The Pizza Insider: 2014

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Friday, December 19, 2014

3 Reasons Your Catering Isn't Working

catering success
Try this exercise: Put your takeout/delivery menu next to your catering menu. How do they differ, if at all? Looking at the menu, how likely is it that you would call your pizzeria to cater a wedding, graduation, funeral, etc.? 

If you're struggling to get the catering side of your business off the ground, let's look at some of the possible reasons why this may be happening.

1. If you're only offering to cater pizza, you're stifling your sales.

To truly excel at catering, you need to go beyond pizza and offer a memorable experience for any event, whether it's an important business meeting, wedding, funeral, or other occasion where pizza isn’t always the most appropriate choice.

2. Without proper systems in place, your catering option can't run at full capacity.

If you're serious about offering catering, you need a specific person at the pizzeria who will handle the calls, order the product, and organize the staff for events. Without this, even the best laid plans can crumble quickly. Remember, when a catering order goes right, everyone is happy; but when it goes wrong, a lot of people will know immediately.

3. This isn't a "build it and they will come" business.

Customers call a caterer when something special and/or emotional is going on in their lives. They want to talk with a business that they have a connection to already, which is why it's so important for your catering manager to hit the pavement and visit area businesses, schools and clubs. Meet the people who will be ordering from you, bring samples, and explain the options for various types of events (business meetings, graduations, weddings, birthdays, etc.). They will remember that personal touch the next time they're looking for a caterer.

Have more tips for catering success? Share them with me in the comments section!



Thursday, December 11, 2014

8 Easy Ways to Integrate Videos

video marketing
Did you know that 100 million videos are watched online every day and that 90% of online shoppers find videos helpful when making buying decisions? 

What's stopping you from making your own pizzeria videos?

Since you're probably wondering how video can help your pizzeria, I went to Micki Pagano, creative director and co-owner of business video production company Branding Shorts to gather some tips on how pizzerias can use video to their advantage. Read on to find out more. 

8 Great Ways To Use Video
By Micki Pagano/Branding Shorts

1. Turn Website Visitors into Viewers

You only have seconds to engage a website visitor. Studies show that a landing page video keeps visitors on your site at least two minutes longer and generates a 7x higher response rate. You’ll not only emotionally engage your audience, but you’ll create stickiness. Which means people stick around to watch, share and interact with you. 

2. Ignite Your Social Media Marketing

You’re on Facebook and Twitter, but how do you attract more followers? Did you know that 700 videos get shared every minute on Twitter? People are more likely to share video on social media than text updates.

 3. Add a Play Button To Newsletters

No one can resist the urge to click a play button. Adding video to your email marketing campaign increases click through rates by 3x. It drives traffic to your website and improves conversion rates. Products presented as video are 95% more likely to be purchased. Amazing.

 4. Turn Your Staff into You Tube Stars 

Cast your staff in your video and turn them into internet stars. What’s great about that? They’ll become your sales force, sharing the video in their Social Media networks, and their friends will share it, and so on and so on. Before you know it, your video goes viral, collecting hits and driving visitors to your site or right into your store. 

 4. Mobilize Your Video with A QR Code

There are 88 million mobile video viewers in the US alone - and growing. 92% of mobile video viewers share video. One of the great ways to get mobile exposure is to embed your video into a QR code. And what’s a QR code? They’re those funny square images you see everywhere. In fact, video is the most popular use for QR codes. They make print items engaging and interactive. So anyone with a mobile phone can scan your QR code, see your video and share it, post it or contact you with the touch of a finger. 
5. Think Outside The Laptop

Video is not for online alone. It’s a powerful tool to draw customers into your pizzeria or restaurant storefront. Video monitors are become more affordable and popping up everywhere, on city street corners, on buses, in train stations, on billboards, in Taxis and so much more. So that same video you’re using on your site and social media can be utilized in countless ways to create awareness and drive traffic to your pizzeria.

6. Bring Your Email Signature To Life

What’s in a signature beside your name, number and website? How about your video? By placing a link to your video with your signature, you can engage your recipients with a personal message, drive them to your website and if they like what they see, they just may drop by your place or even share it with their contacts. 

7. Create Your Very Own Brand Channel

What better way to gain subscribers and followers than to create your own You Tube channel? Let’s say you have a series of compelling video testimonials or maybe you have recipes to share. Post them on your own channel. Not only do you create compelling content, but the opportunity to have visitors share your videos directly from You Tube. With just one click your video can be on anyone’s social media network and you can be a You Tube star! Newer TVs can also access You Tube channels - which gives you even more exposure.

8. Power Up Your Press Release & More

Bring your press release to life by embedding a video. Share your video on LinkedIn and get more exposure and business. Use your video in reservation confirmation and embed it into a PDF menu to stand out from your competition and draw more customers to your place.

These are just a few of the many ways to use video. Every year brings more and more opportunities to reach and engage with video; it’s flexible, durable, and has longevity. If you’re not leveraging the power video, you’re missing out.

Are you currently using video to attract customers? Tell us how and share a link to your video in the comments below.