Effective marketing, advertising and promotional
activities for your Big Mama’s & Papa’s Pizzeria Franchise are vital to
your success. That is why you need to understand what these terms mean so you
can practice them effectively.
Marketing
Marketing is the continuing process of how you
present your company to your customer or target market. Marketing is
about understanding the marketplace in which you compete and positioning your
company to best meet the marketplace demands. When you understand the
market, your competitors and your target market, you can develop your
restaurant and all of its aspects to provide the desired service better than
anyone else.
Advertising
Advertising is any paid form of presentation of your
services and products that involves the use of any form of media. It also
means “to call public attention to” by emphasizing desirable qualities so as to
arouse a desire to buy or patronize.
Promoting
Promoting is furthering the growth or prosperity of
your products and service. Promotions are extremely useful in attaining
short-term objectives and are flexible enough to focus on your target market,
products, and service. You can design a promotion for almost any budget,
and promotional programs are limited only by your imagination.
Public Relations & Networking
You can also promote your business through your
networking efforts by giving speeches, providing sponsorships for community
events and local teams, becoming active in your local Chamber of Commerce and
making donations to worthy causes.
Definition
Engaging in “Public Relations” or “PR” creates and
maintains a positive public image of your business. The difference between
advertising and public relations is that you pay for advertising space. PR is
delivered by third party endorsements in the media, such as newspaper reporters
in the context of a news story. The bottom line is that PR achieves the
media exposure you need to increase customers and profits.
Proactive PR
Proactive PR creates a positive, powerful impression
on the public. A complimentary newspaper article, food critic review, or
TV news spot can be viewed as an endorsement from that media source, generating
a form of coverage that is not available through other forms of marketing and
advertising.
Reactive PR
Negative PR comes into play when a story or
consumer complaint reported by the media damages your credibility and/or
business. How do you react to a negative news story or inquiries by the
media?
If this type of situation occurs, Please contact Big Mama’s & Papa’s
Pizzeria corporate headquarters immediately so that we may assist you in
handling the situation.
Summary
Marketing refers to the entire range of public
relations, advertising and promotional activities. Marketing includes
identifying target customers, as well as what they value and how they make
their dining decisions.
The forms of marketing mentioned above are described in more detail throughout
this section of the Manual.
Local marketing is the single most significant tool you have in marketing your
Big Mama’s & Papa’s Pizzeria franchise. Local marketing is a way for
you to implement marketing activities and programs that best serve the needs of
your individual restaurant in the community. It can be used year round to
build and main¬tain positive community awareness. It also gives you the
ability to identify and take advantage of brand image and sales building
opportunities.
Successful programs result with a combination of careful planning, strong
knowledge of your business, common sense, and shared enthusiasm among your
management team.
Through successful marketing programs, your Big Mama’s & Papa’s Pizzeria
franchise can stand out and draw more awareness over your competitors.
Local marketing will help you:
- Position your Big Mama’s & Papa’s Pizzeria Franchise in
the best location in your area depending on distance from access roads and
proximity of reaching all your customers
- Attract customers
- Create and sustain interest in your restaurant
- Increase customer visits
- Defend your business against competitors
Your local marketing plan should:
- Establish an objective. What do you want to achieve
through local marketing?
- Establish a budget and time line
- Determine the most effective local marketing method to reach
your target consumer
- Establish an Objective
Each objective you set should meet three criteria:
- It must be actionable. You must be able to
accomplish it.
- It must be measurable. You must be able to examine
your objectives later on, so you can evaluate the degree of success you had in
reaching them.
- It must be controllable. You must be able to exercise
maximum control over each objective.
If you are like most people, your list of objectives may be lengthy; and if you
tried to do everything, you would go in too many directions at once and dilute
your efforts. It is best to concentrate your efforts and resources.
If you cut your list down and focus on one or two items, chances are you will
get the results you want.
National Advertising Fund (NAF)
The BMPP Nation
Advertising Fund (NAF) is 3% which is based on gross sales each week which
deducted on weekly bases from Franchisee’s business checking account. BMPP
Franchising Inc. spends NAF on Online Ordering, Marriage Mail and Direct Mail.
Also Franchisee is required to spend minimum of 3% of weekly gross sales on
local marketing which are: Door Hangers, Direct Mail, Marriage Mail, Local TV,
E-Mail Mail Marketing, Local News Papers and Magazines, Coupon Booklet Mailings
and etc…
Establish a
Budget and Timeline
The BMPP Nation Advertising Fund (NAF) is 3% which is
based on gross sales each week which deducted on weekly bases from Franchisee’s
business checking account. BMPP Franchising Inc. spends NAF on Online Ordering,
Marriage Mail and Direct Mail. Also Franchisee is required to spend minimum of 3%
of weekly gross sales on local marketing which are: Door Hangers, Direct Mail,
Marriage Mail, Local TV, E-Mail Mail Marketing, Local News Papers and
Magazines, Coupon Booklet Mailings and etc…
Determine the Most Effective Local Marketing Method
Your target market is pre-defined as all those who like and can afford a
quality Pizzeria restaurant.
There are many different local marketing options available to help you reach
your target market. These include yellow page advertising, newspaper
advertising, direct mail, and other miscellaneous options. Check with the
Big Mama’s & Papa’s Pizzeria Marketing Department for availability of
layouts.
You may need to test a few options to determine which work best for your
restaurant and its target market.
Be an Expert in Your Business
Each advertising medium has sales representatives who are trained in the
particular type of advertising they represent. They are experts in the
available programs they can offer you, but they are not experts in your
business. Remember that their job is to sell advertising. You must
be knowledgeable in what will work for your restaurant so that, with the help
of the sales rep, you can determine the best advertising program for your needs.
Ask for a Discount
You must ask sales representatives for discounts because they usually will not
tell you that discounts are available. For example, when using a coupon
mailer that typically mails four to six times a year, ask for a discount if you
sign up for a year in advance. Reps are usually willing to give discounts if you buy a large block of
advertising, no matter what type, in advance. Often, they will give you
discounts just because you are a good customer and they do not want to lose
your business. Check with the Big Mama’s & Papa’s Pizzeria corporate office for any
network-negotiated rates. If you are unsure of whether a particular method of advertising will work, you
may want to experiment with it before you commit to a large block of advertising
over an extended period of time. Also, consult with the Big Mama’s &
Papa’s Pizzeria corporate office to take advantage of its extensive experience
and knowledge regarding what might or might not work for you.
Judge the effectiveness of a particular advertising method on what the results
are after trying it several consecutive times. Repetition is important in
advertising, and trying a method once or twice is not enough to test it.
Research has shown that an advertising message must penetrate the mind of a
prospective customer at least three times before that person becomes a
customer.
Tracking Your Ads
Ad tracking is a method of keeping track of your
advertising efforts and measuring results so you can determine the best, most
cost-effective type of advertising for your goals. You may want to
develop your own ad tracking work sheet to help you accomplish this so you can
see at a glance what works and what does not. One of the best ways to track
coupons with the same offers is to have in different colors. POS is the best
way to track your coupons to see which advertising methods works the best.
Calculating Unit Cost
Unit cost is the cost of your advertising based on
how many people to whom the ad was distributed. Divide the cost of the ad
by the number of people that received it (your sales representative can give
you this data). The result is the unit cost. You need to know this
so you can compare unit costs of various forms of advertising to the rates of
return.
Of the number of people who saw your ad, how many actually called or came to
your restaurant? Your advertising representative should be able to tell
you what the normal percentage is.
BMPP Marketing Supplies
BMPP supplies
graphics for magnets, door hangers, menus, post cards, flyers, box toppers and
etc… before signing any advertising first you need to get approval letter from
BMPP Corporate Office.
Creating an Ad Binder
Keep about five copies of every ad you place in sheet
protectors in a binder. Include some type of ad tracking work sheet for
each ad and promotion so you can see at a glance what advertising you placed,
when you placed it, and its unit cost and effectiveness.
You can also use the extra copies to "cut and paste" certain sections
when creating new ads so you do not have to start from scratch each time.
Summary
Most advertising reps will tell you the one thing
that is generally true for all forms of advertising: It must be done
consistently. You must keep your name in front of your target market
constantly, or your consumers will go elsewhere when they see something else
that looks more appealing. Potential customers are also constantly moving
into your area and probably do not know you exist until you advertise.
While repetition is important, however, there are other factors that contribute
equally to the success of an ad.