Home Beauty Domino's Marketing-Chat mit Kate Trumbull, SVP für Marken- und Produktinnovation

Domino's Marketing-Chat mit Kate Trumbull, SVP für Marken- und Produktinnovation

von NFI Redaktion

1. What was the most important brand difference on which you built your marketing mix? Pizza is magical. If you believe that, you are ready to do things that other pizza companies wouldn’t do. We are innovative and take action to prove this belief. In many ways, our product is our muse. Pizza brings people together. Pizza is the first meal in a new home. Pizza is a reason to celebrate. Pizza can erase a mistake. Pizza is a post-game celebration. Pizza is comfort after a loss. Pizza is shareable. Pizza is brainstorming food. Pizza is available late in the office. Pizza appears like magic at your door. Pizza transcends class, status, and culture. At the same time, our brand’s DNA is in delivery – in 1960, we essentially invented the idea of food delivery and focused on doing it faster, safer, with less friction, and in a more magical way than anyone else. When a delivery company starts investing in pickup service, there are endless opportunities to look at the best parts of delivery service and apply them to the pickup experience.

2. What percentage of revenue is used for your marketing budget? (Do not have to answer!) Cannot answer

3. Who is your target audience? Anyone with a stomach.

4. What are the first steps of a campaign? We are always looking for innovations in product, service, and image. We identify a brand action that is both surprising and captivating for the consumer. From there, we inform our creative agency, Work In Progress, about the idea and they develop concepts. Then we select the strongest direction and they develop TV scripts as well as 360-degree social and paid digital extensions.

5. It seems that a large part of your marketing is based on an abundance mindset – filling potholes, helping communities, helping small businesses, the „carefree“ and the tips – curious how an abundance mindset, if at all, is taught or promoted in the corporate culture? This is a really interesting observation. Our most impressive and memorable work – the examples you mentioned, like „Paving for Pizza“ and „Local Surprise“ for small businesses – originated in solving problems that help consumers and communities by creating value and transparency. Our culture prioritizes the consumer and we are all obsessed with making every pizza experience with every pizza even more magical.

6. When will there be a vegan pizza? We are constantly researching and testing and know that there is a passionate following that would be delighted by a 100% vegan pizza.

7. Have you hired a marketing firm or is it an in-house marketing firm? We are fortunate to work with a top-notch creative agency called Work in Progress from Boulder, CO. They are incredible partners, helping to develop bold big ideas and then build the visual storytelling to bring them to life across all touchpoints.

8. Did you initially consider yourself a technology company? What would you consider yourselves today – Tech or Pizza Co? We are a technology company with a passion for pizza. And in a way, we are a logistics company with a passion for pizza – we are always looking for innovations to create more convenience and avoid friction in the process.

9. What does your internal team structure look like that allows for quick approvals/publications on social networks? Our content is planned a month in advance and reviewed by key internal teams and the legal department. For quick approvals on trends that we want to jump on as soon as possible, advertising is our final approval. Due to the nature of social networks, quick approvals are sometimes necessary, and they are happy to step in and help (everyone here has a heart for social networks!).

10. Why are there no professional photos in your feed? Is that part of your strategy? It is definitely part of our strategy! We like to show how real our product is – no touch-ups, no filters, just delicious pizza (or „pizza porn,“ as we call it internally…). Similarly to how our real product is used in TV (no fake „sticky cheese“ or fake toppings – it has to be edible afterwards to meet our standard), we are „exceedingly transparent“ when it comes to showcasing our real menu items in this way. Every customer will receive them. However, we are currently experimenting with new strategies on our social channels that do not necessarily focus so much on food images (e.g., memes).

11. Curious about the strategy of focusing on promotions and services in ads instead of products. We do both – we have a high bar for product innovations. We do not do LTOs like most QSRs – we only want to add products that are so attractive that they generate a sufficiently high mix to stay on the makeline and earn their keep in our operation.

12. How do you test your TV ad concepts beforehand to know what works best in the market? Occasionally, we do tests to assess the relevance, uniqueness, and persuasiveness of a concept, but generally, we trust our marketing instinct when it comes to which ideas are brave enough to get through. We conduct a copy test for our TV commercials.

13. How big is your social media team? We have two internal people leading our main organic social content, but we have many people in various departments (customer care, advertising, marketing, PR) as extensions of the team (including WIP).

14. What determines most of your campaign decisions? Brand awareness or hard sell? Increasing orders is our primary KPI. We have additional secondary KPIs such as awareness, quality, taste, and value, which we also track.

15. Which digital campaign platforms do you find most effective? We only run media on platforms that yield an incremental return on advertising spend – you can see where we invest, as that’s where most consumers spend their time and are coincidentally supported by advertising. And we always strive to be organic and platform-centric.

16. What previous ad surprised you with its impact? Usually, you have a good sense of what will really take off, whether it’s the pizza crust or takeout tips. Carryout Insurance was very successful, and we were able to run that for a second campaign that also performed very well for us. So, it was good to confirm that sometimes we get tired of ideas before consumers do.

17. How old is the person running your social network? 27

18. What are your three key marketing segments? Carryout, Delivery, Domino’s Carside Delivery.

19. If someone in marketing could only do one thing well, what should it be? Build a great product – product quality comes first, everything else stems from that.

20. Is there pressure to start marketing to younger generations? How do you toe the line on this? Young and old love pizza and we focus our marketing on adults who love pizza. We know that adults with children make up a large part of our customer base and that kids naturally seem to love pizza, but our goal is always to appeal to adults who are pizza fanatics.

21. What is the reason for saving $3 when picking up your order instead of delivery? Customers who are on the go for pick-up feel like they are doing real work by driving, navigating traffic, or searching for parking, and returning home with the price. They appreciate being recognized for their efforts – it is also an incentive for more frequent and digital orders, leading to a higher ticket price.

22. Discount code?! 😉 Although we cannot provide a discount code at the moment, we are happy to share 10 $50 Domino’s e-gift cards for Amber to give to her followers.

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