DOMINO’S PIZZA A Direct/Interactive Marketing Proposal Presented By: Ashley Peterson Account Director, One-Stop IMC
Content Background Domino’s Marketing Today Proposal Overview Test Campaign Proposals & Budget Allocation • Increasing Carryout Among 18-24 Population • Increasing Sales in Households With Children • Increasing Mobile App Sales Among Young Professionals • Revisiting Groupon Data Collection Recommendations Proposal Takeaways
Domino’s Pizza: A Background • Founded in 1960
• Headquartered in Ann Arbor, MI
• 9,000+ corporate-owned & franchise locations across all 50 states and 62 international markets
• Key Strengths: Strong brand identity, Convenient locations, Affordable menu options, Successful new recipe
• Competitors: Pizza Hut, Papa John’s, Regional & Local Pizzerias
Domino’s Marketing Today Two Main Growth Drivers: Menu & Technology
• Leveraged customer feedback to launch and solidify success of new pizza recipe in 2010
• Reputation as early adopter of new technology such as the Domino’s Tracker
Robust Menu Offerings for Customers • Includes pizza (regular and specialty), sandwiches, pastas, sides, &
desserts
Digital Presence (~50% of total sales)
• Website • Mobile Application • Social Media: Facebook, Google +, YouTube
Proposal Overview Objectives:
1. Increase carryout business without decreasing delivery business 2. Increase the amount of orders placed through the mobile app
Target Audiences: • Population between the ages of 18 and 24 • Households with children • Young Professionals • Groupon Members
Budget: $300,000
Timing of Tests: 3 months, Results in 4th month
Increasing Carryout Among 18-24 Population
Selected Test Markets: College Towns • Ithaca, NY • Ames, IA • Corvallis, OR • Charlottesville, VA • College Station, TX Test Campaigns for Execution: • Weekend Carryout Coupons via Text • Weekend Carryout Coupons via Email • Campus Newspaper Inserts
Increasing Carryout Among 18-24 Population
Weekend Carryout Coupons via Text
• Timing: September – November
• Offer Redemption: Link in text to game-like landing page for “pizza + another menu item” coupon
• Tracking Metrics: Coupon Redemption, Open, Click-Through, Opt-Out Rates
Weekend Carryout Coupons via Email
• Timing: September – November
• Offer Redemption: Link in email to game-like landing page for “pizza + another menu item” coupon
• Tracking Metrics: Coupon Redemption, Open, Click-Through, Opt-Out Rates
Campus Newspaper Inserts
• Timing: February - April
• Offer Redemption: Bring print coupon into store upon pickup
• Tracking Metrics: Coupon Redemption
Increasing Sales in Households With Children
Selected Test Market: Boston, MA Test Campaigns for Execution: • Direct Mail: Postcard • #MyDominosFamily Campaign • 30-second Direct Response TV Ad
Increasing Sales in Households With Children
Direct Mail: Postcard
• Timing: June-August; 1/month
• Offer Redemption: Coupon Code/Carry-In
• Tracking Metrics: Coupon Redemption
#MyDominosFamily
• Timing: October - December; 1 prize/mo. & Grand Prize
• Message Delivery: • National - Social Media
& TV • Test Markets - Email/
Direct Mail
• Offer Redemption: Photo submission activates coupon code for test market
• Tracking Metrics: Coupon Redemption, Submission count
DRTV 30s Ad
• Timing: Sept – Nov
• Offer Redemption: Call 1-800 Number from ad
• Tracking Metrics: Orders placed via 1-800 number
• Premise: Promoting Future Orders
Increasing Mobile App Sales Among Young Professionals Selected Test Markets: • Des Moines, IA • Raleigh, NC • Madison, WI • Salt Lake, City, UT
Test Campaigns for Execution: • Email with Mobile Application Link • Self-Mailer with QR Code • Location-Based Mobile Site Pop-Up
Increasing Mobile App Sales Among Young Professionals
Email With Mobile App Link*
• Timing: August - October
• Offer Redemption: Use code provided in email in mobile app order
• Tracking Metrics: Coupon Redemption, Bitly metrics
Self-Mailer with QR Code*
• Timing: December - February
• Offer Redemption: Use code provided on self-mailer in mobile app order
• Tracking Metrics: Coupon Redemption, Bitly metrics
Location-Based Mobile Site Pop-Up*
• Timing: May - June
• Offer Redemption: Use code provided in pop-up in mobile app order
• Tracking Metrics: Coupon Redemption, Bitly metrics
*3 Unique Bit.ly Deep Links will drive consumers to mobile app or mobile website based on app availability and device capability
Revisiting Groupon • Marketing on Groupon: No upfront fees, No effect on
marketing budget
• New Test Premise: Multi-Coupon Deals • Customers can buy a “pack” of coupons at a discount • Coupons must be used during different visits
• Benefit of Multi-Coupon Deals: • For the customer: Prepaid orders with a discount • For Domino’s: Repeat visits
Budget Allocation
Test Campaign Category Cost
18-24 Carryout Penetration $100,134.83
Households with Children Penetration $103,845.00
Mobile Penetration among Young Professionals $91,501.25
Groupon $0.00
TOTAL $295,481.08
Full budget breakdown included in Appendix A of written proposal
Data Collection Recommendations • Walk-In & Carryout Orders: Add email opt-in
• Increase potential to interact beyond the order • Continue relationship with “non-digital” customers
• Opted-In Customers with Pizza Profiles: Add Birthday • Highly personal touch • Additional opportunity to contact loyal customers • Added offer opportunity to drive revenue
• Uses of Data: • Top Customer Identification • Cross-selling • Optimal offer & message identification • Customer feedback outlet
Proposal Takeaways • Focus on key, growing customer groups with tactics highly
relevant to their behaviors and interests • College Students: Reach via mobile platforms and relevant print • Young Families: Promote convenience and family time • Young Professionals: Drive mobile usage to match an on-the-go
lifestyle
• Revisit Groupon with multi-coupon deals to drive repeat visits
• Enhance data collection to increase opportunities for customer interaction and engagement