Tallahassee Marketing Spotlight

by Renee Miller

MMCF Marketing

There is an ongoing battle between the “Big 3” pizza chains who are always vying for first place. Their sales reflect the fact that whenever one of those chains delves into a national ad campaign, that chain will see order increases across the board. The new sales may or may not cover their heavy marketing investments, but they position the brand more strongly either way.

In most cases, their marketing campaigns pay off with huge dividends. One of the ways they accomplish this is to use direct marketing to develop new markets. The purpose of this is to draw customers from locations where one or more of the other chains are already established and possibly, thriving.

It is important to ‘scope out' the competitor's territory. They are using direct marketing to offer promotional specials that they know to be effective in that particular area. In order to attract customers from each other those three superpowers get a handle on what kinds of direct marketing the others are running with and then improve on those campaigns with even better deals, specials and perhaps even promotional ‘give-aways.'

Not all ad campaigns work as well in every market area. Because of this, those chains will tailor their ads to what they see as a trend in what the others are using. It stands to reason that if their competition is repeatedly running with a certain promotional offer, that particular promotion must be working for them. For instance, if one of the “Big 3” is continually offering two-for-one, then it obviously brings in the business in that particular neighborhood.

Sometimes those chains find it important to use pizza menu mailers to inform residents and/or businesses that a new franchise has opened in the area. At times like that it may not be necessary to use competitive marketing in the literal sense of the word, but rather to offer ‘grand opening' promotions to get the word out that a new chain is in the neighborhood and open for business. At times like these the flyers are usually bigger and more eye-catching. Those pizza empires have major dollars behind their advertising departments so they pull out all the stops to use promos that grab consumers' attention.

Direct Marketing can be targeted more effectively than broader tv, web, and print publication ads. The corporate marketing offices put out enough of those kinds of newspaper, radio or television promos on a national level to make most of us cry "enough!". The key to attracting business in a new market area is to gear campaigns specifically to the needs and wants of that particular location. This is just good business logic. Dollars are wasted by advertising in too large of an area so direct marketing reaches specific people in highly targeted locations with.

Renee Miller is the head of MMCF Marketing : The rising star of Tallahassee Marketing Firms and Tallahassee Advertising Agencies. MMCF Marketing specializing in Content Marketing using their interactive, online magazine TallahasseeGrapevine.com and in Direct Response, Guerilla Marketing campaigns with their products, Open Door Advertising and The Business Toolbox.

Their slogan is “We don't sell ads, we build relationships” and that is true. Most Ad Firms try to complicate things and impress you with big words and jargon to scare you into hiring them. We specialize in affordable marketing plans for Tallahassee Small Businesses. And we will talk to you in a way you can understand.

Give her a call today for a free consultation at (850) 528-3909.

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