Pizza Today - November 2017 - 48

way to get to know your customers. "Key
data items to collect should include
name, e-mail address, the zip code
where they work and the zip code where
they live," says Warren Ellish, president
and CEO of Ellish Marketing Group
and a marketing expert with Synergy
Restaurant Consultants.
A part of knowing your customers
includes understanding your trade area.
For this, Ellish recommends the pin
survey. You'll need a blown up street
map of the geography around your
location, with your restaurant at the
center of the map. Mount this map on a
foam core board and have a box of pins
handy with two different colored heads.
"Have a team member ask each client
to place the corresponding colored pin
on the map to represent where he lives
and where he works." If you do this for
a week, separating the data collected
by time of day, you'll have a good
geographical map of your trade area
and a real sense of where you should be
spending money on freestanding inserts,

4 8 / P I Z Z AT O D AY. C O M / N O V E M B E R 2 0 1 7

mailers and door hangers.
"When you can clearly define your
target market, you can provide products
and services that meet their needs and
communicate to them in a way that
resonates and builds trust," says Ellish.
You've done the work; you've learned
your target market, who your customers
are and exactly where they're coming
from. Maybe you've even followed
Milne and Lee's lead and tapped into a
new demographic. The next step calls for
building.
NOW THAT YOU KNOW THEM, BUILD.

"Once you've learned who your
customers are, "invest in a simple e-mail
system like Constant Contact or Mail
Chimp and reach out to your database
regularly with specials, new menu items
and other news," says marketing expert
Nancy A. Shenker, founder and CEO of
theONswitch.
Knowing who your customers
are and where they're coming from
provides the foundation for building.

In the meantime, make sure you keep
them coming in; make sure the reasons
they've chosen to frequent you pizzeria
don't change. J.D. Wood of InfoSurv,
a restaurant survey company, suggests
including this question on your surveys,
"Will you come back again?"
Now that you know your clientele
and have built trust, asking for addon business is easy. If you're like Lee,
answering all your customers' questions
on Yelp and hand delivering a pie to
ensure customer satisfaction, it's not a
big deal to ask these same customers
if you can cater their family reunions,
sports tournaments and business lunches.
They know you, they trust you and more
importantly... you know them. n
BOBBIE METEVIER is a full-time freelance
writer and former book editor. When
not writing, she likes to spend time
with friends and family in Southeast
Michigan.


http://www.PIZZATODAY.COM

Pizza Today - November 2017

Table of Contents for the Digital Edition of Pizza Today - November 2017

Pizza Today - November 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
At Your Service
Destinations
Knead to Know
Menu Boards
Sauce & Cheese Pairings
Open-Faced Sandwiches
Mac & Cheese Main Dishes
Customer Demographics
Immigration Enforcement
Forced Closure
Road to Pizza Expo
Top 100 Pizza Chains
On the Road: Fire!, Spokane, Wa
On the Road: The Boiler Room, Spokane, Wa
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthy Tip
Pizza Today - November 2017 - CT1
Pizza Today - November 2017 - CT2
Pizza Today - November 2017 - Pizza Today - November 2017
Pizza Today - November 2017 - Cover2
Pizza Today - November 2017 - Commentary
Pizza Today - November 2017 - 4
Pizza Today - November 2017 - 5
Pizza Today - November 2017 - Contents
Pizza Today - November 2017 - 7
Pizza Today - November 2017 - 8
Pizza Today - November 2017 - 9
Pizza Today - November 2017 - Contributors
Pizza Today - November 2017 - 11
Pizza Today - November 2017 - Expo Spotlight
Pizza Today - November 2017 - 13
Pizza Today - November 2017 - Interact
Pizza Today - November 2017 - 15
Pizza Today - November 2017 - Conversation
Pizza Today - November 2017 - 17
Pizza Today - November 2017 - Man on the Street
Pizza Today - November 2017 - 19
Pizza Today - November 2017 - Respecting the Craft
Pizza Today - November 2017 - 21
Pizza Today - November 2017 - At Your Service
Pizza Today - November 2017 - 23
Pizza Today - November 2017 - Destinations
Pizza Today - November 2017 - 25
Pizza Today - November 2017 - Knead to Know
Pizza Today - November 2017 - 27
Pizza Today - November 2017 - 28
Pizza Today - November 2017 - 29
Pizza Today - November 2017 - Menu Boards
Pizza Today - November 2017 - 31
Pizza Today - November 2017 - 32
Pizza Today - November 2017 - 33
Pizza Today - November 2017 - Sauce & Cheese Pairings
Pizza Today - November 2017 - 35
Pizza Today - November 2017 - 36
Pizza Today - November 2017 - 37
Pizza Today - November 2017 - Open-Faced Sandwiches
Pizza Today - November 2017 - 39
Pizza Today - November 2017 - 40
Pizza Today - November 2017 - 41
Pizza Today - November 2017 - Mac & Cheese Main Dishes
Pizza Today - November 2017 - 43
Pizza Today - November 2017 - 44
Pizza Today - November 2017 - 45
Pizza Today - November 2017 - Customer Demographics
Pizza Today - November 2017 - 47
Pizza Today - November 2017 - 48
Pizza Today - November 2017 - 49
Pizza Today - November 2017 - Immigration Enforcement
Pizza Today - November 2017 - 51
Pizza Today - November 2017 - 52
Pizza Today - November 2017 - 53
Pizza Today - November 2017 - Forced Closure
Pizza Today - November 2017 - 55
Pizza Today - November 2017 - 56
Pizza Today - November 2017 - 57
Pizza Today - November 2017 - Road to Pizza Expo
Pizza Today - November 2017 - 59
Pizza Today - November 2017 - 60
Pizza Today - November 2017 - 61
Pizza Today - November 2017 - Top 100 Pizza Chains
Pizza Today - November 2017 - 63
Pizza Today - November 2017 - 64
Pizza Today - November 2017 - 65
Pizza Today - November 2017 - On the Road: Fire!, Spokane, Wa
Pizza Today - November 2017 - 67
Pizza Today - November 2017 - 68
Pizza Today - November 2017 - 69
Pizza Today - November 2017 - On the Road: The Boiler Room, Spokane, Wa
Pizza Today - November 2017 - 71
Pizza Today - November 2017 - 72
Pizza Today - November 2017 - 73
Pizza Today - November 2017 - 74
Pizza Today - November 2017 - 75
Pizza Today - November 2017 - 76
Pizza Today - November 2017 - 77
Pizza Today - November 2017 - Pizza Today Yellow Pages
Pizza Today - November 2017 - 79
Pizza Today - November 2017 - 80
Pizza Today - November 2017 - 81
Pizza Today - November 2017 - 82
Pizza Today - November 2017 - 83
Pizza Today - November 2017 - 84
Pizza Today - November 2017 - 85
Pizza Today - November 2017 - The Marketplace
Pizza Today - November 2017 - 87
Pizza Today - November 2017 - 88
Pizza Today - November 2017 - 89
Pizza Today - November 2017 - 90
Pizza Today - November 2017 - 91
Pizza Today - November 2017 - 92
Pizza Today - November 2017 - 93
Pizza Today - November 2017 - 94
Pizza Today - November 2017 - 95
Pizza Today - November 2017 - 96
Pizza Today - November 2017 - Reader’s Resource
Pizza Today - November 2017 - Mike’s Monthy Tip
Pizza Today - November 2017 - Cover3
Pizza Today - November 2017 - Cover4
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