Pizza Studio Builds National-To-Local Marketing Store Strategy With Local ID
With greater input from the casual restaurant’s 33 outlets, the company’s marketing is starting to see higher local engagement.
Last August, Pizza Studio, a national “design your own pie” chain with franchises across the country, called on hyperlocal marketing startup Local ID to help it coordinate its marketing from the national level on down to the neighborhoods it served.
In less than six months, four-year-old Pizza Studio says that its entire marketing strategy has been turned around and that it’s already realized significant cost savings. Although it says it’s too early to determine the impact on sales, the Calabasas, CA-based company is already giving Local ID high marks for providing a clearer, faster line of collaboration between the national corporate level and its local franchise managers.
Balancing NatLo Marketing
“Once we on-boarded Local ID’s intelligence platform, we were able to maximize all our local marketing efforts under one roof,” said Susan Coert, Pizza Studio’s marketing director. “Not only did we increase efficiency, but we dramatically increased our total local marketing productivity. Once we narrow into the sales data, I’m confident we’ll see a lift in trial and traffic since converting onto Local ID’s platform.”
The quick results also reflect Local ID’s position in the local tech marketplace, as it has signed up such brands as Pinkberry, Drybar, Jersey Mike’s, Rubio’s Coastal Grill.
Launched last April with the premise of solving the “age-old problem of how brands and franchises with hundreds (or thousands) of locations can consistently boost their same store sales quarter after quarter, year after year,” the company provides a centralized data intelligence hub that lets brands analyze and organize all of the intricate local knowledge that has been fragmented across the enterprise — or remained simply undocumented. In other words, Local ID aims to provide the same enterprise marketing model to both large businesses and regional SMBs that want to better reach physical customers in the areas where they shop.
Local ID is the third marketing start-up from founder and CEO Alex Nocifera, who previously ran Ripple TV and Circle Street, which were sold to TargetCast Networks (now part of Brite Media Group) and Valassis, respectively.
“The primary principles of Pizza Studio’s use of Local ID is to connect local events and local businesses in order to attract local customers,” said Nocifera. “And these events could be everything from a USC football game to a street fair to a fundraising event. Those are things that a brand like Pizza Studio can easily sponsor and align its national-to-local marketing and identity with.”
A Central Plan
Local ID’s clients organize and activate its national-to-local campaigns using an app-based system that reflects the mobility of a brand’s customers. The mobile app is something of “a task manager meets CRM,” Nocifera said. For example, a client’s local franchise manager can plan to distribute 100 flyers at an event and then make a record of it for the national marketing department using Local ID’s mobile app.
“Pizza Studio is on a really aggressive trajectory of growth in locations,” Nocifera noted. “They’ll soon be in that mid-market, where your hands are tied because you don’t have the budgets of a big system, but you still have to maintain the growth at the same time. You have problems of big systems. We won’t touch anyone typically, normally, with under 50 stores. We’re more so suited for the mid-to-larger entities. That’s when you really grow into some problems. You’re just spread too thin trying to be everywhere at once, and that’s a really hard thing to do.”
Pizza Studio, which invites its customers to create custom pies for local outlets to make, initially contacted Los Angeles-based Local ID to help it create a tool that could inform the company about the best ways to interact with local markets.
“Currently, our regional marketing manager and local store managers utilize the system,” Coert said. “Our operations management team also has access in order to help provide accountability that it’s being used at the store level. Our RMM [remote software management system] uses it daily to input all marketing related activities by store and communicate with store managers. Our store managers primarily use it to respond to instructions from myself and our RMM, although we have a plan in place to encourage to them to proactively push notes and activities up the chain of command as well. We also use it to make sure we are engaging in activities within our trade zones that are locally relevant.”
Among the lessons learned so far from Local ID, Pizza Studio says it has realized “that our managers have some really good ideas!”
“Giving them a voice and a platform to idea share is not only empowering for them, but the heightened level of communication helps strengthen the team,” Coert added. “Also, organization has been key for us. Being able to go to one spot and see all the [Local Store Marketing] activities for each store feels so much more effective that having to wade through email threads and text messages.
“However, the overlay of the sales data is really what makes this platform so powerful,” she continued. “We’re building an LSM ‘story’ for each store that over time will make us extremely nimble and effective when working to build a strong local sales base.”