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Issue Date: Vol. 52, No. 1, January 2012, Posted On: 12/23/2011


Tuffronts Rolls Out Email-Based Annual Marketing Program For Operators


Tim Sanford
Editor@vendingtimes.net
Tuffronts, Robert Liva, vending machine, vending machine graphics, vending machine parts, vending machine components, Tuffronts marketing service, coffee service, Google Analytics, vending machine locating

THE COLONY, TX -- Tuffronts, which began as a vending operation, has gained fame over the past decade for its line of durable, user-friendly vending machine and area styling kits and accessories. Now the company is seeking to capitalize on its success by launching a service to assist vending operators in finding worthwhile locations.

The new Tuffronts marketing service will compile a list of businesses in the geographic area served by an operator subscriber; in a region with a population of half a million or more, this list will contain between 1,500 and 2,000 entries. The subscriber reviews this list and can delete any companies that are not to be contacted.

When Tuffronts receives the edited list, it contacts each eligible business by telephone to identify the decision-maker for vending and coffee service. As many as three calls are made to find this contact.

Tuffronts then designs a series of custom emails describing the operator's services -- anything from products (like coffee) to specialties (like healthy foods) and amenities (for example, custom graphics or cashless vending). After obtaining 1,000 verified email addresses of the decision-makers, Tuffronts initiates a weekly mailing, with a link to the operator's website.

As the program proceeds, Tuffronts continues to qualify and add prospects to maintain the list at 1,000 potential clients.

Tuffronts founder Robert Liva explained that his new marketing service combines the power of Google Analytics with the company's own proprietary email marketing campaign. "This gives our operator clients fingertip access to their marketing data -- we track website traffic, show which emails were opened and identify the pages that the prospects have viewed," he explained.


Tuffronts Photo | REPETITION: Tuffronts sends weekly "email blasts" like these to each of some 1,000 prospective vending and OCS locations in each operator-subscriber's service area over the one-year term of its new marketing program. Customized to each operator, the reminders keep the operator's service offering in the eyes of location decision-makers.


"This is a systematic way to develop qualified leads for an operating company's salespeople, and grow the business," the industry veteran said. "My success in marketing my businesses has been based on 'CPR' -- content, position and repetition."

Content is what an advertisement displays, Liva observed; so it's important to create a variety of strong emails, each with a powerful message, to educate an operation's prospects on the services it provides. "Positioning is targeting decision-makers at profitable locations consistently," he continued. "We contact each business by phone up to three times, to identify the contact for vending and coffee services." An ancient saying in the advertising business is that "the constant advertiser is the one who gets the trade," and Liva is a firm believer in this truism. "Repetition is so important," he emphasized. "I only change a supplier when I'm not satisfied with my current service. You want to be there when other vendors blunder." Establishing a presence through consistent emails is an affordable and effective tool for capturing profitable locations when they become available, he pointed out.

The setup for a Tuffronts operator marketing campaign takes about a month, and the cost is $7,500 for a year. This service breaks down to approximately 52,000 emails sent, at 15¢ each. Operator subscribers also will receive 50% off Tuffronts' custom design presentations and an additional 10% off any other Tuffronts products purchased for one year.

Information may be had by calling Tuffronts at (972) 406-1989, or visiting the company's website, Tuffronts.com, and clicking on "marketing" at the upper right, or you can simply click here.


Topic: Vending Features

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