Visit PizzaRadio.com to hear more from Bear Silber.
Here’s a story for you: A guy walks in a pizza parlor, wins the pizza eating contest and winds up buying the place a couple of years later. That’s exactly how it happened for Bear Silber in Santa Clara, California: Two years ago, Silber won the Belly Buster Contest (where a 20” pizza, with at least two toppings, had to be consumed within an hour) sponsored by Pizza Party, a pizzeria run by Randy Blair (PMQ profiled the pizzeria in the January 2008 article “Party Promotion”). Two years later, in September 2008, when Blair was looking to sell, Silber jumped at the chance to buy it. Now he oversees a staff of 20, with seating for 120. Though he’s been in business for only six months, Silber has some big ideas about how to market Pizza Party by carrying out of some of Blair’s marketing ideas, while adding his own into the mix.
Bear Silber’s win in the Belly Buster Contest led to his purchase of Pizza Party.
five customers who walked in wearing red, white and blue. I also provided a link to our appetizer menu. We have 600 followers on Twitter, and I always try to refer them back to the website.
We also have a Facebook page where people can become “fans” of Pizza Party. For the Super Bowl, we’re having happy hour all day; we’ll announce that on Facebook. All of the customers can add their own photos or reviews. It creates a community.
Something else that ties in with this is that I publish my personal cell phone number on our website and as my signature on my emails. I find that it saves time and is more efficient if the customer can call me directly with a problem and let me fix it immediately.
What was your most recent promotion?
“Hurry back” coupons. We handed them out in December; customers had to bring them back in January or February, our slowest months. I’m seeing at least 10 of those a day. The coupon value ranges from a free appetizer to 20% off on certain items. One of our most successful ongoing promotions is what we call our Royalty Rewards program. This is a card that’s swiped every time a customer orders; once he has ordered $120 worth of food, he gets a $10 gift certificate and $10 birthday specials.
first customer to walk in wearing their favorite team’s jersey.
The digital technology is instant, so any time I have an idea I can get instantaneous feedback. We use Constant Contact software and keep an email database of about 1,500 customers. We send out a weekly blast, as well as messages as specials come up. They can direct message you and repost your post. I always try to link my Twits to our website. On Inauguration Day, I put out on Twitter that we were offering free appetizers to the first
Aside from online communication, how else do you promote Pizza Party?
Well, I really love merchandising and coming up with catchy slogans for T-shirts. I just came up with five different designs that are now displayed on our website. The shirts cost me $5, and I sell them for $10. Anytime someone comes in wearing one, they get 10% off their order. I would like to sell them cheaper than that; I know of one place that sells a slice and a shirt for $5. When I get a little more volume going, I can maybe do that.
How important is online and digital technology for your marketing?
We’re online in many different ways, because I like feedback. Good reviews or bad, it always helps to hear what your customers think of your food and operation. We’re on Yelp; I like to message with the customers on there. You can follow us with Twitter, via text or email; people post updates and conversations. I try to post a deal or incentive daily so our followers are getting something in return. Before the Super Bowl, I’m offering a free pitcher of beer or soda for the
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