THE NEWS AND EVENTS OF MARKETING SPECIALISTS thethe

SummerSummer 1998

HumanHuman ResourcesResources

Technology Marketing

The People ofof MARKETING SPECIALISTSSPECIALISTS

Retail

Alternative ChannelsChannels and News fromfrom coast to coast IN THIS ISSUE OF theSPECIALIST

4-5 Human Resources Mark Paul of Smith Barney, Marketing Specialists’ 401(k) advi- sor, passes along a few helpful suggestions for planning your investment strategy. It’s never too late -- or too little.

6-7 Technology The Market Place, Marketing Specialists’ Intranet, receives top honors from CIO WebBusiness magazine.

8-9 Marketing This emerging group is building brand equity through exciting local event marketing.

10-19 The People of Marketing Specialists From Dick Silvers’ harrowing bungee-jumping experience to Office Manager Betty Mixons 55 years with the company to Bob Cowin’s “northern” migration, these are the stories that represent the diverse strengths behind Marketing Specialists.

20-21 Alternative Channels This fast-growing division never rests -- even when its man at

the helm, Corporate Vice President Robin Schofield, makes a 10,000-mile trip home.

22-23 Retail The latest news on the Retail front; and Corporate Vice President Kurt Nolin talks about the division’s continued high- tech evolution.

24-31 News from Coast to Coast Here’s the scoop, from the latest developments in Foodservice to Channel Marketing to a few words on teamwork by Bruce Butler. A WORD FROM THE CHAIRMAN Ron Pedersen, CEO and Chairman of the Board

It has been two years since our management team began working to incorporate four companies spread across 29 states. Throughout these two years, we have struggled with high costs, sluggish sales, and high capital expenditures, not to mention melding multiple cul- tures, four sets of systems, and more than 4,500 people.

Merging great companies together has enhanced our geographical diversity, resulting in necessary economies of scale to allow superior retail coverage, manufacturer- and customer-dedicated sales and mar- keting teams, and significant critical mass with resulting efficiencies in procurement, centralized administration, and information systems.

During the last two years, the presence of shared values has been one of our primary strengths as we blend the lives of the people who comprise Marketing Specialists. The defining characteristic of our emerg- ing corporate culture is teamwork. More than any other factor, our shared values and long-standing com- petitive spirit have permitted us to merge these widely spread organizations with skill, speed, and the ongo- ing priority of placing the care of our employees first. As we go forward, we will continue to nurture these important qualities with Marketing Specialists’ 4,500 employees.

Today, Marketing Specialists is paving the way toward new and perhaps yet-to-be-defined capabilities in reaching consumers. At every level, we are proving to our manufacturing partners that we do indeed add value to the process. Through our efforts, we’re positioning Marketing Specialists as an example of the most efficient way to reach consumers in the United States.

I urge you to read this issue of The Specialist carefully. You’ll learn more about Marketing Specialists’ efforts to support and care for our employees. Under the leadership of Chalmers Ward, your Human Resources depart- ment is the best in our community. Take advantage of our many employee benefits training programs. These are designed to support you and your families while raising collective skill sets.

Marketing Specialists has positioned itself at the forefront of our industry with a business strategy that focuses on integrated systems and innovative applications. Under the direction of CIO Dick Silvers, we are paving new roads while we go to market with an infrastructure that supports our mission. Our leadership is demonstrated repeatedly through key initiatives such as integrated EDI; a companywide Windows NT information network; successful implementation of CRP; and Web-based technology, including communi- cation via the Internet, our award-winning Intranet, and Extranets.

And it doesn’t stop there. Called “Pioneers in Field Sales Automation” by Brand Marketing magazine, Marketing Specialists has been recognized as a leader of technological innovation within our industry. Using our computer-based retail information system, the implementation of category management and bidirectional flow of intelligence down to the store level are realities at Marketing Specialists.

In closing, I hope you will swell with pride as The Specialist shares the lives and accomplishments of our associates. Thank you for your contributions and your continued commitment to Marketing Specialists. HUMAN RESOURCES

chance they’ll have of maximizing this new members of Marketing Specialists’ Profile: B. Mark Paul important investment in the future.” 401(k) plan. “I like to consider myself a Senior Vice President Mark holds a degree in business and motivational speaker as it relates to finance from Southern Methodist investments,” Mark says. “When I have Smith Barney University. Prior to joining Smith the opportunity to speak in front of the Barney, he spent 17 years with Steak and various Marketing Specialists offices, I Mark Paul is helping Marketing Ale restaurants – first as a multi-restau- know I am in a position to have a great Specialists’ associates make wise invest- rant supervisor, and later as a director of deal of impact – not only on the invest- ments in their futures. Mark is a 12-year training for the company. ment approach used for attendees’ 401(k) veteran of Smith Barney’s Consulting Mark speaks professionally throughout funds, but the outside monies that they the United States. He has also been log- save, as well. There are basic concepts ging considerable travel miles while jour- that I like to cover that hold true for any neying to our various offices, enrolling investing one may do.” Mark’s investment suggestions

Here are some of Mark’s suggestions for planning wise investment strategies: Properly defining one’s investment time horizon. So many people tend to mis- calculate the time over which the money they have will be invested. For exam- ple, a 55-year-old who wishes to retire at age 60 may feel he has only a five-year period for his or her money to work. However, in most cases, the money will remain invested for years beyond that date. Most people in retirement will live off the returns that the investment produces, meaning their time horizon is really clos- er to their life expectancy – for example, 84 or 85 years of age. Having a longer Group, a division specializing in invest- period of time over which to invest enables the investor to make the money work ment management and participant com- harder. For example, those for whom stocks would be appropriate have the munication for the 401(k) market. Mark advantage of time to weather the ups and downs of the stock market. assists Marketing Specialists with fund Set reasonable expectations up front. If an investor recognizes that the stock selection and performance analysis. The and bond markets will inevitably provide good and bad periods, he or she will be Consulting Group is the largest invest- better prepared for market volatility. The key is staying invested because over ment management organization of its time, the ordinary returns that these markets provide become truly extraordinary kind in the United States and was the due to the magic of compounding. In most cases, it doesn’t take home runs, just first 401(k) plan service provider to good, consistent returns to meet one’s investment objectives. Young investors are receive permission from the United in the best position to take advantage of the long-term upward trend in the mar- States Department of Labor to provide kets. They just need to get started. Saving, especially through a 401(k) plan with a each plan participant with individual generous match like the company’s, can never be initiated too soon or with too assessment advice. small an amount. In his role as our consultant, Mark wears many hats. Besides coordinating The old adage “Don’t put all of your eggs in one basket” still holds true. Investing the tasks required between our record- money in one of a few investment types is a risky tactic that may lead either to huge keepers, Milliman and Robertson, and our returns or huge losses. The way to avoid such high-risk investing is through diversifica- Human Resources team, Mark is available tion. By carefully selecting a number of different investment types, investors can to assist our employees with questions achieve their desired return expectations with less risk. By spreading funds among sev- related to the plan’s investment options. eral different types of investments, an investor can increase the probability that if one “One of the most rewarding parts of my investment is decreasing in value, another is increasing in value. Another term for this is job is helping individual participants asset allocation, and that is what drives the 401(k) plan as well as the recommenda- make well-informed decisions regarding tions Smith Barney presents to each participant through the Participant Investment the money they have in the plan,” Mark Planner. All a participant has to do to get this help is submit the Participant Investment says. “The better they understand how the Planner questionnaire. Smith Barney will not only guide your initial investment decision plan works and how to utilize Smith but also will tell you when you should make adjustments. Barney’s ongoing advice, the greater the

4 the SPECIALIST Meet the players behind the scenes Human Resources Contacts The backbone of the 401(k) plan

Marketing Specialists’ 401(k) plan has been enhanced over the last year, making it Vice President a highlighted benefit for employees joining the Marketing Specialists family. Human Human Resources Resources is hard at work making sure employees get the answers and identification they need. However, they don't do it alone. Chalmers Ward The company’s exponential growth demanded a shift in daily administration of (972) 714-1294 the plan. Milliman & Robertson (M&R) serves as the company’s plan administrator, handling such behind-the-scenes functions as plan valuations, discrimination testing Director, Human Resources and reporting, loan administration, and the automated voice response system. Steve Choman Through a monthly exchange of information, Milliman & Robertson handles the automated enrollment process for new employees and the issuance of distribution (972) 714-1226 packets for employees who leave the company. Milliman & Robertson began in 1947, when Wendell Milliman established a con- Human Resources Manager sulting practice in Seattle. Today, M&R maintains offices in 26 states, as well as two Corporate international offices. Smith Barney, a leader in the U.S. securities industry, manages the company's Wanda Matthews trust account. The experts at Smith Barney manage all investments in addition to the (972) 714-1241 buying, selling, and trading of our 401(k) plan investments. The Smith Barney story dates back to 19th century Philadelphia, where a young Human Resources Manager broker, Charles Barney, started his firm in 1892. Today, as the nation’s second-largest retail brokerage firm, Smith Barney has more than 28,000 employees worldwide with Western Region 500 locations throughout the United States and abroad. Denise Malone Through a partnering relationship with these two key companies, Marketing (714) 939-3394 Specialists is able to provide truly excellent benefits to its employees. The experience and commitment these partners bring to Marketing Specialists allow the company to be on Human Resources Manager the cutting edge, offering some of the most current benefits available in a 401(k) plan. For more information on Marketing Specialists’ 401(k) plan, head to Marketing Mid-Atlantic Region Specialists’ Intranet, The Market Place, or contact your local office manager. Kathryn Wickline (704) 847-8600 EMPLOYEES Compensation Manager enjoy the convenience of direct deposit Colleen Garrity Whether they’re out of town or caught paychecks. With direct deposit, employ- (972) 714-1232 up in a busy schedule, Marketing ees have immediate access to their pay Specialists employees may rest assured on the morning of payday. HRIS Manager that their payroll deposits are in their The process is simple. Marketing accounts and available as cash on paydays. Specialists’ payroll notifies the bank elec- Philip Kucera By taking advantage of the direct tronically that a specific amount of (972) 714-1291 deposit program, employees eliminate money should be made available at an trips to the bank and have the assurance employee's financial institution in the that their checks are deposited promptly. account the employee designates. HRIS Specialist Although the program has been in place Employees receive a “notification of LeAnn Whitely for several years, the payroll department deposit” from the payroll department, (972) 714-1214 reports that the percentage of participa- bearing significant resemblance to an tion is not what it should be. Due to the actual paycheck, which itemizes the geographical expanse of our business and deposit amount, deductions, and taxes. Workers’ Compensation the number of employees who reside in To enroll in the direct deposit pro- Martha Gonzalez outlying areas, employees who do not gram, visit the Intranet, or contact your (972) 714-1252 have direct deposit are sometimes sub- local office manager for a form to submit jected to mail delays in receiving their to payroll.

SUMMER 1998 5 TECHNOLOGY PRIME MARKETING SPECIALISTS opportunity YEAR 2000 STATEMENT Marketing Specialists is capitalize upon Marketing Based on a recent assessment, Marketing Specialists has capitalizing on an opportunity Specialists’ “peoplecentric” determined that it will be required to modify or replace portions to further enhance the integra- environment to dramatically of its software so that its computer systems will function properly tion of our financial and streamline our company’s with respect to dates in the year 2000 and thereafter. We present- human resources capabilities. systemic business processes. Using PeopleSoft as its vendor BRBA is based in Dallas ly believe that with modifications to existing software and con- of choice, Marketing and maintains operations versions to new software, the Year 2000 issue will not pose signifi- Specialists is working in coop- throughout the United States cant operational problems for our computer systems. eration with B.R. Blackmarr and abroad. BRBA established We have initiated formal communications with all of our signif- & Associates (BRBA) on one the first PeopleSoft Upgrade icant suppliers and large customers to determine the extent to of the fastest PeopleSoft Center and developed the which our interface systems are vulnerable to the failure of third implementations to date. PRIME methodology to exe- parties to remedy their own Year 2000 issues. Our total Year 2000 The project, called PRIME cute projects for clients. project costs include the estimated procurement and time asso- (PeopleSoft Rapid Among PRIME’s objec- Implementation) is led by an tives are the effective combi- ciated with the impact of third-party Year 2000 Issues, based on Advisory Committee of Dick nation of technical assistance presently available information. Silvers, Jay DiNucci, with PeopleSoft implementa- However, there is no guarantee that the systems of other com- Chalmers Ward, and Brian tion, and the rapid implemen- panies, on which our systems rely, will be converted in a timely Healy. Kellie Cheever is the tation of PeopleSoft packages. manner and would not have an adverse effect on our systems. financial project leader, and This exciting project repre- We have determined we have no exposure to contingencies the HRMS project leader is sents the latest in Marketing related to the Year 2000 Issue for the products we have sold. Philip Kucera. Specialists’ ongoing commit- We will utilize both internal and external resources to repro- PeopleSoft is regarded as ment to provide unparalleled one of the premiere enterprise service not only to its trading gram, or replace, and test the software for Year 2000 modifica- resource-planning software partners, but to its own employ- tions. We anticipate completing the Year 2000 project no later developers. The software’s ees as well, using the latest than December 31, 1998, prior to any anticipated impact on our capabilities combine with and innovations in technology. operating systems. Marketing Specialists wins CIO WebBusiness 50/50 Award

Marketing Specialists has been named one of needs of the sites’ target audiences. the top 50 Intranet sites in the second annu- “Fifty sites in each of the two categories al CIO WebBusiness 50/50 Awards, the [Intranet and Internet] emerged as standards of results of which are published in the maga- excellence worthy of emulation by the next gener- zine’s July issue. ation of Web developers,” says CIO Editorial This award program recognizes innova- Director Lew McCreary, who oversees the judging tive Intranet and Internet initiatives by process for the program each year. organizations around the world. Marketing Specialists is recognized alongside The judging process involved a lengthy such companies and entities as Boeing, Charles deliberation by a panel of CIO magazine edi- Schwab, Compaq, Coopers & Lybrand, General tors, designers, and Web development Electric, and Harvard Business School. experts who evaluated business value deliv- The Market Place “reduces information over- ered by nominated sites. load by providing a single interface for retriev- The judges specifically focused on ing and viewing data from widely distributed integration of design, technical attributes sources, saves money by publishing internal doc- of the sites, contribution to the overall uments online, and streamlines the purchasing business, and the success by which the process through a secure capital expenditure blend of technology and design matched the request system,” the magazine states.

6 the SPECIALIST Training schedules now online Profile: Christine van Baaren Training schedules are now available via the Intranet. A Director of Business Services schedule of current classes may be found at http://training/train- ing/database/currentclasses.asp. A long-term class schedule is Christine van Baaren has located at http://training/training/schedule.htm. an eye on the future. As the For more information, or to register, contact your local office director of Business manager. A catalog for Microsoft Windows and Microsoft Services, Christine is work- Office courses is located on the Intranet at http://training/train- ing within her department to ing/courscat.htm. develop services both for The training department is currently revising the company’s internal and external cus- Microsoft course curriculum to include training and documenta- tomers that will prepare tion for Office 97 products. Training and exercise manuals for Marketing Specialists for the Microsoft Office 97 software are located on the Intranet at challenges posed by the new http://training/training/window95/office97.htm. millenium. “Marketing Specialists is HELP DESK a forward-thinking organiza- tion whose strategic insight & SUPPORT CENTER and vision will help us remain an industry leader,” she says. Her 1-800-555-1822 job is two-fold: first, ensuring that Customer Service processes orders from centralized branches in a timely, consistent, and accurate manner; and – equally important, yet less visible – Marketing Technology maintaining the integrity of the company’s data files, sending and receiving UCS documents, converting new offices, and Marketing and retail associates training end-users on Genisys. Christine has made her mark on the company since joining attend Apollo user conference the team more than two years ago. She led the creation of the company’s Marketing Services Department-Centralized Order In March, the 13th annual ensure the right products are Processing and assimilated several new offices into the Genisys Apollo Users Group available in the right quanti- system. International (AUGI) ties, at the right time, and in Prior to joining the company, she served as a support techni- Conference was held in the right place on the shelves. cian and trainer — and later, a customer support supervisor – Orlando, Florida. Those in Marketing Specialists for Becton/Schantz Company. She holds a bachelor’s degree in attendees were exposed to English from Western Maryland College. AUGI attendees gained more than 30 different con- Christine, who is newly married, enjoys biking, reading, and strategies to: ference sessions offering traveling during her off-hours. s Identify target consumers every end of the spectrum, from hands-on system and s Effectively plan promotions data training to group pre- Q&A s Develop local category sentations. Advice that I would give a college graduate: College offers management plans Each day started out with a you a unique and challenging experience to learn about general session featuring an yourself, others, and the world around you. This experience s Pinpoint category industry savvy speaker includ- will benefit you in all of your future endeavors. And remem- opportunities ing Daniel Burrus, President ber to have fun, too! and CEO of Burrus Research, If I had more time, I would: Drive across the country, taking attendance included 20 Inc.; J. Walker Smith, only the back roads. Marketing and Retail person- Managing Partner at I am most proud of: My decision to move 2,000 miles away nel and more than 1,000 other Yankelovich Partners, Inc. and from friends, family, and boyfriend (now husband) to industry professionals. co-author of Rocking the accept a challenging position with Marketing Specialists. It The focus of the three-day Ages; Jim Chambers, Group certainly has been a rewarding experience! conference was category man- President of Information People say that I am: strong-willed, stubborn, and bull- agement, a collaborative Resources, Inc.; and Tim headed. process by which marketers Demello, founder of I think that I am: determined. and retailers work together to Streamline.

SUMMER 1998 7 MARKETING Marketing aligns strategies coast to coast Local ev Southern Region Development, and Eric Frank and Jeff After training at the AUGI Conference in Fuchelos, both of IRI Data Detective Training, were Orlando, members of the Southeastern Division among the featured speakers at the meeting. gathered together in Tampa to discuss strate- A round-table session addressed several Florida awarded gies for building brand equity at the local level. issues affecting the regional marketing depart- Participants reviewed the department’s ment, including the standardization of both the Golden Penguin structure and addressed such topics as core interviews and brochures, as well as the Marketing Specialists Florida received improvement of communication procedures. competency assessments; goal-setting and the coveted Golden Penguin Award for career paths; training needs; and Intranet, the best retail store effort in the nation. Internet, and Extranet initiatives. Western Region In Jacksonville, team members creat- In April, 30 members of the Western Region ed a shopping experience to remember. South Central Region Marketing Team attended a seminar led by Participating store events included prod- The first South Central Region Marketing Sally Lyons and Todd Hughes. uct sampling, games, prizes, clowns and Team meeting was held in Dallas March 24-25. The team discussed the development of costumed characters, and 8,000 pounds All Marketing personnel from Dallas, Houston, comprehensive, standardized methods for of snow in the parking lot, where little Oklahoma City, and Lubbock attended the two- numerous marketing areas, including category shoppers built snowmen and picked day training session. Sally Lyons, Corporate analysis; promotion evaluation; a item optimiza- snowball fights among each other. The Vice President, Marketing and Customer tion analysis; and a flexible interview format. presence of snow in Florida proved to be an attention-grabber; the event received coverage on local television stations. Whether building display materials in Profile: Sally Lyons Tampa or participating in events such as the “shopper’s paradise” in Jacksonville, Corporate Vice President, the Florida Marketing Specialists Team Marketing and Customer Development came through led by the tireless efforts of Linda Dyer. Sally Lyons’ enthusiasm both in and out of the office is contagious. Being the corporate vice president of marketing Fishin’ for tomorrow’s and customer development for Marketing Specialists requires consumers at ‘Kid’s Expo’ a near-endless supply of energy. Sally definitely fits the bill. She joined Marketing Specialists three years ago, “because I cannot imagine a better Marketing company to work for that has the right vision and strategies to be competitive in our ever- Specialists changing industry. All of us are, in essence, writing the book on how to take various busi- Arizona par- ness cultures and mold them together to become a company.” ticipated in Prior to joining Marketing Specialists, Sally was the vice president-account director the Annual for the software division of AC Nielsen in Dallas. Prior to that, she held a sales and train- Phoenix Kid’s ing specialist position at Market Metrics and also served as an area sales representative Expo. The for SmithKline Consumer Products, where she was responsible for key chain and distrib- company’s utor accounts for sales, merchandising, and promotions in Memphis, Tenn., and booth treated Columbus, Ohio. She holds a degree in advertising from the University of Alabama, with children to a a minor in marketing. fishing game Sally’s professional accomplishments, as well as her inspiring motivation, led to her role as a featured speaker at both the 1996 NFBA Convention and the 1997 ECR that allowed them to reel in samples of prod- Conference. A longtime contributor to several charities, Sally has worked with the ucts from David & Sun, Sunline, and Wonka American Heart Association and American Cancer Society. She also served as the 1996 Brands. Approximately 30,000 coupons and celebrity chairman for the Habitat for Humanity “House Party,” and most recently, as the samples including Loreal Kids shampoo, IBC 1998 co-vice chair of the Dallas Habitat for Humanity “House Party.” Root Beer, Mootown snacks, Welch’s juice Away from the office, Sally doesn’t leave much time for sitting still – she spends her and Arrowhead’s new 8-ounce Kids Pack free time playing golf, skiing, hiking, and walking, among other outdoor activities. water were distributed.

8 the SPECIALIST LOCAL EVENT v enentt marketing calendar Seattle “Sea Fair” Graphic artist creates Family Dining Guides Portland Shelly Bluhm, Graphic Designer of Marketing “Fred Meyer Challenge” Golf Tournament Specialists, was applauded by Peter Fulton, President of the Frozen Food Council of North Carolina, for her central Utah role in the creation of the council’s March direct consumer Macey’s Case Lot piece, the “Family Dining Guide.” The 16-panel, full- Charlotte, Dallas, New Orleans, Alaska color, retailer-specific piece showcases frozen foods, pic- MDA “Aisles of Smiles” tured in their prepared state. Shelly led the council’s plan- ning committees through months of retailer reviews and Atlanta artwork specification requests to create a printed piece “The Atlanta Cup ‘98” that offered 20 national frozen food manufacturers an Winn Dixie Youth Soccer Tournament opportunity to interface with the state’s four key retailers. One million Dining Guides were printed and mailed. Florida Publix “All About Kids” In Shelly’s design of the 16-panel piece, two panels were designated for specific retailer messages. Food North Carolina Lion, Winn Dixie, and Harris Teeter called on Shelly’s Winn Dixie “Back to School” expertise to design their pages. In these cases, the retail- ers used the space to promote private-label brands and spe- cial price-point offers good through March. Each retailer’s Seattle piece carried both its own logo on the front and mailing panel, s“Husky Fever” and its own specially created penguin designed by Shelly. sQFC “Teach the Teachers” The retailers used the piece to directly targeted consumers. Food Lion and Harris Houston, San Antonio, Arizona Teeter tapped their incentive programs databases to mail the guide to top frozen food “Diez y Sies” (Hispanic Event) customers. Ingles and Winn Dixie used the guide to reach customers in zip codes corre- sponding to specific store locations. Jacksonville Winn Dixie “Family Fun Zone”

New Orleans Marketing Specialists, Chef America A&P New Orleans Saints Event and Coca-Cola team up for promotion Marketing Specialists Jacksonville, Chef Seattle KOMO-AM 1000 “Kids Fair” America and Coca-Cola teamed up to devel- op a creative merchandising package. The Dallas three offered a fast, easy and inexpensive “Italian Festival” Promotion meal solution. The local event promoted “a meal in less than 5 minutes for under $5. Little Rock The offer was supported by IRC hang Affiliated Food Stores “Fall Fling of Values” collars for 35 cents off 2-liter Coca Cola Arizona products, as well as 40 cents off two pack- Safeway “Dive into Savings” ages of Hot, Lean or Croissant Pockets. Frozen bunkers were filled with the Chef Arizona America products and proximate end-caps Southwest “Firehouse Immunization” were stocked with assorted 2-liter Coca- Cola products. North Carolina The program zeroed in on the “fast s“Special People” Special Olympics food” consumer, and achieved “fast food” sFood Lion “Halloween Savings” sFrozen Food Council “Cool Foods for Kids” sales and profits.

SUMMER 1998 9 the

MARKETINGMARKETING SPECIALISTSPECIALISTSS

his issue of The Specialist is dedicated to the 4,500 peo-

ple who have made Marketing Specialists the company it is today. What we all share is a commitment: first, to our Profile: Dick Silvers trading partners; and second, our ongoing quest to Chief Information Officer

increase our personal skill sets, which, in turn, enables us to provide Dick Silvers has never shied away tt from a challenge. Marketing second-to-none service to our trading partners. Specialists’ Chief Information Officer has tried his hand at a number of differ- ent daredevil activities, including While we rally around a common vision, each one of us brings to the obtaining his pilot’s license, driving a motorcycle, and most notably, bungee job a unique set of skills and strengths that makes every one of us jumping in New Zealand. Will he try that again? Never, he admits. “It’s not invaluable to the Marketing Specialists team. Within the pages of this the smartest thing I ever did,” he adds. issue of The Specialist, you’ll read the stories of a cross-section of Dick will tell you unequivocally, however, that one of the smartest things Marketing Specialists’ associates from coast to coast. Our objective he did was join Marketing Specialists in January 1998. It’s a fast-growing com- is to bring to you a diverse representation of our collective strengths. pany that reflects his approach toward life. He joined the company from Tandy Although all of our stories and talents are worth sharing, we’ve nar- Corporation, where he was CIO. That position prepared him well for what lay rowed the list down -- and it wasn’t an easy task. But we think you'll be ahead at Marketing Specialists: a signif- interested -- even amused, occasionally -- by the stories you’ll find icant travel schedule, although in his current position, Dick remains within here. From Dick Silvers’ daredevilish hobbies, to Office Manager Betty U.S. borders. Mixon of Houston and her 55 years of dedication to the company, to While at Tandy, Dick logged plenty of air time on international flights. He Tom Morris of Channel Marketing and his offbeat musical interests, has traveled to China several times, as well as Russia, South America, Australia, you’ll put down this issue knowing a lot more about who’s standing New Zealand, India … “the best way to beside you at Marketing Specialists, joining you in your efforts to tell you where I’ve been is to tell you where I haven’t been,” he says. launch this progressive-growth company into the next millennium. At Marketing Specialists, Dick con-

10 the SPECIALIST of SPECIALISTSPECIALISTSS

20 months or so. That presents problems, but we’re willing to solve them. That’s Q&A the fun part.” One of the primary keys to Marketing Advice that I would give a college Specialists’ future success, Dick says, is the development of a strong IT infra- graduate: Learn to work with and like structure. “That allows us to grow, so people. Don’t tear anything down we’ll be the broker of choice. And we until you have something new to put must support this infrastructure as it grows … seeing what our offices need, in its place. visiting our manufacturers, enhancing If I had more time, I would: Spend our communication with them, and serv- time volunteering for the Boys’ and ing them as best as we can.” Dick has more than 25 years of expe- Girls’ Clubs of America. rience in technology, working with I am most proud of: on a personal retailers to provide technological solu- level, my family; on a professional tions. He has also served as vice presi- dent, MIS for H.E. Butt Grocery level, my affiliation with leading-edge Company, Inc. in San Antonio, Texas; retail companies, which allowed me tinues to hit the road, this time to visit vice president, MIS of Von’s Grocery to do great work in technology. the various offices the company main- Company, Inc., in El Monte, California; My biggest professional/personal tains from coast to coast. It’s this part of and vice president/general manager and the job he likes best – and it comes as no vice president, MIS for Associated influence: Bernard Wiengarten. He surprise that it serves as his greatest on- Grocers of America. Dick began his gave me my first shot at being my the-job challenge, as well. “We’re mak- career as a programmer for IBM. A grad- own man; and Mike Henn, who is a ing sure the people infrastructure is uate of Northwestern University, Dick right,” Dick says. “IT people are so received his bachelor of science degree true genius in life. scarce in this day and age. We have to in economics and served our country in People say I am: out of control. I walk ensure that they have the right tools to Vietnam as a member of the United too fast, talk too fast, and drive too do their jobs and that we have the right States Army. people in the right places. When he’s not traveling for work, fast. “This is a young, growing company, Dick travels for pleasure. He maintains I think I am: easy to get along with and the atmosphere is outstanding,” he his pilot’s license and continues to rent and very understanding. continues. “I love that we’re a growing planes occasionally. It’s just another company – we’re doubling in size every challenge he enjoys.

SUMMER 1998 11 THE PEOPLE OF MARKETING SPECIALISTS

“When we made the decision to sell evolve into. I also feel that there is no Profile: Gina Hall the previous company that I was with, the other company that can offer the profes- General Manager, Arizona goal was to sell to the regional broker sional opportunities Marketing Specialists who was going to lead our industry into can. There truly is so much opportunity for all who want to work for it.” Gina Hall, a member of the company While Gina worked her way through for nearly a year and a half, believes in college, she started her career in the bro- leading by example. kerage industry, working for a small food “I feel that as general manager, my broker. It wasn’t long before she joined responsibility is to create a culture within Gene Sanford & Associates, an inde- the branch that exudes team spirit and pendent food broker in Arizona, where company pride, yet exudes the profes- she started in the retail division. Fourteen sionalism and intensity necessary in years and a lot of perseverance later, today’s competitive environment to get Gina was one of the company’s owners, the job done,” she says. as well as senior vice president of the Gina’s style and enthusiasm clearly is company. When her company was sold contagious. Today’s Arizona Woman to Marketing Specialists, Gina made the noticed. The magazine featured Gina in a transition to executive vice president and cover story published in September 1997. was later promoted to general manager “My favorite part of the job is still of the Arizona branch. closing the sale,” she says. “As general During the last 15 years, Gina says, manager, your role is to manage the the future,” Gina continues. “It was obvi- she has been involved and has held branch, but generally speaking, we all still ous that Marketing Specialists was and is offices in “just about every industry have line responsibility, and there’s noth- that company. I am very excited and feel organization possible,” including the for- ing better than getting out in front of the fortunate to be a part of this cutting-edge mer Arizona Candy & Tobacco trade and selling – whether it’s a company organization that is going to lead the Association and the Arizona Food event or initiative, new item, or promotion. country in what a food broker is going to Brokers Association.

is experiencing major change, creates a fast-paced and challeng- ing environment.” Profile: Bill Sheffer Jr. Prior to joining Marketing Specialists, Bill spent 15 years at Executive Vice President, Regional Manager Lloyd and Sheffer Company in Tennessee, a family owned business, where he worked in every capacity and division. Bill Sheffer Jr., who has been with the company for two Before that, Bill worked at Union Carbide Corporation for five years, strives to build the strength of Marketing Specialists years, serving as a sales representative in Louisville, Kentucky, from both the inside and out. and as a district manager in Detroit. His job, he says, is to pro- In addition to golfing, reading, and working out during his vide the leadership, vision, and off-hours, Bill enjoys spending time with his wife, Deanna, and direction necessary to make their two daughters, Alison, 8; and Amy, 2. Marketing Specialists the best sales and marketing firm not Q&A only corporately, but regional- ly and locally, as well. Advice that I would give a college graduate: Go back Maximizing value to the now, and get your M.B.A. or graduate degree. Always company’s customers and prin- stretch yourself and your skills. Adopt the attitude of being cipals, he says, is the shortest and most effective route to an eternal leader. Take risks. meeting that objective. If I had more time, I would: Spend more time with my family Bill also leads the develop- and on my hobbies. ment of the best possible team of associates in the Central I am most proud of: my family. Region by fostering an atmosphere that is both challenging and My biggest professional/personal influence: Working and productive. “My favorite part of the job,” Bill says, “is working with a succeeding in an entrepreneurial family business was my diverse, competitive, and talented group of people who share biggest influence. the same vision. That, coupled with working in an industry that

12 the SPECIALIST and entered the food business. Eventually, he was offered a job Profile: Robert Smith at Martha White Foods, where he worked for four years and was promoted three times. He was serving as the Erie regional Executive Vice President, General Manager manager when he was presented with the opportunity to open an office in Richmond, Virginia, for his father’s company. In Robert manages the Richmond office of the company, his current position with Marketing Specialists, Robert presides overseeing the development of its sales staff. A four-year over the company’s Richmond/Norfolk operation. employee of the company, “one of the essential facets of my “My personality loves to have objectives and challenges job is to be a coach and help that are difficult to achieve,” Robert says. “I love to win, but generate teamwork and compe- that isn’t my driving force. The true driving force is my pure tition between our competitive hatred of losing.” brokers and ourselves,” he says. Robert, a past president of both the GMRA and “Growth is a tremendous thing Richmond/Norfolk Food Brokers, serves on the board of only if you and your staff have directors of The Dominion Club. He has been honored six out grown in conjunction with the of the last seven years with the prestigious “Club” award demands – both mentally and from Georgia-Pacific. A golf fanatic, he has been ranked in professionally.” the top 50 amateurs in the state of Virginia. “But the greatest After college, Robert fol- accomplishment I have achieved to date is my family,” lowed in his father’s footsteps Robert adds.

world with a developing company that Bob Cowin’s new role Profile: Bob Cowin continually pushes for innovation and change.” Before joining the company, Bob Cowin is packing up and head- Executive Vice President Bob spent seven years at Procter & ing for Dallas to fill a new role for Gamble, where he served as a sales rep- Bob Cowin, a United States Naval resentative and unit manager. Marketing Specialists. He’s just been pro- Academy graduate and a former captain During his tenure at this firm, he has moted from general manager in in the United States Marine Corps, cer- served in many capacities including Houston to the position of executive vice tainly knows a thing or retail sales manager, two about hard work; it grocery account execu- president, office of the chairman. has helped him get tive, frozen department In his new role, he will assist CEO and where he is today. But head, grocery depart- Chairman Ron Pedersen in building best while he doesn’t shy ment head, executive away from challenges, vice president of the practices for Marketing Specialists’ oper- Bob believes in Houston branch, and ations in the areas of sales volume approaching them with most recently, general a sense of humor. manager of the growth, objective-setting, team-building, As executive vice Houston operation. reporting, care of Marketing Specialists’ president, Office of the Bob has created suc- employees, and profitability. Chairman, Bob fills the cessful organizations role of corporate liaison, both inside and outside Among his many new responsibilities working closely with the office. In addition to is the fostering of team-building initia- division presidents to his accomplishments at tives – a top priority for Marketing ensure the building of Marketing Specialists, the best practices he initiated the develop- Specialists as the company continues to throughout Marketing Specialists’ operating ment of the Dallas Frozen Food grow throughout the United States. Bob units. “My favorite part of the job,” he says, Association, for which he served as presi- will assist in developing the company’s “is creating an environment where our dent for three years. associates can be successful in our busi- Bob and his wife, Brenda, who current- next generation of managers and help ness.” ly is earning her M.B.A., have five “great” the company’s operating units form Bob has been with the company for daughters between the ages of 24 and 29 – strategies for winning awards, while nearly 18 years. What keeps him coming all of whom have made their father proud. back for more, he says, is the continued “They all have college degrees and are boosting morale, confidence, and the opportunity “to compete in the business productive in their respective businesses.” company’s reputation, as well.

SUMMER 1998 13 THE PEOPLE OF MARKETING SPECIALISTS

activities outside the office, including the Civic Club, of which Profile: Betty Mixon she is a member; needlework projects; gardening (she insists on doing her own yard work); and occasional trips to Las Vegas, Office Manager, Houston where she enjoys “beating the one-armed bandits,” she says. “I don’t know of anyone who Betty Mixon has her share of fans – including the mayor of doesn’t love Betty,” says Bob Houston. In fact, Betty received a proclamation, “Elizabeth F. Cowin, Executive Vice Mixon Day,” from the mayor of Houston on her 50th anniversary. President. “She always tells it Betty, who calls herself a “jack of all trades,” has been with the way she sees it. the company for 55 years. She focused her career goals on “Betty has every ledger for business at an early age and never looked back. At the age of the last 55 years and will not 15, she graduated from high school, then went on to business allow me to implement a file school. She graduated in three months, landed a job, and she’s retention program,” Cowin adds. been working ever since. Aside from a three-year-long position “She works an average of 60 at a St. Louis company, Betty has spent the vast majority of her hours per week and then takes career right here. She likes dealing with the people at work home with her.” Marketing Specialists and considers that opportunity one of the Don’t expect Betty to retire best aspects of her job. any time soon, either. Although she has said “I’m too old for all Betty, who has one son and two grandchildren, pursues several of this junk,” co-workers say they know better.

shals and directs the necessary levels of Profile: Michael Layman resources within Marketing Specialists to Q&A achieve manufacturers’ “Brand Business Vice President, Dry Grocery Strategies” while remaining consistent with Advice that I would give a college their respective policies and procedures. Michael While his job – and his travel time – graduate: Continue to develop your Layman has sound all-encompassing, Michael has communication, presentation, and quite a com- volunteered his time to the Metrolina- analytical skills, including creative mute, shut- Charlotte Food Bank and Easter Seals’ tling himself North Carolina branch. In addition to problem-solving. Most important, pos- among the golf (he admits he’s still learning) and sess a professional and ethical Charlotte, basketball, Michael is a history buff who approach to managing your business. Raleigh, and enjoys traveling to Civil War battlefields Roanoke throughout the country. I am most proud of: my daughters, for offices. He Michael has been recognized with they have become beautiful young has been with numerous professional and civic awards, the company including the 1990 Hall of Fame Award- women with high standards and for four years. Dial Corporation; 1995 National Broker strong ethics. Michael’s role is to seek out and imple- of the Year, Del Monte Foods; 1996 My biggest professional/personal influ- ment customer-focused business develop- Volunteer of the Year Award, Easter Seals ment opportunities that produce long- of North Carolina; 1997 National Broker ence: my father, a career military man term growth of profitable volume for of the Year Award, Yorkshire Food who taught me self-reliance and the manufacturers and Marketing Specialists Group; and 1997 Preferred Broker of the alike. Year, Del Monte Foods. importance of honesty and integrity. Prior to joining the company, Michael He attended Virginia Tech University, Also Don Olin, who has taught me to spent 13 years at the Dial Corporation, where he majored in business, and he be action-oriented and proactive in where he held various positions including holds a bachelor of science degree in psy- college recruitment and sales. chology from Greensboro College. managing change. He has instilled in His current job, he says, appoints him Michael, the father of two daughters me the strategic management and responsible for “all facets of customer (Mica, 23, and Mary Catherine, 17), sits management, which allows me to interface on the athletic board of Greensboro organizational skills to be a success. with all levels of accounts falling within College and is a member of the Grocery my three-state area.” Michael both mar- Manufacturers Retail Association.

14 the SPECIALIST Profile: Hugh Wilson Q&A Corporate Vice President Advice that I would give a college graduate: Apply yourself to the maximum in learning your profession, and remain Hugh Wilson, who has been with the company for more than four years, has a professional background that spans 31 flexible to new opportunities as they arise. The world is years in the health and beauty care/general merchandise changing rapidly, and you must be quick to adjust to that (HBC/GM) industry. At Marketing Specialists, Hugh develops change. the company’s HBC/GM business throughout all If I had more time, I would: Begin to travel to numerous regions of the company in places around the world, and play golf at famous courses an effort to make Marketing in each country. Specialists a major player in I am most proud of: how my sons have developed from all markets. Hugh joined the compa- young men, through college, and into their professional ny, he says, because “I saw careers. Both boys are doing exceptionally well with their the vision that this corpora- current positions and sporting activities. tion had to regionalize and nationalize their representa- My biggest professional/personal influence: the president of tion to follow the ever-dwin- Brown, Moore & Flint, Don Flint. He had the biggest impact dling customer base in the on my professional career and personal development. food industry.” His professional back- People say that I am: a perfectionist. ground includes nine years at Colgate-Palmolive and 16 years I think that I am: an individual who wants things done prop- at Brown Moore & Flint, a Dallas broker. erly and professionally to avoid future problems down the Hugh, a golf- and all-around sports lover, has been married road, and to earn high levels of respect from the people for 35 years and is the proud father of sons Todd, 33, and Shawn, 28. with whom we are dealing.

ing board, and to be the tie-breaker on Oakland, and ultimately, regional man- decisions; and to interface with princi- ager in Memphis. He also spent five Profile: Dave Flack pals and customers and add value and years at Chesebrough-Pond’s working in General Manager leadership.” various account management positions. Northern California Tracking and recruiting new clients David holds two undergraduate degrees and disseminating a corporate message from Washington State University and an Dave Flack is proof that the strength throughout an organization as large as M.B.A. from Gonzaga University. of a company depends on the people Marketing Specialists is a Despite his hectic who drive it. As general manager for challenge David enjoys. schedule, David makes Northern California, he’s responsible for “My favorite part of my time to contribute his seeking out new clients as well as new job,” he says, “is meeting services to the communi- candidates for Marketing Specialists and and working with the ty. He serves on the board then leveraging their collective talents various principals and of directors for City of for the benefit of clients and the compa- customers that we serve. Hope and is a sponsor ny, as well. They each have a point and former area chairman David, who has been with the com- of view and skill sets that of Ducks Unlimited. pany for two years, is based in the San we can take advantage of As a resident of the Francisco Bay Area. His job is multifac- to advance our business.” Northwest, David takes eted: “to deliver our organizational David joined the com- full advantage of the out- objectives, which include profitability, pany from Crown Inc., where he spent doors. In his personal time, he enjoys revenue, growth, a positive image for 10 years moving up the ranks from divi- golfing, hunting, skiing, and coaching our organization, and the recruitment of sion manager (non-food) all the way to youth sports, as well as reading and new business and skilled people; to fos- executive vice president. Before Crown, woodworking. David and his wife, ter and communicate our corporate David worked at Clorox for five years, Debbie, are the parents of a daughter, vision; provide energy, hope, a sound- as assistant regional manager in Brittany (10) and son, Drew (9).

SUMMER 1998 15 THE PEOPLE OF MARKETING SPECIALISTS

experience teaching the merits of Profile: Jon Riewoldt team-playing. Profile: Diane Graber Vice President, Regional Manager During his tenure at Marketing Specialists, Jon has held the positions of Office Manager, Seattle account executive, department manager, For Jon retail sales manager, and general man- Office Manager Diane Graber knows a Riewoldt, an eight- ager, all in the Dallas branch. thing or two about effective communica- year veteran of Jon has 17 Broker of the Year, or tion. In a company with as many market Marketing equivalent awards, to his credit, includ- locations as Marketing Specialists, the Specialists, the ing McCormick-San Antonio; Welch’s- responsibility of making sure all associates team aspect – serv- Statewide Texas; Kraft-San Antonio; based in the compa- ing as coach and Tropicana Gold-Oklahoma; and Colgate- ny’s northwestern counselor — is the “You Can Make a Difference Award,” branches are on the best part of his job. Houston. same page is a As regional vice Prior to joining the company, Jon daunting task. But it’s a challenge president of the South Central Region, spent eight years at Dowbrands, where Diane has wel- Jon is responsible for bottom-line finan- he served as regional sales manager and comed every day cial accountability, team-building, brand manager. for the last 10 years recruiting, development, and business- Currently, he serves on the broker at this company. building. advisory boards of Welch’s and Fort “I enjoy this fast-paced business and our “I’ve been fortunate to be placed in a James, and also works with the Local changing environment,” says Diane, who is position to positively impact the lives Market Steering Committee, ASMC based in the company's Seattle branch. and careers of great individuals who Young Presidents Organization, and Diane ensures the consistent implementa- have elected to join us in achieving our ASMC Product Conflict Sub-Committee. tion of procedures and processes throughout corporate vision,” Jon says. He holds a bachelor of science in the company’s northwestern branches. And as a father of four daughters – marketing and management from Indiana Diane spent five years with Del Monte Jessica (9), twins Jordan and Joniel University and conducted graduate stud- before joining the company. She is married (7), and Jadie (3), he’s had plenty of ies in business at Butler University. and the mother of a 15-year-old daughter. Profile: Tom Morris Vice President, Channel Marketing Western Division

Success is sweet for Tom Morris. This former district manager for Hershey also managed the confection department for another Southern California food broker for 10 years before joining the company in January 1992. When asked what he considers to be his major accomplishment, Tom, a six-year veteran of Marketing Specialists, jokes, “I’ve survived 20 years in this industry – losing my hair, but not my mind.” Tom, married for 21 years and the father of three children, has an offbeat hobby: He is the member of a bagpipe and drums band – “a great diversion and professionally rewarding” – that won the 1997 World Championships in Scotland. At Marketing Specialists, Tom directs the development of the company’s Channel Marketing business in the western United States. He is based out of the Western Division office in Orange, California. Within the industry, Tom also has served on several different BACs and was chairman of the NFBA Confection/Snacks Steering Committee for several years, as well. He holds a bach- elor of science in economics from the University of California-Los Angeles. “My favorite part of the job,” Tom says, “is in helping our principals and customers understand and utilize the expertise and technology we have avail- able. That drives our business and sets us so far apart from other direct and broker sales organizations.”

16 the SPECIALIST years. He attributes that longevity to “the com- Profile: Roland Serenil mitment that senior management has made to marketing and the investment they have made in Regional Marketing Director the people who are all working together to achieve a common and reachable goal.” Roland, who is responsible for the develop- Prior to joining the company, Roland served ment of Marketing Specialists’ South Central as a retail representative for Whitson-King in Region Marketing associates, ensures that the Lubbock, Texas; and as an on-site analyst for company’s manufacturers receive “the same Winn-Dixie in Fort Worth, Texas. quality level of service, no matter what market A self-proclaimed lover of “geek stuff,” they’re in.” That job depends upon Roland visit- Roland has an interest in computers and tech- ing several different markets – opportunities he nology, in addition to golf and softball. He is calls “learning experiences.” married and the father of a son, Ben. Roland Roland has been with the company nearly six attended Texas Tech University.

acquire those systems and data in a sense of security, while at the same Profile: Lanesa Sherfey cost-efficient manner, and to provide time, they present an exciting challenge source training for employees to help as we head into new realms within the Vice President, Integrated them build skills and ultimately, boost industry,” Lanesa says. “Likewise, the Technology and Marketing their production. company needs people who embrace “I love working with other depart- change and challenge, and at the same ments to develop new business solutions time, effectively manage the day-to-day that drive efficiency,” she says. “By pro- business.” viding consistency in systems and data Prior to joining Marketing Specialists, deliverables across branches, we Lanesa worked for Russell-Moss and strengthen our ability to work effectively Associates, Inc., a single-market broker, with all manufacturers and retailers.” where she spent seven years in various Lanesa also provides marketing sup- technology-related positions, including port to the Executive Committee and manager of MIS, director of space man- works with community service organiza- agement, and director of marketing and tions to assist the company’s branches in space management. the development and expansion of the Lanesa currently is working on her local promotional programs that support computer science degree at the them. University of Texas at Dallas, where she “The company’s vision, growth, and is a junior. She and her husband, Tim, long-term commitment provide me a have a 3-year-old daughter, Marissa.

Technology is evolving faster than Q&A businesses can keep up. It’s a challenge for companies to devise innovative If I had more time, I would: Do all of the things that are not getting done because I strategies that capitalize on those high- tech resources, increasing companies’ don’t have enough time. efficiency and presenting them in the I am most proud of: my family. Today, as many people search for personal happi- best possible manner. For Lanesa ness and a sense of belonging, I feel very lucky to have that with a husband and Sherfey, brainstorming such ideas is the best part of her job as vice president of child whom I love dearly and who love me unconditionally. It definitely gives me Integrated Technology and Marketing. an inner strength and confidence that carries over into my professional career. Lanesa, who has been with the com- pany since 1991, is dedicated to ensur- My biggest professional/personal influence: It would have to be my high school ing that employees of Marketing speech and debate coach, Larry England. We were the first team to win a state Specialists who need marketing systems and data have them – and most impor- championship and went on to win three out of four years. He instilled in us the tant, know how to use them. She works desire to be the best and believe in ourselves. directly with syndicated vendors to

SUMMER 1998 17 THE PEOPLE OF MARKETING SPECIALISTS

egy is to help shape the grocery industry and that our leadership Profile: Glen Walter position will capture significant revenue for the company in the future.” Vice President, Regional Manager As regional vice president, Glen is responsible for ensuring that the company’s northwestern branches are maximizing their Glen Walter is a relatively new sales and marketing capabilities in order to drive volume and addition to the company, having profits for the company and its manufacturers. Glen’s profes- served as regional vice president for sional background includes two years with Johnson-Lieber, eight months. Nevertheless, he where he served as Pacific Northwest broker; nine years with already has determined his favorite Nestle (Stouffer Foods); and one year with Procter & Gamble. part of the job: “Seeing the positive He was named Stouffer Foods Regional Manager of the Year in sales results we deliver for our man- 1991 and 1992. ufacturers by adding value to the He holds a B.B.A. from Texas A&M University and an sales and marketing process and M.B.A. from the University of North Texas. building their brands’ equity. Glen and his wife, Sheila, have a 4-year-old son, Alec. “I am absolutely convinced,” he During his off-hours, Glen enjoys spending time with his fami- continues, “that our vision and strat- ly and brushing up on his golf skills.

Profile: Scott Ranson Q&A Director of Software Advice that I would give a college graduate: Be Scott’s role at Marketing Specialists is to procure, implement, and sure to find a career that makes you happy and develop premiere software systems within the company, meeting cus- gives you personal satisfaction in a job well done. tomer and end-user needs with innovative and cost-effective technology solutions. All of the money and benefits in the world are not “My favorite part of my job is hearing ‘This is exactly what we need worth the misery of doing something that you don’t – this will make my job so much easier and more efficient,” from the enjoy every day. Life is too short. Once you find the end-users of the systems we develop,” says Scott, a 10-year veteran of career or job that makes you happy, give it every- the company. thing you have, and be willing to do whatever it “If the IS department can get this kind of response from the end- takes to get the job done right. If you do this, you users on each of the projects we will never wonder if you did the right thing. By giving do, we will have done an outstand- it your best, there is nothing else your employer can ing job. To me, this provides great ask. job satisfaction. If I had more time, I would: Spend more time with “The IS department used to be known as the order entry and my family. With the pressures of business and all of word processing departments with the demands for your time, I believe that you some accounting functions sprin- should spend as much quality time with your family kled in,” Scott continues. “The IS as possible — especially if you are given the gift of department of today is intricately more time. If you invest as much time as possible involved in virtually every aspect of our business. If we don’t do with your children and your wife, it will be returned our jobs well, it affects the performance of the entire company. This to you in immeasurable amounts. type of corporate dependency provides a tremendous challenge, and I I am most proud of: my children. Even at their like a good challenge.” young age, I derive great pleasure in seeing them Scott holds a bachelor of science degree in management information learn new things, and I look forward to many years systems and business management (double major) from Ashland College. During his off-hours, Scott loves playing sports of any kind. He and with them. his wife, Donae, have two children.

18 the SPECIALIST Profile: Jim Layne Profile: Betty McCradic Business Development Manager Vehicle Program Specialist When Jim Lane says his job is “helping people grow,” he Betty McCradic, Marketing Specialists’ refers to his efforts both inside and outside the office. Jim has Vehicle Program Specialist, is a number- applied the same philosophies he uses on the job to his efforts cruncher by training. She supports the as a volunteer. company’s 2,000-plus participants of the Jim has been with the company 14 years and has recently Runzheimer reimbursement program, been appointed to the pivotal role of ensuring that all issues and policies are Heinz Business Development addressed effectively and in a timely manner. For Betty, her Manager. job is the perfect mix of accounting and technology. “Our structure, people, and process Rather than working with manufacturers, retailers, and … has placed us in a unique position wholesalers, Betty works on the “inside” for our most valuable to capitalize on the future growth in resource: our associates. All of her customers are employees of our industry,” Jim says. His profes- Marketing Specialists. sional background includes serving as The opportunity to work in a forward-thinking, technology- regional manager for Lender’s Bagel based environment appealed to her when she joined the compa- Bakery and in sales management for ny nearly two years ago. “I’m part of this company,” Betty Carnation Company. The past presi- says, “because I enjoy being part of a dynamic organization.” dent of the Southern California Food Brokers Association, Jim Betty has more than 17 years of accounting experience, holds a bachelor of science in business administration from working for such organizations as the Dallas Morning News California State University in Los Angeles. and Vandenbergh Foods. Jim also contributes his time to the Olive Crest Home for Her husband, Mike, is a district manager for Hitachi Data Abused Children, for which is a trustee. He has been married Systems. She is the proud parent of three sons: Ronald, 25; for 25 years and has three children. Marcus, 21; and Michael, 11.

customers for a job well done,” Jeff Profile: Jeff Neihart says. “For a brief moment, I’m able to set aside the day-to-day struggles Vice President, Channel Marketing and recognize the fact that in one Southern Division way or another, we have achieved the goal of being the best at what Jeff Neihart would like to be known for creating we do. To me, that’s all that really the path, rather than just following it. “I am part of matters – that we as a team strive this company because I feel we are truly unique to be the best at what we do.” within our industry,” he says. “We still have an Jeff, who attended Indiana entrepreneurial spirit that drives what we do every University, worked for Paul Inman day. We are not afraid to do things differently than Associates in various capacities our competitors, recognizing that in most cases, we before joining Marketing chart the course rather than follow the path.” Specialists. While at Marketing Jeff, a five-year veteran of the company, recruits Specialists, he has served as a con- and trains team members for the Southern Division fection/convenience account execu- of Channel Marketing. The most gratifying aspect tive; as vice president of confec- of his job, he says, is being able to see his efforts come to suc- tion/convenience, Florida/Georgia; and most recently, as vice cessful fruition – in other words, when his team is recognized president of Channel Marketing for the Southern Division. for a job well done. Jeff has been recognized with the 1993 Gatorade Sales We’ve all heard the expression that it’s not who wins the Achievement Award; 1994 and 1995 Storck USA, L.P. game, but how the game is played that matters most. Jeff Standard of Excellence Awards; and 1996 Leaf Incorporated strives to succeed on both counts. “There is nothing more satis- Sail Award. He is an avid golfer and fisher and enjoys spending fying to me than to watch a member or members of our team time with his wife of 10 years, Laurie, and their two children, accept an award or receive recognition from our principals or Megan, 3; and Emily, 2.

SUMMER 1998 19 ALTERNATIVE CHANNELS

NEW OFFICE LOCATIONS Division Headquarters Bentonville Office (Wal$Mart Team): New Kmart/Target Team Office 3890 W. Northwest Hwy, Suite 240 902 Beau Terre Dr., #1001 39555 Orchard Hill Place, Suite 600 Dallas, TX 75220 Bentonville, AR 72712 Novi, MI 48375

Robin’s professional background is Profile: Robin Schofield extensive, spanning tenures at Nabisco Colgate-Palmolive appoints Corporate Vice President Brands New Jersey, where he worked in sales planning and product management, Marketing Specialists’ Alternative Channels Division and as vice president of sales; and as vice president of retail for Dallas Broker Russell Mass Merchandiser Divison Although Robin Schofield has been Moss. While at Marketing Specialists, based in Dallas with Marketing Robin has served as Dallas director of retail After an extensive and competitive Specialists since April 1992, the city is and as Dallas general manager/Supercenter the latest in a series of fascinating desti- director. He holds an M.B.A. from interview process, Colgate-Palmolive nations for this native of Britain, who Wellington College in New Zealand. appointed Marketing Specialists to rep- emigrated to the United States in 1975. An avid tennis player and golfer, As a child, Robin lived in India and then Robin – along with his wife, Francie, and resent the company at retail level for four children – enjoys (surprise, surprise) Wal$Mart, Target and Kmart. traveling in his spare time. Colgate is a worldwide leader of Q&A quality HBC/household products. The new Total toothpaste introduction has

Advice that I would give a college made Colgate the leading toothpaste

graduate: Select a career path early, brand in the United States. and focus on developing technical skills and experience (i.e. interning) to Supercenter Division garners support this choice. Castleberry CEO Club Award If I had more time, I would: travel (with The Supercenter Division received the my family) to the four corners of the prestigious CEO’s Club Award from world. Castleberry’s Foods at the 1997 ASMC New Zealand, where he lived until his I am most proud of: the educational move to the United States and ultimately, and professional successes of my sons. Conference in San Francisco. Doug to Dallas. Bittinger, Vice President and Responsible for the development of the My biggest professional/personal team and resources necessary for influence: the courage, advice, and Castleberry’s Business Development Marketing Specialists’ rapidly expanding support of my father. Manager, accepted the award for Alternative Channels Division – com- prised of such clients as Wal$Mart, People say that I am: very sure of my Marketing Specialists. Kmart, Target, and SAM’s – Robin hires, goals, that I delegate well to achieve Only three brokers nationwide were trains, and develops key management can- awarded this coveted prize. The didates, helping to prepare them for future them, and that I’m very supportive leadership roles at Marketing Specialists. and fair to people. Supercenter Retail team helped drive Being at Marketing Specialists, Robin I think that I am: aggressive, focused, triple-digit growth, establishing jokes, has provided him with “equal opportunity – I’m the only New Zealander and self-challenged. Castleberry’s brands as major players in at Marketing Specialists!” the canned meat category at Wal$Mart.

20 the SPECIALIST The Alternative Channels Division Mass Merchandiser Division opens new office continues to expand rapidly, teaming

with many, new manufacturers. The Alternative Channels is proud to latest appointments include: announce the opening of a new branch

office in Novi, Michigan. The new facility is located between Detroit International Wal$Mart Supercenter

Airport and Kmart headquarters. The Armour Dial

Nestle USA office is 10 minutes away. Aurora Foods Ken Avis, who is the head of the Michigan office, was recently named busi- Braselton Poultry

ness development manager for Kmart and Target. Ken has been with the Morton Salt

Alternative Channels Division since June 1997 and has 17 years of experience in Oberto/Smokecraft the food industry. Pillsbury Sugar

In addition, Marketing Specialists will soon have representatives in New York, Plochman’s Mustard

New Jersey, and New England markets. This now gives Marketing Specialists RCN coast to coast coverage for all Kmart, Wal$Mart, and Target stores. Stonyfield Farms Sun Blush Pineapple Marketing Specialists’ e-mail: coast to coast and around the world Worthington Foods

During a recent vacation to his home 10,000 Mass Merchandisers Division miles away in New Zealand, Corporate Vice Carlisle Plastics President Robin Schofield kept in touch with Colgate with his Alternative Channels team via e-mail. Considering that New Zealand is 18 hours Ferrero ahead of Central Standard Time, e-mail First Quality Hygiene proved to be an effective method of commu- Lipton nication for Robin and his team members. Met-Rx

Natural White Alternative Channels prepares future business leaders Smokey Mountain Van Melle Students in Free Enterprise (S.I.F.E.) promotes the principles of free enterprise on college campuses throughout the Club Store Division United States. Castleberry

Earlier this year, business faculties Fleischer Bagels including Marketing Specialists represen- Health Mark Home Diagnostics tative Robin Schofield, developed free sented the company as a regional judge. Idahoan enterprise projects with grants from Marketing Specialists will expand its Morley Candy Co.

S.I.F.E. involvement with S.I.F.E. as the organiza- Natrol (Supplements) These projects were presented at a tion continues to provide future business Night Hawk regional finals competition and the nation- leaders with opportunities to understand Nintendo Kids Toiletries al finals in Kansas City in May. Robin repre- the principles of free enterprise.

SUMMER 1998 21 RETAIL Profile: Kurt Nolin Corporate Vice President, Retail Successes Retail Operations BUILD BRAND EQUITY Among Kurt Nolin’s responsibili- ties as corporate vice president of Dallas Juicemaker incentive, Jack retail operations is the introduction acquired 100 percent retail distri- and continued evolution of the organ- Steve Silvertooth, Retail bution for two flavors. To top all ization into the fast-paced world of Supervisor for Brookshire’s/Super of his successes, Jack consis- technology, using some of the best One, has won the “Golden Putter” tently achieves 100 percent cov- and brightest candidates in retail to award from Kellogg’s. The award erage on RW3 cycles. help make that goal a reality. “One of recognizes speed to shelf – in the highlights of this evolution,” Kurt says, “was when Brand Steve’s case, for Kellogg’s Smart Ann Aden and Paige Wagner Marketing, in a November article, stated that Marketing Start cereal. continue their winning retail ways Specialists is the pioneer in field sales automation. after winning a Land ‘O Lakes all- “I love the challenge of building something and blazing Clarence Jistel, Retail expenses-paid trip. They contin- new trails,” Kurt continues. “You certainly get a chance to do Representative for ued their selling and contest par- that in our environment.” Brookshire’s/Super One, had ticipation by selling 20 Vlasic dis- Kurt credits the company’s use of field sales automation with Nestle’s Nestea and candy dis- plays and 19 Sheba displays. Ann enabling prinicpals to move into unprecedented high levels. plays in all 12 of his stores for also recently won a Kal Kan con- Watching quality candidates be rewarded for their efforts, he the May 14 audit in Tyler and test. Ann has gained an average said, is one of the most gratifying aspects of his job. Prior to Longview, Texas. of 30 or more facings per store. joining Marketing Specialists two years ago, Kurt spent 12 years Paige sold 17 Vlasic displays and at Nabisco as a team leader and regional vice president in three Jack Bass, a representative 20 Sheba displays and has different regions. He also has worked for Procter & Gamble. in Marketing Specialists’ East gained an average of 30-plus fac- “I loved my years with Nabisco,” Kurt says, “but I was Texas zone leads his zone in all ings per retail call while maintain- contests, winning second place ing near-perfect RW3 work. played 120 cases of Ragu Cheese lucky consumer won a chance to in the Kal Kan – Pedigree Creations, and to highlight the ver- shoot a basket for $1 million. The Nascar promotion. He also won Eastern Tennessee satility and potential uses of the contest extended to our retail rep- best display on McCormick’s product, she added Castleberry’s resentatives, who built exciting, Fall/Winter promotion. He sold Joan Vogel, a Nashville Sales Chili and Uncle Ben’s Rice as well eye-catching displays. Winners of one store 160 cases of Uncle Representative, reaped the as pasta, salsa, tortilla chips, pota- the display contests won a trip to Ben’s Rice during the Olajuwon rewards from her “Cover Your toes, and broccoli. the Houston Rockets/Miami Heat Million Dollar Dream promotion, Harvest with Cheese Creations” basketball game in Miami to watch 10 displays of Welch Tumblers, display contest. Joan’s display was The Nashville/Eastern the $1 million shot at halftime. Two and nine Sheba lean-back dis- voted National Champion for the Tennessee market came in under of the Florida winners were Janet plays. During the Welch most creative display. She dis- the checkered flag in the Martignago of Jacksonville and Gatorade Reset Rally. Gatorade Kathy Steele of Orlando. charged us to reset 323 stores in Retail representative returns lost money a 10-week period. The Eastern Jackson Tennessee Retail team broke the Henry Gomez from the Rio Grande Valley (San Antonio) recent- sound barrier, resetting 333 Marketing Specialists Jackson ly received accolades from HEB for his honesty. Henry had photo- stores in four weeks. Retail Team recently implemented copies made at the service desk of one of the HEB stores in his ter- a display program for Chef America ritory. When he got home, Henry found a $100 bill stuck between Jacksonville in Jitney Jungle Stores of America. the copies in his stack. He immediately called the store to report the The display program, “Pocket the money. Coincidentally, the store was short $99.99. Henry immedi- Uncle Ben’s and Hakeem Profits,” tied in specific Chef ately returned the store’s money, proving that both honesty and Olajuwon teamed up to promote America and Ore-Ida products in a integrity are still alive and well today. the Million Dollar Dream “3 Point 2/$4 offer. The program generated Recipe” Contest, in which one 24,000 cases of product.

22 the SPECIALIST Mid-Atlantic

ready for a more entrepreneurial environment. I really Bill Childress of Richmond, Va., competed in Eskimo Pie’s “Chill and believe in what we’re doing at Marketing Specialists. Our Thrill Adventure” contest, commemorating the company’s 75th anniversary. big picture is to take great talent, put that talent in a fairly One of Bill’s display entries was selected in a national drawing as the win- unstructured environment, and see how fast we can grow ner of the contest’s grand prize, a 1998 Eddie Bauer Edition Ford Explorer. somebody’s business.” The news of Bill’s grand-prize status was a closely guarded secret for sev- Kurt holds two vastly different, yet complementary, eral weeks until Rich Meska, Eskimo Pie National Sales Manager, and undergraduate degrees in business administration and the- Janice Jennings, Eskimo Pie Broker Manager, made the official presenta- ater. His theater degree, he said, gave him some good les- tion to Bill during a recent sales meeting. sons in public speaking that have served him well through- out his career. He also earned his MBA while working for Nabisco in Chicago – a difficult juggling act, he said, but well worth the effort. During his off-hours, Kurt is a self-described “golf nut” whose house is a literal golf museum, filled with hundreds of golf visors, autographs from golf greats, and flags from major tournaments. When Kurt launches any venture, he’s not afraid to jump in with both feet. “Your only limits are the ones you impose on yourself,” he says. “I have worked in the grocery industry for 20 years, and I’ve never seen anything like Marketing Specialists. While most companies are cutting back and trying to do more with less, we’re pushing forward – new systems, new technology, promotions, and a growing client list. I’ve never been told no GM/HBC Broker of the Year for the challenge. San Antonio in the company. That’s not to say I haven’t made some mis- 1997. This honor is a repeat per- scored an impressive 110.7 per- takes – I have – but that’s all part of the growing experience.” formance for Oregon; the branch cent on the audit, with additional won the award in 1996, as well. points received for excellent use Joe Wood, Account Manager, Montana was appointed to of P.O.S. material, increased fac- won the Chef America Hero Award the line in late 1997. Business San Antonio ings, and displays. for the first quarter of 1998. He set Manager Dallas Curtiss immedi- all major advertisements with his ately conducted an RW3 distribu- On May 14, San Antonio went Seattle groups during Chef America’s tion level audit. through a Nestle audit of 60 October/November promotion and The retail team hit the shelves stores in the market and passed In the Frozen Perishable generated an incremental case with sku ranking and priority lists with flying colors. The audit was department, Pam McKay was volume of more than 2,000. to “get it right at the shelves.” Pricing issues also were based on selling displays, size of bestowed a great honor when James Kendall, Manager of addressed at SuperValu head- displays, and distribution of select- she received the well-deserved Jitney Jungle Store #65 in quarters, and the team made ed Nestle items on the shelves. “Mike Lux” Award. This award is Columbus, Mississippi, was one of local adjustments to the promo- The San Antonio team secured given annually by the Frozen eight regional prize winners in the tional plans. This focus on the displays in 98% of stores on Food Council of Washington. Hershey Pasta/Progressive Grocer basics of pricing, placement, and Nestle confections. To make this Last year, the Frozen Food “Italian Festival” display contest. promotion led to a 211% increase even more incredulous, the team Council awarded the entire Ragu Spaghetti Sauce tied in with in dollars and four-fold increase was up against a 4/$1 advertise- Frozen Perishable sales team Skinner Pasta in the display. in units. ment at HEB by a competitor. In this award. these same stores, the team sold Montana Oregon 83.3 percent NESTEA displays. Dean Hamilton, also of the Frozen Perishable department, Ciba Vision unit sales to Ray’s Food Place, an inde- Also in May, 50 stores in the earned the distinction of placing SuperValu-Montana were up 400% pendent chain supplied through San Antonio area were subject third in the Stouffer’s Frozen during the first quarter of 1998 United Grocers, awarded the to an Eskimo Pie audit. The Food Month contest for the compared to first quarter 1997. Oregon branch the distinction of Retail Team once again rose to Western Region.

SUMMER 1998 23 NEWS FROM COAST TO COAST

Award renamed in EXECUTIVE COMMUNICATIONS honor of Judy Gosk Building a team

We hear the word “team” every day, in every con- ceivable situation. But what is a team? This word is overused, misused, and misunderstood. At Marketing Specialists, teamwork is key. It’s not only the primary reason for our success to date; it’s also the insurance policy that guarantees our future growth, both as a company and as individuals. For Marketing Specialists, “team” has until now Bruce Butler meant a group of individuals working toward a com- President, Southeastern Division In May, Judy Gosk passed mon mission. While every team within our company shares that goal of progressive growth, it’s often easy to absorb ourselves within the away after a battle with confines of our individual teams. In the process, we lose the big picture. The old adage “Out of sight, out of mind” applies here. We don’t stop to consider the presence cancer. Marketing Specialists of other teams within Marketing Specialists – teams filled with the ideas and talents of entirely different groups of individuals. Seattle has dedicated its If you think your team has been successful to date, just imagine where you’d be if quarterly “Administrative Extra you put your heads together with another team – or teams. With our ongoing commit- ment to technology, it’s never been easier. The most formidable challenge all of us Mile Award” to her memory. It face, then, is redefining what “team” really means. Simply put, being a team player means being a member of many teams. This issue of The Specialist will bring you up is now named the “Judy Gosk to date on several of your fellow team members of whom you may not even have heard, but who share your vision nonetheless. Administrative Extra Mile Most of us at Marketing Specialists have been trained in recruiting, selling, and Award.” Judy will be missed building teams. Winning teams start with quality players, and that’s why it’s impor- tant to recruit the right people for the right positions. In 1998, we’re taking a look at by all. our winning teams to find out what creates the recipe for success – and how we may continue to foster that success while adapting to future changes in the industry.

Our objective is to develop multifunctional selling teams of the highest quality. Most of us at Marketing Specialists are accustomed to being on specific teams with direct-line management. Our industry today and in the future requires flexible, matrix-managed teams able to accommodate the various needs, objectives, and priori- ties of our retailers/wholesalers and manufacturers. Therein lies our challenge: Our traditional thought process must change. Gone forever are the days of playing on one team. If success is our goal, we must adopt the vision of a global team.

I ask that everyone at Marketing Specialists consider that everybody is on the same team. Learn how to play on three teams, and experience the personal rewards of win- ning three times as often. An advantage to being involved on three different but equal teams is that we expand our bases of knowledge, benefiting ourselves and our trading partners and ultimately improving our level of service. Redefining our philosophies to keep pace with our industry will open up the doors to greater knowledge, freedom, and success, producing winning teams today and well into the future.

24 the SPECIALIST Greenville & Charleston Oregon Associates team up to net Novartis honors Gardenburger inducts Fred Meyer into ‘Million Dollar Club’ Henry Carroll, Business Manager, Greenville; Linda Owens, Business Business Manager Bob Parsons, Marketing Manager, Charleston; and Lola Padgett, Specialists Oregon, recently presented the Account Adminstrator, teamed up to Gardenburger “Million Dollar Club” award to win the Novartis Regional Broker of the Fred Meyer Nutrition Center buyer Nancy Moon- Year Award for the Southeast Region. Eilers. Fred Meyer became the first retailer in the The award is based on outstanding nation to surpass the $1 million mark in annual results in the areas of sales growth, new sales during 1997. Nancy Moon-Eilers and Bob Parsons distribution, retail distribution, promotion- al support, and account administration. Atlanta Tony Kinn appointed General Manager of Atlanta

Shreveport Tony Kinn has been named Vice positions and later served as group vice President/General Manager of president. He also has served as vice Marketing Specialists Atlanta. Tony joins president of sales and marketing for Marketing Specialists from Federated Ukrop's Supermarkets in Richmond, Group, where he was executive vice Virginia. president. Tony holds a bachelor of arts degree For 17 years, he worked for James A. in psychology and an M.B.A. from the Weaver Company in management University of Virginia.

Colorado Roanoke Steve Parker and his wife, Toots. Foulds, Inc. and Roanoke team receives Eveready Steve Parker named Dial reward results Broker of the Year Award Salesperson of the Year Foulds, Inc. awarded Business Eveready Battery Company award- Manager Sherri Rodgers a Gold Star for Steve Parker, Business Manager, ed Sam Hollingsworth and Marketing her execution of the team's first No Yolks Specialists Roanoke the distinction of Marketing Specialists Shreveport, was trade promotions for 1998. Sherri took the named 1997 Salesperson of the Year execution to another level by obtaining Broker of the Year. by Brookshire Grocery Co. tie-in performance from the three chain The team’s outstanding perform- Steve was chosen from among 12 operators in Denver, resulting in a 95% ance led to a 10% dollar increase and sales increase for the first quarter. monthly winners. a five-point share growth. “Steve has called on us for 35 years The Dial Corporation awarded Sam attributes much of the credit for and is very deserving of this award,” Marketing Specialists Colorado and the this achievement to the team’s ability says Rick Ellis, Vice President of team’s Business Manager, Christine Grocery Purchasing. Graham, the distinction of Broker of the “to gain those prime selling spots at store from Brookshire Briefs Year for the Western Division in 1997. level, which assured sell-through.”

SUMMER 1998 25 NEWS FROM COAST TO COAST

Corporate Oklahoma and Houston

Two teams achieve Brian Healy appointed Chief Financial Officer Tropicana Gold Level Status Marketing Specialists is pleased to He joins Marketing Specialists from Marketing Specialists Houston and announce the appointment of M. Brian Computer Language Research, Inc. Oklahoma recently acheived Healy to the position of Executive Vice (CLR), whose Fast-Tax division is the Tropicana’s “Six Points of Excellence” President and Chief Financial Officer. As country’s leading provider of income Gold Level status.

a member of the Executive Committee, tax software to accounting, corporate This program was designed to recog- nize and reward excellent performance Brian will lead the financial, human and banking sectors. against the key performance areas that resources and facilities strategies for He has also served as vice president drive Tropicana’s business. Marketing Specialists and support its of finance for Redman Industries, Inc., a The program was also designed to objectives as a progressive-growth leading manufactured housing compa- align brokers and Tropicana field man-

company. ny, now part of Champion Homes; and agers against the same set of objectives so that we could leverage the combined Brian, who began his career in the senior vice president of finance of strengths of our team against the com- audit and tax departments of Price Anthony Industries, Inc., now K-2, Inc. mon customer objectives. Waterhouse & Co., is a certified public Brian completed a three-year tour of There were 13 Gold Level winners out accountant and is a member of both duty in Germany with the United States of 55 broker markets.

the AICPA and the Financial Executives Army before entering San Diego State Middle and East Tennessee received Silver Level Status. Institute. University, where he graduated with

He has been the senior financial and high honors and received his bachelor

administrative officer of several NAS- of science degree in business adminis- Delta

DAQ, AMEX and NYSE listed companies. tration with a major in accounting. Marketing Specialists receives two national Lipton awards

CHANNEL MARKETING Marketing Specialists Delta (Memphis, Jackson, and Little Rock) earned two of six Florida Channel Marketing retail voted the best national awards from Lipton for superior performance. The Perrier Group of America recently recognized our Channel Retail Team in Marketing Specialists Delta earned

Florida for the team’s outstanding performance in 1997. the honors for excellent execution of Lawry’s and Sauces. The other four Of the seven key indicators measured for Perrier at retail by an independent awards were split among other brokers. auditing firm, Florida ranked number one in five of the seven and number two in The Delta team was the only one to pick

the other two (second only to the California Region). up multiple honors. The awards were accepted by Congratulations to Denise Boyd, Florida Director of Channel Retail, and Supervisors Memphis General Manager Duayne Roy Roggensack, Tampa; Dollie Francis, Ft. Lauderdale; and Buddy Knight, Jacksonville. Hudson at a banquet in Florida.

26 the SPECIALIST Dallas Northern California Dallas elected to help establish Kikkoman and Marketing Specialists light up Chinatown Van de Kamp Tips Program Gung Hay Fat Choy ... Happy Marketing Specialists was selected Chinese New Year. On February 14, as one of the 10 brokers in the United more than 200 trade and sponsor

States to set up the new Van de Kamp guests attended a Chinese New Year (VDK) Tips Program through the Gelco Gala hosted by Kikkoman. Everyone

Information Network. enjoyed a gourmet dinner, cooking demonstrations, parade viewing, and Members of the Dallas Frozen team comedian Arnold Mukai. attended a special training seminar in

St. Louis to help develop the initial for- Matt Matsumoto, Kikkoman Vice President mat. This will be used by all VDK bro- and Northwest Regional Manager; and kers after tests are completed on the Mike Bradburn, Business Manager.

system, and the system receives VDK management approval. Hawaii Marketing Specialists was selected on the basis of its success in managing Miss Universe contestants hold court other manufacturer tips programs. with Marketing Specialists Hawaii

Beverly Leong, Business Manager for Bristol-Myers Squibb, offered an evening of Bristol-Myers Squibb lavish glamour to Marketing Specialists customers Robin and Noreen Takara of

lauds Dallas HBC/GM Foodland/Sack ’n Save. Guy and Beverly Leong, Noreen and Robin Takara Bristol-Myers Squibb named the She invited the Takaras

Dallas HBC/GM team Southern Region to be her guests at the

Brokers of the Year for outstanding per- Miss Universe Pageant

formance in retail support and mer- recently held in Hawaii.

chandising for 1997. Clairol was a sponsor of This is the second consecutive year this event, which was tele- that Dallas has received this award. cast to more than 2 billion Dallas also received the National Broker people worldwide. Not of the Year Award for superior perform- only did Beverly and the The Takaras with ance in teamwork, account develop- Takaras attend the pag- Miss Costa Rica at ment, and business planning support. the pageant ball. eant; they also were Dallas HBC/GM was also presented

the 1997 Broker of the Year Award by guests at the ball held

Playtex Personal Products for outstand- later that evening, where they met some of the contestants including Miss Costa

ing sales and merchandising. Rica, Miss Japan, and runner-up Miss Puerto Rico.

SUMMER 1998 27 NEWS FROM COAST TO COAST

Idaho Memphis Customer Team Memphis team garners Office opens in two regional awards Boise Marketing Specialists Memphis was named 1997 White Castle Southeast In October 1997, Regional Broker of the Year. Due to the Marketing Specialists opened dedication of Business Manager its Albertson’s Customer Charlene Bedingfield, White Castle busi-

Development Team Office in ness in the Memphis market grew 116% Jack Menashe, Albertson’s CDM; Patti Wall, Customer from 1996. Boise, Idaho. Since that time, Development Team Analyst; Bob Childers, Albertson’s CDM; both Bob Childers and Jack Ron Cosper, Church & Dwight Regional Sales Manager. For the second year in a row, Citrus Menashe have been able to obtain numerous contracts, appointing Marketing World named Memphis its Southeast Specialists as the agent responsible for Albertson’s Corporate, as well as the full-serv- Regional Broker of the Year. Charlene ice broker for all of Marketing Specialists’ Albertson’s divisions. Bedingfield and Henry Bannister joined Ron Cosper of Church & Dwight recently spent two days at the new Boise office forces to gain a 125% growth in business to attend training and promotional planning sessions for Albertson’s. from the prior year.

Utah FOODSERVICE

Marketing Specialsts Utah receives Knoxville Foodservice top honors from Continental Mills Congratulations to Tim O’Connor, Territory Manager for Knoxville Food Service, and to his staff for earning the Rich Products Regional Broker of the Year Award for 1997. Marketing Specialsts Utah received The award is based on sales performance, quota attainment, deduction manage- ment, and priority product sales. Tim’s group exceeded all sales criteria and was the top honors from Continental Mills, winning only broker to hit Rich’s Sales Champions’ quarterly objectives three months in a row. National Broker of the Year honors.

The team, led by Kevin Shamy, a 20- Northern California Foodservice Marketing Specialists Foodservice Northern California has been named National year veteran of the line, has increased Broker of the Year for Heidi’s Fine Desserts. Northern California Foodservice also was sales every year except one for the last recognized for being the first sales and marketing organization in the country to 20 years. reach the $1 million mark. Northern California also received the National Sales Achievement Award from Ken Sorenson heads the retail team, Fletcher’s Fine Foods. Bob Martinez is General Manager of the Western Food expanding facings, improving position- Service Division. ings, and consistently executing on Nashville Foodservice every ad and display opportunity. The Ken Miller Jr., General Manager of Nashville Foodservice, secured a three-year administrative members of the team, contract with the Opryland Hotel for all frozen potatoes, fruits, and vegetables on behalf of the J. R. Simplot Company. No vendor has ever secured all of this business, Bobbie Carrol and Vicky Stroud, have as it typically has been spread throughout four to six manufacturers and for a period received the Broker of the Year not to exceed two years. Administrative Excellence Award twice. Opryland Hotel averages foodservice purchases of $1 million per week.

28 the SPECIALIST Oklahoma San Antonio

Oklahoma takes Gulf Lite Wizard and Marketing Specialists San Antonio Don Miguel regional honors sweeps national and regional honors

Marketing Specialists Oklahoma was presented the Gulf Marketing Specialists San Antonio was named Mars’ National Lite Wizard 1997 Southwest Region Broker of the Year Award. Broker of 1997. San Antonio achieved 100% new item distribu- The team led the region in share gains, budget attain- tion, was the first to participate in the Dog-Loo program, and ment, and successful of introduction of Gulf Lite Wizard supported a Pantry Foods tie-in with the Houston Rodeo. Charcoal into the market. Business Manager Donna Shipman received top Southwest Region Account Executive honors. San Antonio also has been named the McCormick National Marketing Specialists Oklahoma was also named 1997 Broker of the Year for 1997 and Regional Broker of the Year. Kirk Don Miguel Central Region Broker of the Year. Business Manager Bill Cobb and the Oklahoma team grew Meza, Business Manager, attained a 116% sales accomplish- the El Charrito Dinner business by 11%. Strong display programs ment to make San Antonio the and successful drop-ship programs to key indirect customers number-one zone in the nation. led to Oklahoma’s success.

Brokerage Services, Inc. BSI appointed by Liberty Gold, Sinbad Sweets

Liberty Gold, one of the nation’s largest suppliers of canned pineapple, mandarin oranges, fruit cocktail, and mushrooms has appointed BSI to represent the company in the Los Angeles market. Kirk Meza Sinbad Sweets, a premier bakery, also has appointed BSI to represent the company in the Southern California market. Sally Zaiontz and Garry Pyka with Signature Brands named San the Regional Broker of the Year Antonio the top Regional Montana Award from Welch’s. Broker of 1997. General Marketing Specialists accelerates Manager Phil Karl, who is Signature Brands’ Business Manager, was successful in implementing and executing the holiday sea-

Bigelow’s speed to market sonal display programs. As a result, volume in an existing market

Marketing Specialists Northwest Division recently was increased 12% from the previous year. In addition, Phil negotiat- appointed to represent the RC Bigelow Tea Company. In ed a new long-term program, continuing to build brand equity. response, Marketing Specialists Montana hit the streets running. The Bigelow account team of Dallas Curtiss, Business

Manager, and Janet Kelley, Account Administrator, placed Colgate-Palmolive also gave San Antonio the nod for the inaugural Marketing Specialists Bigelow Tea order in the Regional Broker of the Year in 1997. Business Managers Anna Northwest for their newest trading partner. Adame and Tom McGuire were successful in gaining full-line Town & Country Grocers appreciated the seamless transi- tion of the line and experienced no disruption to their business distribution on all new item introductions, as well as gaining as they placed and received this first order. incremental display opportunities.

SUMMER 1998 29 NEWS FROM COAST TO COAST

Houston COMMUNITY ACTION

Marketing Specialists Houston Chef Bob Bowler: America team receives national accolade Volunteer in action

Business Manager Bob Bowler is a 12-year veteran of the company and is based out of the Charlotte office. But business is not all that Bob Bowler is about. Bob is also a volunteer for at the Disabled Ministry at St. Gabriel’s Catholic Church; for the ARC, where he serves as vice president; and for the Special Olympics. The company has supported the North Carolina Special Olympics throughout the last seven years with an aggressive advertising campaign. The impor- tance of this program and the company's contribution, how- ever, reach far beyond just paying for uniforms and equip- ment for the Special Olympics. Together with his wife, Marilynn, Bob started an annual Charlotte Hornets Clinic for the handicapped. The couple Marketing Specialists Houston Chef America team, led by have helped raise more Mark Dean, was named National Broker of the Year by Chef than $2 million for the America. Highlighting the success was the 51% rise in distribu- Special Olympics and tion gains from 1996 to 1997. other charities. Bob also The entire team contributed to the success of achieving quota volunteers at the at 102% and raising dollar share 122% from the 1996 period. Residential Support Services for Mentally Handicapped, First in Families, the March of Houston awarded Broker of the Year by IHF Dimes, Cancer for Kids, Scott Chapman and his team have received back-to-back Circle of Friends (Big National Broker of the Year awards from International Home Brothers/Sisters), and Holy Foods (IHF). Angels Orphanage for the Jack White, Dallas District Manager for IHF, stated in his let- Severely Handicapped. ter of commendation that Houston continues to set the stan- Bob had always been involved with coaching his children's dard and had once again performed at the highest level. sports teams. As his children grew older, it was natural for Bob to continue coaching youths. “I still wanted to be involved in coaching and assisting children, so I signed up as a buddy for Marketing Specialists Houston ‘Makes a Difference’ needy children at the local school,” he says. And that led him to working with handicapped children through the Special For the third time, Houston has received Colgate- Olympics. Bob's children, inspired by their parents, also are Palmolive’s “You Can Make a Difference” Award. actively involved with the Special Olympics. The team received the accolade due to the success of Bob has been recognized for his contributions to the trade and consumer events tied in with the Houston Livestock Special Olympics over the past 15 years, being named its Show and Rodeo. The team included Scott Chapman, Jeff local (1988), state (1990), and national (1994) Volunteer of the Lanius, Bob Cowin, Tom Bass, and Jerry Vinklarek. The Colgate Year and receiving the 1997 President's Award. The ARC also team planned and presented a Colgate Rodeo Trade Night, named Bob its local (1993) and state (1994) Volunteer of the giving Rodeo tickets to store personnel and key decision-mak- Year. North Carolina Governor Hunt presented Bob with a ers and inviting them to attend a Texas-style barbecue dinner. Certificate of Appreciation in 1994 for his volunteer activities.

30 the SPECIALIST Marketing Specialists Oklahoma supports local elementary schools

In February, Marketing Specialists Oklahoma and the University of Oklahoma teamed up as sponsors of a benefit dedicated to Norman, Oklahoma, area elementary schools. The event took place during the University of Oklahoma vs. Oklahoma State University women’s basketball game at the Lloyd Noble Center in Norman. Marketing Specialists and Norman- The day started out as a typical Northwest drizzly Saturday, and the ride was truly a mud area retailers displayed participating bath. How often can you go play in the mud, have fun, and raise money for a charity? products throughout the week of the event. Radio station KRXO donated Seattle ‘Food Peddlers’ ride for Multiple Sclerosis radio spots in support of the participat- On May 9, six associates from Marketing Specialists Seattle participated in a ing retailers and manufacturers. mountain bike ride to raise money for Multiple Sclerosis (MS). During the event, Norman-area The team members called themselves “The Food Peddlers” and successfully com- schools competed for computers, pleted between 30 and 40 miles of mountain bike riding. Seattle associates support- school software, and gift certificates ed “The Food Peddlers” with donations to MS. redeemable for books, athletic equip- ment, and school supplies. More than 10,000 fans attended the festivities. Marketing Specialists Orlando named ‘Partner in Education’

Hawaii associates dedicate Students often receive the best real- The team, comprised of volunteer stu- time to charity events world preparation and life skills when dents, created and implemented a they set aside their textbooks and meet Frozen Food Month advertising cam- Marketing Specialists Hawaii, in con- face to face with people from all seg- paign. The students gave up their time junction with Long’s Drugs and Times ments of the business world. after school in order to see the project Markets, have been hard at work raising Marketing Specialists team members in through to completion. funds and collecting food for the Orlando have dedicated their efforts to a Katie taught team members the Children’s Miracle Network, Arthritis program called Partners in Education to importance of being “hired” by a client Foundation, and the Cancer Research benefit students in the Orange County to do an advertising promotion. The stu- Center of Hawaii. Team members have Independent School District. dents also learned about the hard In turn, Partners in Education recog- work, dedication, and rewards that volunteered their time and energy sup- nized Marketing Specialists for its efforts, come with completing the job in a porting fund-raisers such as golf tourna- naming the company its “Large Partner timely manner. ments and auctions. Category” winner during a recent In addition to the experience they Kim Castillo and Daryl Sato, in sup- awards presentation to recognize pro- received in the fine arts as a result of their port of the Hawaii Food Bank food gram participants. participation in the project, the students drive, solicited funds and donations for Katie Gardener of Marketing also learned about career opportunities, the annual event. They collected and Specialists, who served as an art instruc- met leaders in the business community, donated more than 800 pounds of food tor, taught Orange County students all and gained invaluable communications to the local food bank. aspects of an advertising campaign. skills that will stay with them forever.

SUMMER 1998 31