of their benefits of handwashing and some actual literature pieces. SJ1: We give them money, they promote better handwashing practices and they have influences with the chains and they will have a booth and San Jamar will be involved. NSF is something that we try to have all of our products approved, again we give them money. ACF we give them money. SJ2: So do you mean membership dues or is it more promotional or is it programs? SJ1: There is usually some subscription or membership, typically. Amy: What do you get in return? Access to their members?SJ1: No, it’s usually some prominent association with their outreach efforts. Or on NSF it’s approval or certification on our products like good housekeeping seals for the chains. CE which is that kind of the good housekeeping seal for Europe. SJ2: Isn’t there a Canadian Association as well? SJ1: NoDan: Anything in the institution worldSJ1: There is also the school nutrition association SNA is for K-12 and actually we are on their website, we paid some subscription to be listed on their website. Somebody asked about healthcare, I can’t remember, but I know there is a major healthcare association that we support, I’ll have to look at the slide. Health inspectors, National Environmental Health Association we are a member of that and go to their show, we are known by the NEHA Show, we are a rockstar there. ISSA is the facilities, Jansen association, we are a member Amy: Okay, I will put this list together and forward it. You can circle things or always add to it. SJ2: There are a lot of state restaurant associations where you have to belong to in order to participate in their shows. That might be something if we are looking for emblems to put on our page. Amy: they are also for making partnerships and see what they are doing so that we can get more awareness for you too. We are trying to show in this meeting what you should be doing in the digital, social world. SJ2: Texas Association was pretty far advanced in their digital space website wise and everything else. Amy: We know lots of your competitors, maybe you could tell us within the categories the top 3 so we can kind of look and see what they are doing. And really what is your perception of what they are doing in the digital space. SJ1: Top 3 competitors? SJ2: Happy Chef, ….?, They have the highest profile. SJ3: Brigard is the top of the line stuffAmy; What is your perception of what they are doing in the digital space? Do you think they have better awareness? SJ2: They’re on Facebook, e-mail blasts from them to my Yahoo account so I know that they e-mail blast. But they also sell direct and so do most of our competitors to the end-user. They are doing social media and e-mail blasts as well. SJ1: One more association is Assoication for Healthcare Food Service. Amy: Chef Works?SJ2: Of all of them, they are the most social media savvy. Amy: What kind of things are they doing?SJ2: E-mail blasts and facebook, they focus on being young and hip. There target market right now is young, hip and trendy which kind of attacks the social media. Their website seems pretty updated, it is pretty interactive. Amy: For hand safety? SJ3: Are main ones are Arvin, Tuckur, ….? The differences are what they have are doctor programs. It is for testing their products and says something about the quality of their products and when it will be coming. Amy: They do a lot of videos to. SJ3: Tuckur, they have a video there but the perception of htem in the marketplace is that they are the NSF king for the chains, they were the first ones to have NSF certification in the marketplace. Ansel Edmond? They are a traditional market in this world. White papers. Amy: Were you aware of any social media?SJ3: They don’t do any. Looking to the websites, no Facebook, nothing. SJ4: Do any of your competitors sell direct or is it all channels?SJ3: It is a combination. Ansel is 100 percent distribution. Amy: Food Safety. SJ4: I don’t feel 100 percent certain talking about competitors, carlylse, traex, Rubbermaid and possibly EcoLab. SJ1: They are a 700K customer they are in NDA, friend or foe?Amy: What about their digital footprint?SJ4: Well, Rubbermaid is a household name and same thing with Carlylse and EcoLab. SJ1: I would assume they are all active, but they are probably just like we are. SJ6: Rubbermaid is sophisticated with their media. I think about them doing their web-ex university type of stuff for training but they are ahead of us in that aspect. Twitter and Facebook RSS feeds on their commercial websites. SJ1: I would assume they are ahead of us, but they are a big brand with lots of smart marketing people. Amy: Food and Bar?SJ4: Carlylse, Traex, Golden Weston, I’m going to have to defer. SJ1: Chef toolsAmy: DisposablesSJ1: Dispensing Dynamics International. Alwin/Palmer, Update Dan: are those the ones making the InMotion?SJ1: Those are Georgia PacificDan: With paper companies are they making their own?SJ1: It is making their own but farming out the work. It is a just a contract with a brand. Dan: but those competitors are in your space selling?SJ1: The paper companies are the competition in the long run to the end user. Georgia Pacific, SE and Caroline Clark. Amy: How as far as in the napkin and all that would that still be the main?SJ1: Paper companies and Traex. Cups are Tomlinson which is a lower competitor to food safety. Amy: Do most of those have social media?SJ1: DispenseRight I doubt it. Paper companies are probably really well developed. Amy: What we want to do is go through the trade shows. Obviously we work with you on some big ones, but we don’t know what some of them are. We want to get a better feel for who attends the shows. Bar Green?SJ1: There are a whole bunch that are dealer shows, or buying groups, Bar Green is a dealer, we are just going there to sell and we have a bunch of products and they have a bunch of end users. Amy: SIRHA SJ6: Dealer, end-userAmy: Next Day GourmetSJ2: Customer expo, sellers onlySJ1: So it is distributor sales peopleAmy: Is that all productsSJ1: yesAmy: SMAKSJ4: That is in Norway so it is more focused on dispensing products. Not an end user show, mostly channel. Amy: ACF SoutheastSJ1: Regional chef show about apparel and chef revivalAmy: GraingerSJ1: Big distributor all productsAmy: New York Restaurant showSJ1: End user all productsAmy: Gull FoodSJ1: International Amy: TEMASJ1: In DenmarkAmy: NACUFSSJ1: College and university end users Amy: Cater sourceSJ1: Catering endusersAmy: RCASJ1: Same as ACF was Amy: I see that one coming up actually. Adams BirchSJ1: Distributor show end user all productsAmy: ShamrockSJ1: SameAmy; SEFASJ1: Buying group Amy: NFMTSJ1: End users, managersAmy: InterorgaSJ1: user show – all productsAmy: NISSCOSJ1: Dealer show. A lot of the traditional Jan San products we are trying to make new productsAmy: TUGSJ1: Same as NISSCOAmy: HorecaSJ1: End user all productsAmy: FETASJ1: Dealers, pressing the flesh with the big dealer players, invite only. To get a deal on attendees you have to pay to run an ad in their program. We go to mingle and listen there is no booth. Amy: I would say that one is more food safety, is that becoming broader? SJ1: FETA is all dealers , not just food safetyAmy: MSPNASJ1: Maintenance end userAmy: Apex SJ1: Don’t knowAmy: PrideSJ1: Dealer buying groupAmy: FELCSJ1: Never heard of it, chefs probablyAmy: SEFASJ1: Same as other SEFAAmy: Food safety summitSJ1: That is an industry food safety. It is food service an other food safety areas. Amy: Excel SJ1: Buying group dealer all productsAmy: Burger King. How does that work?SJ1: all the franchisees would be assembled to be there for their annual fire up. We would have a both focusing on products they would expect. Same as Subway. Amy: ABC?SJ1: Buying group dealer all productsAmy: OffixSJ1: InternationalAmy: AHFSJ1: Healthcare end userAmy: NEHASJ1: Health inspectors. Food safety primarilyAmy: BeaumontSJ1: Facilities maintenance end userAmy: SNASJ1: K12 end user all productsAmy: APPASJ1: Facility maintenance end usersAmy: AbasturSJ1: Mexico end usersAmy: NACSSJ1: We did last year, convenience store end user. Primarily disposable dispensing bar and food. Hand safety. Amy: FSPNASJ1: Facilities maintenanceAmy: Facilities exchangeSJ1: Same thingAmy: Now are you trying to make SSASJ1: That is really just Jan San. We have a little representation of the tools. Some of the players follow their disposables into the restaurant industry because that is what distributors are trying to do. Amy: Post MilanSJ1: User show in ItalyAmy: So in general how many months in advance do you plan for trade shows?SJ1: Four months, ideally for the big shows. You know the small ones you can see a pattern so we do the same things consistently. For the small end user shows it’s a simple plan a couple months in advance. On our to do list we haven’t had a lot of chance to talk with market development to do more e-mail blasts because we didn’t do one for cater course and we should have. Amy: With the bigger shows I know you said you try to email people, how during pre and post do you get them to the booth?SJ1: for the big shows we give some thought to how we are going to build some awareness either by the distributor show media materials or email blasts. For the little shows last year we started doing pre-email blasts and we got a lot of traffic from that. 20-25 percent of people showed up. For the SNA we got snail mail and the lunch ladies came in waving their cards, usually we have an overlay come to our booths. Giving away a lot of chef revival hats and cutting boards. Amy: What is the post-follow up like? Do you follow up with them or just the people you get information from?SJ2: Mostly it is the leads that come through the booth. The reps or the generic e-mail blast after the show, we just did one to click here to receive a catalogue and they can fill in their own address. Amy: How have you used the Facebook page to tie into tradeshows?SJ4: For the e-mail blast we put a 10 day countdown launch and we posted the same PDF on Facebook as well. On that part we correlate with graphics, we put go visit our booth and then the week of we promote. Amy: Are you updating while you’re at the show?SJ4: No we don’t. SJ1: Show activity is typically intense. Amy: Then as part of what we were talking before about the current digital footprint I thought I would put in some basic feedback. Right now the facebook page is used for product development, trade show info and also food safety news and product safety videos, she does some cross promotion chef revival. SJ4: That is typically what we do. We try to do 2 posts per week. I don’t know how well it would work to get people to the San Jamar page.Amy: Do you think that people understand what the link is of why you are posting for chef revival and San Jamar. SJ4: Since we became one company we have correlated, but there could be more to help people understand the connectionSJ1: I don’t know if it is important. The nature to most end users we could waste a lot of time trying to explain that because I’m not sure if they care. Amy: I guess to explain why there is San Jamar stuff on Chef Revival, it doesn’t have to be long. Ashley also said she posted an average of 2 times per week, unless there is a show going on. You can probably speak to this a little more about uploading photos and video, you said you post one time per week. SJ4: Yeah, like I said the contest stuff is really busy for chef revival side and all of the hand safety stuff was coming out and slowly we talk about things we can do to work together. Amy: Also we have all of the microsites that you have done, you have a lot which is a good thing, some are older and newer, how are you promoting them?SJ1: collateral, advertising, safety microsite was called out on the safety watch ads..Dan: are you getting the sites to people on the channel.SJ1: Brochures and channel oriented collateral would have that in itSJ4: that is something that honestly, we blasted out but the others…SJ1: Since the reorganization we have done some things but I don’t think that all of the organizations know about itSJ6: Talking about website they are buried in our existing website, getting them into broader view would be helpful internally as well. SJ2: One of the things that has crossed our minds on the team is the promote the items or microsites to put it in the email blasts to get the info that already exists and link it with our channel betterAmy: Other things that were mentioned were YouTube, we know about the combined channel, there are only 6 listed, I can tell they are the newer ones. LinkedIn there is a company profile, this is where we talked about personal versus company so we can talk about that a little bit. 2 years ago we talked about gigachef and you were working to develop, we don’t know what that partnership is. SJ2: They are a distributor of ours that we work very closely with. One of the only online distributors that have all of Chef Revival products, they do embroidery and we have a close relationship with them. We have done Facebook advertising, if we have stuff to get rid of he will put them on the site and the partnership is really closeSJ1: We had to walk away from direct sellikng, but we didn’t want to lose the business so we ran it through Gigachef, but it is a secret because they don’t want to feel like they are all the same. We wouldn’t want to publicize if we just drop ship. SJ2: Originally that took all of our end user business but they are also closely linked to culinary schoolsSteve: would you say with the partnership it is easy access to the information?SJ2: YesSteve: Do they have forum tools and that for them?SJ3: If you want to go to a different country you can see the different platforms and specific things to that country. SJ4: that website has been available for many years, but it wasn’t until Gigachef that it was updated and they have added lots of things to itDan: but they aren’t selling competitor products?SJ4: NoDan: Would they be willing to integrate with our social media efforts? You know to follow on twitter or friend on facebook?SJ4: they are open, but we have to be very careful because you have to be careful with the distributors, if there are codes or coupons we do share those things and put them on our page, they are very helpful to drive trafficDan: do you want to talk about the personal aspect? Is there anybody using traditional social media in a business sense? LinkedIn, TwitterSJ4: Amy, I see your stuff all the time. I do look at LinkedIn a lot, I think I put something about that I was just at a regional sale, it was the first time I’ve done it I feel like there is something to that.Amy; which leads me to those hand safety videos, it leads you to celebrities in a waySJ1: He is starting to tweet and took the initiative to startSJ2: Many people are on LinkedIn but it isn’t part of our strategy. The majority of the people are on Facebook and things but not for business purposes. We can’t do it at the show yet because it is blocked, it is not condusiveAmy; There are applications and things that you can time what you post, you can set it for a couple minutes before, those might be things to look at, even on the food safety side, people like that are they internally using some of those social applications so promote business. You know is there anybody internally?SJ1: Possible. I’ll tell you the number one request for linkedin requests are from distributor sales people looking for jobs probably. Dan: do they communicate with you?SJ1: SometimesAmy: We talked about metrics in the beginning, I don’t know if you are keeping track of engagement on posts or how many more people became fans and things like that. I know that icons and things like that are in print ads. Do you track this?SJ1: We just keep track of fan build-up on the sites. SJ2: We do look weekly, we do the metrics separately. I do look at the number of fans and usage each week. Obviously I look back as far as tracking. For fans we have 1900 right now. Amy: When you put sometimes free ad in the publication are you looking at the analytics of the microsite too?SJ1: We are having trouble with that right nowSJ6: We track the microsite stuff from the e-mail blasts and traffic blast, but that is the extent of it. Traffic outside of that is pretty darn small, not a lot to trackAmy: Even after the hand safety stuff with the microsite and look after the show to see if there was more traffic. What there more people being pushed there?SJ6: The email blasts are the electronic media are the forum, but connecting print with electronic will take a little while. Steve: is someone looking at this over time? Who is gathering that data and holding it?SJ1: We don’t get that on our current platforms, like I said that is a problem. Eventually we want it all to go to Peg, that is important organizationally. Now we are cross categories, she is it in terms of management. Amy: I think for the microsites even for the small spike it would be interesting to follow that. At least at a show or stuff to see who is talking to you. SJ2: when we did the contest, we did an email blast at the end for more votes, and you can tell that there were more at the end. For Chef Revival since we don’t sell direct we encouraged them to become a fan on Facebook. On San Jamar side, she did 3 ads and split them up to difference audiences. Steve: You know how much it cost and who you were targetingAmy: And email newsletters there are more than we thought, I know you said a total database of 40,000 between the categories and I know food safety has one now and chef and hand safetySJ2: No they are periodic email blasts, and I don’t know if we’ve done a lotAmy: So for food safety they are a regular thing and the others are just when they are sent outSJ1: Sometimes there are more campaigns around the showsSJ6: We haven’t explored the possibilities of leveraging the reps, we have the newsletters that go out monthly so that is the rep community which is a couple hundred peopleAmy: As long as new product announcements, how do you typically announce, internally?SJ6: I think this is where we can improve with reps. Internally includes reps. SJ1: The number one tool for announcements is WebX, for distributors it’s a combination of reps and sales people. On the facebook sites as well for that, with end users its email blasts advertising and shows. The website as well. It’s posted, its there its just not necessarily pushed. Amy: it seems pretty regular as far as new products, do you have a goal in the next 3 years or how often do you have new products?SJ1: Each category has new product development, that is our commitment for the trade. That kind of means every year there is stuff that is new in each category, we announced 14 new products at NAPA. Steve: The goal of the corporation is to do something new and innovative each year in each segment?SJ1: In each category, yes. Amy: Focusing on distributors, what is your main way of communicating?SJ1: Sellers, business development teams and repsDan: Face to face?Steve: Is it print materials? Is it contact after that? Is there a percentage like print materials versus electronic?SJ2: I would say most of our sellers have laptops and blackberrys so generally it is moving toward electronics, they aren’t going to carry around thousands of papers. It is those PDFs when we are training the trainers when we need to print things and have that distributed. Steve: Is PDF the preferred?SJ2: Yes, even more than web URL because of technical issues. I would say that this industry is not an early adaptor to technology. SJ1: PDF and email blast. A lot of our reps are set up to forward emails to their contact list and they can tailor the content. That is pretty impactful. They key people are going to react to certain people rather than from us, they want a personal name they know. Dan: Would they watch a podcast or video if it was embedded?SJ1: PossiblySJ2: I think a lot of sellers use their own equipment for those capabilities. When you talk about big places like Sisco or US Food service, they aren’t providing each seller with $2000 computers so they are using their own and may not have the capability to do those things. SJ1: They have a stripped down company lap top. SJ2: They limit what can be installed on there, some can’t even streamDan: How do they even organize information if they can’t organize the PDFs. Do they have some sort of proprietary software that holds this ................
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