10 Franchise Marketers You Should Know: Scott Iversen

In an industry dominated by three giants, Toppers Pizza is showing that you don't need numbers to be successful. The Whitewater, Wisconsin-based chain boasts multiple units with revenues over $1 million and its 1172 fans per location is the highest ratio of any of its competitors. What sets Toppers apart is its marketing. With catch phrases like "We come fast, no apologies" and "Spank your buds," calling their branding fearless is an understatement. However, with a focus on the 18-34 demographic, their edgy and irreverent messaging seems to be just what the doctor ordered. Heading up Toppers' marketing division is Scott Iversen, a seasoned marketing professional with nearly two decades of experience in the restaurant industry, much of that at pizza chains. We asked Iversen about his past, present and future in marketing.

How did you get into marketing?

I started as a marketing intern for a local Domino’s franchisee store in Platteville, WI that I was managing while going to college. My franchisee had 3 stores at the time and I did an internship as the company’s marketing coordinator. I am one of those rare marketing people that came from an operations background. I started as a delivery driver at Domino’s my sophomore year of college and worked my way up to the general manager of the store. Managing a business and doing a marketing internship matched exactly what I was pursing with my degree (BS in Business with a triple emphasis in Marketing, Management and Human Resource Management with a Minor in Accounting). From Domino’s I spent three years with a family dining franchisor working as a National Marketing Manager. I was responsible for all marketing and advertising for our 35 corporate owned restaurants. I also spent a year as the Director of Marketing for Bravo Restaurants in Chicago. Bravo was a franchisor of 3 different brands – The Original Gino’s East (pizza), Edwardo’s Natural Pizza and Ed Debevic’s (50’s themed casual theme diner). I have been the Director of Marketing for Toppers Pizza for the last 9 years where we have grown the company from 10 stores to over 50 stores by year end 2012. Our goals are to have 150 stores by the end of 2015 and 500 stores by the end of 2020.

How important do you feel the consumer relationship is to franchise development?

I think it is critical. Most franchisees buy into franchise brands on emotion. They love the product, service and people. Franchisees buy brands in which they have an emotional connection. By educating your consumers that you are a franchise company with great opportunities to be your own owner you are reaching people that are already in love with the products and services your brand offers. These folks make fabulous franchisees because they are already your brand’s biggest supporters.

How important is social media for your brand?

Social media is very important to both the consumer side and franchise side of our business. Social media is today’s word of mouth. It is the place where opinions are formed from trusted peers. Targeting a younger audience with our brand positioning we have to be relevant in social media because it is where our consumers spend their daily lives. From the franchising side future franchisees are able to see the fanaticism people have for the Toppers brand. Our customers in social media help sell our franchise opportunities to people who are unfamiliar with our concept.

Do you have any tips for franchisees when it comes to local store marketing?

Two words – attitude and action. It is simply not that difficult to come with “ideas” of how to build sales. The problem is that for most franchisees they remain ideas--they never act. To kill it at local store marketing the franchisee needs to build an attitude and action culture with their entire store crew. Stores that have the Attitude of asking themselves everyday consistently “what am I doing today to build sales?” combined with taking Action everyday will be the stores that outperform. In fact, each year at our national convention we recognize our sales builder of the year with our Attitude and Action (or A squared) award. They key is doing the great ideas you have within 48 hours or you most likely never will and you will have missed your opportunity to out hustle your competitors.

Do you feel advertising has shifted? Do you recommend a shift in budget towards digital?

Absolutely! Print advertising is dying a little more each passing day, particularly with younger audiences. 2012 is a big year for Toppers advertising as we begin our strategic shift of our advertising dollars away from print (primarily direct mail) to what we call the 3 Screen Plan (Internet, TV and Mobile). Marketers must be highly aware of where their brand’s target audience spends their time. For us, 18 to 34 year olds don’t use traditional print media. They don’t go to their mailbox. They spend a huge amount of time in front of those 3 screens. In 2012 we will launch our first ever TV commercial campaign combined with targeted search advertising. In late 2012 we are revamping our website and online ordering systems to deliver a more customized Toppers experience and building out a mobile version as well. by Brian Diggelmann