53
Hired at Farrelli’s on May 1st 1997 as a Dishwasher Worked in the Kitchen through High School Went off to College in 1999 Met my Wife at Farrelli’s in ‘99 on a College Break Graduated with a Business Degree from the
University of Washington in ’06 Fate led me Back to Farrelli’s on May 1st 2007 as
the Director of Marketing & Communications Now a Minority Partner in 3 Farrelli’s Locations I’m also a Father of two Beautiful Children I have 3 cats and 1 dog
Farrelli’s was founded in 1995 in Lacey, WA Opened one unit per year 2004 – 2007 Pizza Today Independent Pizzeria of the Year ‘06 Opened an Irish Pub in 2009, McNamara’s Won National Neighbor Award by NRA 2010 Opened 3 more stores; 2012, 2014 & 2017 Won Regional Top Place to Work in 2014 Won Best Pizza in our region ‘15, ’16, ’17 & ‘18 Won Best Kids Menu ‘16 & 17’ + Sports Bar ’17 #3 on Pizza Today’s Hot 100 Independents
Grossing over 20 million with our 8 pizza stores
Thousands of Farrelli’s Family Members
Over 10 million Experiences Created
8 Neighborhoods Nourished to Date
Over 1 million donated to charities
Together, we’ve celebrated hundreds of
individual milestones, grieved numerous
personal losses, and altered the trajectory
of many young lives, both inside and
outside of our organizational walls.
In other words, we’ve created a huge family.
According to the American Marketing Association:
“Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services, to
create exchanges that satisfy individual and organizational objectives.”
Key Takeaways:
Marketing is much more than advertising to increase sales, it’s a process.
That process starts with clarifying your organizational objectives.
It requires that you understand the needs of your customers…
And your abilities to satisfy their individual objectives,
Through the strategic mix of your ideas, products and services.
Start With The End in Mind Organizational Objectives
Strategic Analysis Process of Planning
Intentional Branding Conception of P-Mix
Promotion & Distribution Executing the Plan
Cultivating Loyalty Satisfying Individual Objectives
START WITH
The End
In Mind
“People don’t buy what you do they buy why you do it.” –Simon Sinek
Neighborhood
Nourishment
Vibrant Working Family
Business System
FARRELLI’S VISION – OUR WHY
To be the best in our industry at developing
disciplined and caring hospitality
professionals who have been enriched
to provide extraordinarily relevant
and real nourishment.
FARRELLI’S MISSION STATEMENT:
To use our Business System to create a
Vibrant Working Family that provides
Nourishment to the Neighborhood.
“Start with the end in mind.” -Stephen R. Covey
Why
How
What
• Growth
• Discipline
• Quality
• Respect
• Cleanliness
• Celebration
• Appreciation
“If you’re not growing, you’re dying.” –John Farrell
“Weigh the damn cheese!” –John Farrell
People | Product | Place
“People respect what you inspect, not what you expect.” –John Farrell
“Just Keep it Clean!” –Jacque Farrell
“We celebrate the journey, and invite others to celebrate with us.” –Jacque Farrell
“We owe those we work with the best we have to give.” –Jacque Farrell
As the Leader, it Starts with Your Why ▪ Your people and your customers will look to you to follow.
▪ Recommended Reading: The Leadership Challenge
Inspiring a Shared Vision, Modeling the Way, Challenging the Process, Enabling Others to Act, Encouraging the Heart
You could have chosen anything… ▪ Why did you choose pizza?
▪ Your purpose is a combination of something that you love to do and that provides service to others.
▪ Are you here by accident? ▪ If so, can you fulfill your purpose through pizza?
When you put it into words it becomes tangible ▪ The clearer you can be, the more effective it will be.
▪ Paint a vision for others to see, that’s why it’s called a ‘vision’.
Ikigai is a Japanese term that means, “Reason for Being.”
VISION vs. MISSION vs. VALUES
• The Vision • What your business can
become if you stay the
course.
• Mission Statement • The compass that will
guide you to your
envisioned future.
• Company Values • The values determine
how you will pursue
your journey.
Articulating Your Why
• Group into Teams of 3
• Each Person Spend 3 Minutes Sharing Their Why
• Team has 2 Minutes to Ask Clarifying Questions
• Choose 1 or More Examples to Share from Each Team
• Share any Powerful Insights with the Group
Performing a Good ‘ol Fashioned Strengths
▪ Internal & Helpful
Weaknesses ▪ Internal & Harmful
Opportunities ▪ External & Helpful
Threats ▪ External & Harmful
Tried & True Process used by Organizations Worldwide
Trends | Scenarios | Initiatives Trends
▪ Brainstorm trends that you are observing in society.
▪ These don’t have to be in your industry or even local necessarily.
Scenarios ▪ If certain trends continue to increase, what kind of impact could
they have on your business?
Initiatives ▪ Identify the scenarios that are most likely to occur
▪ And those that will have the highest impact
Begin work now on the Initiatives identified above - Proactive
Have one person own each project ▪ Does not mean they do all of the work
▪ And remember, if it’s not in your calendar it’s not in your heart.
Share our Narrative
Strategic Analysis
• As a Group, Identify as many Trends as Possible • No analyzing, just identifying
• Rank Trends as Most Likely to Increase
• Now Identify those that will Impact your Business
INTENTIONAL
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
– Seth Godin Prolific American Marketer
“Your brand is what people say about you when you’re not in the room.”
– Jeff Bezos AMAZON
No, Because… • People don’t buy what you do they buy why you
do it.” – Simon Sinek (REMEMBER?)
• This is the PIZZA People Business
The Brands Succeeding Today Sell Experiences • Aesthetic Experiences
• Sensory
• Authentic Experiences
(Which btw Gens Y & Z really care about) • Culinary
• Hospitality
• Cause-Driven Experiences • What’s your cause?
You Have to Craft, Share & Amplify Your Story
Everyone & Every Business has a Compelling Story • Your just have to tease it out
• Here’s a hint, it starts with your why
• Identify a problem you were in a unique position to solve
• Try using a Story Spine • Once upon a time…
• And every day…
• Until one day…
• And Because of this…
• Until Finally…
• And ever since that day…
• Resist the urge to edit out the trials • That’s what makes it a compelling story
• Your Logo is the Visual Identifier that customers Associate with your Brand • There are other visual branding elements as well such as:
• Colors, Fonts, Photography, etc
• Investing in Your Visual Branding Elements will have a huge ROI
• These will help you stand out from the pack
•But Remember…
• Your visual brand elements only point to your actual brand
• Also, imitation is the ultimate form of flattery
• Work to Constantly Differentiate Your Brand so that imitated brand
elements will be seen for what they truly are… imposters.
Are you sending a consistent message?
Are your actions aligned with your values? ▪ If not, then they have no value (Buy Local Tacoma Campaign)
How about the look and the content of your promotional materials, the interior
and exterior of your store(s)?
Can you think of any that
this graphic missed?
Branding is the personification of your
organization.
It is a powerful statement about who
you are and how you are positioned in
the mind of your customer.
And never forget that you have two sets of customers.
BRAND
Vision, Mission &
Values Logos, Fonts,
Colors & Language
Your People &
Their Uniforms
Product & Service
Mix
Ambiance & Atmosphere
Websites & Social Media
Outlets
Ads & Press
Releases
Menus and other Sales
Tools
Community Partnership
Good Planning Starts with Good Information Accurate Sales Projections
Realistic Budget Based on Projections
Allocation of Resources Sometimes Marketing Looks Like Accounting
Executing the Plan Internal (in-house)
▪ Leverage your strengths
External (outsourcing) ▪ Know your weaknesses
Analyze Measure, Refine, Repeat
identifying
channels
Direct Mail
Email Marketing
Social Media
Traditional Media Guerilla Tactics
Press Releases
Outdoor
In-Store / 4-Walls
Online Ads
Each of which
has many
choices as
well
Traditional Media TV, Radio, Newspaper, Magazine, Direct Mail
Digital Media Online, YouTube, Mobile Apps, SMS, Email
Outdoor Media Billboards, Busses, Car Wraps, Stadiums, Banners
In-Store Posters, Uniforms, Language, Table Tents, Menu
Ads, Banners, A-Boards, Digital Signage Social Media
Facebook, Instagram, Twitter, SnapChat ▪ How does your strategy for each of these networks differ?
One Channel is Rarely Sufficient McDonalds for example, advertises
almost everywhere ▪ Omni-Channel
Choose a MIX of Channels based on: Defined Goals & Budget
The Product, Service and/or Message
Where your consumers can be reached Most Effectively ▪ NOT NECESSARILY MOST EFFICIENTLY
Think about YouTube ads
Creating
content
Based on your Goals, Budget, and Desired Channel Mix
Do you have the Ability (read: Time, Money, Talent) to do it yourself?
▪ If so, you’ll need a real strong grasp of your brand elements and campaign vision
▪ If not, you’ll need to be able to convey your brand to an outside firm
Easier said than done since they are motivated by $
PROS
Can edit the content until you love it
You own all of the collateral assets
You can use and reuse the finished
product as you deem necessary
CONS
Time consuming
Requires specific skills and
knowledge
Result may not be as polished as if
a pro did it
PROS
Have highly capable professionals
on staff
Able to provide high quality
creative content
Know how to break through the
clutter
Work with different ad outlets, so
formatting is not an issue
CONS
Nobody knows your brand (or should)
as well as you
Motivated by trying to make you a
long-term client
They can be expensive
Clayton Krueger Clayton Krueger
Clayton Krueger
I’ve provided you with access to these 3
content creation presentations of mine.
Loyalty Must Be Earned
From Customers with Consistency ▪ Experiences, Value Propositions,
Communications, Expectations
From Employees with Culture Our Employees are our #1
Customers, whom we call Farrelli’s Family Members
You Must Continue to Deliver in Order to Retain Loyalty
Keep Score to Measure Success
▪ Ratings, NPS & eNPS, Sales Data & Metrics, Campaign Results, Offer Redemptions, Guest Counts, Per Person Check Ave.
The easiest ways to Increase Sales is to Increase Frequency of Guest Visits Give them a reason to come back more often
Reward them for doing so
Build this Into your Loyalty Program Fire Club Members get a point for every $1 spent
▪ When they reach 100 pts. we put $5 on their account
We Also use Surprise & Delight Rewards
You can Accomplish this with Punch Cards BUT you lose the ability to capture user data
▪ To mine later for segmented targeting & messaging
Most Loyalty Programs are now App Based Either a Native App of your Own
▪ AppFront, TableUp, Engage, etc
Or a loyalty app branded for you ▪ FiveStars, Thanx, etc
They Have to Reduce Friction Checkout, Downloading, Generation gap, etc
They Need to Collect Data That you can mine for targeting select groups
They Must Have Communication Built-in You have to be able to communicate with users
based on your segmentation ▪ Email, SMS & Push
When’s the last time a customer thanked you for
running a specific coupon offer?
Most likely never
When’s the last time a customer thanked you for
running a coloring contest for their kids, or for putting
together a Motorcycle Ride, Community Fundraiser,
Pizza School, Wine or Beer Dinner, Golf Tournament…
You’ll get thanks from almost everyone who participates,
but you’ll also almost certainly get positive word of mouth!
“Four Walls Marketing,” –Tom Feltenstein (www.tomfeltenstein.com)
This is Our Standard Offer
We personalize them monthly
Here’s a Partial List:
Local Firefighters
Local Baristas
State Legislators
Teachers & Staff
Snowplow Drivers
Grocery Store Staff
Get Your Staff Involved!
We invest in our #1
Customers
Leverage their skills to create targeted
events
Give our guests a reason to
promote us, leading to
sales
Which allow us to give
back to the community
Leads to growth &
more Farrelli’s
Family Members
Farrelli’s Pizza School: 1. Sent key personnel to San Francisco to become
certified Pizzaiolos
2. Created our own ‘dumbed-down’ pizza
school series
3. People quickly spread positive word of
mouth about our pizza school, creating demand
4. The winner of pizza school had their pizza
featured on the cover of our menu
5. Proceeds from the sale of their pizza funded a
scholarship for the local restaurant association
education foundation
THE “SHOTGUN” STRATEGY Shooting at everything, hoping it works
THE “WINNING” STRATEGY Starts With the End in Mind
Strategic Analysis
Intentional Branding
Promotion & Distribution
Cultivating Loyalty
THE RESULT IS CUSTOMER RETENTION Take it from me!
