Underdogs use “trickle-down marketing” in
reverse. They know how quick and easy it is
for the entrepreneur to put a new idea to work
compared to Big Dog marketers, who must
start with big ideas that cost big bucks, then
rush to justify the expense. Working from the
bottom up, Underdogs expand their marketing
effort by taking small steps first, then lengthening their stride until they’re at full speed
and on their way to accomplishing their goals.
Meanwhile, the Big Dogs continue to develop
their strategies while gazing downward from
Mt. Olympus, hopelessly out of touch with the
Underdogs may not bark the loudest, but they
bark more often. They target their audiences
with more personalized communications compared to the Big Dog’s broad-based messages.
Underdogs conceptualize their battle plan.
Whenever they think of a new promotion, menu
item or service, they first recognize the value of
their own property. Underdog Marketers put
their advantages to work by devising an overall
marketing strategy that starts within the zones of
their four walls and property line before extending themselves into the neighborhood.
Using eyecatching graphics and bright colors, Chattanooga,
Tennessee-based Lupi’s features several merchandising zones
throughout its property.
Underdog Marketers know that four-walls
marketing begins with the people who
share their foxholes. Their programs don’t
start with a thousand fliers in Walmart’s
parking lot; they begin with the pizzeria’s
employees. They energize their staff by
keeping them focused on the strategies that
keep customers coming back and by exploring new opportunities. In return, they
are rewarded with their employees’ loyalty.
Underdog Marketers know there is a secret
marketing revolution going on. Expensive
advertising campaigns may dazzle and distract. Underdog Marketers, however, quietly sneak up on their competitors. Without
fanfare, they identify the best prospects and
customers by name and address and gain
their deep loyalty through direct communication. They do not treat a loyalty program
as a mere add-on; building a highly loyal customer base is an integral component of their
business strategy. They know that building
one-on-one relationships will make them the
customers’ first choice when deciding where
to spend their food dollars. It’s much easier to
bring in current customers 10% more often
than it is to increase new visits by 10%.
Underdog Marketers know that the ability
to sustain a large base of loyal customers is a powerful key to the success of the
pizzeria. They know that loyal customers
are the marketing apostles who spread
the good word about their pizzeria. A 5%
increase in customer loyalty can produce
double-digit profit increases. Word-of-mouth, still the most effective form of
advertising, can generate exponential
numbers of new customers!
Las Vegas-based Metro Pizza promotes all of its locations on its
TRAC Y MORIN