Rob Luzzi, senior director of marketing for RAVentures, offers some insight into marketing for multiple brands.
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7) Grow together. About three years ago, RAVentures decided to combine the individual marketing efforts of each brand into a single team. Now our team of nine can work to strategize and market more globally across our 58 locations, allowing us to work together.
6) Find your niche. The rapid growth of 110 Grill to 41 locations across five states can be mostly attributed to its allergy commitment and how every item on our core menu can be made gluten free. While the menu has varied over the years, this commitment is a niche to be proud of.
5) Grassroots efforts are key for expansion. After our success with Apex Entertainment in Marlborough, we brought the concept to Syracuse in 2018, Albany in 2019, and Virginia Beach in 2020. To grow a brand with no name recognition, use grassroots efforts like attending events, and pay attention to local demographics.
4) Control your message. While Kelly's corporate team handles the website and its Northeast marketing efforts, we handle everything for our four Florida franchises. This allows us to constantly put out our own Instagram content and do radio, digital, and print advertisements, and establish unique local partnerships.
3) Know your audience. At one point, the company had talked about opening 110 Grill locations in Florida, but it was determined the traditional décor and menu items might not be the best fit for that market. So Oar & Iron was created, offering an elevated dining experience in a bright colored open-aired concept.
2) Ability leads to flexibility. Our department wears a lot of hats, from content creation for graphics and social media, printing of marketing materials, public relations, promoting new openings, maintaining corporate partnerships and more. In many instances, this depth gives us more flexibility and opportunity.
1) Everyday is different. Maintaining a portfolio of wide ranging brands is no easy task, but you should embrace the unique challenges. Focus on allowing your brands to keep their attention on operations.
