IMC 616Writing Assignment: Week 9
Ron J. MillerWest Virginia University
COVERED IN THIS
$149,106Facility Improvements $ 7,500
The Lantern $ 6,500
Mobile Coupon $ 2,000
Small Buy Advertising $ 10,000
Direct Mail $ 51,960
Social Media $ 25,000
Local Sponsorships $ 25,000
Groupon Promotion $ 21,146
MAY 12, 2014 rmiller_616_w9.pdf 2 Cover photo credit: Matt Gray https://www.flickr.com/photos/rrazor/67533119
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• Domino’s 2013 sales: $6.9B
• Second largest pizza chain in
• Sells 400MM slices of pizza
• Delivers 1MM pizzas per day
• 2013 Population: 809,000
• Home to The Ohio State
• Home to 2 corporate owned
Domino’s stores and 13
franchise stores (owned
by Buckeye Domino’s, a
subsidiary of GT Pizza, Inc.)
The fifteen Domino’s locations
in Central Ohio are mostly
located in out-of-the-way
places. The facilities lack any
decoration and not suited for
having many people waiting
for pizzas to be made. $7,500
worth of improvements are
needed to prepare the facilities
for the test. This money will be
spent to make the necessary
signage, lighting, and seating
improvements to the fifteen
MAY 12, 2014 rmiller_616_w9.pdf 5 Photo credit: Google Maps
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The Offer: 2 Sandwiches for
$7.99. Carryout only.
Student newspaper for The Ohio
• Free-standing insert
• 5 placements with coupon
Distributed through social media:
Small-buy public advertising
• Posters on OSU campus
• Sidewalk art
• Guy with spinning sign
• Street advertising
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All three tests will share the
same measurement process.
Domino’s uses Domino’s Pulse
for their Point of Sale (POS)
system. With it, we will track
We will then use Webtrends
software to track social
media distribution and reach.
Webtrends will also analyze the
data to identify how well we hit
our 18-24 year old target market.
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The Offer: Choose any 2 or more: medium 2-topping pizza, Specialty
Chicken, Oven Baked Sandwich, Stuffed Cheesy Bread, 8-piece chicken, or
Pasta in a Dish for $5.99 each. Carryout only.
• 9” x 6” postcard.
• Sent to 96,000 households that
• Audience building
• Post Promotion
• Facebook Ads
• Center or Science and Industry:
Sponsor Kid’s Days
• Circle S Farm Hayrides: Host
• Zoombezi Bay: Ad on back of
Photo credit: Sowonderful https://www.flickr.com/photos/sowenderful/4380057222
MAY 12, 2014 rmiller_616_w9.pdf 9
Measuring the impact of this
program will require multiple
tools. We will use Facebook’s
analytics to measure reach and
view rates. That information will
be integrated with the Domino’s
Pulse POS data and analyzed.
Domino’s will use their Domino’s
Pulse POS system to track
We will use Webtrends to
analyze the data and identify
how well we hit our households
with kids target market.
Each event will be coded and
data captured in the Domino’s
Some redemption may require
the customer to just say where
they saw the offer.
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USE DATA TO
“Consumer-facing businesses must think beyond the concept of a me-too,
points-based loyalty program.” (Nideau, 2014)
At every touch point, customers
provide a unique identifier such
as email address, phone number
or credit card. We will use the
database to track purchase history.
Identifying top customers and
reward them with perks.
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USE DATA TO
Better data analysis
Getting to the heart of what problems we want to solve is fundamental to
Domino’s can develop more specific
personas and pain targeting. This
will affect advertising messages,
promotional offers, menu items,
cross-selling, hours of operation or
just about any other aspect of the
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USE DATA TO
“A powerful way to stay engaged with your target audience. Presenting
them with highly relevant ads and offers across the Web.” (Google Ads, n.d.)
Domino’s can place a cookie
in visitor’s browser that will
communicate with other websites
the customer visits. Through a
partnership with a third-party such
as DoubleClick or Google, websites
the customer visits may display
highly targeted Domino’s ads.
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USE DATA TO
“Intuitive design is how we give the user new superpowers.” Jared Spool
Website offers, copy, photography,
color, typeface, layout, navigation
and messaging are all created
as a result of testing. Companies
constantly tweak their website
based on customer data: data that is
collected through visitor interaction
with the site.
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USE DATA TO
In retail, the three most important decisions you’ll make are location,
location and location.
Identifying where customers are
and how they get to stores is a
big advantage when it comes to
locating new stores. The business
owner doesn’t have to guess any
more, on whether a location is good.
Photo credit: Domino’s Pizza
MAY 12, 2014 rmiller_616_w9.pdf 15 Photo credit: Groupon Events https://www.flickr.com/photos/
Groupon charges the business
50% of the Groupon sale price.
A Groupon that is worth $40
worth of product costs the
customer $20, but Groupon
keeps $10 of that.
Groupons are likely to cause two
spikes in traffic for the business.
The first happens when the
offer is released. The second will
come just prior to its expiration.
Businesses must be aware, and
prepare for these increases.
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• $20 for $40 worth of food.
• Carryout only.
• Must be used in a single visit
• Expires December 8, 2014.
Offers of this type are the most
successful on Groupon. For the
consumer, it doesn’t limit their
menu choices. For the business,
it’s usually impossible for the
customer to land exactly on the
dollar amount: either dollars go
unused or the customer exceeds
the offer amount. Either way it
benefits the business.
This offer is limited to carryout,
so it will not impact the delivery
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KEYS TO SUCCESS
• Staff will be trained to
welcome Groupon customers
with special recognition.
• We will include a
complimentary sample of
CinnaStix with every order.
• Employees will cheerfully
hold the door and help the
customers to their car, if
• Staff training will include
how to make suggestions to
customers, encouraging them
to get a high-margin salad,
soda, breadsticks and/or
• Domino’s Pulse POS will
capture credit card data from
the customers to identify
if they are already in the
• While they wait, customers
can enter their name and
email address on a form to
receive a coupon for their