PMQ Special Report
Pizzeria Tips for Major Media Events
TV and Cable television advertising
A great way for preparing for a major event here is first to know that something will be happening. An example is something like Desert Shield. People knew that America was going to bomb Iraq, but didn't know exactly when. Big Dave Ostrander, former owner of Big Dave's Pizza and currently a pizza consultant and writer for PMQ, contacted his cable TV advertising provider and prepaid for his advertising campaign. In light of the events that are unfolding now, this may be a good idea for pizza operators who advertise on cable and local television. One thing you may want to consider is viewer sensitivity. You may just want to have a short advertisement stating you deliver and your number or just the message that your business hopes that everyone returns safely. The last thing you want to do is convey the message that you are attempting to cash in on something like this. Be smart, but sensitive. See Big Dave's comments in the War and Pizza article.
Print Advertising
The same concept applies here. Create an ad in advance and prepay for printing or publication, but have it put on hold until the event breaks. A good idea for print advertising is to include messages of condolence or even better, state that a percentage of the sales will go to the American Red Cross, Salvation Army or other relief funds or organization. Once again, be sure that the message is clear - You have a service to provide, you are sensitive to the events that are occurring and you want to support the community and those involved and affected by what is happening.
Providing Community Service
Another thing that will show your support of those affected by the media event, such as a military strike, is to offer an additional service. One that was brought to mind is equipping delivery drivers with cordless drills and have them install flag holders. To go even a step further, provide flags to the customers and then have drivers screw them on to customers mailboxes or porches. With an event like the one occurring now, another good idea is to provide bumper stickers or small flags customers can attach to their cars to show support.
To repeat a very important point, they key to these types of strategies is to make sure you do not come off as trying to exploit a serious and sensitive event strictly to money's sake. Make sure you show support for your community and country while letting customers know you have a service that you can provide to make things easier or that you are attempting to help by donating a percentage of the proceeds to the cause.