Which Vending Marketing Program is Right for You?
Jen / January 26, 2023
A vending marketing program is your secret weapon for growing sales. It’s crucial for driving leads to your website. And for changing prospects into customers. A vending marketing program will drive new buyers to you! It will also spur upgrades with your existing customers.
Vending operators who want to stay focused on their daily tasks turn to VendCentral for marketing help. If fact, it’s why we created our vending marketing programs. All of our marketing programs include a brand-new, mobile-friendly website to attract more leads and convert more customers. They also include top-notch social media content to engage your audience online. But, our sales and marketing programs offer lots of other benefits too. Looking for more leads and more sales? Keep reading, because this guide will help you decide what vending marketing program is right for you.
The Works – a COMPLETE vending marketing program
Looking for a program that is completely personalized for your business? A program that drives sales? One that includes all aspects of digital and print marketing? This program is for you. Clients on our COMPLETE sales and marketing program rely on us to handle it all!
To start, we craft a sales and marketing strategy based on our COMPLETE clients’ unique needs and growth plans. From that, we develop their monthly promotional schedule. These clients work closely and regularly with their VendCentral marketing account manager to fine tune their marketing strategy throughout the year.
Clients on our COMPLETE program have the most robust website growth plan for top SEO results. They also receive the most social media and blog content. Plus, it’s all customized for their business. We help these clients tap into the power of social media to grow their audience and reach. Press releases and design services for email and print campaigns are included too. It is our highest tier program. But COMPLETE clients consider it a valuable investment that pays off big for company sales growth.
The Assist – a CORE program
For vending operators that need only a bit of marketing help, we offer the CORE vending marketing program. In this program, our marketing account managers focus on generating content to help our CORE clients get top search results. Blogs and social media posts concentrate on industry topics and promote our clients’ services and expertise. They contain great SEO keywords but minor customization.
The CORE program appeals to clients looking to establish an online presence, improve search rankings, and grow their websites over time. It works best when complemented by a member of your own team who can add personalized content.
The Best of Both – a CUSTOM program
Take all the benefits of CORE, pair them with several great options from COMPLETE, and you’ll get our CUSTOM program. This is our most popular program with good reason. It is a semi-custom approach that highlights what sets your vending business apart from competitors.
We work together with our CUSTOM clients to create promotional plans. These include both industry-related and personalized content. Website growth is also emphasized in this program to maximize SEO. Clients on the CUSTOM marketing program also get ZippyLead, a website IP tracker tool that can increase vending sales. It does this by capturing valuable contact information about website visitors.
Our VendCentral marketing account managers collaborate closely with our CUSTOM clients for maximum impact and maximum lead generation.
What Type of Vending Marketing Program Do You Need?
Looking to grow your vending sales? Want to stay focused on your operations? We have a marketing program that fits your needs. From full-scale sales and marketing to a more simplified approach, VendCentral will help you succeed.
Contact VendCentral today for more details on our vending marketing programs. We will help you find the best fit for your business. Call us at (866) 699-8363 or reach us online.
Marketing vs. Branding: What’s the Difference?
Emily / December 7, 2022
Understanding marketing vs. branding is important for vending sales success. The two are different aspects of a single strategy used to tell others about your company and its services. Together they create a base for communicating strong, consistent messaging to existing customers and prospects. And growing sales revenues.
Keep reading to understand the difference between marketing and branding. How they both work together. Plus, learn which one needs to come first.
Marketing is promoting your vending company and the services and products you offer potential customers. Your company website, sales brochures, promotional emails, radio or internet advertisements, and even social media posts are all essential ways to market your company. Marketing strategies evolve over time to focus on different aspects of your business. And to support changing sales goals. Marketing often capitalizes on how your business leads when it comes to new and fresh vending products and equipment, emerging technologies, seasonal changes, and industry trends.
Marketing is critical to sales. It spreads the word about your services. It promotes what sets you apart from your competitors. And finally, it reinforces why you are the best choice for breakroom services in your service area. A successful marketing strategy will bring customers into your sales funnel and deliver more leads.
Branding, on the other hand, is about shaping your vending company’s identity to represent its core goals and purpose. Branding is a strong reflection of your company’s personality and it is how people will identify and remember your company as a whole. Good branding keeps your target audience in mind and helps them establish trust in your business. Branding includes everything from your company logo and taglines to the core narrative about your company’s foundation, purpose, and goals. Branding gives your vending operation meaning and character. Through it, customers will understand who you are and what makes your business unique.
Branding Must Come First
Marketing is the most effective way to spread your message and promote your business, but you must understand the message you’re spreading first. That is why establishing your company’s branding is an important first step. Solid branding will help shape your marketing initiatives and keep them consistent in look, feel, and context. Take the time to establish your vending company’s brand identity. It will help your company define what to say, where to say it, and the goals of your marketing campaigns.
As you can see, marketing and branding are closely tied but distinctly different. You must first understand what you want to say to communicate effectively. Starting with solid branding is the best way to optimize your vending marketing and grow your sales.
Are you a vending operator struggling with branding or marketing? VendCentral specializes in helping vending operators increase sales with successful branding, marketing, and sales strategies. Reach out at email@example.com or (866) 699-8363.
Do You Have a Growth Strategy for Your Vending Website?
Emily / October 26, 2022
A growth strategy is important after your vending website is built. It will help maximize your website’s performance and attract valuable leads. Your vending website is your strongest marketing tool and online investment. Maintaining it is key to its long-term success. But what should your website’s growth strategy look like? Read our 3 steps-to-success specifically for vending websites.
1. Grow Your Web Content
Regularly adding content to your vending website has a more positive impact on marketing and sales than a redesign every few years. Therefore, you will want to add new web pages and update existing ones routinely. Consider what content will support your sales goals. Plus, what type of content will enhance your SEO. For example, let’s say you create a web page for a new service offering. Anyone who searches for that type of service should see your website suggested. The same is true if you feature trendy new products or showcase a specific coffee brewer. Get on a schedule where you regularly evaluate, update, and add content to your website.
2. Blogs are Key to a Growth Strategy
Writing blog posts is a vital way to stay current. Blogs allow you to communicate frequently with customers on a variety of topics. Blogs also show you’re an authority on top vending industry trends. Finally, blog articles go a long way toward enhancing your website’s SEO. For instance, when you write about services or products, those keywords are associated with your vending website. Therefore, your website will show up in search results more often and attract more breakroom leads.
Here’s a bonus tip: Once you publish a blog on your website, share it on social media. It
doesn’t have to be a long post; a short sentence with hashtags will do. Your social media post gives your blog more exposure and opportunity for views. Don’t forget to add an image, which increases the chance it will be noticed.
3. Keep Your Website Clean
Every website needs housekeeping now and again. Check that your address, phone number, and email are correct. Also review all the links and menu options. You want to ensure those links go where they should. It is vital for an overall positive customer experience. After all, your website’s performance can affect how potential customers feel about you. A statistic from econsultancy reports that 80% of consumers are less likely to return to a website after a bad experience. So, don’t let a broken link stop your vending company from getting a qualified lead.
Another website section to check is service areas. If you have expanded into new cities or counties, be sure they are mentioned on your site. Ditto for product and equipment additions. You’ll want the most current information available for your existing and potential customers.
A Website Growth Strategy Opens More Doors to Success
Use our tips as a guide and create a website growth strategy of your own. It will help you keep your vending website performing at its best. Add content, write blogs, and check your online information. It will ensure your vending website remains a powerful sales tool available to customers 24/7.
If you need help with your vending website or are looking for powerful online sales and marketing tools, contact VendCentral. We specialize in digital marketing for the breakroom services industry. From a growth strategy to a marketing plan, we can maximize sales for your vending business. Reach out to firstname.lastname@example.org or (866) 699-8363 to get started.
Social Media Tips for Vending Businesses
Emily / October 12, 2022
Vending operators often ask us how social media can help their company. Our answer? Social media makes your vending business stand out from the competition and attracts quality leads. It lets you connect with customers and prospects in ways that influence their decisions. It is a powerful tool for increasing sales. Did you know that more than 50% of customers say they learn about new brands and products specifically from social media platforms? That means your vending business needs to be there.
Keep reading for tips on creating social media posts that engage your existing customers and make new prospects want to do business with your vending company.
Showcase Your Expertise
Social media is a great place to display your industry knowledge. Use it to inform your customers about new products and equipment. For example, post about the latest single-cup brewer you installed and the features you love about it. Don’t forget to tag the manufacturer to get more exposure.
Another great way to show your expertise is by sharing the latest breakroom news and trends. It will show customers that your company stays on top of what is hot in the industry. Showcase your latest installs too. Make sure to mention how your breakroom upgrades improve the workplace and tag any clients who give you permission.
Keep it Consistent
Posting regularly on social media is key to building a relationship with your audience. That is because frequent posts help grow your online reputation. They also increase trust in your brand. But don’t worry. Social media posts don’t have to be long. In fact, short to-the-point posts are best. Bite-sized content is easier to scan and retain.
In addition, it’s a good idea to regularly ask questions or take polls in your social media posts. This will spark conversation. That means your audience will be better engaged. And, it will help you learn more about your audience too.
Remember the saying: a picture is worth a thousand words? Well, it’s true. Great visuals attract attention. But it’s not just photos. You can use infographics and video content too. A statistic from Twitter Business puts it in perspective, Tweets with video get 10 times more engagement than those without. The takeaway? Add visuals to ensure greater impact.
Make it Genuine
When you post on social media, an authentic and honest approach works best. Why? Because 86% of Americans want transparency from a company, says SproutSocial. That means you should show the human element in your business whenever possible. Plus, be open, honest, and clear in your posts. It will help you develop a stronger connection with your vending customers.
Need more reason to be real? LinkedIn posts with personal images get two times higher engagement. So, get personal to ensure your posts are read and remembered.
Now that you know when and what to post, it’s time to boost engagement. Invite your clients and industry colleagues to follow your business. And do the same to theirs. The larger your audience, the more powerful your social media will be at attracting new customers and maintaining current ones.
If thinking about social media posts makes you feel stressed, you’re not alone. The good news is that there are digital marketing specialists just for the vending industry. That’s us. Reach out to VendCentral for help today.
3 Steps to Optimize Your Customer’s Journey
Emily / September 6, 2022
It’s important for vending companies to understand a breakroom customer’s journey. Why? Because it is the key to attracting new business, matching a buyer with the right breakroom services, and closing a deal that will satisfy your customer for years to come.
If you’re looking to grow your breakroom services client list, try our 3 step process for success in the customer journey.
Step 1: Be Where Your Customers Are
Ask yourself this question: if an office or facility manager runs a Google search for ‘vending services near me,’ will they find your business? And if it does appear, where is it on the page?
Ideally, your vending business is a top result on the first page. That way all potential customers see it. But how does it get there? A great vending marketing plan is a good start.
However, there is more to effective vending marketing than just being seen on Google. Publishing blogs and articles will help reinforce your vending industry expertise and establish your company as a service leader. In addition, strong social media posts will help you establish a personal connection with potential buyers. It will also ensure you are top-of-mind to those looking for vending services.
Step 2: Anticipate (and Answer) Your Customer’s Questions
Over 90% of business-to-business (B2B) buyers conduct research online and the most popular resource is a supplier’s website. Does your vending website give potential customers the information they need? Many office and facility managers complain of a significant gap between the questions they have and what breakroom service providers share on their websites. Therefore, to win new business, you must provide potential clients with a website that is easy to navigate and filled with the information they want. It can really help to enlist a digital marketing specialist who knows what drives buyers and how to showcase your breakroom services to match.
Step 3: Bring It All Together to Seal the Deal
Once you have the attention of your potential breakroom service customer, then what? How do you prove that you are the best choice so they reach out and ultimately sign a contract? The answer is ensuring everything comes together online to provide a great user experience. From powerful SEO to engaging content to lead capturing technologies, a full-circle approach is needed to showcase your business, interest buyers, and capture leads. When your outreach is seamless, informative, engaging, and complete, then it’s easy to close the sale.
Ready to enhance your vending marketing to impress customers? VendCentral is dedicated to assisting breakroom service providers with vending marketing, including enriching the customer’s journey. Contact us for help navigating online marketing and creating strong business leads.
VendCentral: Spreading Good Karma
Jen / August 23, 2022
Five years ago, we shared the philosophy of Karmic Management and how it influenced VendCentral’s team and business approach. Our founder, Neil Swindale, connected with the concept when he first read the book Karmic Management many years prior and its principles continue to shape the way our company operates and grows. Today, the idea of good karma is still one of the cornerstones of our vending marketing agency. Here are some of the biggest ways it is impacting our own people and our relationships with clients.
Do for Others
We believe in putting out into the world what we hope to get back. Because of that, VendCentral nurtures an honest and ethical team with a strong desire to do for others. We know it is just as much our people as our business practices that turn new customers into long-term clients. We aim to foster a supportive community within the vending industry and to lend a hand to hardworking breakroom operators, whether they are our clients or not. To us, it’s just as important as hitting profit goals. In our practice of doing for others, we have been fortunate to gain valuable friends and business relationships in the vending industry and grow our revenues.
Build the Connection
Our relationships with our clients are just that: relationships. And, we know a great relationship can’t result from two people just doing their own thing. We invest in building a connection with our clients that generates positive energy for us both. The foundation of that relationship is communication, collaboration, and respect. Through it, we gain a deeper understanding of our client’s business goals. For those relationships to be strong long-term, VendCentral invests in learning, growing, and adapting to our client’s changing needs. It has allowed us to exceed our client’s expectations as they evolve.
Be Comfortable with Change
Growing a small business is the result of being open and responsive to change all of the time. And in the world of digital marketing things are changing all of the time too. Our mindset is to view change as an opportunity, even when it’s hard. Change, in itself, is the constant we can always count on in the vending industry, in digital marketing, and in our own lives as well.
Live (and work) with Purpose
Personally, and professionally, we believe life is much fuller when we live it with purpose. Our purpose at VendCentral is to use our talents to help vending operators succeed online. Through authentic customer engagement, we drive new businesses to increase their sales and profits. For us, it means more than building vending websites or developing marketing programs. It means helping family-run operators thrive. It means secure jobs for route drivers. It means spreading the word on what better breakroom services can do for employees and communities across the nation. It means spreading good karma.
VendCentral is laser-focused on supporting the vending industry. To discover how our marketing programs can help you achieve your sales goals contact us or call (866) 699-8363.
Vending Marketing That Works, Part 2: Develop Your Marketing Plan
Emily / August 10, 2022
For vending operators, developing an effective marketing plan can be overwhelming. That is why your vending marketing plan should start with a solid marketing strategy first. A marketing strategy is a foundation for any successful marketing plan. If you have not created a marketing strategy yet, useful tips can be found in our last article. If you are satisfied you have a great marketing strategy in place then let’s start discussing how to turn that strategy into action. That, in essence, is your marketing plan. Here are some things to consider:
The majority of a vending company’s marketing is now done online. It is important to remember that consistency is key. As you execute your marketing plan over multiple platforms be consistent in your brand look and messaging. Also, develop and maintain a consistent schedule with your content creation. And finally, ensure your marketing content is consistently supporting your marketing strategy.
Your vending website is one of the biggest components of your online brand and marketing plan so it’s a good idea to start here first. Remember when you detailed your company’s mission and goals during your marketing strategy development? Your vending website should support them. It should also clearly show how your vending business differentiates itself from your competitors. If your website is outdated, it may be time to refresh your image to get off to a good start. Websites that are difficult to navigate or hard to read on mobile devices will lose your audience fast. Consider a website health check to see if a refresh is in order. A website refresh may also give you the opportunity to breathe new life into your company logo, brand colors, font styles, etc. These factors all contribute to your company’s brand image and personality online.
Remember, keeping your website updated and growing is an important part of your marketing plan. Add web pages to support new products, brands, or services. Consider publishing blogs to stay on top of new and trending topics. Your new content will continue to improve SEO performance, especially if it contains keywords potential clients might use to find you.
Social Media Content
In addition to your website, social media plays a huge role in vending marketing. If you’re happy with your website branding, terrific! Keep a consistent look on social media by using the same fonts, colors, taglines, etc. This will reinforce your brand image across your social media platforms.
What social media channels are your potential customers visiting? Are facility managers reading news feeds on LinkedIn? Do breakroom service providers read Google Business Reviews? You bet they are. Your marketing plan should include a social media posting schedule across these multiple platforms. This will help your company stay relevant and top of mind for current and potential customers. Don’t forget to use social media as a tool to direct potential and existing customers back to your website to learn more about you.
No matter where you are posting your marketing content, your messaging should reinforce the goals established in your original marketing strategy. Include content that helps potential customers learn more about your business and the team that makes it thrive. Dive into important industry trends to reinforce your company’s expertise. Share customer reviews to show how you are helping customers improve their employee breakrooms – and even show off some of your incredible breakroom installs. Marketing content like this will help tell customers how you are different than your competitors.
For your vending marketing plan to work, someone must build it and oversee it. This person, or team, will create a schedule for website growth, blogs, and social media posts. They will likely compliment it with email campaigns, print, grassroots marketing efforts, and more. They will also review key performance indicators to make sure your marketing plan is working. If no one can take on these responsibilities internally, consider outsourcing to a reputable marketing firm that specializes in vending marketing.
At VendCentral, we are dedicated to the vending industry and marketing to bring our clients new breakroom customers. To get a marketing plan started today, contact us online or call (866) 699-8363.
Vending Marketing That Works, Part 1: Define Your Marketing Strategy
Emily / July 28, 2022
Many vending business owners jump into marketing with social media posts and blogs to reach potential customers. Indeed, these are part of any good marketing plan. However, to get results, vending marketing needs to be supported first by a strategy behind the posts and blogs. Then you can work out a detailed plan of what and when to post.
Did you define your vending marketing strategy before jumping in? If not, keep reading. Here are some marketing strategy basics to ensure your marketing succeeds.
Marketing strategy vs. marketing plan
While often used interchangeably, a marketing strategy and marketing plan are very different. A marketing strategy is the why. It explains how your marketing will help you achieve your company’s mission and goals. Plus, it outlines what you will market, who you will market to, and how you intend to communicate your message. Finally, it should consider your competitors and how you will set your breakroom business apart.
In contrast, a marketing plan takes your marketing strategy and puts it into practice. It is how you will execute the strategy. For instance, your social media post schedule, your blog topics, and the associated performance metrics.
Steps for a strong vending marketing strategy
A well-defined marketing strategy supports your company’s mission and vision. Follow these steps to ensure yours is complete:
1. Lay the groundwork
Begin the vending market strategy process with a summary of your company. For example, how it started and the values that drive your business. It is also important to include what you wish to accomplish with your marketing efforts. Are you looking to obtain new business? Do you want to show existing customers you do more than vending? How can your marketing efforts help you achieve your goals?
2. Understand your market
Next, outline the key factors and trends happening in the breakroom industry and in your particular service area. Are micro-markets the “go-to” in your area? Are locations asking for ways to lure employees back to the office? Check industry sources, local news, and LinkedIn for some insights.
3. Detail your offering
At a high level, list the types of products and services your vending marketing should focus on. This is going to be directly related to the market trends you identified in the previous step.
4. Define your audience
In order to develop an effective vending marketing strategy, you need to know who to target. Therefore, you should create a clear description of your ideal vending or breakroom service customer. What type of business is it? How many employees are on-site? Who is your contact, the facility manager or the human resource manager? How can you get your marketing message in front of this person?
5. Describe your message
Now that you have identified your target audience, what do you want to say? Use what you came up with for overall breakroom trends, which products/services you want to target, and who your ideal customer is to solidify your message. Does it revolve around hassle-free service? Or, perhaps it highlights the advantages of superior coffee equipment? Maybe it’s showcasing your environmental stewardship through sustainable practices?
6. Analyze your competition
In marketing as in most aspects of business, it is important to look not only at yourself but your competitors. For instance, how is your vending company unique or better than others? How will your marketing plan accentuate these differences?
Don’t forget, you don’t have to come up with your marketing strategy alone. A digital marketing agency can assist you in developing and solidifying a vending marketing strategy that works.
A marketing strategy is just the beginning
Once you have all the elements of a marketing strategy complete, you can take that framework and build a marketing plan. Don’t be tempted to skip the strategy, however. It is worth the time. Starting with the support of a strategy will ensure you make the most of your vending marketing investment, keep your message on target, and reach your goals.
Ready to solidify your strategy? VendCentral can assist you in defining one that works. For a free consultation, contact us by email or at ((866) 699-8363.
Podcasts – A New Vending Marketing Strategy To Try
Emily / July 13, 2022
Podcasts have seen tremendous growth. Forbes reports that in 2021, there were 116 million people listening to podcasts monthly. That number shows signs of going even higher in 2022.
Can vending operators use podcasts to boost business? Yes! Read on to learn more about using podcasts in your vending marketing.
Why people listen
There are many reasons podcasts are increasing in popularity. One reason is screen fatigue. Starting in 2020 (Covid19), people began spending more hours on screens. This includes working remotely, streaming content before and after work, as well as scrolling through social media. It’s nice to have a break. Yet, people still want to be tuned in to what’s happening and be entertained. That is where podcasts come in.
As an audio-only medium, podcasts are the perfect choice for making the most of leisure or errand time. More than half (52%) of listeners are tuning into podcasts while doing things at home, according to The Infinite Dial 2017. Another quarter is listening to podcasts on the go, from commuting via car to walking around on foot. The versatility of when and where people can listen to podcasts is part of what makes them so attractive. Plus, there is a podcast on nearly every subject. You can listen to one to boost professional development, be entertained, or explore a hobby. This variety in topics adds to podcasts’ overall appeal.
What to podcast
So how does a vending company break into the world of podcasts? A great way to start is by taking the digital content you already have and repurposing it for a podcast audience. Use the pages of your own website for inspiration. You could expand upon your origin story, company mission, and/or vision for the future in a podcast (all from your About Us page).
Another podcast idea is to discuss what’s new and trending in breakroom services. You might start by interviewing your employees. For example, what is it like to be a route driver in 2022? How have workplaces in your area changed in the past few years? Or, perhaps you would rather discuss how breakroom service technology is changing. You could report on the new services and hardware available along with how it benefits your vending customers and their employees. The sky is the limit on vending podcast topics. Try innovative food and beverage products, shifts in the way today’s workers are snacking, or anything that informs and educates listeners.
Get help from a host
When creating a podcast, a good host is invaluable. They can help guide the listener through the episode, add a level of professionalism to the finished product, and help you get your podcast published. Our talented friend, Cecil LeDesma, is an expert podcaster and can help you explore and create podcasts about a variety of topics that you or your business feel passionate about.
Podcasts are outside the box
Podcasts are not going away. Buzzsprout reports projections that listeners will exceed 160 million by 2024. This is a big reason for you to consider a podcast to market your vending business. It can help boost your brand and solidify your place as an expert. Most of all, it will reach an audience that could be potential clients.
There’s help along the way. VendCentral has been assisting breakroom service providers with vending marketing for decades. We can help you navigate the online marketing world to create strong business leads. Call (866) 699-8363 or email today.