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Issue Date: Vol. 46, No. 8, August 2006, Posted On: 8/25/2006

VMI Operators And Suppliers Team Up In ‘Vending Is More’ Promotion To Highlight ‘Healthy’ Alternatives In Machines

Emily Jed

LOUISVILLE, KY — The Vend Marketing Institute reports that its unique “Vending is More” promotion was a resounding success. Conducted by VMI operator members and the Institute’s supplier partners, Vending is More was designed with the primary purpose of bringing patrons back to the vending area by featuring “healthier” alternatives – and offering hundreds of prizes. The nine Grand Prize winners received all-expense-paid trips to Yosemite National Park in California’s scenic Sierra Nevada mountains.

The Vending is More promotion was conducted simultaneously in more than 3,000 client locations served by VMI members. It revolved around a unique code that could be found in different vending machines during two-week periods. Customers were alerted to the promotion by means of posters, vend snipes and client publications. According to the Institute, more than 90% of prize registrations were completed over the Internet.

One of the grand prize winners, Scott Renninger, is employed by a company served by Sanese Services (Columbus, OH), a VMI member operation. He sent a note to president Ralph Sanese to express his pleasure with the trip. “It truly lived up to our expectations, and even exceeded them,” Renninger wrote. “The accommodations were great, the scenery phenomenal, and the overall trip a great success.”

VMI executive director Chris Stave hailed the promotion as providing a win for operators, suppliers and patrons alike. “The participating products received a great lift, and we called attention to some of the ‘healthier’ alternatives available in vending machines,” he summed up.

The Vend Marketing Institute was established in the fall of 2003 by a group of regional vending and foodservice companies. Its 11 current members generate more than $300 million in annual sales, chiefly from their more than 45,000 vending machines situated in some 9,000 business and industry locations. VMI member operators also provide manual food service to more than 170 locations, and operate several hundred mobile catering trucks. VMI operators deploy some 3,000 field personnel from 44 facilities, and serve clients across the length and breadth of the United States.

The mission of VMI is to benefit its members, their customers and their suppliers through the development of joint marketing and purchasing programs. These are administered through a partnership agreement between major vendible product suppliers and VMI. VMI’s objective is to team up with a very few strong, sound supplier partners.

Information on the Institute can be found online at vendmi.com.

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