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| OTC Marketing Tips |
DOWNLOAD THIS AND OTHER USEFUL INFORMATION
*Note: Always check with your team leader before trying
anything new or different.
1. What is OTC?
Over-The-Counter marketing is the ability for IBO’s
to offer XS Energy Drinks to retail establishments for
resale while staying within the Quixtar rules and regulations.
The best industries to contact would be coffee bars,
restaurants, bars, health clubs, etc. It is critical
that the retail establishments know and follow the resale
guidelines established by Quixtar rules and regulations.
In short: the actual XS brand (logo) cannot be displayed
and the Energy Drink must be poured out of the can and
into a container (plastic cup, sport bottle, etc.) To
help with this marketing venture, XS Gear offers generic
branded promotional material that includes plastic cups,
table tents, coasters, flyers, & posters. The XS
Energy Drinks cannot be sold in the can through a retail
business or in vending machines. Have a Blast! How about
a Citrus Blast, Tropical Blast, or a Grape-Berry Blast!
Get the idea?
2. Can XS Energy Drink cans be sold through
a retail store, vending machine, or gas station?
No, XS Energy Drink in the can is not allowed to be
sold in a retail store or service establishment. The
Retail Sales Rule (Rule 4.3) states that an IBO shall
not permit the Corporation’s products or services
to be sold or displayed in retail stores or any similar
establishments. The Rule goes on to clarify that an
IBO that works in or owns a retail store must operate
their IB separate and apart from the store.
*To appreciate the reasoning behind this Rule one must
keep in mind that it is designed to give people from
all walks of life the ability to own their own business.
Allowing our products to be sold in retail or service
establishments would give those IBO’s that have
access to them an unfair advantage and would be contrary
to the person-to-person nature of the business.
3. Target your market:
Usually bars and restaurants with a liquor license sell
energy drinks for mixers or as unique drinks. Other
venues where energy drinks are sold are smoothie bars
and coffee bars where blended drinks are sold (XS blended
with ice and cream makes a great, energy smoothie).
Probably the best venue for selling Energy Drinks is
via health clubs, as long as it is sold within the guidelines
of Quixtar Rules—not displayed and must be poured
into a third-party container, such as a cup, glass or
sport bottle (most gyms have their own branded sports
bottles they sell there). Due to the healthy nature,
great taste profile, and unique effect of B-12, many
people become regular consumers.
4. Plan your presentation:
a. Don’t waste time selling the wrong person. Instead, ask who makes buying decisions for the establishment and schedule a time to meet with them.
b. Bring a 12-pack of each flavor or at least a few cold cans of each flavor for them to try. Use the 4-pak or 12-pak custom carriers. Pop open a can and pour it into cup of ice.
c. Look the part. Make sure you wear XS Gear to increase your credibility and bring some extra items to use. It never hurts to leave behind a pen or a can or bottle opener.
d. Discuss the generic marketing campaign. Let the owner know that they can even keep marketing other brands, while selling our energy drinks as an alternative for health, taste and carb-conscious consumers. Explain how XS is sold through a private online channel and needs to be displayed without showing the XS brand and sold without selling cans over the counter. They can sell under the “Have A Blast” branding or customize their sales by naming the drink with a personal angle.
e. Use the “Have a Blast” branded plastic cups to show the energy, the angle and the aim for XS Energy Drink..
h. SAMPLE DIALOG:
Getting an appointment:
Hi, my name is Joe. Who is the buyer or decision-maker here for beverage purchasing? When is a good time to call them? (Usually mid-afternoon is best time when the buyer is there and business is slow.)
Phone conversation with a buyer:
Joe: Hi? My name is Joe. I’m a rep with exclusive rights for promoting XS Energy Drinks. Do you sell energy drinks at your establishment currently?
Buyer: Yes, we sell BRAND X.
Joe: Do you sell diet or low carb sodas?
Buyer: Yes.
Joe: Do you sell low carb energy drinks?
Buyer: No.
Joe: Do you sell any energy drinks that taste good?
Buyer: No.
Joe: I’d like to bring you XS Energy Drinks, the largest US-manufactured energy drink and also the fastest-growing. These drinks get the best flavor ratings and have no sugar or carbs, so they are VERY popular with the ladies. When is a good time for me to come by?
At the Establishment:
Joe: Hi, my name is Joe with XS Energy Drinks, thanks for
taking the time to meet with me. I brought a few flavors of
XS Energy Drink with me. I’d like to have you taste these
versus the other drinks and tell me what you think. My
goal is NOT to replace the other drinks, but let your
customers have a choice when they drink them, the s
tandard drink and ours. In fact, I’d like it if you kept
marketing the other drinks and simply gave people samples
of ours when they ask for any other brand and display
our “Have a Blast!” campaign (all the XS drinks use the
Blast naming convention). If I gave you a 12-pack of your
favorite flavor, will you do that?
5. Remember some simple talking points when
sampling:
a. Tastes better than other energy
drinks, it tastes great! Ask people if they have tried
other energy drinks, and let them know that this tastes
better than other energy drinks…in fact, let them
taste it!
b. Better product story than other
energy drink. Let people know that most energy drinks
are really just sugar and caffeine which weakens endurance
with a sugar crash and causes recurring insulin responses
which wears on the pancreas and increases calorie storage
as fat. Due to the healthy nature, great taste profile
and unique effect of B-12, many people become regular
consumers.
c. Profitability story no other drink
offers. Simply put: at almost $9/12-pack of available
profit ($3.99 retail mark-up and up to $5 of performance
bonus per 12-pack), there is more profitability than
any other drink on the market for retailers who become
IBO’s.
6. Have information to give:
a. Generic comparison charts using
the OTC “Have a Blast” descriptor, clearly
describe the difference between your Energy Drink and
other drinks on the market.
b. Table tents use the “Have
a Blast” descriptor at the point of sale. These
can be placed on all the tables in a restaurant, bar,
health club, etc.
c. Coasters keep the “Have a
Blast” campaign in front of the consumers at all
times.
d. “Have a Blast” clear
plastic cups are great for launching within this type
of retail settings.
e. Posters using the “Have a
Blast” description give more brand awareness in
a retail environment without compromising the Quixtar
Retail Sales Rule.
CLICK THE LINK BELOW TO DOWNLOAD A COPY
OF THIS USEFUL INFORMATION:
1. XS
OTC Marketing Tips
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