Episode #9 of...
Nine Ways to Care and Feed DSRs: A Video Miniseries for Foodservice
Manufacturers Who Want To Sell More Stuff
By DSR Dave Miesse and Bill Hornung
Co-hosts, DSR Live
DSRs are the best marketers around [Dave’s comment]…
If you agree with Dave’s statement, you also probably believe the “I’ve fallen and I can’t get up commercial” is really cool and effective [Bill’s comment].
OK… so, both comments have some truth. First, most DSRs have a deep knowledge of their operator customers. They naturally “target” ideas 
because they know their individual customers better than any brand ever will. However, in many cases they’re “targeting” can be ugly (seen any distributor sales fliers lately? Many fall into the “yuk” category). Your brand often looks and sounds like Jed Clampett’s truck versus the stylish motor vehicle you’ve cautiously invested in every year.
Let’s just say DSRs get creative when they don’t have much to work with… in other words, they dig up whatever is handy to meet a customer’s request.
So… your brand becomes an “I’ve fallen” commercial. It may not be a slick execution of your brand image, but the end result (an order!) is usually pretty good. Hey, don’t knock it… the original “I’ve fallen infomercial” became one of the “most memorable” and successful commercials in the last 25 years.
In the last part of our nine-part video series, we yak about how to use DSRs as your target marketing machine:
Give DSRs easy access to training videos, PDFs and other electronic tools that are “actionable” and you'll fly by the competition. We’re talking industrial grade marketing here… such as how-to videos on different ways an operator can profit from your product. Or a nifty photo and explanation that illustrates the yield comparison of product A over product B.
Distributors and DSRs, uhm… distribute stuff! Including relevant, value-added content. DSRs are often the primary news source for operators. Think about them like any other media outlet (and develop your content appropriately for the audience). AFDR / DSR Live can help with this [Dave’s shameless plug].
Where to start? Don’t get overwhelmed… start small. Focus on your best sellers… or products featured on the AFDR Top 200 list.
Watch The Video
WE’RE BURNING UP THE ROAD… YOU ON THE LIST?
The DSR Live Road Show continues to ramble on. Bring the DSR Live team to your location. Learn more!
AFDR PARTNER CENTER
Our blog articles are publicly available for about a week. Then they go into the AFDR Partner Center, the super secret vault available only to AFDR Partners.
Click here to view some of the resources inside. You also gain access to our extensive library of DSR Live shows!
If you’re not a partner, consider becoming an AFDR partner. You can gain direct access and feedback from DSRs across the country… and receive a wealth of other support to help you design and implement your DSR communications program.
AFDR TOP 200 LIST UPDATE COMING FEB. 1!
Which products are joining our prestigious list of best sellers? Tune in Feb. 1 for the latest update!
FREE PRODUCT TRAINING VIDEO PRODUCTION
Shssssh… don’t tell anybody. But AFDR partners will be offered a way to have short product training videos produced on their behalf at NO COST. Click here to send an email to Bill if you’d like to learn more when this opportunity is announced.
