| One of the main obstacles to growing a successful | | | | 1. Design |
| pizza business is competing with the "Big 3" pizza | | | | 2. Distribution |
| chains that have literally taken over the market across | | | | 3. Desire |
| the country. Your job as an owner/operator of a local | | | | Use a design that is eye-catching and informative |
| area pizza shop is so much bigger than making the | | | | without being too busy. Place your specials and |
| best pizza in town, which you probably do, but it also | | | | promotions in a place of prominence so that they are |
| entails being able to compete with the 'big boys' by | | | | the first thing customers see. Graphic design probably |
| beating them at their own game. The reason why | | | | isn't your strong point so find a printing company that |
| those huge chains do such an astronomical amount of | | | | can help you design your flyer/menu. Their job is to |
| business is because they spent a ton of money on | | | | provide you with great advertising; your job is to make |
| advertising. | | | | the best pizza in town. A good printer will also have |
| Of course you aren't expected to have the advertising | | | | the wherewithal to set up distribution for you as well, |
| expense account to spend millions of dollars a year to | | | | be it as an insert in your local paper or direct mail |
| promote your business. But the point is, you don't need | | | | menu flyers. Leave that in their hands because they |
| to! You only need to beat them in your own | | | | have experience in getting your name out there. And |
| neighborhood (market area) and with a good | | | | finally desire. What do busy consumers desire most |
| advertising campaign you really can take back what | | | | when it comes to take-out or delivery pizza? They are |
| should be yours. Don't let them dominate you in your | | | | looking for the "Two C's" - cost and convenience. |
| own home town. You know your area, you know your | | | | Display your low-cost specials and promotions where |
| people, so talk to them - and the way you do that is | | | | they are the focal point of the menu and make it |
| with targeted marketing tactics. | | | | convenient for customers to order and get their pizza. |
| Get your name out there so that when consumers | | | | Remember, the "Big 3" literally saturated the market |
| think 'pizza' they think of your establishment. That's the | | | | with pizza menus, coupons, and advertising. One round |
| name of the game and that's precisely how the "Big 3" | | | | of flyers isn't going to do the trick. It is essential to set |
| got where they are today. It's not because they have | | | | up an ongoing distribution plan with your printer to keep |
| great pizza, because we all know they don't. And it | | | | your name in the forefront of your own area. A good |
| certainly isn't because their prices are low enough to | | | | professional printing company can take all of that |
| draw the business in, with the exception of that fat little | | | | worry out of your hands. The only thing you need to |
| Italian character that shall remain nameless because | | | | do is focus on making great pizzas and let your printer |
| his pizzas are certainly tasteless! Those huge chains | | | | get customers in your door. It isn't really that expensive |
| 'branded' themselves on a national level. Now it's your | | | | and you will be amazed at the traffic an effective |
| job to brand yourself on a local level. | | | | flyer campaign can generate for you. You really can |
| One of the most effective ways that you can 'talk' to | | | | beat the big guys at their own game because you |
| your market is with an effective advertising campaign | | | | only need to focus on your own market area while |
| utilizing pizza menu flyers. Base your campaign on the | | | | they are busy trying to conquer the world. Let your |
| three Golden Rules (commonly referred to as the | | | | printer help you and you're halfway there. (The other |
| "Three D's") of flyers and you will own your market: | | | | half is up to you - the best pizza in town! |