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 use influencer marketing to grow their business.
Aaron: [00:00:25] All right. So what is an influencer? An influencer is somebody who has an influence. I know you can't use the word to define it, but it's those people who have a large amount of following. They have the engagement, and people tend to interact with what their product or service is. You guys feel free to jump in on this, but it's just somebody who is able to get down into, like, usually they're in a niche or a market and they have the engagement of comments that people's eyes, people's attention of what's going on. And you want that attention.
Christian: [00:00:59] So for examplem, for our industry what would be a good influencer?
Franklin: [00:01:03] I was just trying to think about that. Who would be somebody that would be an influencer for BitBranding?
Aaron: [00:01:11] Locally, nobody, but local or like nationwide influencers, like Gary V or like Casey Neistat. 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] Pat Flynn for sure.
Christian: [00:01:26] Neil Patel.
Aaron: [00:01:27] Neil Patel.
Franklin: [00:01:27] Yeah, definitely.
Aaron: [00:01:28] Eric Siu. Those kind of people. They have a large following. They're good at what they do in their niche, and you know what they do. And they have a ton of engagement.
Franklin: [00:01:39] So we're talking about pizza shops, right? We're niching this down to talking about people who own pizza shops and how they can use influencers to actually do that. So what is- like what does that look like for pizza shop?
Christian: [00:01:57] So I guess if I were to put myself in the pizza shop owners' shoes, I would want to 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 audience look like? And I think if I was a pizza shop owner, I would definitely go after a younger demographic because I mean, what kid doesn't love pizza? You know I'm talking about, right?
Aaron: [00:02:26] Still love pizza. I'm mean we're not kids, but we still love pizza.
Christian: [00:02:30] Pizza for live. Hashtag.
Franklin: [00:02:33] Pizza for life.
Christian: [00:02:33] Pizza for life. With a four in there.
Franklin: [00:02:35] Hashtag pepperoni pizza. Hashtag meatlovers.
Christian: [00:02:39] Hashtag pineapple doesn't go on pizzas. So it would be that younger generation, and also besides that, I would want to target moms, you know.
Aaron: [00:02:47] They're always feeding the kids.
Christian: [00:02:49] Yeah, always.
Aaron: [00:02:49] Always driving around feeding multiple kids' families.
Christian: [00:02:52] Yes, exactly.
Franklin: [00:02:52] It's Saturday 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 younger demographic 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 we mentioned major influencers in our marketing, but what we're talking about here is more micro-influencers. So they're not going to be people who have 10 million followers. They may be somebody who has two or three thousand followers in your hometown or in a town adjacent to you. So they're going to be smaller amounts of followers, but the engagement's still going to be really relevant to you.
Franklin: [00:03:38] Exactly, and you can definitely use any of your social platforms to actually look that up 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 some type 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 marketing exactly? What does it look like? And I think Franklin has a pretty good example with 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 this guy. I say I hate him and I love him at the same time because-
Aaron: [00:04:21] You did tell me you hated him earlier today.
Franklin: [00:04:22] And I 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 YouTube vlog which is a video blog if you didn't know what vlog was, but it's a daily video about his life and what he does. And I think right when he began to make his vlog, he would stop at this pizza shop specifically every single day because they had one dollar slices of pizza. Now if you're wondering whether or not that pizza shop paid him to do that no, they didn't. It was just something that he did that was recognizable that everyone that would watch his video would see him do every day. Now, by him doing that and him having 1.3 million followers at the time, I'm pretty sure that half of New York was going to that pizza shop to get that $1 pizza, and they built a name for themselves based off of 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 Neistat follower, I would want to go check out that pizza spot. You know, first off, it's not-
Aaron: [00:05:37] Take a 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 give out dollar slice pizzas. So that just right there, you know, gives me an incentive to go try out this pizza, and the fact that Casey's going there, you know, 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 or five bucks for a slice.
Christian: [00:06:03] Even Sam's Club because they still have like really cheap prices for-
Franklin: [00:06:07] Yes.
Aaron: [00:06:08] A dollar twenty-five.
Christian: [00:06:09] Like a hotdog. Yeah. It's still not a dollar.
Franklin: [00:06:11] Right.
Christian: [00:06:11] It's more 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 know somebody 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 to bring their camera in your establishment, or if you want to, you can go ahead and make it readily known to the public that it's OK for people to bring their cameras, their recording devices in in your establishment because people can come there and record their videos. And you might just so happen to run up on that 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 demographic and the older demographic and you mentioned about vlogging, but I think we should focus or, like, at least mention that the platforms that those people are on. So you know, somebody could talk a little bit about, you know, where that mom's going to be at compared to where that younger generation or that younger demographic is going to be.
Christian: [00:07:15] Yes. Right now we split up into those two demographics. Now what we envision as a pizza shop owner, this younger demographic or this younger influencer is someone who, like Franklin said, who's blogging daily on YouTube and/or is very active on Instagram. I think those two platforms are very important for that audience. Now going to the second audience which is the older, the moms, the soccer moms if you will, we would want someone who is very active on Facebook and also Instagram as well. I think Instagram is a great tool, a great platform that a lot of people are using now, but mainly, I would say Facebook and Instagram for the older and then for the younger that YouTube slash Instagram as well.
Franklin: [00:08:00] Yeah, I was just about to say that, but me personally because I live on YouTube. So like I'm going to ask Aaron. Like what do you see- like what do you see that looking like that soccer mom that could be the influencer using Facebook to actually be the influencer marketer for that pizza shop? Like what does that look 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, and so posting inside of a private group of like maybe they're talking about a deal or maybe they're just posting on their page. Just kind of show them behind the scenes for their family, and they don't even say anything about doing business with that person or they may. You could do either one. We can talk about that later, but a private Facebook group or a business page is good. But if you have a public figure page and there's, you know, a ton of followers on there, they would just be posting regular pictures and lifestyle photos of their kids. It's just 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 have to be something that's, like, on a set schedule? Like what is the frequency look like for like- because I know. Well, it's, I guess you say, not known, but like a lot of people try to post at least three times a week or at least daily on YouTube. So like on Facebook, would it be something that it's like once a week or would it be something once a month? Like what would you say would be like the sweet spot?
Aaron: [00:09:31] So Facebook's tough because- I mean, in this pizza- the reason why I'm given this answer is because pizza, you're not going to go get pizza every week. So if you posted a picture or like maybe you get pizza every week. Not every day. Franklin's raising his hand.
Franklin: [00:09:47] I would 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 just knows that this mom, you know, Judy always goes to this pizza shop. And she builds it that way. That's a great way, but I don't think it's a every day kind of 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 say would be the best medium for that? Would be something where they're just posted photos like Aaron said or would it be more video?
Christian: [00:10:25] Absolutely not. 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 the same thing. We would want to recreate what Casey is doing. You know, he nonchalantly 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 that video or that picture. I would definitely want video to be a priority, but yeah, I mean, even YouTube. Instagram you can do videos as well, and I think something we talked about too is using stories.
Aaron: [00:11:04] Yes.
Christian: [00:11:05] Especially for the younger demographic, using stories and incorporate that into the Instagram stories.
Aaron: [00:11:12] So absolutely. I mean, going with Instagram stories and using that to play off of the photos, like you know, a combination. We'll probably get to this a little bit later about like what the combination is and all of that, but using a combination of the Instagram story to tag the business because you can now tag locations or hashtags now. So like a contest or whatever. You could get really creative with it, but you can tag that business or even just take a picture or have a video saying like we just went to this great pizza shop. You know, look at this. Look at my kids going crazy inside of this pizza place on my latest Instagram post, and they go check out the picture. And then the business is just 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 steak place here in Allen. I just wanted to check out a local philly cheese steak place, and I took a picture. I put it on my Instagram story. I tagged the location, and is it Benny?
Aaron: [00:12:10] Benny Evans?
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 philly cheese steaks. I need to check out this place, and I was like yes, you do need to check out this place.
Franklin: [00:12:26] Was it good?
Christian: [00:12:26] Yeah, it was good. It was really good.
Aaron: [00:12:28] Now he went to the wrong philly cheese steak. We're not going to say where he went because 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 else to add here?
Franklin: [00:12:42] I just wanted to say that I take from it, our entire conversation, is that organic, organic reach, organic post for local is going to work best. Something that you know the people. The community already knows those people, and also they have a following that's a little bit national plus local. That's going to bring you the reach that you are looking for.
Christian: [00:13:08] And just a side note here, we're talking about influencer marketing for a pizza shop business, but this is by no means the central marketing plan for this pizza shop. This is something that you add to your marketing plan in order to try to boost.
Aaron: [00:13:20] It's just 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 of business with just this.
Aaron: [00:13:31] Yeah, no. It compliments. Absolutely. You can get business, but it's just complimenting.
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 a huge 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 click that button and click the share option, you can actually share in a message to a friend. So go send this to somebody who owns a pizza shop so then they can get some value out of it.
Christian: [00:14:04] Fuego. That was good, Aaron. Have you been practicing that?
Aaron: [00:14:06] I have not.
Christian: [00:14:07] That sounded really good. Like every single episode.
Franklin: [00:14:11] Like the best freestyle.
Christian: [00:14:13] Yep, yep, yep. All right. We'll see you next week.
Franklin: [00:14:15] Later.