How a Pizza Shop Can Use Influencer Marketing to Grow their Business

June 26, 2017

Show Notes

In today's episode we talk about:

- What is an influencer?

- Strategies for a pizza shop

- Type of audience perfect for a pizza shop

- Type of influencer perfect for a pizza shop

- Frequency of posts from the influencer

- Type of post the influencer should use


Christian: [00:00:14] Yo,yo, yo. So today we're going to talk about how a pizza shop owner can useinfluencer marketing to grow their business.


Aaron: [00:00:25] Allright. So what is an influencer? An influencer is somebody who has aninfluence. I know you can't use the word to define it, but it's those peoplewho have a large amount of following. They have the engagement, and people tendto interact with what their product or service is. You guys feel free to jumpin on this, but it's just somebody who is able to get down into, like, usuallythey're in a niche or a market and they have the engagement of comments thatpeople's eyes, people's attention of what's going on. And you want thatattention.


Christian: [00:00:59] Sofor examplem, for our industry what would be a good influencer?


Franklin: [00:01:03] Iwas just trying to think about that. Who would be somebody that would be aninfluencer for BitBranding?


Aaron: [00:01:11] Locally,nobody, but local or like nationwide influencers, like Gary V or like CaseyNeistat. Anybody like that. That's an influencer in marketing.


Franklin: [00:01:20] Right.Like Tony Robbins or Pat Flynn or-


Aaron: [00:01:25] PatFlynn for sure.


Christian: [00:01:26] NeilPatel.


Aaron: [00:01:27] NeilPatel.


Franklin: [00:01:27] Yeah,definitely.


Aaron: [00:01:28] EricSiu. Those kind of people. They have a large following. They're good at whatthey do in their niche, and you know what they do. And they have a ton ofengagement.


Franklin: [00:01:39] Sowe're talking about pizza shops, right? We're niching this down to talkingabout people who own pizza shops and how they can use influencers to actuallydo that. So what is- like what does that look like for pizza shop?


Christian: [00:01:57] SoI guess if I were to put myself in the pizza shop owners' shoes, I would wantto look at what type of audience I want to bring in to my pizza shop, you know?Or what kind of people do I want to deliver to? Or you know what's the audiencelook like? And I think if I was a pizza shop owner, I would definitely go aftera younger demographic because I mean, what kid doesn't love pizza? You know I'mtalking about, right?


Aaron: [00:02:26] Stilllove pizza. I'm mean we're not kids, but we still love pizza.


Christian: [00:02:30] Pizzafor live. Hashtag.


Franklin: [00:02:33] Pizzafor life.


Christian: [00:02:33] Pizzafor life. With a four in there.


Franklin: [00:02:35] Hashtagpepperoni pizza. Hashtag meatlovers.


Christian: [00:02:39] Hashtagpineapple doesn't go on pizzas. So it would be that younger generation, andalso besides that, I would want to target moms, you know.


Aaron: [00:02:47] They'realways feeding the kids.


Christian: [00:02:49] Yeah,always.


Aaron: [00:02:49] Alwaysdriving around feeding multiple kids' families.


Christian: [00:02:52] Yes,exactly.


Franklin: [00:02:52] It'sSaturday after football practice, Saturday at the football games, soccer games,baseball games. Where are we going? Pizza. Wherever pizza is we're going there.


Christian: [00:03:04] Yeah.So I think right off the bat, you know, those two audiences, a youngerdemographic and the moms who are buying pizza for their youngins.


Aaron: [00:03:14] OK.I want to say one thing before we get too far into this which is I know wementioned major influencers in our marketing, but what we're talking about hereis more micro-influencers. So they're not going to be people who have 10million followers. They may be somebody who has two or three thousand followersin your hometown or in a town adjacent to you. So they're going to be smalleramounts of followers, but the engagement's still going to be really relevant toyou.


Franklin: [00:03:38] Exactly,and you can definitely use any of your social platforms to actually look thatup to see how many people that this person has or just, I guess you can say,check, engage the following of somebody that's local that you know has sometype of influence or presence in your hometown.


Christian: [00:03:58] Yeah.And right now if you're wondering, you know, what is this influencer marketingexactly? What does it look like? And I think Franklin has a pretty good examplewith someone who Aaron also mentioned, Casey Neistat.


Franklin: [00:04:11] Yes.So I'm going to go ahead and like I- I know it's a bad word. I idolized thisguy. I say I hate him and I love him at the same time because-


Aaron: [00:04:21] Youdid tell me you hated him earlier today.


Franklin: [00:04:22] AndI was so serious. He made a vlog yesterday with a cell phone, and I'm not-Anyway, let me go into it. What Casey Neistat does is he builds out a YouTubevlog which is a video blog if you didn't know what vlog was, but it's a dailyvideo about his life and what he does. And I think right when he began to makehis vlog, he would stop at this pizza shop specifically every single daybecause they had one dollar slices of pizza. Now if you're wondering whether ornot that pizza shop paid him to do that no, they didn't. It was just somethingthat he did that was recognizable that everyone that would watch his videowould see him do every day. Now, by him doing that and him having 1.3 millionfollowers at the time, I'm pretty sure that half of New York was going to thatpizza shop to get that $1 pizza, and they built a name for themselves based offof Casey going and doing that.


Christian: [00:05:27] Yeah.I mean, if anything if I'm visiting New York and I'm a huge Casey Neistatfollower, I would want to go check out that pizza spot. You know, first off,it's not-


Aaron: [00:05:37] Takea picture. Get a picture with it. Tag Casey. Whatever. Yeah.


Christian: [00:05:40] Yeah,exactly. So I mean right off the bat, I don't see very many places that giveout dollar slice pizzas. So that just right there, you know, gives me anincentive to go try out this pizza, and the fact that Casey's going there, youknow, in a lot of his videos, that's another plus.


Franklin: [00:05:57] Exactly.You can't get a dollar pizza at 7-Eleven. You still have to pay like four orfive bucks for a slice.


Christian: [00:06:03] EvenSam's Club because they still have like really cheap prices for-


Franklin: [00:06:07] Yes.


Aaron: [00:06:08] Adollar twenty-five.


Christian: [00:06:09] Likea hotdog. Yeah. It's still not a dollar.


Franklin: [00:06:11] Right.


Christian: [00:06:11] It'smore than a dollar I think. Pretty sure.


Franklin: [00:06:13] Right.So basically what we were going- what we're getting for though if you knowsomebody in your area that has a pretty relevant YouTube channel, get them to,like- talk to them. Tell them to stop by. Like tell them that they are free tobring their camera in your establishment, or if you want to, you can go aheadand make it readily known to the public that it's OK for people to bring theircameras, their recording devices in in your establishment because people cancome there and record their videos. And you might just so happen to run up onthat one local influencer that is wanting to stop by there every day.


Aaron: [00:06:53] OK.So we talked a little bit about- Christian mentioned the younger demographicand the older demographic and you mentioned about vlogging, but I think weshould focus or, like, at least mention that the platforms that those peopleare on. So you know, somebody could talk a little bit about, you know, wherethat mom's going to be at compared to where that younger generation or thatyounger demographic is going to be.


Christian: [00:07:15] Yes.Right now we split up into those two demographics. Now what we envision as apizza shop owner, this younger demographic or this younger influencer issomeone who, like Franklin said, who's blogging daily on YouTube and/or is veryactive on Instagram. I think those two platforms are very important for thataudience. Now going to the second audience which is the older, the moms, thesoccer moms if you will, we would want someone who is very active on Facebookand also Instagram as well. I think Instagram is a great tool, a great platformthat a lot of people are using now, but mainly, I would say Facebook andInstagram for the older and then for the younger that YouTube slash Instagramas well.


Franklin: [00:08:00] Yeah,I was just about to say that, but me personally because I live on YouTube. Solike I'm going to ask Aaron. Like what do you see- like what do you see thatlooking like that soccer mom that could be the influencer using Facebook toactually be the influencer marketer for that pizza shop? Like what does thatlook like?


Aaron: [00:08:20] Right.So you have a bunch of moms who actually like mamapreneurs or like they're,like, mom groups. Like, we have people here, like, Allan Moms, Plano Moms, andso posting inside of a private group of like maybe they're talking about a dealor maybe they're just posting on their page. Just kind of show them behind thescenes for their family, and they don't even say anything about doing businesswith that person or they may. You could do either one. We can talk about thatlater, but a private Facebook group or a business page is good. But if you havea public figure page and there's, you know, a ton of followers on there, theywould just be posting regular pictures and lifestyle photos of their kids. It'sjust pictures or videos really on Facebook.


Franklin: [00:09:01] OK.So they would have to go there frequently and do that, right? Or would it haveto be something that's, like, on a set schedule? Like what is the frequencylook like for like- because I know. Well, it's, I guess you say, not known, butlike a lot of people try to post at least three times a week or at least dailyon YouTube. So like on Facebook, would it be something that it's like once aweek or would it be something once a month? Like what would you say would belike the sweet spot?


Aaron: [00:09:31] SoFacebook's tough because- I mean, in this pizza- the reason why I'm given thisanswer is because pizza, you're not going to go get pizza every week. So if youposted a picture or like maybe you get pizza every week. Not every day.Franklin's raising his hand.


Franklin: [00:09:47] Iwould get pizza every day if I could.


Aaron: [00:09:49] Yes.But a mom is not going to feed her kids pizza every day. So maybe once a week,maybe every seven to 10 days, posting a picture about it, and everybody justknows that this mom, you know, Judy always goes to this pizza shop. And shebuilds it that way. That's a great way, but I don't think it's a every day kindof thing. It's a couple of times throughout the month.


Franklin: [00:10:10] OK.All right. So Christian, like, from a designer's standpoint, what would you saywould be the best medium for that? Would be something where they're just postedphotos like Aaron said or would it be more video?


Christian: [00:10:25] Absolutelynot. I think videos, and just like Aaron said, I would want it to be, you know,almost like a subliminal, organically, something that's just happens. It's thesame thing. We would want to recreate what Casey is doing. You know, henonchalantly walks into this place, gets a slice of pizza, and keeps going.Like, I wouldn't want the pizza or the shop to be the central focus of thatvideo or that picture. I would definitely want video to be a priority, butyeah, I mean, even YouTube. Instagram you can do videos as well, and I thinksomething we talked about too is using stories.


Aaron: [00:11:04] Yes.


Christian: [00:11:05] Especiallyfor the younger demographic, using stories and incorporate that into theInstagram stories.


Aaron: [00:11:12] Soabsolutely. I mean, going with Instagram stories and using that to play off ofthe photos, like you know, a combination. We'll probably get to this a littlebit later about like what the combination is and all of that, but using acombination of the Instagram story to tag the business because you can now taglocations or hashtags now. So like a contest or whatever. You could get reallycreative with it, but you can tag that business or even just take a picture orhave a video saying like we just went to this great pizza shop. You know, lookat this. Look at my kids going crazy inside of this pizza place on my latestInstagram post, and they go check out the picture. And then the business isjust tagged. There's nothing else to it. The business is just tagged.Somebody's going to go check out that Instagram. Maybe follow them, and then-


Christian: [00:11:55] Yeah,actually this happened to me the other day. I went to a philly cheese steakplace here in Allen. I just wanted to check out a local philly cheese steakplace, and I took a picture. I put it on my Instagram story. I tagged thelocation, and is it Benny?


Aaron: [00:12:10] BennyEvans?


Christian: [00:12:10] Yeah,but Benny Evans. He messaged me on Instagram. I'm not influencer by any means,but he felt compelled to tell me, like, wow, that looks awesome. I love phillycheese steaks. I need to check out this place, and I was like yes, you do needto check out this place.


Franklin: [00:12:26] Wasit good?


Christian: [00:12:26] Yeah,it was good. It was really good.


Aaron: [00:12:28] Nowhe went to the wrong philly cheese steak. We're not going to say where he wentbecause this is not a shout out for them, but he went to the wrong one.


Christian: [00:12:35] Apparently.Yeah. We'll have to talk about that, but yeah. Do you guys have anything elseto add here?


Franklin: [00:12:42] Ijust wanted to say that I take from it, our entire conversation, is thatorganic, organic reach, organic post for local is going to work best. Somethingthat you know the people. The community already knows those people, and alsothey have a following that's a little bit national plus local. That's going tobring you the reach that you are looking for.


Christian: [00:13:08] Andjust a side note here, we're talking about influencer marketing for a pizzashop business, but this is by no means the central marketing plan for thispizza shop. This is something that you add to your marketing plan in order totry to boost.


Aaron: [00:13:20] It'sjust an arm of the marketing.


Christian: [00:13:22] Exactly.


Franklin: [00:13:22] Right.


Christian: [00:13:23] Exactly.


Franklin: [00:13:23] Yeah.Please don't think that you'll be able to, like, drum up enormous amounts ofbusiness with just this.


Aaron: [00:13:31] Yeah,no. It compliments. Absolutely. You can get business, but it's justcomplimenting.


Franklin: [00:13:34] Right.


Aaron: [00:13:35] So.All right. Thank you guys for checking out the podcast. If you could do us ahuge favor and subscribe so we can make sure that you don't miss any episodes.Also, do us a huge favor and like and review this and share it with a friend.There's some buttons on the bottom right hand corner. Three dots. If you clickthat button and click the share option, you can actually share in a message toa friend. So go send this to somebody who owns a pizza shop so then they canget some value out of it.


Christian: [00:14:04] Fuego.That was good, Aaron. Have you been practicing that?


Aaron: [00:14:06] Ihave not.


Christian: [00:14:07] Thatsounded really good. Like every single episode.


Franklin: [00:14:11] Likethe best freestyle.


Christian: [00:14:13] Yep,yep, yep. All right. We'll see you next week.


Franklin: [00:14:15] Later.


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