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There you will find guerilla-marketing strategies…Big Dave style. In no particular order, these are my most successful competition busters.
Customer
Appreciation Night
Every
order
was free. This night was unannounced, unadvertised and outrageous. I
invited
the customers and crew to play. My employees voluntarily worked for
only tips.
Capturing
Competitors Data
I
wanted to
direct an advertising campaign targeted at my competition’s mailing
list. We
used a variety of methods to extract this information.
Dumpster diving, following drivers and
registering to win contests gave the name, address, phone number and
last pizza
ordered. With this info, I drafted a laser-sharp direct mail letter and
repeatedly mailed to my competition’s customer list.
Hotel
Strategy
This
was a
cross promotion with motel owners. They allowed me to place delivery
menus on
the night stands of all their rooms. We thanked them by giving them a
Big Dave
Pizza Buck every time we delivered a pizza to one of their rooms.
Weekly sales
went from seven pizzas a week to 70 a week, especially after we did a
Yellow
Pagectomy on the phone books in the nightstands of 300 rooms.
29-Minute
Delivery or Free
A
national
chain was cleaning my clock because they delivered so fast. I was
losing market
share until I discovered how they were doing it and one-upped them.
While we
were killing them with our newfound speed and accuracy, I bought a
special
Pizza Express Delivery Truck and offered guaranteed 20-minute radio
dispatched
delivery on pre-made popular pizzas.
Big
Dave’s Ultimate Pizza Guarantee
This
guarantee was good for any pizza made by any pizzeria in my town. If
you ever
purchased any pizza from anyone, just return the uneaten portion to Big
Dave’s
and we’ll replace it with a free Big Dave’s Pizza, same size and
toppings.
Competitors’
Coupons
Competitors’
coupons were gladly accepted at Big Dave’s. We encouraged our
competitors to
print and mail often. They became our printer and distributor at no
charge to
me. We were no longer perceived as the highest cost provider of pizza
in my
town. While we were there, I came up with the Worldwide Coupon Search.
This was
a contest I ran every year. The person who presented us with a valid
pizza
coupon furthest away from my town won a crispy $100 bill. Think
Operation
Safe Ride
From
Christmas until New Years Day, we placed signs in every bar in town. We
instructed the servers to let Big Dave’s drivers become designated
drivers.
This was a free, no-questions-asked safe way home for those who over
induldged.
We cross-promoted with the local funeral home.
These strategies and many more will be explained in detail at my seminar. Fasten your seatbelts and get ready to enter the Dark Side of Guerilla Pizzeria Marketing…Big Dave style, November 2nd at PMQ’s New York Pizza Show.