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This is the second segment of the series I am writing answering the question most operators ask us: “How did you create a $100,000 a week location?” The first segment spoke of attitude and culture. In this piece I want to give credence to the value of branding and the methods to which we try and market the brand to our customers. When it comes down to the bottom line, quality products and great service have to be a given. It is all about how to get the customer to remember your brand when deciding on where to buy from.
When we speak of branding here, it is about how much spaced repetition we can get for the “La Nova” name. Spaced repetition is a key to marketing any label and the more the customer is exposed to the name “La Nova” or your pizzeria’s name, the more prone they are to select you as their pizza of choice. We implemented aggressive branding in our location many years ago and it takes time to create a “buzz”. At the same time, once you have devoted enough energy and resources to the task, it starts to show itself in growth and sales increases.
I am going to talk about a range of different items that we use in the operation to expose the “La Nova” name to the area and try and substantiate the value behind the piece. These are more unique items than we tend to see in the competition but prior to those I must mention the methods we use that we categorize as “have-to’s” in branding:
1. La Nova is printed on every piece of paper product we use: cups, pizza boxes, napkins, sub bags, bulk bags, warmer bags, plates, and any other piece that we serve on or in is customized and has the logo on it.
2. Our menu is our signature. We have a full color menu that has real product shots and every item we serve on it. It is set up on the cover with real product photos and out logo on every single page and insert.
3. Every possible space that is allowable on our building has the logo on it. You can not approach the location from any direction and not be aware who we are.
4. Our drivers have good car-toppers or magnet signs with our logo on them.
5. Every stationary piece, letter, envelope, gift certificate, or invitation is customized with our logo.
These are the basics. They take time and they do cost to develop. Take one and cross it off the list after it is budgeted properly and then start to move onto the rest. One you have the basics down and they are part of your marketing budget, hopefully you are reaping some benefits of being so brand conscious. These next few examples of brand magnification are more expensive but have been very dynamic to our growth and market share dominance locally.