Pizza Today - August 2021 - 34

OPERATIONS
Small Town Big Mind
Innovative loyalty programs that keep customers coming back
By Scott Anthony Photo Josh Keown
M
arketing is not a one size fits
all process. Demographics
such as number of homes,
income and employment opportunities
play a part in successful marketing. A
recent survey aimed at small town pizzerias
discovered that the overwhelming
majority of these operators say they love
the personal interactions with customers
and community in general. If you love it,
capitalize on it - make people love you,
too. These personal relationships are the
basis and advantage a small-town pizzeria
has over a larger player.
To quote Sesame Street: " Who are
the people in your neighborhood? They
are the people that you meet when you
34 / PIZZATODAY.COM / AUGUST 2021
are walking down the street each day. "
That is your target market.
We look at tactics that work
from three such operators:
* Melissa Rickman, Chef and CEO of
Wholly Stromboli, Fort Lupton, Colorado
*
Cecil Ison, CEO of Ison's Family
Pizza, Batesville, Indiana
* Scott Anthony, Owner / Operator
of Punxsy Pizza, Punxsutawney, Pennsylvania
These
marketers realize that WOM
(word of mouth) is not a lost art. In
a small town where neighbors know
and talk, they are much more likely to
get a recommendation where to eat.
Those who create media relationships
also gain an avenue to get the word out
and make people talkative about your
activities. Ison tells us: " A successful
tactic is our local radio station. We host
a local sports show on Monday night
called Coach's Corner. We also sponsor
local school broadcasts, running commercials
throughout. I can always tell
if a commercial is working if either a
new or limited time item is on and sales
spike. " Small town sports are an essential
marketing avenue as every kid, parent
and grandparent loves to hear about their
friends and family. Why not throw a

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Pizza Today - August 2021

Table of Contents for the Digital Edition of Pizza Today - August 2021

Commentary
Digital
Conversation
Mike's Monthly Tip
Man on the Street
Building Blocks
Tony's Trending Recipe
Knead to Know
Destinations
Drivers Safety a Top Concern
Launching a Mobile Biz
Small Market Marketing
Fall/Winter Menu Preview
Sweet and Savory Combinations
A Frozen Pizza Line
Pizza Expo 2021 Preview
Return to Indoor Dining
A Guide to Lease Agreements
Catering's Comeback
Contract Best Practices
Preferred Supplier
Pizza Today Yellow Pages
The Marketplace
Expo Spotlight
Pizza Today - August 2021 - CT1
Pizza Today - August 2021 - CT2
Pizza Today - August 2021 - Cover1
Pizza Today - August 2021 - Cover2
Pizza Today - August 2021 - Commentary
Pizza Today - August 2021 - 4
Pizza Today - August 2021 - 5
Pizza Today - August 2021 - 6
Pizza Today - August 2021 - 7
Pizza Today - August 2021 - Digital
Pizza Today - August 2021 - 9
Pizza Today - August 2021 - Conversation
Pizza Today - August 2021 - 11
Pizza Today - August 2021 - Mike's Monthly Tip
Pizza Today - August 2021 - 13
Pizza Today - August 2021 - Man on the Street
Pizza Today - August 2021 - 15
Pizza Today - August 2021 - Building Blocks
Pizza Today - August 2021 - 17
Pizza Today - August 2021 - Tony's Trending Recipe
Pizza Today - August 2021 - 19
Pizza Today - August 2021 - Knead to Know
Pizza Today - August 2021 - 21
Pizza Today - August 2021 - 22
Pizza Today - August 2021 - 23
Pizza Today - August 2021 - Destinations
Pizza Today - August 2021 - 25
Pizza Today - August 2021 - Drivers Safety a Top Concern
Pizza Today - August 2021 - 27
Pizza Today - August 2021 - 28
Pizza Today - August 2021 - 29
Pizza Today - August 2021 - Launching a Mobile Biz
Pizza Today - August 2021 - 31
Pizza Today - August 2021 - 32
Pizza Today - August 2021 - 33
Pizza Today - August 2021 - Small Market Marketing
Pizza Today - August 2021 - 35
Pizza Today - August 2021 - 36
Pizza Today - August 2021 - 37
Pizza Today - August 2021 - 38
Pizza Today - August 2021 - 39
Pizza Today - August 2021 - Fall/Winter Menu Preview
Pizza Today - August 2021 - 41
Pizza Today - August 2021 - 42
Pizza Today - August 2021 - 43
Pizza Today - August 2021 - Sweet and Savory Combinations
Pizza Today - August 2021 - 45
Pizza Today - August 2021 - 46
Pizza Today - August 2021 - 47
Pizza Today - August 2021 - 48
Pizza Today - August 2021 - 49
Pizza Today - August 2021 - A Frozen Pizza Line
Pizza Today - August 2021 - 51
Pizza Today - August 2021 - 52
Pizza Today - August 2021 - 53
Pizza Today - August 2021 - Pizza Expo 2021 Preview
Pizza Today - August 2021 - 55
Pizza Today - August 2021 - 56
Pizza Today - August 2021 - 57
Pizza Today - August 2021 - Return to Indoor Dining
Pizza Today - August 2021 - 59
Pizza Today - August 2021 - 60
Pizza Today - August 2021 - 61
Pizza Today - August 2021 - A Guide to Lease Agreements
Pizza Today - August 2021 - 63
Pizza Today - August 2021 - 64
Pizza Today - August 2021 - 65
Pizza Today - August 2021 - Catering's Comeback
Pizza Today - August 2021 - 67
Pizza Today - August 2021 - 68
Pizza Today - August 2021 - 69
Pizza Today - August 2021 - Contract Best Practices
Pizza Today - August 2021 - 71
Pizza Today - August 2021 - Preferred Supplier
Pizza Today - August 2021 - 73
Pizza Today - August 2021 - 74
Pizza Today - August 2021 - 75
Pizza Today - August 2021 - 76
Pizza Today - August 2021 - 77
Pizza Today - August 2021 - 78
Pizza Today - August 2021 - 79
Pizza Today - August 2021 - Pizza Today Yellow Pages
Pizza Today - August 2021 - 81
Pizza Today - August 2021 - 82
Pizza Today - August 2021 - 83
Pizza Today - August 2021 - 84
Pizza Today - August 2021 - 85
Pizza Today - August 2021 - The Marketplace
Pizza Today - August 2021 - 87
Pizza Today - August 2021 - 88
Pizza Today - August 2021 - 89
Pizza Today - August 2021 - 90
Pizza Today - August 2021 - 91
Pizza Today - August 2021 - 92
Pizza Today - August 2021 - 93
Pizza Today - August 2021 - 94
Pizza Today - August 2021 - 95
Pizza Today - August 2021 - 96
Pizza Today - August 2021 - 97
Pizza Today - August 2021 - Expo Spotlight
Pizza Today - August 2021 - Cover3
Pizza Today - August 2021 - Cover4
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