Good Work: Serving Up Good Results with Fuzzy’s Taco Shop
It’s fair to say that everyone loves tacos, so the challenge for Laura Purser and Nikki Rasmussen at Fuzzy’s Taco Shop isn’t to find people who love tacos – it’s to find loyal customers who love Fuzzy’s tacos and will keep coming back for more. Here’s how TEGNA’s WFAA and Account Executive Shannon Dawson helped them reach this goal.
It’s fair to say that everyone loves tacos, but at the end of the day, Fuzzy’s Taco Shop, a franchise with 50 locations in 18 states, was looking to find loyal customers that would keep coming back for their tacos while continuing to grow across the country.
That makes choosing the right marketing partner critical.
“Partner is the most important word to me. We want people who want to fully know the business, who live and breathe the business, who understand that everything we do in a media buy is part of a bigger picture for the entire brand,” says Laura Purser, Vice President of Marketing for Fuzzy’s Taco Shop.
“We are going to grow considerably over the next few years, and having people who understand those different markets and those different parts of the country where we are, is very important.”
That’s where TEGNA’s WFAA and Account Executive, Shannon Dawson, come into play.
“It’s great to be here locally with Fuzzy’s,” says Dawson. “Being local allows me to give Laura and the Fuzzy’s team a lot of attention, but then to also have the power of a national brand like TEGNA behind us allows us to deliver great results for a brand like Fuzzy’s. I’m just thankful and grateful for the technology that TEGNA has invested in.”
“We switched the majority of our marketing and budget to a digital strategy,” says Purser. “I went to the WFAA team and said, ‘Give me a strategy that’s going to build all year. That’s going to give me something different that we haven’t done yet.’”
That digital strategy, hand-picked based on Fuzzy’s needs, included OTT streaming with Premion, as well as geofencing, retargeting, and other digital tactics.
“I will tell you that when the team brought OTT to me, I’m like, ‘Eh, we’re not ready for that. This is not what Fuzzy’s does,’” says Purser. “But adding OTT and getting all these different things in place have been such a success for our brand.”
Nikki Rasmussen, Director of Digital Marketing at Fuzzy’s adds, “With WFAA and TEGNA, we’ve been able to really build that overall strategy and we’ve seen it correlate with our sales increasing and fluctuating as we have various campaigns going on.”
“I appreciate that Fuzzy’s trusts us to recommend new strategies to them,” says Dawson. “We really put a lot of thought into what we recommend. We don’t just throw all the spaghetti on the wall.”
Overall, the new tactics have paid off as results show that Fuzzy’s is not only increasing brand awareness but is also driving people into its restaurants.
“We get to celebrate successes often. If something’s not looking quite right, we tweak, we change. We make necessary changes so that we get to see the results and hit our goals and hit their goals,” says Dawson. Rasmussen adds, “Overall, they’re an extension of our team, and we love that about them.”
“We have a great team and a great time,” Purser says of the weekly calls with the WFAA team. “They are here to help us get better and you can’t find a better partner than that.”
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