In this episode, Lawrence Longo, CEO of Prince Street Pizza, discusses how his brand leverages its original content series,
Key takeaways
Brands should view themselves as media companies, creating authentic content that goes beyond traditional commercials to engage their audience and build community.
Consistency and persistence are crucial for success in content creation; sustained effort over time is more important than immediate viral hits.
Focus on creating evergreen content that remains relevant over time, avoiding overly topical subjects that quickly lose appeal.
Strategic budgeting and a nimble, small team can enable high-quality content production without massive marketing spends.
Integrate product subtly into content, aiming for authentic reactions and endorsements rather than overt advertising.
In the era of the viral vertical video, there is a seemingly endless appetite for new content. And brands are getting in on original content trying by creating their own series for social media. In January, Gap Inc announced it was creating a new role, a chief entertainment officer, where Pam Kaufman will lead their “fashion-tainment” strategy. This year, David’s Bridal launched “Breaking Bridal,” a series documenting nontraditional weddings. And since September, New York-based Prince Street Pizza has been putting out episodes of “Delivering Happiness,” a YouTube series starring actor Nick Turturro. Lawrence Longo, the CEO of Prince Street Pizza and Irv’s Burgers, is the brainchild behind “Delivering Happiness,” having gotten his start as a film producer before getting into the restaurant industry. Prince Street Pizza is in the middle of expanding nationwide – new locations are opening soon in Nashville and Charleston – and the show is part of the company’s brand awareness strategy. This week, Longo joins senior reporter Gabriela Barkho and special projects editor Melissa Daniels on the Modern Retail Podcast. Longo breaks down his approach to storytelling and why he’s bullish on original content fueling Prince Street’s growth. "I think every brand is their own media company," Longo said. This episode gets into: The time and investment needed to create consistently viral moments. The logistics behind pulling off a project like “Delivering Happeniness." Why brands should not expect authentic content to drive instant sales.
Brands should view themselves as media companies, creating authentic content that goes beyond traditional commercials to engage their audience and build community.
What does this episode say about dtc strategy?
Consistency and persistence are crucial for success in content creation; sustained effort over time is more important than immediate viral hits.
What does this episode say about founder & leadership?
Focus on creating evergreen content that remains relevant over time, avoiding overly topical subjects that quickly lose appeal.
What does this episode say about brand & content?
Strategic budgeting and a nimble, small team can enable high-quality content production without massive marketing spends.
What does this episode say about brand & content?
Integrate product subtly into content, aiming for authentic reactions and endorsements rather than overt advertising.
