Effective Operator Marketing and Merchandising Tactics
(presented in January 2010)
Effective communication and operator motivation are critical components of supplier marketing, merchandising, sales, and promotional programs. This study will focus on providing an in-depth analysis of operator attitudes toward, acceptance and usage of specific manufacturer sales/marketing tactics that target the operator. Effectiveness and attitudes will be measured against merchandising materials, advertising, menu mentions, point-of-sale, sampling programs, rebates, contests, e-marketing tools, training materials and other appropriate tactics such as e-marketing programs. Technomic will also explore the future of these tactics in foodservice and provide insight into potentially effective emerging programs.