More YOUR in Your Pie Example

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More YOUR in Your Pie Example

  1. 1. More YOUR in Your Pie
  2. 2. Lessons Learned: What customers are saying <ul><li>Competitions & Philanthropy partnerships work </li></ul><ul><li>Community involvement is important to customers </li></ul><ul><li>Signature pies and ownership of them is an emotional driver </li></ul><ul><li>Coupons still work (unfortunately) </li></ul><ul><ul><li>But we’ve also found ways to use them as menu exploration rather than pure discounts (unique pies / gelatos / drinks / etc.) </li></ul></ul><ul><li>Want to highlight different menu items so they can learn more about the different options and what they go well with </li></ul><ul><li>They would share their creativity if it was easy and had a reason </li></ul>
  3. 3. It’s , We just make it… Lessons Learned: What customers are saying Competition Pielanthropy Express Your Inner Pizza Share Your Experience + YOUR Pie
  4. 4. Goal How do we win? The Pie of the Month and Your Pie creation process gets a lot more exposure and builds a culture of unique specialty items…
  5. 5. Creative Communication How will we illustrate the promise? <ul><li>YOUR Pie </li></ul><ul><li>Local ___ of the Month </li></ul><ul><li>National wide ___ of the Month </li></ul><ul><li>___ of the Year Showdown </li></ul>“ ___” because we want to emphasize pairings.
  6. 6. Call to Action What will we ask them to do? Participate in the competition as a: Creator Voter
  7. 7. Monthly Local Winner How do we maximize participation and business results? <ul><li>Become a Made (Wo)man </li></ul><ul><li>Added to the “Family Tree” </li></ul><ul><li>Personalized Coupons (with Your Pie) </li></ul><ul><li>T-shirt / Apparel </li></ul><ul><li>Entered into National Competition </li></ul>
  8. 8. Monthly National Winner How do we maximize participation and business results? <ul><li>Become a Made (Wo)man </li></ul><ul><li>Donation to your cause </li></ul><ul><li>Added to the store menu for 1 Year </li></ul><ul><li>Store wins “The Belt” </li></ul><ul><li>Entered into Yearly Competition </li></ul>
  9. 9. Yearly Winner How do we maximize participation and business results? <ul><li>Become a Made (Wo)man </li></ul><ul><li>Something absolutely ridiculous like a trip to Italy… </li></ul>
  10. 10. Distribution How will we make it last forever? Videos Photos
  11. 11. <ul><li>Build a community using social media tools </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>FourSquare </li></ul></ul><ul><ul><li>SMS </li></ul></ul>Your Engagement How can local stores grow fan pages?
  12. 12. <ul><ul><li>In-store props to take pictures with </li></ul></ul><ul><ul><li>Staff can grab photos and post to facebook </li></ul></ul>Your Engagement How can local stores grow fan pages?
  13. 13. <ul><ul><li>Screens displaying pictures of contest submitted pies and customers </li></ul></ul>Your Engagement How can local stores grow fan pages?
  14. 14. Your Engagement How can local stores grow fan pages? <ul><li>Facebook/Twitter </li></ul><ul><ul><ul><li>15 minute “Off the Truck” Specials: Occasionally announce a random 15 minute time period for an exclusive FB/Twitter deal. </li></ul></ul></ul><ul><ul><ul><li>Daily free for Me! Photos: If we post your photo, you get an exclusive deal (free item, % off, or upgrade). </li></ul></ul></ul><ul><ul><ul><li>Discount Words: Mention the secret word for an exclusive free item, % off, or upgrade (free premium topping, free drink, etc.) </li></ul></ul></ul><ul><li>Foursqure </li></ul><ul><ul><ul><li>Mayor?: When you’re the Mayor you get a deal/discount as long as you hold the title. Not the Mayor yet? Check in and give it a shot </li></ul></ul></ul>
  15. 15. Venue & Demonstration How will we attract them? <ul><li>Webpage </li></ul><ul><li>Kick Off Sampling Event </li></ul><ul><li>In-store Signage </li></ul><ul><li>Street Teams </li></ul><ul><li>Social Media </li></ul><ul><li>Videos </li></ul><ul><li>iPhone App </li></ul>
  16. 16. Venue & Demonstration How will we attract them? <ul><li>DIY Flyers </li></ul><ul><li>Strategic Partners </li></ul><ul><li>Promo Items </li></ul><ul><li>Traditional Print/TV/Radio Ads </li></ul><ul><li>Strategic Sponsorships/Product Placement </li></ul>
  17. 17. Target Markets Who will we reach? Crosses all current Your Pie customers and friends
  18. 18. More YOUR in Your Pie

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