Ohio vs. Michigan Rivalry Stirs Up XS Energy Sales

When it comes to stirring up XS Energy sales—and profitability for IBOs—a casual mention of an interstate rivalry certainly can go a long way.

That's one of the lessons that Jim Martino learned in June, when he issued a voice-mail encouraging his organization to pump up their XS sales volume.

At the end of the message, almost as an afterthought, Martino mused, "Oh, by the way, I bet you my team here in Michigan can move more XS than my team in Ohio."

Martino and his wife, Jennifer, are Q-12 Platinum IBOs who are looking to move on to Ruby in the Doug and Amie Weir organization. When the history of their business is written, Martino's remark may well go down as "the challenge heard 'round the Midwest."

In short order, the competition developed a subplot pitting the University of Michigan against Ohio State University—and that's only partly because students from both Big Ten schools are among the IBOs on Martino's team.

The Ohio and Michigan teams "drafted" IBOs from other states so their sales were credited toward the respective sides. Even those who had never set foot on either campus got swept up in the partisan spirit.

By the end of June, Martino's organization had sold 322 cases—between XS Classic, XS Shots, the regular XS flavors and the Blast! Premium Energy Mixers—for a total of roughly 2,600 PV. The Michigan and Ohio IBOs accounted for more than 280 cases, with Michigan edging Ohio by a mere four cases.

For a frame of reference, in a typical month, the same group might sell about 10 to 15 cases of XS, said Martino.

One IBO who played an active—you might say inflammatory—role in the competition was Dave Pfeferle, an IBO from Westerville, Ohio, just north of Columbus.

Pfeferle owns Westerville Mini-Golf and Batting Cages and had a good connection with a T-shirt supplier. For $1.98 apiece, he bought T-shirts that read, "I Helped Ohio Beat Michigan." When customers paid $25 for a case of XS cans, he would throw in the T-shirt.

"It was cool that people, who might never have looked at being customers before, were now willing to support us," Pfeferle said. "Students at Ohio State were finishing up final exams and it was a good time to sell energy drinks. We set up a booth in the morning and in the evening and people really got into it."

Pfeferle also asked customers to complete surveys to determine who would be interested in buying XS in the future. That wise move has sparked follow-up sales with at least four new clients over the past few months.

"It was a fun time. There are a lot of fans out there who are true to their state and didn't want to be defeated," Martino said. "We had one IBO, a single mom in her 40s, and she sold XS to four daughters who don't care about the college rivalry, but are interested in creating volume for their mom's personal business."

In addition, that particular IBO sold three cases of XS Shots to a customer, who in turn interested two others to become customers. Each purchased three cases when offered the free-shipping incentive.

Martino said it's important "not to fall into one mindset or mold" about how to market XS or any other product. While the target audience tends to be between 18 and 27 years old, the drink is marketable to people of all ages.

"Instead of trying to categorize everybody into the same mentality, allow people to be as creative as they want to be," Martino added. "Think outside the box."

The successful marketing surge has laid the groundwork for a new rivalry, and Martino is now plotting a strategy for an October sales contest. He is thinking about having the winning team score tickets to the Michigan vs. Ohio State football game in Columbus on Nov. 27.

We can only guess what a new round of T-shirts might proclaim at that point. But what's certain is that all will go with increased profits in their pockets—and confidence that XS Energy is an outstanding way to generate buzz, and bucks, for their businesses.

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