Monday, January 28, 2008

USP or Unique Selling Proposition For A Pizza Restaurants

By Anna Phommatham,

Did You Know That An USP or Unique Selling Proposition Was The Single Most Powerful Tactic Use By Some New Pizza Restaurant Owners Long Time Ago, Which Turn Them Into The Most Pizza Franchise That It Is Today... Yes, The Name Is Domino's Pizza!

I started this article with a successful life example of the power of a good USP (Unique Selling Proposition Or Message), because I wanted you to understand that this single marketing strategy can turn your new pizza business into a instant success... And that's what every new restaurateur dream of, a successful business that can generate a good steady income for years to come.

Domino's Pizza unique selling proposition or message was "We Deliver Your Pizza In 30 Minutes Or Is Free". What a strong USP, don't you think? But, can you learn anything about how to create or brainstorm a powerful USP or USM for your pizza restaurant that can turn you into the next super hero in your market. Of course, read that tagline again and see if you find the next qualities:

- It's simple
- It's direct
- It's Clear
- Targets a Problem
- Has a hook or unique offer

Most businesses or restaurants don't have a USP with all this ingredients, they usually have only the first 3, but that doesn't mean their unique selling proposition is not good. Some times you need to make it stand out by using better copywriting or headlines techniques and point your best selling benefit to your prospects.

If you want to build a powerful USP make sure you add this ingredients into the your marketing tagline recipe, you never know... you can hit the instant success button for your pizza business.

So, how can you come out with a strong unique selling proposition for your restaurant tag line?

Start by checking out your competition, tagline or slogan, see if they are using a good UPS, ask people what they think about their pizza and their service, ask what will be the local pizza restaurants are missing, and what will be the best solution to those problems. Asking is a very powerful research tool that can give you insides about what your target market really want.

Also, pay close attention to the big players in town's offers, coupons, prices, delivery time, and their advertisement.

Then analyze that information and look for your positioning in the market by offering something different or better, like:

- Lower prices
- Better Discounts
- Reward Program
- Faster Service
- Quality Customer Service
- A Good Guaranty
- Several payment options
- Many order channels
- Give Something For Free
- Etc.

Well, you get the point... so, first research your competitors offers and then follow the unique selling proposition or message points that I talked about at the beginning of this blog post.

To Your Success,

Anna Phommatham, Restaurant Business Consultant

Saturday, January 19, 2008

Pizza Restaurants Advertising That Does Not Work For Local Stablesment

By Anna Phommatham,

Building A Successful Pizza Restaurant Marketing Campaign It Is Not It's Not Base Only On The Your Strategies... It's Also Base On The Advertising Channel or Method That You Choose!

Yes, that it's completely true specially for pizza restaurant businesses, where choosing the right advertising methods to deliver your marketing message to pizza eating prospects can make or kill your opportunities to generate more orders (takeout or delivery), increase your customer base, and make more money. Also, a bad advertising channel will eat your investment budget without bringing any sales.

Remember that keeping your ROI (Return On Investment) high is what a good restaurant marketing strategy is supposed to do.

Is a saying "Advertising is not expensive, if delivers the result that was plan to."

Here is a list of advertising methods or channels that does not work for a local pizza restaurants:

Offline Marketing

1.- Print Tiny Classified Ads
First let me ask you one question, how many times have you seem a classified ad selling pizza? and how many times have you order a pizza through one of those ads? Well, it does not work... It is one way to generate local leads, brand awareness, and buzz (viral marketing) about your restaurant business using tiny print ads, me and Luis Galarza a marketing consultant did a test with a local pizza restaurant and we got some great results. You will be able to get your hands on this case study in are new book which will be launch next month, don't worry I will be posting an update about the book in future blog posts.

2.- Basic Yellow Pages Directory Listing
This one is very simple... when you go through the local yellow pages looking for any type of service what do you check first? Off course the big or small ads, and then you check the basic listing. Another bad thing is that basic listing will not add your tagline with your USP or Unique Selling Proposition or any other good offer that can make potential pizza buyers your customers.

3.- National Newspaper Ads
It doesn't matter if your ad is a order pulling machine... it will not do any good if the prospects that are seeing your ad can't order from you from across the country. Just keep it local. Don't get me wrong it will work if you own a franchise chain of restaurants like Domino's Pizza.

4.- Magazine Ads
Same as national newspaper ads they only work if you have a big chain of restaurant all over the country. Remember that magazine ads are really expensive, and their readership target a niche or a demography area of a few towns, which is a bad investment of your advertising money.

I also ask Luis Galarza about what type of online advertising methods he does not recommend for pizza restaurants? Bellow is the list he gave me.

Online Marketing

1.- eBay or Any Other Auction Site

2.- Affiliate Program Marketing Through a Network

3.- Free Traffic Exchange

4.- Banner Ads Exchange

5.- Save List Building Tools

6.- Front Page Ads On High Traffic Portals Like Yahoo

For more information about online advertising check Luis Galarza's "Internet Marketing For Beginners Blog"

If you tried other type of pizza restaurant advertising methods or channels that didn't work for you please feel free to share it with us, just post them on the blog post comment area for this article.

Hope this little advice help you get better results from your marketing plan.


Anna Phommatham, Restaurant Business Consultant
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