Pizza Today - October 2019 - 42

"Sell gift cards at a reduced price and
the difference in price goes to charity,"
advises Small. "Fundraisers are a great
way to get people into the restaurant."
Plus, you'll be giving back in
the season of giving, a great way
to strengthen your ties with the
community.
IF YOU WANT YOUR CUSTOMERS TO
PURCHASE GIFT CARDS AS HOLIDAY GIFTS,

make it easy for them to connect "gift
card" with "gift." Signage strategically
placed throughout the restaurant and
holiday decorations such as gift-cardstocked stockings will help them see
the gift card as a holiday gift, according
to Small.
Visual reminders such as table tents
and a point of purchase you can throw
in a to-go bag that serves as a reminder
that pizza is the perfect gift, will go a
long way in promoting gift card sales
during the holiday season, he adds.
Gift card promotion doesn't have to
be limited to your storefront, though; by

extending your reach into cyberspace,
you can exponentially multiply your gift
card promotion efforts and as a result,
increase your sales.
Ynostrosa recommends pairing
"table-top tents with a QR code linked
to a Facebook Messenger bot or e-mail
opt-in form to build your audience
(whom you can later retarget in e-mail
or via Facebook Messenger)."
If your e-mail list is already
substantial, put it to good use.
"I'm a big fan of utilizing your
e-mail database. These people gave
you their e-mail address to hear from
you so make it worthwhile. Perhaps
they get an even better incentive - a
$15 gift card or their gift cards go
until February 28, instead of January
31 - something just for that group.
They just have to bring in the e-mail to
purchase," advises Peterson.
Snail mail can be as equally effective
as digital mail in promoting your gift
cards, according to Small. Be sure to
add parameters on gift cards such as

they can only be used for pick-up or
dine-in. That way, you're safeguarding
your chance to upsell, he adds.
ANY MARKETING STRATEGY TO increase
gift card sales will only be strengthened
when you get your entire staff on board,
and the effort they put forth promoting
gift cards should be acknowledged and
compensated.
"You can do a contest, and nothing is
better than cold, hard cash (or a Visa/
Amex gift card). I also love surprise
rewards. You hear an employee talking
up the gift cards and getting a sale?
Reward them on the spot with a $20
bill and have some higher rewards, too,"
Peterson advises. "A key to making this
work from a management perspective is
to budget for this before the holidays.
Start setting aside some funds to use in
November and December for employee
rewards."
Keep a scorecard or pie or growth
chart of employees' performances on
gift card sales that everyone can see


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Pizza Today - October 2019

Table of Contents for the Digital Edition of Pizza Today - October 2019

Pizza Today - October 2019
Commentary
Contributors
Expo Spotlight
Meet The Makers
Conversation
Man On The Street
Tony’s Trending Recipe
Knead To Know
Destinations
Background Music
Topping Trends
Dollops
Waste Management
Promoting Gift Cards
Holding Events
Independent Pizzeria Of The Year: Dante, Omaha, Ne
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - October 2019 - CT1
Pizza Today - October 2019 - CT2
Pizza Today - October 2019 - Pizza Today - October 2019
Pizza Today - October 2019 - Cover2
Pizza Today - October 2019 - Commentary
Pizza Today - October 2019 - 4
Pizza Today - October 2019 - 5
Pizza Today - October 2019 - 6
Pizza Today - October 2019 - 7
Pizza Today - October 2019 - Contributors
Pizza Today - October 2019 - 9
Pizza Today - October 2019 - Expo Spotlight
Pizza Today - October 2019 - 11
Pizza Today - October 2019 - Meet The Makers
Pizza Today - October 2019 - 13
Pizza Today - October 2019 - Conversation
Pizza Today - October 2019 - 15
Pizza Today - October 2019 - Man On The Street
Pizza Today - October 2019 - 17
Pizza Today - October 2019 - Tony’s Trending Recipe
Pizza Today - October 2019 - 19
Pizza Today - October 2019 - Knead To Know
Pizza Today - October 2019 - 21
Pizza Today - October 2019 - 22
Pizza Today - October 2019 - 23
Pizza Today - October 2019 - Destinations
Pizza Today - October 2019 - 25
Pizza Today - October 2019 - Background Music
Pizza Today - October 2019 - 27
Pizza Today - October 2019 - 28
Pizza Today - October 2019 - 29
Pizza Today - October 2019 - Topping Trends
Pizza Today - October 2019 - 31
Pizza Today - October 2019 - 32
Pizza Today - October 2019 - 33
Pizza Today - October 2019 - Dollops
Pizza Today - October 2019 - 35
Pizza Today - October 2019 - Waste Management
Pizza Today - October 2019 - 37
Pizza Today - October 2019 - 38
Pizza Today - October 2019 - 39
Pizza Today - October 2019 - Promoting Gift Cards
Pizza Today - October 2019 - 41
Pizza Today - October 2019 - 42
Pizza Today - October 2019 - 43
Pizza Today - October 2019 - Holding Events
Pizza Today - October 2019 - 45
Pizza Today - October 2019 - 46
Pizza Today - October 2019 - 47
Pizza Today - October 2019 - Independent Pizzeria Of The Year: Dante, Omaha, Ne
Pizza Today - October 2019 - 49
Pizza Today - October 2019 - 50
Pizza Today - October 2019 - 51
Pizza Today - October 2019 - 52
Pizza Today - October 2019 - 53
Pizza Today - October 2019 - 54
Pizza Today - October 2019 - 55
Pizza Today - October 2019 - Product Showcase
Pizza Today - October 2019 - 57
Pizza Today - October 2019 - Pizza Today Yellow Pages
Pizza Today - October 2019 - 59
Pizza Today - October 2019 - 60
Pizza Today - October 2019 - 61
Pizza Today - October 2019 - 62
Pizza Today - October 2019 - 63
Pizza Today - October 2019 - The Marketplace
Pizza Today - October 2019 - 65
Pizza Today - October 2019 - 66
Pizza Today - October 2019 - 67
Pizza Today - October 2019 - 68
Pizza Today - October 2019 - 69
Pizza Today - October 2019 - 70
Pizza Today - October 2019 - 71
Pizza Today - October 2019 - 72
Pizza Today - October 2019 - Reader’s Resource
Pizza Today - October 2019 - Mike’s Monthly Tip
Pizza Today - October 2019 - Cover3
Pizza Today - October 2019 - Cover4
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