Pizza Today - September 2015 - 42

back office / MARKETING

By
DENISE GREER
Photos By
JOSH KEOWN

In Your Backyard
Honing marketing efforts to a geographic radius reaps rewards

L

oyalty is not given, it is earned.
You gain frequency with the
quality and consistency of your
product, your customer service and
your overall dining experience.
Your approach to marketing can
make or break your brand loyalty in
your community. The people in your
backyard may hold the key to your
longevity. Neighborhood marketing,
also known as local store marketing
(LSM), creates awareness and initial
trial. LSM focuses marketing efforts
within a three- to five-mile radius of
a restaurant, says Linda Duke, CEO
of Duke Marketing, a full-service
marketing firm in San Rafael, California. "By focusing on your three- to

4 2 / P I Z Z AT O D AY. C O M / S E P T E M B E R 2 0 1 5

five-mile radius, you can reach your
potential guests most cost effectively
and is the perimeter where 90 percent
of the restaurant customers will come
from," says Duke, who has specialized
in restaurant marketing for 25 years.
Craig Mosmen, owner of The Couch
Tomato, drew his radius even closer in
densely populated Philadelphia. "We
mass mail our menu to every resident
within a 1½-mile radius from our location at least once a year," he says.
With two locations in small towns,
Old Town Pizza's marketing efforts
encompass Auburn and Lincoln,
California. "The bulk of our marketing
efforts remain directly in our community, so roughly four-five miles," says

Marketing Director Russ Yeager.
"Obviously our reach is further than
that because of social media and
contests that we have won, that encompass the Greater Sacramento area."
Unlike traditional advertising,

neighborhood marketing positions
your pizzeria as a fixture in your community. "The key to local store marketing is to get out in the community
and build your brand by talking with
people, building trade area relationships and having your restaurant
actively involved in the community,"
Duke says.
Be forewarned, this is a marketing
strategy that requires your time and



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Pizza Today - September 2015

Table of Contents for the Digital Edition of Pizza Today - September 2015

Pizza Today - September 2015
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
Trending Recipes
Destinations
Dough Doctor
Interiors: Trend or Fad?
Potato on Pizza!
Health Trends
Backyard Marketing
Asset Protection
Delivery Strategies
New Haven Pizza Tour
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Snapped
Pizza Today - September 2015 - CT1
Pizza Today - September 2015 - CT2
Pizza Today - September 2015 - Pizza Today - September 2015
Pizza Today - September 2015 - Cover2
Pizza Today - September 2015 - Commentary
Pizza Today - September 2015 - 4
Pizza Today - September 2015 - 5
Pizza Today - September 2015 - Contents
Pizza Today - September 2015 - 7
Pizza Today - September 2015 - 8
Pizza Today - September 2015 - 9
Pizza Today - September 2015 - Contributors
Pizza Today - September 2015 - 11
Pizza Today - September 2015 - Expo Spotlight
Pizza Today - September 2015 - 13
Pizza Today - September 2015 - Interact
Pizza Today - September 2015 - 15
Pizza Today - September 2015 - Conversation
Pizza Today - September 2015 - 17
Pizza Today - September 2015 - Man on the Street
Pizza Today - September 2015 - 19
Pizza Today - September 2015 - Respecting the Craft
Pizza Today - September 2015 - 21
Pizza Today - September 2015 - Trending Recipes
Pizza Today - September 2015 - 23
Pizza Today - September 2015 - Destinations
Pizza Today - September 2015 - 25
Pizza Today - September 2015 - Dough Doctor
Pizza Today - September 2015 - 27
Pizza Today - September 2015 - 28
Pizza Today - September 2015 - 29
Pizza Today - September 2015 - Interiors: Trend or Fad?
Pizza Today - September 2015 - 31
Pizza Today - September 2015 - 32
Pizza Today - September 2015 - 33
Pizza Today - September 2015 - Potato on Pizza!
Pizza Today - September 2015 - 35
Pizza Today - September 2015 - 36
Pizza Today - September 2015 - 37
Pizza Today - September 2015 - Health Trends
Pizza Today - September 2015 - 39
Pizza Today - September 2015 - 40
Pizza Today - September 2015 - 41
Pizza Today - September 2015 - Backyard Marketing
Pizza Today - September 2015 - 43
Pizza Today - September 2015 - 44
Pizza Today - September 2015 - 45
Pizza Today - September 2015 - Asset Protection
Pizza Today - September 2015 - 47
Pizza Today - September 2015 - 48
Pizza Today - September 2015 - 49
Pizza Today - September 2015 - 50
Pizza Today - September 2015 - 51
Pizza Today - September 2015 - Delivery Strategies
Pizza Today - September 2015 - 53
Pizza Today - September 2015 - 54
Pizza Today - September 2015 - 55
Pizza Today - September 2015 - New Haven Pizza Tour
Pizza Today - September 2015 - 57
Pizza Today - September 2015 - 58
Pizza Today - September 2015 - 59
Pizza Today - September 2015 - 60
Pizza Today - September 2015 - 61
Pizza Today - September 2015 - 62
Pizza Today - September 2015 - 63
Pizza Today - September 2015 - 64
Pizza Today - September 2015 - Product Showcase
Pizza Today - September 2015 - 66
Pizza Today - September 2015 - 67
Pizza Today - September 2015 - Pizza Today Yellow Pages
Pizza Today - September 2015 - 69
Pizza Today - September 2015 - 70
Pizza Today - September 2015 - 71
Pizza Today - September 2015 - 72
Pizza Today - September 2015 - 73
Pizza Today - September 2015 - 74
Pizza Today - September 2015 - 75
Pizza Today - September 2015 - 76
Pizza Today - September 2015 - 77
Pizza Today - September 2015 - The Marketplace
Pizza Today - September 2015 - 79
Pizza Today - September 2015 - 80
Pizza Today - September 2015 - 81
Pizza Today - September 2015 - 82
Pizza Today - September 2015 - 83
Pizza Today - September 2015 - 84
Pizza Today - September 2015 - 85
Pizza Today - September 2015 - 86
Pizza Today - September 2015 - 87
Pizza Today - September 2015 - 88
Pizza Today - September 2015 - Reader’s Resource
Pizza Today - September 2015 - Snapped
Pizza Today - September 2015 - Cover3
Pizza Today - September 2015 - Cover4
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