Campaign Kit Rollout transcript

Well, let's get started. I am so excited as you guys have heard um from conference or just like a recap from conference about our campaign kit that we are now going to launch. So, everyone is on the same page. We know what products, we know what's coming and everything like that. So, we're just going to basically go through the um campaign kit today and so you're familiar with it. If you have any questions, this is the time to ask and just get on the same page.

Um, most of you should have received. We tried getting a majority of them out yesterday. Um, so if you haven't got one, you will be getting one here very soon. Let me see if I can share my screen. This is share screen. >> There we go. Hey, perfect. Okay. Here we go. So, basically, we are just going to go through um you should have seen the front of your campaign kit. This is what it kind of looks like. Um it's just basically listing everything that we have on uh the products we're going to be promoting, everything like that.

And it basically just talks about what's inside. Um and you can use this just to kind of mark off that you make sure you have everything. But one campaign, one brand, one great customer experience. We provide the plan, tools, and assets, and your job is to prepare and train and execute. Okay, so let's go through um just before we get started, too. You'll see that you have two window clings in your uh campaign kit. That's just in case you get one damaged, but they're only supposed to go on the window.

So, if you've thought to yourself, why is there two window clings in there? That's why. Um and everyone should have the menu and menu both menu your outside and your inside ones. But basically let's get started. So the start here um October is one coordinated campaign featuring four products. All four products are available throughout the whole month. Each week one hero item and you'll hear hero item just basically means that we are highlighting one item.

That's our item of the week. So if you ever hear us say hero item, that's what that means. um receives the primary employee upsell and the social media focus. The other three remain available and still may be promoted. The October goal is a clear um to create a clear consistent customer experience across every Fixology location, products ready, team trained, signage correct, and one fresh reason for customers to engage each week. um owner slash the managers of each location.

Your role is to order and receive required products/ingredients before launch. Confirm recipes, POS buttons, and local pricing are correct. You're going to train every employee before October 1st and collect signed acknowledgements. Install all required October signage before opening October 1st. Place the current weekly upsell card um at each register. Make sure required local social content is posted and hero item stays visible.

Monitor inventory, freshness, quality, and execution throughout the month. Escalate recurring issues. One simple weekly rhythm Monday or our hero item start. Refresh the register card and stay focusful focus. Sorry. During the week, keep all products available, make one friendly recommendation per order, and watch inventory before the next hero item. Confirm product readiness and content. And so, like I just said on that bottom, it's just going to say your hero item.

Kind of what I explained, it's the primary focus. It doesn't mean that the other October products are going away. The next thing that you should see in your campaign kit is kind of your ordering thing. Um, all of these are where you're going to order it. Obviously, you guys should all know where most of this is being ordered through. Um, Becca, reminds me which one is is there's a little typo on this that we sent out. >> Yeah, the one that says Fresca.

We all know that we're getting that from Cisco. We put Pepsi >> instead of Pepsi. >> So, >> but anyway, uh, just make sure this is just you're going to order it and you've received it. This is just your little checklist to make sure that you have everything for the campaigns that we are doing in the month of October, which is a hauntingly dead lineup. So, super fun. Okay, the next is our launch ready. Um, this is just basically making sure what you need to do.

So, um, this one it says like 30 days. Obviously, we are still working out kinks and this one's kind of um we had to really rush to get this one ready because we just want to start make sure we are getting this process perfect for 2027. So, this is still learning. We are still um figuring out the hiccups and everything with this, but just know by 2027 this should be um perfected, this system. So, you'll get your campaign kits out a lot sooner than what you got this one, obviously, because October's in a couple days.

Um, we will make sure that you have plenty of time. This one's just obviously not quite there yet, but we will get there. So, it kind of just kind of talks about the standard campaign countdown, what day, how many days out before the campaign launch is, what you're going to need to do. Um, and basically, yeah, all these are just checklists to make sure that you're going through all of them. Next one. Um, we're going to go through each one of the things in here.

Um, this is our Brookie. This is going to be our first hero item in the month of October. Um, it's just going to have basically your manager ready checklist. So, that's going to be like you have your inventory. Make sure that the Brookie button is on your POS. Um, your team has reviewed the cookie the cookie handling guide um for refrigerated cookies and day of week color stickers. That's like all your things that you need to do.

The handling and the quality. Um obviously, so just it goes through each one of these things. Um something that we're going to start is sampling. Um we encourage it. So like right as we are like promoting the hero is when you'll do it. Each one of you I don't think it's in here. And let me see. I don't know if you can see me still. Probably not. But anyway, everyone should have got a little paper that has uh cooking cutting.

I know. Sorry. Look at the beyond, >> but everyone has been right in front of the >> rookie. >> Yeah, >> we can still see you and see you a thousand times. >> That's good. So anyway, I will keep that on my screen then and I won't look at you guys. But you guys should have each got one of the how to share and do the the samples. You're going to just put that in one of the um it's 2 oz cups, right, Becca? Want to make sure. >> Yeah, just put them in 2 oz portion cups.

We recommend probably serving them for two days. So, you know, couple cookies each day. Doesn't cost us a lot of money to hand out. And it's just way for people to try the brookie. So, put them in 2 oz portion cups with a lid. >> The nice thing about all of these, so like we're going to go through obviously all of our hero items that we are promoting during the month of October. This this paper has all the knowledge that you'll need for each one of the products.

So, that's super great. Um, after the brookie, we are going to do our brand new drink, which I am a personal fan of. I love it. It's the afterlife. Um, it is going to be a new permanent jack drink, but it's going to launch October 1st, and we're really going to push it obviously that week. It's going to talk about what you'll need to stock, your execution, um, as well as what's in it. That's what each of these pages will have. after the afterlife by popular demand.

We are keeping the s'mores and that will be obviously through October 15th through the 21st. Um obviously you know how to all do that but again here's a checklist of everything that you'll need to know about that. Move forward and then after the s'mores we are going to have orange screen sickle which is October 22nd through the end of the month and that will be here just for October and then it will go away again. your little checklist of what you need to have. >> The one little thing I would just suggest on that is um we don't really necessarily want you do samplings through the window if you guys end up getting lines.

We just know that like some of our Italian ice cabinets are not very close to our drive-through windows. Um you you can you know if somebody's in your lobby or whatever and they want to taste test it, you can. We like to use the little cookie dough spoons, the little shovels. Those are great for little sample tasting. You could also use a big spoon that just is more expensive, but um I would just recommend probably not sampling through your drive-thru, but if somebody's in your lobby, you could sample it if they wanted to, you know, taste it. >> Good information.

Awesome. This next thing is going to be the team ready. So, this is kind of the employee campaign training. Um and then this is also where you're going to make sure that um your employees acknowledge that they have read everything and whatnot. Um, so October campaign is a hauntingly good lineup. All four featured products are available throughout October. Each week, one hero item gets extra focus. Every employees responsible for knowing the lineup, following the approved build/handling standards, using the weekly register card, protecting product quality, and telling a manager immediately when something is unavailable, off quality, or unclear.

So basically, this is the sheet that you're going to share with your employees. So this is what your employees are going to read through. Um, they're going to know the four October products and which one is the hero item. They're going to be following the recipe book, the approved handling process. Exactly. Do not substitute ingredients, you know, all that type of jazz, but it's just going to go through all those things.

Um, and what every employee needs to know. That next page, this is something that you can hang up on one of your back fridges. They need to print and sign knowing that they know everything about the product and that they've read that page that we just saw. Do we have any questions on that? >> The idea behind this page is um I know sometimes for us owners, we're not in the shop when every employee comes in on a shift.

And we all know that sometimes they don't read text messages or band messages. Sometimes they skim things over. So, this is just something to help make sure everybody's on the same page that they have to do before their first shift when this is in your stores. just let them know, hey, you cannot clock in. You have read this and signed this so you're all on the same page. Kind of our way to help them without always being available. >> Yes.

Um the next thing is also something that we would love for you guys to hang up on your fridge in your back. It's called store ready. Again, this is just a checklist to make sure that the clings are on your menu inside and your outside, that the window cling is installed, it's cleaned, it's visible, everything like that. It's basically your final store. Yeah. Your check that's going to be like the POSOS is working, everything is ready.

So, this is just something that you can hang up and mark off to make sure that you've done everything that you need to do to make sure that this is ready before opening on October 1st. >> Especially if you have like an opener that is going to do it before they open and you're not going to be there physically to put it up. This would be like, "Hey, opener, check this off." Letting them know. >> Perfect. Um, next is just social ready.

Um, we're going to try like obviously you guys are going to be running your like there's also some >> like for instance fix Fridays or anything like that on your own, but what we would love is for you to have at least one post highlighting each of the hero items on top of what we will post. So, we will also be giving you graphics and videos and stuff in a drive that you can share on your social media as well as you guys will be sharing what the brand page is sharing.

Um, pretty super easy about that. We will be giving everyone, it's not included in this one, but in future ones there will be included a social calendar of when the brand page is posting and what they're posting on that date. um just so you can kind of coordinate what you're doing with your store and when you can share yours. >> And then that way you can also like, hey, corporate's dropping um a thirst trap about this drink on this day.

I want to make sure I can reshare it on my page. >> Yep. And so you'll know when that is done. The next thing is just something that you're going to hang up in your store. It's just how to make the afterlife. Just kind of like our little cheat sheets per usual. Um, but this is just for the afterlife. >> And these will be smaller moving forward. This one was just very large. >> We we thought let's go let's start off with a bang and make it the largest one.

So, right. Um, the next in your kit and this one is it kind of looks a little confusing. Um, but these are the upsell cards. And you are going to need to cut these off and post them by your register. So, that's what these are going to be. Obviously, there's going to be um I don't know why this one has four. Does >> they all kind of have four? >> They all have four, but anyway. So, you'll have plenty of them. >> Anaka just wanted to make sure everybody had enough.

I didn't lose any of them. >> In case your cutting's not good the first time. >> We're already paying for the page, so we might as well use the ink. So, >> I am here for it. So, anyway, so the next couple pages are going to be your register upsell cards. we just need to make sure that um they are put up on your register by the date that that hero item is starting. And so, and then we really obviously talked about it at conference that we need to push upselling that we need to add this into our conversations with all of our customers to highlight these items. >> And these might be helpful if you hang these also on your back fridge.

Um, and maybe just put like an alarm in your calendar like, okay, October 8th, I'm changing out the upsell card, moving to the next week, right? So that way they they get rotated every week. >> Yes. And then Jeff, these are just all the cards. And let's see if I could stop sharing my screen so we don't do that. But anyway, so that's what's all included in the campaign kit. There's tons of checklists to make sure that you aren't missing anything.

Um, obviously, like I said before, we will be working to get these out even sooner so you guys have more time to prepare and know about it and train your employees and make sure that they're comfortable with all the products. Um, but this is kind of our um test, right, to see what we're missing, what we need in it and whatnot. So, obviously, we are going to need feedback and whatnot. Um, also, we are still looking for people for our franchisee committee.

So, that's also a way to get good information back to us. So, if you are interested, send a text to Becca so we can put you down. Do we have any questions on the campaign kit >> or marketing or products or anything? >> When are we supposed to get them? >> Got mailed yesterday morning. >> Okay. So, if you happen to need it sooner, Katherine, we can just share it on a drive and that way you could print at least one or two pages to get going on it.

Like your employee page you could probably print and maybe your upsell page if for some reason they didn't make it there by Wednesday night. I don't know. We mailed it first thing yesterday. Was yesterday Monday? >> Yeah, >> yesterday was Monday. >> I'll watch for it. Thank you. >> Yep. >> But anyway, those will get out sooner to you so you don't have to fret. Um >> Cy, >> we're already working on November and December's. >> Yes.

I was just curious, um when will some of those um graphics be on the drive for us to share? >> We are currently working on them right now. So all that will be it's just we got the product to film garage. They are making um >> the reals and everything like that. Um, and I think that also brings me up to the next thing. Um, talking about what like graphics requests and everything. Hopefully with this now going, you won't have to request a lot of graphics from Film Garage because they're already going to be in the drive.

So, everyone can have their own. We'll be coming up with the content on top of it. So, that's just one less thing you have to worry about. >> With that, you still can submit. Um, I think our new rule, we're we're still navigating this. So, you know, feel free to give us some feedback with your franchise committee, um, is we're navigating that franchises can request up to three graphics a month through Film Garage. >> We think that they have the capacity to do at least three.

If you have an emergency like a store closing or asphalt or, you know, weather, that wouldn't count, >> right? Awesome. Did >> we do just a good job explaining that no other questions are here? >> Rhonda, did you have anything? >> I think we just lost her. I did want to just add to the at least the cookies that um you could you couldn't obviously put those together earlier in the day. have quite a few of those ready in the fridge and that way it's just a run and grab to give those out.

So it doesn't have to be I mean just making sure the employees know they're not needing to have those filled and just do one cookie at a time. If you know that you're wanting to give them out for two days, then you know have two two or three cookies cut up ready to go to sample more than that just dependent on how many you think you'll be handing out that day. Um and have them ready to go. >> Lovely. Thank you, Christina.

Rhonda, am I on now? >> Yeah, I think. >> No, I did. I look like I had a question. >> It looked like you were trying to ask something, but you >> You're chasing a kid around. It's the little one that we're trying to sprinkle. >> But no, um, this is awesome. >> Kudos. >> Thank you. Thank you. >> It's been awesome. >> It's been a long story. >> We're super excited for this. Then, you know, um I I know that we've put out stuff in the past, you know, and said that it's going to happen and it hasn't.

And so, I just wanted to say that we are going to execute this and this will happen. And that's my personal promise. So, >> Chandler, >> it's recorded. >> I know. I'm scared now. >> Hey, can I add something? >> Just kidding. Yes. So, we are we're we're giving you guys the little tickets to put on your point of sale system as reminders to your girls or guys, I guess, to to try and sell those items. We are going to track how these perform.

Uh, and if we don't, really, the hope is that this makes you money, right? Marketing is great if it makes you money. And so, please, please, please push these items in your stores. We'll do the data tracking on our end, and then we'll know. will know what works and what doesn't and it will help us to fine-tune these marketing pushes as we go forward. So, we're gonna roll out one for a month. We want to see how it goes.

We have another one scheduled for November, December. We'll have it out to you soon. But the the more we all pull together, the better the data will be and the better the future marketing campaigns will be. Like, we'll get better at this, too. Don't get me wrong, Chandler's stellar. He's awesome. But we're all going to try and get better at this together. And so the hope is that this will create more and more money for you guys in your shops. >> Yeah, there is definitely room for growth.

And so that's what we're excited about. Amy, you have something? >> Yeah. Um I just wanted to add a little clarification there that we are going to be tracking, we are going to be watching, and we're going to be reporting it back to you. >> So we're going to be sharing all of that. It's not just going to be within our little bubble. Can I add to that, too? I I personally know what it feels like to run a shop, and I know how hard it is to make sure that every employee knows we're all on the same page and what we're promoting.

And so, a huge component of this is trying to take some of that communication barrier out of the equation between franchise, franchisee, manager, shift lead, employee, right? Like the information flows directly to the people that are at the windows that have our most impact with our customers and that really comes down to making sure the employees are on board and they understand what their role is of fix as a fixologist because if they're not upselling we're not going to be able to have as great of results because social media only gets us so far. >> Right.

So >> can I ask one other question Chandler just so everybody's clear like we are creating and I know we've talked about it. I just wanted to get it out there for everybody. When I say we, I'm not really doing it, but like the franchise is creating hype reels for our hero products that they can grab and use. And then the expectation is that they will also create some social media content similar to Rhonda when her hair was blowing in the wind. >> The best real ever. >> I want a copy.

But ch and then what's the expectation like if hero week starts and I know I know we're a little bit behind the eightball and please folks we're asking you for a little bit of grace because we're throwing this together. Um but but what is the expectation for when that reel will be available for them to use? Is it on the first day of the new hero week? >> So there is a social media calendar that each one of you are getting that has when the brand page is posting.

And so like we will be posting like a mixture just so you guys are kind of prepared um like what October is looking like. We call them thirst trap videos and so that's like close-ups of the product to kind of really highlight the product. So we will make sure that there's one per hero item that will be posted towards the beginning of the hero item week. And then throughout the week, we'll post obviously more reals and stuff like that um that aren't so much like Hero, but just to keep the fun energy of Fixology because that's obviously one of our pillars is like community and whatnot.

And so we will be doing some social media segments as you would say and we're excited for you to see those. Obviously, you'll see them on there, but me and Becca will start filming those and so that will be super great. But then it will just show like you'll have open dates um with suggestions suggestions on when you should post your hero item reel that you made like app conference something similar like that. We want those iPhone videos on your social media pages to keep stay relevant in your community.

So that's where you show your employees you guys as the owner. You know I I want to see you guys on the page too because you guys are in the shops. I know some of you will absolutely love that, but it's my request. >> Yeah. The idea is that we want you guys to show your personality, your employees, your community involvement. That is what your social media should be for. Um, you can also promote like if you're going to do something fun with your employees.

Put the hero item in that video, you know, like whatever. But you guys are still responsible to, you know, make some content that's going to connect with your own communities and show your personality and have some fun with it, too. >> And I can't wait to see Katherine's video. I I'm expecting it. >> Um, just really for all of us, can we talk through ongoing support through the campaign? Who do they get a hold of for what?

Um I mean obviously you're welcome to but let let's just talk through some of that so that >> this is new so there's going to be questions three days from now or 10 days from now that we're not thinking of right now. So >> obvious. Yeah. So anything that basically comes to training and stuff like that that's obviously going to go through Christina and stuff like that. But if there is anything like questions with social media or graphics or campaign or anything like that that will come through me and I will have the answer for all of that.

Um, Rob, is there anything specific like you're talking with the campaign other than like just like if it's training or like how procedures work, that is definitely going to be up Christina's alley. And if it's anything promotional, it'll be up my alley. >> Just wanted to I just want to make that clear for folks know that like we that we're here to support. This is new. This is new for all of us. And so, >> and Chris is still me. >> Yep.

Forever and always will always be Amy. They can have that. I I would say feedback on what to add to this campaign, have that go to Anakah. So, I mean, there's a few things there, but if there's something missing within this packet, if you see that we're missing something on the checklist that would be really helpful, anything like that, have those notes go to Anakah. Again, then I'm the operations of the actual what's happening in the store with your employees, with the things.

Marketing is Chandler. Crisp is Amy. And worst case scenario, talk to Rob in your coaching calls and he can make sure that you're directed to the right people. >> Well, then I will be just a heads up, guys. I'm going to be coming around to the stores and I'm going to I'm going to come work in your stores >> and I'm going to I'm going to sell these items through your drive-thru and try and show some of your girls how to do it.

Um, so I will be in your stores to help with this. So, we'll talk it through. Something else that I would encourage, if you guys are having success, please share it with everybody on band. Like where this is new, this should the hope is that it's fun. Super duper fun. So please, when things go well, let's share them. And when things need to be fixed, let's uh let's address it quick. >> Awesome. Okay. Well, I don't Is there any more final questions after all that was said? >> Can I say one last thing?

Yes, Rob had the final word. I love it. >> I just want everybody to know like uh between Becca and Chandler and Anakah, they have literally been like nonstop doing this for the last I don't know. Becca sent me a text at like 1:00 a.m. one of those day. Like I just I hope I will understand guys like this really has been a huge lift and like a massive amount of that credit does go to Becca and Chandler and Anakah for throwing everything together.

I'd love to take a ton of the credit and I will when it's successful, but for the time being, I want you to know how much work they put in and how much it's meant to them. And so we uh we hope you guys feel that too because this is this is really cool. And uh >> Christina, let's get it done. >> Yeah, I was like Christina did all of the training. >> Yeah, >> Christina, I'm sorry I didn't mention I didn't know, but now I do. >> That's all right.

I called you out on the not reading the book the other day, so I deserve it. >> That's your payback. He's like, I'm not calling you out now. So, >> it didn't help at all, everybody. All right. This is being recorded. You didn't do a thing. >> Yeah. >> Well, I am super proud of all of you and I'm super excited to get this launched and we are going to have a killer October. I can feel it already. You're welcome, Rhonda. >> She read lips. >> Yes.

Okay. Awesome. Good seeing y'all. >> Thanks, guys. Bye.