Coming up with a social media marketing plan is something that seems very daunting at first. As I’ve gone through this process it seems that the biggest thing to do is catch fire by having a great idea or in reference to the sideshow I found, be completely transparent with your customers. I liked this Slideshare because it spoke to me when I first began to see those Dominos commercials of them being very open about their product, which was something you dont see often. I want to make this blog entry a little more visually stimulating than my previous ones, so I’m adding a series of Youtube videos to watch in order to illustrate my point but first check out the slideshare above then come back and watch these series of videos.
This first video shows us the incident that prompted Dominos new marketing strategy. The video has two teen employees doing disgusting things to customer’s food before it is sent out. This prompted a major outcry by the general public petitioning Dominos to act.
Pretty gross, this sparked a response from CEO Patrick Doyle addressing the acts of these two individuals and apologizing to Dominos customers. Here is that video put out by Dominos.
This incident could have been severely damaging to this company but they turned it all around to their favor and even took it one step further. Dominos realized they couldn’t ignore social media anymore they had to act. They began using YouTube as an outlet to get their message across, to show the public a more personal side. After resolving the issue by firing and prosecuting the two individuals who did this they began a campaign to address their other shortcomings. They started focus groups asking people what they thought of Dominos product and sure enough they responded. See the video below to see some of their comments.
Dominos Pizza Turnaround:
Dominos could have ignored what the focus groups said and buried the tapes and ignored the whole incident at the Dominos in North Carolina, but they didn’t, they took these events as a turning point for the better. Its like when a comedian makes fun of themself, they usually get the most laughs out of that, well here Dominos wasn’t afraid to look in the mirror and take the negative comments about their product and make it better. Look at their stock(DPZ) in this link from when that incident took place and after they began their new marketing campaign. This is Social Media Marketing in action, take a look the responses from some of the focus group people they questioned about Dominos.
Dominos Pizza Turnaround Responses:
This campaign continued with many other commercials focusing on how they can improve not just their pizza but the other food items as well from their chicken to cheesy bread. On their boxes they placed simple questionnaires asking, “Did we get it right? Yes, No, Almost.” They also incorporated twitter into their marketing campaign getting feedback from their customers about pizzas they had just received and whether it was up to high quality standards. They have even been getting feedback from the frontline employees as to changes they might take to make the company better. Keeping your employees happy is a big deal if you want to keep your customers happy. From the first time I saw these commercials on TV I knew Dominos was doing something big and changing the game. Every company should be striving for what Dominos has accomplished here.