Toppers Pizza Marketing Manager Bridget Keeler spoke with Nation’s Restaurant News reporter Mark Brandau about how Toppers uses Social Media to create and drive the brand’s advertising for an article in Nation’s Restaurant News called “Collaborative Spirit.” In Toppers' latest contest, it asks Facebook fans to design a car wrap. The winner selected could potentially see a ’74 Mercury Grand Marquis driving around town with his or her design wrapped on the car. View the full article below, or click here!
Toppers Pizza featured in Nation's Restaurant News
Showing posts with label Toppers social media. Show all posts
Showing posts with label Toppers social media. Show all posts
Thursday, April 21, 2011
Thursday, March 24, 2011
Q&A with Toppers' Marketing/Social Media Manager, Bridget Keeler
Recently, we sat down with our Marketing/Social Media Manager, Bridget Keeler, and asked her a few questions about social media. This revolutionary tool gives us the power to consistently interact with our following and also continues to grow our brand. See the full transcript of the interview below:
Can you describe some of Toppers goals and initiatives with social media? Why and how are you using social media to accomplish these goals?
Toppers Pizza puts an extremely high value on listening to what our customers are telling us. Our goal with social media is to give customers what they want. Recently, we were looking to add another House Pizza to our menu. We developed a crowd sourcing contest, Spank Your Pizza, which challenged fanatics to come up with the next pizza for our menu – then paired down more than 100 submissions to 64 finalists who battled it out for three weeks to make it to the top two. The contest generated some delicious pizza ideas and grew our Facebook Fan page by 62% over the course of contest.
Future goals and initiatives include creating apps that will engage our fanatics and continue to build our loyal community. We believe our fanatics are truly interested in the Toppers brand and want to be a part of shaping its success. To further measure that passionate loyalty, we will also be heavily promoting our mobile food truck via social media and will be eventually looking for fanatics to dictate where it shows up to next.
The cool thing about social media is that Toppers has the ability to change the conversation in the pizza industry by engaging and listening to our fanatics. Anyone with an idea worth sharing has the ability to influence the conversation at anytime.
With over 1,000 fans per location, how do you consistently interact and engage your fanatics?
We make it our goal to engage our fanatics multiple times during the day through our posts. These posts can range anywhere from asking them to comment on their favorite dipping sauce, to posting relevant pop culture trends. We like to believe that our fanatics see our page as being similar to hanging out in a room with their friends and having a good time.
We also have a weekly promotion, called “Toppers Tuesdays”, that gives our fanatics exclusive deals on Tuesdays only at any Toppers location. These deals are only found on our social media pages and build specials bonds with us and our fanatics. Deals can range from buy one get one deals to special pricing on regular menu items.
Local Toppers stores also dive into interacting with fanatics on our pages by offering specials to fanatics in their area. Between national and local specials, Toppers is continuously thanking and rewarding our fanatics.
How do you measure social media? (Try and think Return on Engagement – ROI is difficult to measure, etc.)
Toppers is dedicated to making our fanatics happy. We measure social media through return on engagement. Measurement comes in the form of comments, impressions, @mentions, repeat posters, popular posts, and overall brand awareness. Our first and foremost goal is to post content that captures our fanatics attention and gets them talking. While it’s easy to count the measurements mentioned above, our measurement is a constant work in progress as we decipher and understand how social media engagement affects us at every level. Our ultimate goal is to find the connection and balance between social media and our P&L to help determine and set expectations to our social media strategy prior to engagement.
If you could give one piece of advice to business looking to take the jump into social media, what would you say?
If you are looking to take the jump into social media, my advice is to take a big running leap and continue looking ahead. I believe that social media has replaced face to face conversations and is quickly becoming the norm for communication, especially among Toppers’ demographic. The key is constant, consistent, engaging communication. Social media is changing the world by the hour, while you don’t need to be the star on the conversation – you at least need to be part of it.
Can you describe some of Toppers goals and initiatives with social media? Why and how are you using social media to accomplish these goals?Toppers Pizza puts an extremely high value on listening to what our customers are telling us. Our goal with social media is to give customers what they want. Recently, we were looking to add another House Pizza to our menu. We developed a crowd sourcing contest, Spank Your Pizza, which challenged fanatics to come up with the next pizza for our menu – then paired down more than 100 submissions to 64 finalists who battled it out for three weeks to make it to the top two. The contest generated some delicious pizza ideas and grew our Facebook Fan page by 62% over the course of contest.
Future goals and initiatives include creating apps that will engage our fanatics and continue to build our loyal community. We believe our fanatics are truly interested in the Toppers brand and want to be a part of shaping its success. To further measure that passionate loyalty, we will also be heavily promoting our mobile food truck via social media and will be eventually looking for fanatics to dictate where it shows up to next.
The cool thing about social media is that Toppers has the ability to change the conversation in the pizza industry by engaging and listening to our fanatics. Anyone with an idea worth sharing has the ability to influence the conversation at anytime.
With over 1,000 fans per location, how do you consistently interact and engage your fanatics?
We make it our goal to engage our fanatics multiple times during the day through our posts. These posts can range anywhere from asking them to comment on their favorite dipping sauce, to posting relevant pop culture trends. We like to believe that our fanatics see our page as being similar to hanging out in a room with their friends and having a good time.
We also have a weekly promotion, called “Toppers Tuesdays”, that gives our fanatics exclusive deals on Tuesdays only at any Toppers location. These deals are only found on our social media pages and build specials bonds with us and our fanatics. Deals can range from buy one get one deals to special pricing on regular menu items.
Local Toppers stores also dive into interacting with fanatics on our pages by offering specials to fanatics in their area. Between national and local specials, Toppers is continuously thanking and rewarding our fanatics.
How do you measure social media? (Try and think Return on Engagement – ROI is difficult to measure, etc.)
Toppers is dedicated to making our fanatics happy. We measure social media through return on engagement. Measurement comes in the form of comments, impressions, @mentions, repeat posters, popular posts, and overall brand awareness. Our first and foremost goal is to post content that captures our fanatics attention and gets them talking. While it’s easy to count the measurements mentioned above, our measurement is a constant work in progress as we decipher and understand how social media engagement affects us at every level. Our ultimate goal is to find the connection and balance between social media and our P&L to help determine and set expectations to our social media strategy prior to engagement.
If you could give one piece of advice to business looking to take the jump into social media, what would you say?
If you are looking to take the jump into social media, my advice is to take a big running leap and continue looking ahead. I believe that social media has replaced face to face conversations and is quickly becoming the norm for communication, especially among Toppers’ demographic. The key is constant, consistent, engaging communication. Social media is changing the world by the hour, while you don’t need to be the star on the conversation – you at least need to be part of it.
Tuesday, February 15, 2011
Toppers Pizza featured in the Wall Street Journal
Toppers Pizza was just recently featured in the Wall Street Journal in an article called “Industry Sees a Strong Rebound But Growth Will Be Uneven,” which published on February 14, 2011. In the article, which focuses on franchise trends for 2011, Toppers Pizza is showcased as a brand taking full advantage of Social Media. Toppers has blown its competition out of the water in utilizing Social Media to engage fans with the brand and further establish brand loyalty. Scott Iverson, Director of Marketing for Toppers, discusses that social networking is the best way to connect with Toppers core target market of 18-24 year olds. It connects fans with pizza recipe contests, weekly specials, a blog, twitter account and YouTube videos. As a result of its strong presence, Toppers has over 27,000 total fans and about 1000 fans per location while its competitors have around 50 per location. Toppers continues to be an industry leader in Social Media. Check out the article here or view the article below!
WSJ - Industry Sees a Strong Rebound But Growth Will Be Uneven
WSJ - Industry Sees a Strong Rebound But Growth Will Be Uneven
Friday, February 4, 2011
Toppers Pizza featured in QSR Magazine
QSR Magazine recently published an article called “Who needs a $3M TV Spot When You Have Social Media,” in which Toppers Pizza discusses how it plans to leverage Social Media during the big game! Scott Iversen explains how Toppers Pizza is using the success of the Green Bay Packers to their advantage with 20 of the 28 franchised locations being located in Wisconsin. Toppers Pizza has been putting up messages on Facebook and Twitter that coincide with Green Bay's success during the Playoffs! Click here to view the full article.
Who Needs a $3M TV Spot When You Have Social Media?
By SAM OCHES
While some companies will be shelling out as much as $3 million for a 30-second TV spot during Sunday’s Super Bowl, some quick-serve chains plan to ramp up their marketing efforts without even hardly opening their wallets.
Toppers Pizza and Philly Pretzel Factory are two concepts that will leverage social media for their marketing efforts on Super Bowl Sunday, a day for which advertising was once reserved only for billion-dollar brands.
(Read More)
Who Needs a $3M TV Spot When You Have Social Media?By SAM OCHES
While some companies will be shelling out as much as $3 million for a 30-second TV spot during Sunday’s Super Bowl, some quick-serve chains plan to ramp up their marketing efforts without even hardly opening their wallets.
Toppers Pizza and Philly Pretzel Factory are two concepts that will leverage social media for their marketing efforts on Super Bowl Sunday, a day for which advertising was once reserved only for billion-dollar brands.
(Read More)
Monday, May 10, 2010
Toppers Featured in Nation's Restaurant News
Toppers was recently featured in a Nation's Restaurant News article titled “More than friends”. The article was built from an in-depth interview with Scott Iversen and Nick Powills, and focuses on Toppers interaction with customers through social media. The article talks about Toppers social media efforts, including the “MyZa and Me” contest and “Toppers Tuesday’s,” discussing how Toppers is able to interact and grow their brand based on interaction on social media, which in return leads to incremental sales across all 26 locations! Below is a thumbnail of the article. Clicking on the thumbnail will bring the article up in its entirety.
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