The Art of Marketing: 5 steps to a more profitable December
Here are simple but effective tips to help you get on track—and stay in the black—next month.
1 Make the Most of Gift Cards
More than $100 billion is spent on gift cards every year, so make it easy for customers to get them from you. During the holidays, offer BOGO gift cards on select days. Sell them online, display them in plain sight in your store, and promote them on box tops. You can even offer to mail them if purchased over the phone. Gift cards are one of the easiest ways to make money over the holidays—use them to your advantage.
2 Promote Your Space for Holiday Parties and Catering
Nearly every business in America holds a holiday party for its employees. It’s not too late to call, mail, email or visit local businesses and let them know that your pizzeria is available for their event or can deliver on their catering needs.
3 Create Special Holiday Menu Items
Think outside the box and feature special holiday- themed pizzas, calzones, cocktails, hot beverages and more. Holiday-themed food gets your customers into the holiday spirit (and it could open the door to more gift card sales).
4 Offer Holiday Pricing
As a gift to customers, offer special holiday pricing for a week or two as your way of saying, “Thank you for a great year!” Don’t forget to promote the event on social media, in-store, and through e-blasts.
5 Throw a Party!
What better way to say “Happy Holidays!” than to throw a holiday party for your best customers? Send out personal invites to your best customers (you can compile this list using your POS). Ask them each to bring a friend who has never been to the pizzeria, and you’ll quickly grow your customer base for the coming year.
Quick Menu Tip:
Want to design a more profitable menu? Test out the Serial Position Effect by printing your most profitable items at the top and bottom (not middle) of your menu or menu category (e.g., specialty pizzas). According to psychologists, our brains are programmed to recall the first and last things we read.
Obliterate the Competition
Competition is a given, but following these simple steps can help you leave your pizza rivals in the dust.
Step 1: Focus on The Big Three.
Not the big three chains, but the three factors that can help any business stand out from the rest—quality, service and price. It’s OK if you can’t hit all three at first, but focus on offering the absolute best in at least two of these areas, and your customers will pay attention.
Step 2: Continually Reinforce Your Brand.
Use the powers of direct mail, social media and email newsletters (and any other tools in your marketing arsenal) to remind customers what your pizzeria offers and why it benefits them. Actively communicate with your customers on a regular basis, not just after their first purchase.
Step 3: Promote Something New.
To keep your customers from wandering over to that shop down the street, always promote something new and enticing. Tout weekly specials, a new beer pairing program, a Sunday brunch or a lunch buffet. Be the pizzeria that they already love, while also offering them something new on a regular basis.