Workshop 12 (Fee $250)
Marketing 2.0 for Independents: Advanced Customer Engagement and Implementation
With Clayton Krueger and Eric Shepherd
Tuesday, 10 am – 12 pm
The best customers are the ones who choose to stay engaged with your brand, the loyal folks who give you repeat business and talk up your pizzeria to neighbors and colleagues. How do you develop and retain these vital spenders and promoters of your brand? Clayton Krueger and Eric Shepherd, marketing directors for standout regional chains in Washington State and Maine, respectively, will hand you the keys to customer engagement. They’ll show you how to use your POS data and social media to identify the most fruitful prospects; how to build customer profiles from your data to customize your outreach to different guest types; how to build the most effective loyalty program; how to build engagement (and sales) through the use of video, cause marketing, contests, and more.
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.