Pizza Today_February 23 - 58

FEATURE
The Sizzle
Creative Promotions for Visibility and Volume
Story by Annelise Kelly
W
ant to increase your volume?
Strategic promotions
can persuade both
new and existing customers to pop in or
to place a few orders.
While coupons and discounts are
tried and true, there are plenty of other
creative promotions you can offer that
won't necessarily carve such a big slice
out of your register while still making a
positive impact on customer traffic.
In fact, some of these ideas for
creative promotions will have a much
bigger long-term impact, because
instead of a one-and-done coupon, they
elevate your profile in the community
and build goodwill.
We know that increasing your profits
42 / PIZZATODAY.COM / NOVEMBER 2022
58
FEBRUARY 2023
is a universal goal but think about the
big picture. What's your objective? It
could be increased customer loyalty,
recognition for your chef, introducing a
new product, or greater visibility in the
community.
Ladd Biro, founder and principal
at Champion Management, a PR &
digital media agency that represents
more than 70 restaurant brands, including
several in the pizza category, says
" formulate the objective first because
if you don't know what you're aiming
at, you're sure to miss the target. " In
addition, he emphasizes the importance
of knowing who your audience is, " and
then once you figure that out you have
to figure out the best way to reach
them. " Younger demographics are on
TikTok while older people are on Facebook
or even reading print publications.
Fundraising Partnerships
" We're big fans of give-back promotions
and campaigns - it's always good
to create goodwill with the community, "
says Biro. " Everybody likes to get
behind a good fundraiser. And if done
right and done with the right partners
it can drive incremental traffic, " some
of whom may convert to loyal customers.
Biro suggests finding a partner
organization to align with who'll take
an active role in " driving some awareness
for you, getting their supporters
to come in your restaurant and support
the fundraisers. It should be a mutual

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Pizza Today_February 23

Table of Contents for the Digital Edition of Pizza Today_February 23

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