“No” has never tested so GoodThe Digital Media Strategy for Domino’s Pizza Yuxi Shi NMDL
Industry overview• Pizza arrived in the U.S. at early 1900s• full service (have both dine-in and take-out services)• limited service (no table service, fast food style)• non-traditional locations (convenient locations such as shopping malls, office buildings, airports).
S-T-P Analysis • Take a narrower Geo-targetingSegmentation • Demo: College Students • College students Target • A Community style • Concentrates on fast delivery Position of Pizza
Media plans— Google Adwords Key Words:• Fast Pizza delivery• MSU Pizza delivery• Spartan Pizza• LCC Pizza delivery• Online order• Late night Pizza• Pizza delivery in Lansing/East Lansing• Coupon
Media plans— Facebook & twitter• Build fan page that specifically target to college students• Offer exclusive Facebook coupon occasionally• No direct sales• Be personalized on Facebook• Create hash-tags on Twitter
Media plans— PInterestDomino’s can use it by uploadingappetizing pictures and photos of food, especially pizzas.
Media plans— Mobile marketing• LBS: show the nearest Domino’s Pizza when students share their location• Apps: allow customers build their own Pizza via cell phone and can send the one to their Domino’s account for ordering.
Budget• 2011 was 11,555k• The rise of Papa John’s Pizza requests a defense strategy this year• Around 12,000k this year, including all marketing expense—traditional media and new media.
Measurement of success• Numbers of Facebook Fans and Twitter followers• The CTR of Google AdWords• Subscribers of Pinterest• Times of downloading the app• Quarter revenue