our universe - Toppers Pizza Franchise Opportunity

SECTION TWO
essentially this represents a new marketing system where organizational process supports a new
customer-centric ecosystem, one that is powered by loyalty, word-of-mouth, and most importantly,
sales. it’s a self-sustaining environment with its own currency of both intangible intellectual prop-
erty and tangible exchange of goods and services. (source: Flip the Funnel)
We’ve set up all the tools for our enthusiasts to become more likely to influence others. We’ve done
it through things like our social media sites and having gumball machines filled with beer pong
balls at every store.
We hAven’T CreATed A monSTer.
We’ve CreATed A PiZZA-CrAZed nATion.
ToPPerS nATion.
essentially this represents a new marketing system where organizational process supports a new
customer-centric ecosystem, one that is powered by loyalty, word-of-mouth, and most importantly,
sales. it’s a self-sustaining environment with its own currency of both intangible intellectual property
and tangible exchange of goods and services.
essentially this represents a new marketing system where organizational process supports a new
customer-centric ecosystem, one that is powered by loyalty, word-of-mouth, and most importantly,
sales. it’s a self-sustaining environment with its own currency of both intangible intellectual property
and tangible exchange of goods and services.
essentially this represents a new marketing system where organizational process supports a new
customer-centric ecosystem, one that is powered by loyalty, word-of-mouth, and most
CONSUMER
• PASSIVE
• ACQUISITION TARGET
of course, showing you just one view of Toppers enthusiast marketing wouldn’t
be showing you the whole view of the pie. here’s another way to look at it:
PARTICIPATION
• ENGAGEMENT
• CONNECTION + WOW
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ENTHUSIAST
• PASSIONATE
LOVER OF BRAND
• HEAVY USER
OWNER
• BRAND EVANGELIST
(OR ENTHUSIAST WITH A VOICE)
• ACTIVELY MOVES
THE MISSION FORWARD
VIA WORD-OF-MOUTH
SECTION TWO
First things first, there’s the trial period. Where the taste of Toppers first reaches a person’s lips.
it’s usually an earth-shattering moment, if we do say so ourselves.
From there is participation. The part where customers have their first engagement and connection
to our brand. To make the most of this phase, we look at customer service, obviously an important
part of the Toppers experience. There’s also the product, putting a good-tasting pizza out there.
and then we have something a little different known as callworks.
okay, you probably didn’t actually just call the store, so we’ll explain. When a customer calls
Toppers, they first hear a witty greeting, something like “Thanks for calling Toppers. since it’s
so close to st. Patrick’s day, we ask you order responsibly.” From there a customer can hear
the daily specials, also told in a witty manner, sometimes as celebrity impersonations (imagine
hearing christopher Walken read specials, then impersonate a koala over the phone and you’ll get
an idea). The reason for this is to extend the brand attitude over every possible platform. We’ve
heard numerous customers ask to be put back on hold to hear the rest of the automated answering
message before they order. Through things like callworks, we’re forming that initial bond and,
when done well, we can imprint and develop enthusiasts.
The next step is converting the enthusiast to an influencer, where we form the Toppers nation. This
is done by harvesting the passionate pizza eater, the people who not only eat Toppers often, but
won’t order anyone else’s pizza. We equip them with tools and stories and perks to share their love.
hence, if you check us out on Facebook, you’ll see we have tons of fans (as of press time there are
26,000+ of them). We then have contests, like the crowdsourcing ‘spank our ride,’ where fans are
asked to design a car with Toppers messaging.
By taking these steps, we’re giving our most loyal fans ownership of the brand. They can literally
see their input and their voice in our product. When a brand enthusiast formally takes on a brand’s
cause/mission, they’re at the point of ownership. These enthusiasts can be employees or people
who actively spend money and their own time on furthering the brand. We saw an example of this
when a group of loyalists started their own Facebook page demanding the return of a menu item we
cut, the gyro Pizza. every comment on our Facebook posts would have these fans asking where the
gyro Pizza went. They recruited people to join their mission of getting their beloved pizza back on
the menu. it didn’t take us long to realize we should give them what they wanted. and now the gyro
Pizza is back on the menu and is performing better than ever.
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