Recently, I heard Kristen Malkovich describe Pizza Based Marketing (PBM). She loves Pizza so much, she thought that you could send pizza to accounts and get them to engage with your company. In the same conversation, she also mentioned that she loves the SF Giants baseball team. This got me thinking…
What if you could approach your accounts with such hyper-personalization that you could make the perfect pitch to them? For Kristen, I made an image in Photoshop that looked like this:
The whole image took less than 10 minutes to produce. Photoshop makes this really easy. Imagine an account play where you:
- Get your top 100 target accounts
- Task a graphic designer to make 100 custom photos
- Automatically send them to the prospects via email
- Followup with a call from the account owner.
There is no way that Kristen would refuse engagement after delivering her a pizza at a Giants game.
The key to Pizza Based Marketing is to learn more about the people in your accounts, then hyper-customize your message.
Engage with targets in a relevant, personalized way. Do the research to know what resonates in their market, at their company, and with them individually — and then take the time to actually personalize your message to connect with them.
Do this and all of your dreams will come true.