Domino's Recent Marketing Ploy May Have Already Backfired.
Imagine my surprise when I saw these self-depricating ads from Dominos airing during prime time. They announced that they were making a new crust and sauce to satisfy customers. “Wow,” I thought, “they are really listening to their customers and making a change for the better!” Did you feel the same way? The ads made a lot of buzz and Dominos made sure that they were disseminating that message through their stores, on their website and on their Twitter & Facebook accounts. Great media strategy, right?
WRONG.
There have been a slew of negative posts and retweets. Over half of all the comments about the new crust and sauce are horrible. Fans of Dominos on Facebook were announcing their switch to another competitor if they didn’t bring back their old recipe. What a nightmare! I have seen very few of the prime time ads since the first two weeks and I doubt anyone will see much more of them. Where did they go wrong?
When I choose pizza for a meal I always start at one place: the coupons. Why not see if my favorite pizza place has some coupons I can easily get my hands on? I usually forget to search their website because when I’m ordering pizza I’m usually too busy to think clearly. In the past two or three years I have stumbled upon very few if not any coupons from Domino’s.
For each client I approach their needs – not just their ideas. I incorporate this lesson: Keep it Simple and Find the Easiest Solution. I do not consider a multi-million dollar campaign to be an easy and simple solution. Printing more coupons however, seems very simple. Don’t let this same thing happen to you! (I’m hinting at my favorite pizza place here in Plano … )
Leave a comment with your favorite pizza place and I’ll tell you mine! I’ve got a busy weekend ahead and I look forward to hopefully stopping by before Monday – but until then, take care!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.
Filed under: Accessibility, Branding, Communication, Costs, Management, News Media, Online Tools, Social Media/Networking, Strategy Tips — @ 9:52 AM
Comments (4)
The Worst Taglines always have you in shock.
There’s nothing more dangerous than a horrible tagline. I’m sure you’ve heard them plenty of times. They can sound very cheesy or they can sound utterly ridiculous and distract you from understanding or respecting their service or product. You’re supposed to attract interested and serious customers. You’re not supposed to push them away laughing at you.
Everyone needs a tagline – whether you’re making a commercial or just telling people what you do at a cocktail party – to make a great impression. For my clients I always make it a point to consider a great tagline. I make sure taglines compliment branding strategies and I develop the best taglines possible.
You too can have a great tagline. Just make sure it’s short. Only a sentence long. Keep a positive tone and only use simple words. Don’t be afraid to run through a few drafts. Taglines get better with time.
Have a great Wednesday and don’t forget to leave some feedback! See you Friday!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.
Have you looked to see if you're in the News?
What is so intriguing is that my agent has clipped articles throughout the years that pertain to his industry. The articles range from industry news to stories of local families impacted by the unexpected. Each article is an opportunity to inform and start conversations for his services.
My agent has been around for decades and loves to brag about his planned retirement. To long-term clients like myself, we’ve heard all of the stories through all of years. It’s a great information tool for him. News articles give a credibility to the information they present. Even though my agent is not mentioned or interviewed in any of them, they’re great assets that help inform his clients and they’ve obviously produced results.
Media offers results. How you choose to use media immensely impacts your potential to grow. I spend a lot of my time doing homework: researching my client’s industry, catching up on the latest news and determining the most effective strategy for success. Whether you’re in the news or not – are you using the media as a tool?
Have a great Monday and I’ll see you back on Wednesday!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.
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