Automatic Merchandiser - 37

be ringing off the hook with customers wanting his services. He was led to
believe that doing things the oldfashioned way - telemarketing - to
make appointments for his company
was well past its time.
The presentation these so-called
marketing experts gave him suggested that he totally revamp his
website and that his company needed
to produce bright, colorful brochures and 25,000 pieces of direct
mail advertising over a three-month
period. They also advised paying for
over 250,000 Facebook, Instagram
and Google ads. When he informed
me that the cost of this program was
north of $25,000 and that he had one

call from the direct mail pieces and
zero calls from the social media ads,
to say that he was down in the dumps
is an understatement.
I am not here to say that all of the
high-tech or social media methods
of reaching locations will not work in
helping grow your vending company.
However, I am saying that - as Coach
Bobby Bowden said - sticking to
doing the basics right and on an ongoing schedule is a key factor in growing
your company.
Plain old calling potential locations on the phone, dropping off free
samples of new products, asking for
referrals from your existing customers,
and offering the person giving you the

referral a gift card of $500 to $1,000 if
the location they refer comes on board
are just a few examples of the basic
fundamentals that can and will work
for your vending company. If sticking to doing the basic fundamentals
helped Coach Bobby Bowden win two
national championships, it can also
help your company make more sales
and profits - guaranteed. ■
About the author
Gary Joyner started in
the vending business in
Orlando, Fla. in 1994.
Since then he has owned,
operated and sold three
vending companies in
Florida. He can be reached
at gwj45@aol.com.

December 2020 * VendingMarketWatch.com

37


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Automatic Merchandiser

Table of Contents for the Digital Edition of Automatic Merchandiser

Editor's Note: To New Beginnings
Industry News
OCS Update: Safe and Sustainable
The 2020 Pros to Know Awards
Pivoting a Path Back to Prosperity
Success Story: Southern Hospitality
Small Operations: Winning Using Basic Fundamentals
Classifieds
Social Hubs
Automatic Merchandiser - 1
Automatic Merchandiser - 2
Automatic Merchandiser - 3
Automatic Merchandiser - 4
Automatic Merchandiser - 5
Automatic Merchandiser - Editor's Note: To New Beginnings
Automatic Merchandiser - 7
Automatic Merchandiser - Industry News
Automatic Merchandiser - 9
Automatic Merchandiser - OCS Update: Safe and Sustainable
Automatic Merchandiser - 11
Automatic Merchandiser - The 2020 Pros to Know Awards
Automatic Merchandiser - 13
Automatic Merchandiser - 14
Automatic Merchandiser - 15
Automatic Merchandiser - 16
Automatic Merchandiser - 17
Automatic Merchandiser - 18
Automatic Merchandiser - 19
Automatic Merchandiser - 20
Automatic Merchandiser - 21
Automatic Merchandiser - 22
Automatic Merchandiser - 23
Automatic Merchandiser - 24
Automatic Merchandiser - 25
Automatic Merchandiser - Pivoting a Path Back to Prosperity
Automatic Merchandiser - 27
Automatic Merchandiser - 28
Automatic Merchandiser - 29
Automatic Merchandiser - Success Story: Southern Hospitality
Automatic Merchandiser - 31
Automatic Merchandiser - 32
Automatic Merchandiser - 33
Automatic Merchandiser - 34
Automatic Merchandiser - 35
Automatic Merchandiser - Small Operations: Winning Using Basic Fundamentals
Automatic Merchandiser - Classifieds
Automatic Merchandiser - Social Hubs
Automatic Merchandiser - 39
Automatic Merchandiser - 40
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