Communication Tools and their Effectiveness

Domino’s deployed a number of various advertising strategies using different platforms/tools.Using social data and metrics gathered from customers allows Domino’s to stay one step ahead of their customers. Gathering customer segmentation data not only helped Domino’s tailor products and coupons to customers, but improved stores and the supply chain where improvements need to be made. https://smbp.uwaterloo.ca/2017/11/anyware-anytime-dominos-social-metrics-always-one-step-ahead/

They introduced more corporate Advertising which was used to promote the organization and how it supports public relations. This was done by "anyware" campaign and its ability to ease any customer uncertainty.

They released press releases, where the reader could learn about new ways to order. This successful campaign led to the following results, according to Shorty Awards, a social media awards show.

Then in Q3 of 2015, a national TV campaign featured celebrities, with expertise in each platform, arguing that their way to order was indeed best. This national television campaign gave more of a to customers drive customers AnyWare.Dominos.com. It features Eva Longoria, Sarah Hyland, Richard Sherman, Clark Gregg, and their favorite ways to order, using Domino's AnyWare.

Eva longoria states that "Domino's makes it so easy to order your favorite pizza," Longoria said. "Within a few clicks of a button, or in my case, TV remote, your dinner is ordered – and you never have to leave your sofa or miss a moment of your favorite show. Now, that's convenience." this sends a direct message to the audience, demonstrating how easy the app is to use.

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Dominos ANYWARE Campaign

The 'ANYWARE' campaign launched by Dominos' in Q3 of 2015 which involved a national TV campaign featuring celebrities, with expertise in each platform arguing, that their way to order was indeed the best. was set to allow customers to order pizza from anywhere. This innovative technology has allowed this business to thrive and to allow consumers to have easy access from various social platforms and devices such as: Twitter, Samsung Smart TV, Pebble smartwatch app, Android Wear smartwatch app, Ford SYNC®AppLink™ system and voice ordering with Dom. To utilize Domino's AnyWare, customers must have a Pizza Profile with a saved Easy Order. https://anyware.dominos.com/ The innovation of Domino's AnyWare was made possible from a previous campaign that was laid out by Domino's digital innovators. A few years ago, they introduced Pizza Profiles, this allowed the customers to save their payment info, addresses, and an Easy Order. This involved their favourite fo

Effectiveness/ Evaluation of the Anyware campaign

The introduction of the Domino's AnyWare suite of ordering technology generated 2 billion earned media impression including segments on Jimmy Fallon, Ellen, the Today Show and more. DominosAnyWare.com received over 500k visits. The Domino's AnyWare television campaign ran during the duration of Q3 2015 and generated 10.5% year over year sales growth for the brand. AnyWare also helped Domino's achieve and exceed it's goal of having 50% of all orders be made digitally, and led one JP Morgan analyst to say, "We have found ourselves describing the 'new' Domino's as a technology company disguised as a marketing company disguised as a pizza company, and recent years of dominant outperformance, even embarrassing peers, probably bears that comment as true." https://online.aurora.edu/integrated-marketing-communications-examples/ When we compare thsi campaign to another succesful campaing we can see resonating similarities. The southwest airlines

Dominos Message

DOMINOS MESSAGE The main message used across the campaign was "Order your favourite oven-baked goodness on your favourite device" This has led to consumers drawing their own conclusions in the ad which was very effective. It targeted all types of people as they left an open-ended statment which allowed the audience to highly involved. The placement, size and relevance of the visual elements, in this case being the type of will also affect response to the communica:on. Make sure that any visual element reinforces the message you are trying to convey. In some cases words might not even be necessary! Dominos targets the 4 p's of marketing which allowed them to target all audiences. They have branched out utilising the innovation of technology and consumers ability/need to access all types of mediums, whether that be (tv, phone, signs) Product - Dominos pizza has to be what consumers want and expect. It should be consistent and it should be what the consumers are expecti

Dominos, ahead of the game

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