Workshop 03 (Fee $250)
Marketing Basics for Pizzerias: Establishing Your Brand and Creating a Marketing Plan
With Clayton Krueger and Eric Shepherd
Sunday, 1 – 5 pm
In today’s highly competitive pizza market, good pizza isn’t enough to guarantee success. Differentiation requires a strategic marketing approach and thoughtful branding that fosters an emotional connection with your customers. Clayton Krueger and Eric Shepherd head up marketing for thriving regional chains in Washington State and Maine, respectively. They’ll share the methods they used in building their brands, expanding their customer bases, and increasing sales. Among the take-home tools in this workshop: a marketing budget system you can adapt to your own operation, timetables for coordinated marketing initiatives, and proven tips and tricks for building a powerful brand on a shoestring budget.
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.