Author Archives: Scott Anthony

Marketing Matters: Grand Opening Marketing

2012 November: Marketing Matters

Your grand opening is the BIG BANG of your business. Your opening marketing must be explosive enough, setting in motion the creation of your business. This is a golden marketing opportunity. Do the work. Business is not a ‘Field of Dreams.’ You must draw people in and prove your merit. Accomplish these Big Bang goalsMore »

Marketing Matters: The power of imagery

2012 October: Marketing Matters

A photo of a recently deceased friend was posted on a social network. As people commented several words kept reoccurring; beautiful, con­fident, intelligent. That photo was powerful; it evoked memories and emotions. Though we view things in varying ways, all of us have emotional responses to the things around us. A picture can convey intenseMore »

Accountability

My manager’s paycheck and my driver’s tips last week both were more than I took home as the pizzeria’s owner. I logged as many hours as both of them, but I don’t have a steady income (sometimes I don’t even make minimum wage). Sound familiar? Many operators relate to this scenario. Why? One forgotten factorMore »

Free Publicity

Free publicity? Nothing is free these days — or is it? I don’t want my pizzeria just randomly mentioned by whomever, whenever or wherever. Ultimately, I’d like to control the image I have created and to generate more awareness of myself and what my business is all. None of us have the resources of aMore »

What to Advertise

There he sat, as expressionless as an iguana as I explained how an ad I would create for him would sink like a dropped anchor, even with a great headline, plenty of benefits and a no-questions-asked, money-back guarantee. He would be pouring money away with the tap wide open. It was a bit awkward forMore »

Recession Buster

‘Tis the season to be frugal? Consumers are finding their disposable cash at an all-time low. The reality of a recession has hit home. Consumers now have to be more discreet than ever or change their ways — and change does not come easy. Dining out is still a large part of the American lifestyle,More »

2011 August: Pizza Tours – Back to School

Bus Tours Hop on the Pizza Bus for Outer Borough Pizza Adventure September 9 – Manhattan + Brooklyn Crossing bridges, seeing amazing views, eating rediculously good pizza and talking pizza history are just some of the items on this tour’s agenda. Purchase Tickets September 16 – Manhattan + the Bronx Serious pizza fans know theMore »

Marketing Matters: Your POS as a Marketing Tool

2012 September: Marketing Matters

My Point of Sale system is the prettiest cash register ever! But does this beauty have brains? American Scientist Donald Norman says, “Beauty and brains, pleasure and usability they should go hand in hand.” If that is the case then this POS is worth every penny I paid for it. For example, my POS hasMore »

Marketing Matters: The price of advertising

2012 August: Marketing Matters

A good ad is priceless, but can a price-less ad be good? Most of us would be hesitant to run an ad campaign without a price point, and right­ly so. Research firm Phoenix Marketing International finds that the inclusion of specific pricing is a key factor of high per­forming quick service restaurant advertis­ing. Their researchMore »

2011 January: Marketing Matters

If you are on a tight budget, you are more than likely an independent owner/operator — and you probably work 80-plus hours per week. You are literally the business, and at this point you are a commodity. How do you get away from that? Market yourself. Get out of the kitchen and be seen. Why?More »