Yes! Keith Can is the latest marketing initiative of Ben E. Keith Foods, or BEK, the ninth-largest U.S. broadline distributor. The new slogan comes under the aegis of the distributor’s overall marketing strategy, called “What Can We Do for Our Customers?” BEK, which has its headquarters in Fort Worth, Texas, was recognized for its marketing savvy by the International Foodservice Manufacturers Association, or IFMA, with its 2008 Sales & Marketing Performance Award. BEK long has had the reputation of being a “marketing company” within the distributor community, so it’s good to see it being recognized by a larger audience.
While overall strategies are set at headquarters, implementation is handled individually at BEK’s six divisions. A number of events and programs during the year reward employees for building BEK’s business and provide customers with business-building ideas for their own companies. Eleven food shows are held—six at each division’s home city and five in smaller, secondary geographic markets.
Bill Sewall, who has just moved from a director of marketing position to director of produce and dairy, said that while the economic downturn has not affected attendance at their events, food show themes this year are concentrating on economic survival. For instance, the Oklahoma division’s theme is “Chart Your Course for Savings.” The shows offer seminars that will provide customers with ideas and tips on such topics as menu design, food costing and wait-staff training. Sewall said BEK uses these shows as a way to maintain a strong presence in front of its customers and to underscore its dedication to customer service.
The company has made an annual event out of an award-winning program created by one of its divisions in 2005. That year the Amarillo Division turned its sales force into competing basketball teams for a promotion that ran for six weeks in October and November. Reps were divided into teams according to projected annual sales, ranging from “centers” to “point guards.” Sales managers were designated as coaches and were given a list of prospects for the “draft.” Each rep received a “play book” with all promoted items selected by 50 participating vendors. Reps received one “basket” for each item sold. At the end of a week, the team with the most points won. Players who did not achieve their gross-profit goals were given fouls, and their points did not count in the total, so there was a significant personal incentive as well. If they received four fouls, they were out of the game.
At the end, the champions divided a prize of $8,000. The “NBA” promotion is now held companywide and is still successful.
Sewall said the company relies heavily on electronic marketing, too. Close to 5,000 operators receive e-mails that not only provide information about specials and deals, but also cover latest food trends, training ideas, new products and the like. When an operator requests further information, the request is sent directly to his or her distributor sales rep to be handled personally.
Market intelligence also is gathered electronically. BEK recently surveyed more than 500 customers to identify pain points related to their business. These pain points will be addressed through marketing programs and services.
Sewall explained that the company will make use of its new slogan internally. BEK instituted YKCA awards, the acronym standing for “Yes! Keith Can Associates.” The company has had a DSR of the Month award for many years. This new award will recognize quality service performed by any employee.
So what is BEK doing for its customers? I say a lot, both externally and internally.
