Beating The Recession
Domino’s Pizza is a case study that most people happy will envy. Domino’s are currently recession successes, people turn to takeaway rather than eating out and financial results are showing a good growth.
Online Domino’s are also succeeding. January sales jumped 17.6% to back the 74% increase in online sales in 2008. The company has developed its e-commerce presence well and can claim to be one of the few franchises in the UK that offers both online and interactive TV ordering.
Use of Longer Keywords
Domino’s can also be seen as a case study for continually evaluating PPC keywords and use of long keywords. The company has been active in looking for longer keyword searches that are both cheaper to buy but also drive significant traffic. The argument for LTaS is very much alive.
Social Media
Where Domino’s also appears to be leading the field is in social media. In the US, Domino’s had a terrible experience when workers released videos on YouTube of themselves tampering with food. The impact was huge and in the US the company responded very quickly showing that this kind of action would not be tolerated and prosecution is currently going ahead. Fortunately for Domino’s UK, the impact has not crossed the pond and they appear to be proactive at developing their social media presence
Domino’s Facebook page is drawing a large number of fans and the channel will not doubt prove to be an effective marketing tool as it develops. Because Domino’s is a franchise with a central marketing branch, independent franchisees are free to develop their own social media plans and local branches of Domino’s have started their own Facebook pages.
Social Media: The Good, The Bad & The Ugly
Domino’s Facebook appears to have taken on board the main concept of social media… that of engagement and conversation. As with all social media there is going to be the good, the bad and the ugly. Hopefully companies will experience the former but where the bad is experienced Domino’s appear to have the means to react to criticism. Their Facebook page does have criticism and the company have replied which works to convert the bad into good. Social media means that companies have to accept their brand is being discussed, both in positive and negative ways. Obviously the ugly is harder to deal with as in the US Domino’s case but for both the bad and ugly ignoring it is not the solution
This article did not start out to praise Domino’s, these are my opinions and not those of my company, but it is a valid example of how to best adapt your marketing plans. A final example of Domino’s success has been the drive to engage with Gen Y’ers and Domino’s can regularly be seen at festivals.
Tagged with :