Pie Face | Marketing Conference
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FY 2011 year in review
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Pie Face has a very playful brand and if you don't already reject the monotony of the dreaded corporate 'slide format', perhaps this one will change you mind. It's a riot of colour featuring a palette that brings to mind a collection of neon signs yet stays on-brand. We developed a series of backgrounds and treatments and then let the actual content decide what colours and background we would use on a given slide. Not for everyone, but as the old saying goes if no ones hating you, probably no one loves you either. Your job as presenters is to try and standout, our job is to help encourage and cajole you to do so and provide the tools to do it. "Courage Merri … courage for our friends"
Transcript of Pie Face | Marketing Conference
FY 2011year inreview
Promotion
Brand
Marketing
Stro
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Diss
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FranchiseSector Avg.
Pie Face 2011
we’re listening
key driversfrequencyincreasing
CoffeeProduct developmentOnline loyalty programQuality focus
Wednesday, 14 September 2011
Regular coffee customers worth between $2,000 - $3,000 pa
Target to increase share of sales from avg. 20% to 25%
Designed to appeal to Espresso enthusiasts
Researching richer / stronger Hard Blend
Better coffee point of sale support
re-branded coffee program
The biggest acquisition opportunity our stores have, is the foot traffic at our doors!
path to purchase store signage
Wednesday, 14 September 2011
catering action plan
• Catering packages
• Catering booklet
• Own catering site with task retail
• Dedicated EDM program to catering database
• Develop your own plan
"Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand."
~ David Ogilvy
brand buildingbuilding Key brand building activities this year
Pie Jam
Publicity
Advertising
Online
Pie TV
Other cool stuff
brand buildingbuilding How does this affect me?
Value as multiple of Op Profit
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Unbranded Good Brand Great Brand
If you take nothing else from today...
Value as multiple of Op Profit
= happyCustomers expect the experience to be fun.
Don’t let them down!!!
blackBLACK
Specialist brand focused publicists
Very good at leveragingmain stream, high end media
42 hits in 5 months$770k value already
Feedback / questionsSet up marketing planning sessionKeep lines of communication open
what next ?.. .
$80b
$4b
a final thought...
Firm Value $
