If you think I’m talking about the game everyone used to play with their Great Aunt, stop reading. This blog is about brands, and the marketing strategies they use to cultivate and maintain success. One of the easiest ways to measure a brand’s success is to consider their impact, and would our lives really have been the same without pizza delivery?
A certain global pizza delivery brand called Domino’s basically pioneered the biz, but more importantly, they have recently found a way to facilitate customer loyalty and brand equity as advertising and commerce rapidly evolve…
Let’s face it, we live in a world where people don’t want to peel their eyes away from their Tumblr feed or Angry Birds or whatever other godforsaken leisure pursuit long enough to place a pizza order by phone. Further (and not-so-shockingly), it seems the glory of the Internet has fueled our perpetual need for instant gratification, which means ordering from wherever is closest and most convenient. So what is Domino’s doing to ensure that both their product and its coinciding delivery service continue to thrive under these circumstances? Simple. They are actively engaging with their customer as their customer engages with digital media. A brand like Domino’s has to approach their digital initiatives with one thing in mind: understanding the mindset of the modern pizza eater (or in other words, the world.) How did they do it, you ask?
1) Online Ordering: Although food is not something traditionally sold online, nothing could be more convenient (or fun for those of us who are easily amused by technology) than clicking away at toppings and crust styles all neatly listed in front of you, and watching the very avant-garde “Pizza Tracker,” which shows how your pizza is coming along in real-time. Yep, that means I always know where my pizza is, who’s making it, and how much longer I have to wait. Domino’s site design and usability are paying off…literally. The company estimates that it did more than $1.8 billion in online sales globally in 2011, averaging $34 million a week. Wow.
2) Mobile, Mobile, MOBILE: In addition to the wildly popular online platform, Domino’s lucrative iPhone ordering app (which reportedly achieved more than $1 million in sales in a single week just 3 months after its release) along with those for Android and Windows7 offer coupon search, full national menu, GPS store locator, and of course the infamous tracker.
3) Social Media Presence: With 6 million likes on its Facebook page and over 127,000 followers on Twitter, Domino’s exists in perfect harmony with today’s frenzied social media infatuation. Domino’s provides offers, contests, and deals via each platform, and they are constantly engaging with fans, followers, and even the occasional hater. Basically, they are adapting their corporate voice in a way that ensures that their audience will not only be in earshot, but will listen.
If a temperature and time sensitive fresh food product can be advertised and sold digitally, anything can. How you adopt these strategies to fit the needs of your brand will vary, but the lesson to be learned from Domino’s recent successes is that it is now more crucial than ever to interactively connect with the consumer given the way they desire to interactively connect with your brand. Domino’s knows that we necessitate this connection when we purchase something in 2012, even if that something is as simple as a stuffed-crust pepperoni and mushroom.