Pizza Today -March 2023 - 70

who have been with him for over two
years. He adds, " if they would like to
wrap their own personal vehicle, I will
pay for the car to be wrapped and give
them a monthly bonus for advertising.
Today we have had seven wrapped cars,
and are now known as the " pizzeria
with the wrapped cars! " They are big
attention getters and they fit our 80s
theme perfectly as we wrap each car in
a different color. It also helps the customers
understand that we do deliver
and if they should ever wonder if we
deliver to their area, all they have to do
is see one of our wrapped cars go down
their street a few times and they know
that are definitely in our delivery area! "
You may want to give car wrapping
more consideration. Mobile advertising
is the most effective and efficient form
of outdoor advertising, one vehicle wrap
can generate between 30,000 - 80,000
impressions daily. Fleet vehicle advertising
boosts name recognition 15x
greater than other advertising media.
It's easy to see why small business
owners would consider choosing vehicle
wrapping over other forms of advertising.
Advertisements
from past and
present show that communicating
your brand message is vital. Ads
are basically the same - a call to action
(CTA), but their forms are different.
Sears was first to do a direct mail
campaign in 1892. The company mailed
more than 8,000 postcards, generating
2,000 new orders. Today we'd call a
similar mail campaign; 'Spray and Pray'.
Responses are generally low, two to four
percent vs the 25 percent rate that Sears
generated. Don't give up on direct mail
just yet. Remember in Sunday school
you were taught to work in harmony
with your prayers. When you prayed for
your daily bread, you didn't just sit there
waiting for it to fall out of the sky, you
worked for it, got a job, bought groceries
and learned to make bread.
Direct mail is not a 43.3 billion
industry for no good reason. Key to
making this a success is targeting your
prospective client. One lucrative demographic
is that of new movers. To help
rebuild his business after a COVIDinduced
slump in sales, Steve Dapolita,
owner of North Carolina based Bisonte
Pizza Co., relied on new mover marketing
to drive the location's sales. This
single marketing effort helped increase
traffic, and the location now thrives.
Sales in 2021 jumped more than
35 percent from the prior year. New
movers are big spenders and willing to
try new things to adapt to their
surroundings, so tap in to that.
My pizzeria in Punxsutawney, Pennsylvania,
sees an 80 percent redemption
rate of my new movers offers with
50 percent of these becoming regular
customers. I target my mailers with
various screenings - Income, Age,
House Type, etc.
Sparked by Radio, the Golden Age of
Advertising presented a way to express
our brands' unique selling proposition.
Thinking of radio, we usually see negatives
since ROI is hard to calculate. A
primary drawback is that people listening
to it are often engaged in other
activities, such as driving. Therefore,
you don't normally get the same level
of attention and engagement with your
ad as you might through other media.
There are no visual elements in radio,
and let's face it - we eat with our eyes.
People have a plethora of choices for
listening entertainment at their
command.
Can radio still bring a positive ROI
to our business? Yes. One way I utilize
is 'Trade for Mention'. In various
promotions, stations seek sponsorships.
If their promotion is directed to a
market I am also targeting, I bring my
offer to the table. Recently a promotion
directed to area high school bands was
presented to me; I provided the winning
band a pizza party (high school
bands number up to 100+, and this age
group likes to eat). So, for my food cost
investment I had my name indoctrinated
into the minds of radio listeners
and my food fed to persuasive decision
makers.
Why rejuvenate these old marketing
tactics? Because they can still preform
as good as new. Whether you tap, wrap,
stamp or barter, you can successfully
impress potential clients to come your
way.
SCOTT ANTHONY owns Punxsy Pizza in
Punxsutawney, Pennsylvania.
70 / PIZZATODAY.COM / MARCH 2023
http://www.PIZZATODAY.COM
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