Pizza Today - January 2021 - 14

MAN ON THE STREET

I

SCOTT WIENER

The Art of Collaboration

just realized I'm getting old. Most
people figure it out when they lose
hair or experience back pain, but
my red flag has been my reaction to the
word " influencer. " Even typing it makes
me cringe. My frustration is compounded
when an " influencer " reaches out to offer a
" collaboration. " That just means they want
something for free, right? That might be the
case in some situations, but as much as it
hurts my aging brain to admit, social media
collaboration can have incredible benefits.
As a pizzeria, your job is to serve your
customers. As a brand, your job is to reinforce your identity. That happens through
signage, decor, your website, and what you

choose to post online. When someone
contacts you with an offer to collaborate,
you'll need to figure out if the relationship
will reinforce your brand. Do your audiences overlap too much? Is theirs likely to
be interested in your message? Is their following even in your pizzeria's service area?
Some brands are so preoccupied with
their own advantage that they forget the
whole concept of collaboration is that both
sides benefit from the relationship. This
isn't a compromise, in which both sides
have to lose ground to reach an agreement.
A collaboration is an elective relationship
by which both parties root for the other

to succeed. I wouldn't enter a collaboration
that showed no clear benefit to the other
party because they're unlikely to do any
real promotion.
Influencer collaboration is marketing,
and it can be more valuable than traditional
forms of advertising because it provides
you with a focused and active audience.
Social media incentivizes users to become
their own brands. That's why the random
person who contacts you to collaborate
might be worth your time. They're a brand
looking to build their audience just as
you're looking to build yours.
Maybe I cringe at the words influencer
and collaboration because I've seen so
much abuse of both, but the flubs have
helped me outline some best practices for
getting involved in such partnerships.
If you want to collaborate with a person
or brand, come up with a direct ask or
short list of ideas. It's really annoying to
receive a request with no specific plan.
When you do reach out, take a minute
to research the person so you can personalize the message. This week I received a
" We've identified you as an influencer "
message (already a red flag) inviting me to
try a new pizza. I noticed that the place is
a few states away so I figured they're offering to ship frozen pizzas in exchange for
a post. Nope. They apparently thought I'd
ignore health and safety guidelines to cross
through a few states to try a pizza.
Finally, try to think of something that
truly is a collaboration and not just a favor.
I saw a really smart campaign in which a
pizzeria created special pizzas designed by
local influencers every week. They even tied
a local charity, chosen by the influencer,
to the purchase of every pizza. The collaboration brought a fresh audience to the
pizzeria thanks to exposure from both the
influencer and the charity while providing
the influencer with a unique medium by
which to express their creativity. ■

SCOTT WIENER is the founder of Scott's Pizza Tours in New York City and SliceOutHunger.org Instagram: @scottspizzatours

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Pizza Today - January 2021

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

Pizza Today - January 2021
Commentary
Digital
Conversation
Mike’s Monthly Tip
Man on the Street
Building Blocks
Tony’s Trending Recipe
Knead to Know
Destinations
Business Forecasting
Cleaning Protocols
Studying the Numbers
Lasagna
Small Market Menus
Chicken Pizzas
COVID-19 Mental Fatigue
New Year’s Business Resolutions
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Expo Spotlight
Pizza Today - January 2021 - CT1
Pizza Today - January 2021 - CT2
Pizza Today - January 2021 - Pizza Today - January 2021
Pizza Today - January 2021 - Cover2
Pizza Today - January 2021 - Commentary
Pizza Today - January 2021 - 4
Pizza Today - January 2021 - 5
Pizza Today - January 2021 - 6
Pizza Today - January 2021 - 7
Pizza Today - January 2021 - Digital
Pizza Today - January 2021 - 9
Pizza Today - January 2021 - Conversation
Pizza Today - January 2021 - 11
Pizza Today - January 2021 - Mike’s Monthly Tip
Pizza Today - January 2021 - 13
Pizza Today - January 2021 - Man on the Street
Pizza Today - January 2021 - 15
Pizza Today - January 2021 - Building Blocks
Pizza Today - January 2021 - 17
Pizza Today - January 2021 - Tony’s Trending Recipe
Pizza Today - January 2021 - 19
Pizza Today - January 2021 - Knead to Know
Pizza Today - January 2021 - 21
Pizza Today - January 2021 - 22
Pizza Today - January 2021 - 23
Pizza Today - January 2021 - Destinations
Pizza Today - January 2021 - 25
Pizza Today - January 2021 - Business Forecasting
Pizza Today - January 2021 - 27
Pizza Today - January 2021 - 28
Pizza Today - January 2021 - 29
Pizza Today - January 2021 - Cleaning Protocols
Pizza Today - January 2021 - 31
Pizza Today - January 2021 - 32
Pizza Today - January 2021 - 33
Pizza Today - January 2021 - Studying the Numbers
Pizza Today - January 2021 - 35
Pizza Today - January 2021 - 36
Pizza Today - January 2021 - 37
Pizza Today - January 2021 - Lasagna
Pizza Today - January 2021 - 39
Pizza Today - January 2021 - Small Market Menus
Pizza Today - January 2021 - 41
Pizza Today - January 2021 - Chicken Pizzas
Pizza Today - January 2021 - 43
Pizza Today - January 2021 - COVID-19 Mental Fatigue
Pizza Today - January 2021 - 45
Pizza Today - January 2021 - New Year’s Business Resolutions
Pizza Today - January 2021 - 47
Pizza Today - January 2021 - 48
Pizza Today - January 2021 - 49
Pizza Today - January 2021 - Product Showcase
Pizza Today - January 2021 - 51
Pizza Today - January 2021 - Pizza Today Yellow Pages
Pizza Today - January 2021 - 53
Pizza Today - January 2021 - 54
Pizza Today - January 2021 - 55
Pizza Today - January 2021 - 56
Pizza Today - January 2021 - 57
Pizza Today - January 2021 - The Marketplace
Pizza Today - January 2021 - 59
Pizza Today - January 2021 - 60
Pizza Today - January 2021 - 61
Pizza Today - January 2021 - 62
Pizza Today - January 2021 - 63
Pizza Today - January 2021 - 64
Pizza Today - January 2021 - Expo Spotlight
Pizza Today - January 2021 - 66
Pizza Today - January 2021 - Cover3
Pizza Today - January 2021 - Cover4
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