MARKETING/SALES STIMULATION

John Henshell internal communications sample

HEAT TREATMENT

Temperatures reached 100° in the Pacific Northwest last week, and our Reps in the Southwest often carry cases in brutally hot weather. Moving from an air-conditioned truck into the hot sun and then into a kitchen can drain your energy. Here’s a suggestion for replenishment: when you reach the kitchen, tell a chef or cook, “Man, I’m hot. Would you mind if I made some Island Mist iced tea (or your choice of flavored iced tea) to cool off?”

If the person responds, “What’s Island Mist iced tea? We don’t have any of that,” you have a demo opportunity... and a chance to refresh yourself before you visit your next account.

AIRPOT MARKET

(run during airpot promotion)

According to The Gourmet Retailer’s 1993 survey, there are approximately 2,000 specialty coffee and tea retailers in the United States. These stores sell brewing equipment and many other products related to coffee and tea. The product line carried by Boyds Coffee Stores is representative of these specialty stores.

A key to getting business from these stores is finding out about them before they open. Once a store has settled on a whole bean coffee and espresso coffee and equipment supplier, it is harder to attract that business. However, established stores are desirable accounts. Even if they are roasting their own coffee, we offer many products they can sell or use in their business. Coffee stores in your sales area might be very interested in stocking up on airpots right now. You can still offer a discount during the coming week, and stores are into their Christmas selling seasons.