The document discusses strategies for expanding reach to operators through coupons. It outlines the benefits of coupon programs compared to contracted programs, such as flexibility and ability to target specific regions or segments. Coupon programs allow collection of data on customers, products, and distributors. This data can provide insights and be leveraged to benchmark coupon performance and measure effectiveness. The document also covers using a coupon portal to manage coupons within a trade spend management system for settlement, operator submission and payment, and compliance with tax reporting. Performance reporting and data discovery tools are recommended to analyze coupon redemption and operator insights.

1. Expanding Your Reach to
Operators through
Coupons
2016 AFS User Conference

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Susan Sanford, Sr Director, TPM Foodservice
Operations
Over 20 years’ experience at AFS Technologies in
Foodservice. Susan’s background isin Settlement Services,
Deduction Management, Training, and Product
Management.
Speaker(s)

3. ©2016 AFSTechnologies, Inc., Proprietary and Confidential
Expanding Your Reach to Operators through Coupons
Trade Spend Investment Strategies
Contracted Programs:
• Direct rebates and deviated programs
• Customer specific
• Long-term commitment
Coupons:
• Direct rebates
• Short term commitment
• Micro-target or open campaign strategies

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Contracted Programs Strategies
Fixed marketing tactic with long term
(annual) commitment:
• Pricing based on estimated volume
• Direct rebate vs Deviation
• Direct – lag time associated to data visibility
• Deviations – increase in deductions and potential
impact on visibility
• Monitor performance
• Increases sales
• Distributor Earned Income – pay?

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Coupon Benefits
• Flexible marketing strategies without long-term obligations
• Regional
• National
• Segment
• Pull products into distribution
• Introduce new product lines
• Drive demand for existing products
• Incent a particular behavior
• Attract new customers
• Re-engage former customers
• Create brand loyalty

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Coupon Insights
Digital strategy to collect the data
• Who is buying my product?
• What type of customers are using my product?
• Am I reaching new customers?
• Where are my coupons more successful?
• Which distributors are the operators purchasing from?
• Did the coupon meet the sales objective?

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Coupon Performance
Need the ability to track your coupon’s performance:
• Redemption reporting
• By organization hierarchy
• Distribution
• Customer
• Product
• Transactional
• Volume
• Payments

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Leveraging the Data
What is the winning combination?
• Benchmarking coupon results
• Compare coupon performance
• Measure effectiveness
• Product Rates
• Sales results
• Increase or unchanged volume
• Geographic or targeted growth

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Compliance Laws
• 1099 Reporting
• Government agencies
• Non-government agencies > $600/year
• Tax ID validation
• W-9 on file
• Escheatment
• Prevention methods
• Aged Check reporting

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AFS TPM Foodservice
& Coupon Portal
• Manage coupons in
TPM Foodservice
• Settlement audit based
on coupon criteria
• Operator Portal –
submission and
payment
• Tax ID validation
• 1099 reporting

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Reporting
TPM Foodservice & Data Discovery G2
• Coupon performance
• Downloaded vs Redeemed
• Operator insights
• Payment/Transactional

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Thank you
Q & A
Next Session: TPM Foodservice Community (Friday 8:00am)