||Domino's Case Study: How to Blend Traditional and Social Marketing
When a new social network is added to a list of countless others, it becomes easier to reach consumers but much harder to engage them.
The release of Google+ pages for business gives business owners yet another social network to worry about updating, tracking and determining how to use it to engage consumers. Even with all of these different networks, it's still not enough to execute a highly effective campaign that will drive consumers through the doors of businesses and build customer loyalty. Social media is effective, but when combined with traditional marketing, the results can be dynamic.
The following is a case study that used social media and traditional marketing to activate the full potential of all relevant social media networks and communication channels to build the most comprehensive social media presence.
Objective: To develop an effective social media presence for 48 local Domino's Pizza locations along with creative engagement to increase the communication and awareness of each Domino's Pizza store within their own specific market and community.
Challenge: These locations had no prior social media presence.
The purpose of the efforts was to engage with consumers on platforms that they frequent the most.
- Launched 48 Domino's Pizza fan pages
- Launched four Twitter pages (one for each market)
- Unlocked all 48 locations on Foursquare
- Unlocked all 48 locations on Yelp
- Unlocked all 48 locations on Urbanspoon
- Claimed all 48 locations on Google Places
- Built custom campaign microsite
Both social and traditional marketing components had detailed connections that drove consumers directly to a store. We did not want to lose anyone at any point during the execution of the campaign. All Facebook fan pages had custom welcome applications that consumers had to "like" to get access to the coupon, which was also hosted on the sweepstakes microsite. After participants provided their information to download the coupon, they had to redeem it at the store.
- Direct mail
- Radio advertising on-air and online
- Buzz badges -- custom in-store social awareness
A loyalty special was launched on Foursquare, which required the consumer to go to the store to unlock the special. Yelp, Urbanspoon and Google Places' role was to reinforce the connection between stores and consumers as well as provide accurate information and eye-catching food photos.
The traditional marketing mediums encouraged consumers to visit the microsite to enter a contest by entering specific information about themselves as well as "liking" their local fan page and tweeting out a custom message that led their followers back to the website. Awareness products were set up at each location to remind walk-up customers that they can connect with their favorite store online and use Foursquare to unlock a special instantly.
An exceptionally effective social media presence and community was created for all 48 Domino's Pizza locations. Their social media presence was extended beyond Facebook and Twitter to Yelp, Foursqaure, Urbanspoon and Google Places. A 360 social media growth was created using a build, engage and grow methodology.
Lesson: It's now more important than ever to bridge the gap between online and offline mediums to not only run successful campaigns but to continue engaging consumers in multiple ways. This will reap loyal consumers, responsive local supporters and the growth of business.
(Source: Andre Kay, CEO and Chief Marketing Officer, Sociallybuzz, 11/11/11)