Workshop 10 (Fee: $250)
Creating a Coordinated Pizzeria Marketing Plan
With Clayton Krueger and Eric Shepherd
Successful marketing requires a strategic approach. Learn how to identify the best channels to reach your audience, build timetables for various campaigns and refine your message for each target demographic. Clayton Krueger and Eric Shepherd head up marketing for thriving regional chains in Washington State and Maine, respectively. They’ll share the methods they use to expand customer bases and increase sales. Among the take-home tools in this workshop: a marketing budget system you can adapt to your own operation; quarterly timetables for coordinated marketing activities; and the pros and cons of direct mail, email, social media and media-buy campaigns.
Clayton Krueger is the director of marketing for 9-unit Farrelli’s Wood Fire Pizza. An early adopter of digital and online channels, he has long been in the forefront of the latest customer-building initiatives. Clayton is a regular Pizza Expo speaker and also an authority on traditional pizzeria marketing strategies and tactics.
Eric Shepherd is the director of marketing and communications at Otto Pizza, headquartered in Portland, Maine, a growing, award-winning regional artisan pizza chain with 12 locations in New England. He has developed a unique approach to brand management, grassroots community outreach and social media marketing to differentiate Otto in a crowded pizza market.
Register for Pizza Expo and this workshop.
School of Pizzeria Management
Certificate of Completion
Attend any of the Sunday and Monday workshops and receive a suitable-for-framing certificate from the School of Pizzeria Management highlighting your name, the course completed and the date of attendance.