We’re not talking about your waistline. We’re talking about the franchise. When the first Krispy Kreme store opened in New York City, it had none of the name recognition it enjoys in the South. The solution? A direct mail campaign inviting Big Apple residents who were alumni of southern universities (and so were likely to know and love the brand) to an opening party. The event was a huge success. The word of mouth, coupled with other PR efforts, led to the start of a successful expansion in the east. The lesson? Find your biggest fans, then give them a reason to talk.