It’s not the size of the dog in the fight that matters;
it’s the size of the fight in the dog. If the Underdogs
want to run with the Big Dogs, they must get off
the porch and have the discipline to prepare. Feisty
and independent by nature, they can make up for
their smaller size by becoming fiercely aggressive
and highly disciplined, especially when defending
their home territory.
Underdog Marketers look, act and feel like leaders. They cast a larger-than-life shadow across the
path of the nearest Big Dogs and watch them
shrink. If the Underdog can project the image of
a Big Dog, everyone will soon be pointing to him
as the Big Dog instead of the other guy.
Underdog Marketers are Olympic thinkers who
settle for nothing less than gold-medal results.
They will not accept second-place finishes. They
don’t make excuses and, to them, mediocrity is
a dirty word. They know they cannot achieve a
world-record performance unless they set their
standards far higher than anyone else’s.
Underdog Marketers don’t mourn the death
of mass marketing; they celebrate it. They pronounced mass marketing dead long before the
competition realized it was ailing. While these
competitors keep blasting away at the market
with everything in the Madison Avenue arsenal,
Underdog Marketers are conquering their own
neighborhoods and winning the war.
Underdog Marketers know the power of persuasion begins in their places of business. Realizing
that their restaurant is the most powerful selling
tool of all, Underdogs use every inch of their property to convey important messages to the thousands of customers who flock through their doors.
From the exterior signage to the four walls inside,
they divide the restaurant into persuasive merchandising zones. They never miss an opportunity
to tell guests what makes their pizzeria special.
“From exterior signage to the four walls inside, Underdog Marketers use every inch of their properties to convey important messages to the thousands of customers who flock through their doors.”
Underdog Marketers use their forces wisely. They
have the wisdom to fight the battle where they
can best win the war—within their four walls
and in their own neighborhoods. They know
that there are only four ways for sales increases to
explode the top line: bringing in new customers;
attracting more repeat purchases; raising check
averages; and increasing party size. These sales
targets are the focal point for the Underdog’s
prime marketing objectives.
Underdog Marketers know that what’s right at
home is what’s best. They spend at least 60% of
their marketing dollars at home, within the four
walls of their pizzeria. They take control of their
four walls and their message centers or zones to create messages that zero in on the minds of their best
customers, turning the zones into point-of-persua-sion money machines. Underdog Marketers don’t
have to begin comparing drive time and weekend
insert costs before announcing that they’ve added
flatbreads or a new line of local craft beers to their
menu. Their message centers—including table
promotions, tent cards, posters and menus—will
convey these messages first.
Piecasso Pizzeria & Lounge, located in Stowe, Vermont, uses its
outdoor signage to describe its various offerings, including pizza by the
slice, wi-fi, live bands and delivery.
PIECASSO PIZZERIA & LOUNGE
December 2013 pmq.com 61