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Domino’s Marketing Chat with Kate Trumbull, SVP of Brand and Product Innovation

Domino’s Marketing Chat with Kate Trumbull, SVP of Brand and Product Innovation

1. What was the important thing model distinction that you just constructed your advertising and marketing combine round? 

Pizza is magic.  While you imagine that, you’re prepared to do issues that different pizza corporations wouldn’t do.  We innovate and take motion to show that perception.

In quite a lot of methods our product is our muse.  Pizza brings folks collectively. Pizza is the primary meal in a brand new dwelling. Pizza is a motive to have a celebration. Pizza can erase a mistake. Pizza is a post-game celebration. Pizza is a post-loss comfort. Pizza is shareable. Pizza is brainstorming meals. Pizza is late nights on the workplace. Pizza magically seems at your door. Pizza transcends class, standing, and tradition.  

On the similar time, our model DNA is supply – in 1960 we primarily invented the thought of meals being delivered and we’ve been laser targeted on how one can do it sooner, safer, with much less friction, and in a extra magical method than anybody else.  When a supply firm begins to spend money on carryout, the chance to have a look at the perfect components of supply and apply them to the carryout expertise are infinite.  


2. What share of income is used on your advertising and marketing funds? (don’t need to reply!)

Can’t reply


3. Who’s your target market?

Anybody with a abdomen.


4. What are the preliminary steps of a marketing campaign? 

We’re at all times searching for improvements throughout product, service, and picture.  We determine a model motion that will likely be stunning, and in addition compelling and persuasive to shoppers.  From there, we transient our inventive company Work In Progress on the thought, they usually give you ideas. Then, we choose the strongest path they usually construct out TV scripts and 360 social and paid digital extensions.


5. It appears quite a lot of your advertising and marketing stems from having an abundance mindset – filling potholes, serving to communities, serving to small companies, the “frees”, the ideas – curious how an abundance mindset is taught or promoted inside firm tradition, if in any respect?

That’s a very attention-grabbing statement.  Our most impactful and memorable work – the examples you point out like Paving for Pizza and Native Surprises for small companies – do come from a spot of fixing issues that assist shoppers and communities, by means of driving worth and transparency.  Our tradition is consumer-first and all of us have a wholesome obsession with making each pizza expertise higher extra magical, as soon as pizza at a time.


6. When will a vegan pizza be out there? 

We’re at all times exploring and testing and know there’s a passionate following that might love a 100% vegan pizza.


7. Did you rent a advertising and marketing agency or is it in home? 

We’re lucky to associate with a best-in-class inventive company referred to as Work in Progress out of Boulder, CO.  They’re unbelievable companions to assist develop loopy large concepts after which construct the visible storytelling to deliver them to life throughout all contact factors.


8. Did you take into account your self a tech firm first? What would you take into account your self today- tech or pizza co?

We’re a tech firm with a pizza obsession.  And in some methods we’re a logistics firm with a pizza obsession – at all times innovating to drive extra comfort and take away any friction from the method. 


9. What’s your inner crew construction that permits for pace approvals/posting on social? 

Our content material is deliberate a month upfront and is reviewed by key inner groups and authorized. For quick approvals on tendencies that we wish to leap on ASAP, Promoting is our closing approval. Generally speedy approvals are mandatory given the character of social they usually’re joyful to leap in and assist (everybody right here has a coronary heart for social!).


10. Why aren’t there any skilled photographs in your feed? Is that part of your technique?

It’s positively a part of our technique! We like to indicate how actual our product is – no contact ups, no filters, simply crave-worthy, thumb-stopping pizza (or “pizza porn” as we name it internally…). Just like how our actual product is utilized in TV (no pretend “glue” cheese or pretend toppings – it needs to be edible afterwards to satisfy our commonplace), we’re “uncommonly trustworthy” about displaying our actual menu objects in the way in which that any buyer will likely be receiving them. Nonetheless, we’re in a section of attempting out new methods on our social channels that aren’t essentially as targeted on meals imagery (i.e. memes). Maintain a watch out!


11. Curious concerning the technique of specializing in promos and providers over product inside adverts

We do each – now we have a excessive bar for product innovation.  We don’t do LTOs like most of QSR – we solely wish to add merchandise which might be interesting sufficient that they drive a excessive sufficient combine to stay on the makeline and earn their preserve in our operations.


12. How do you pre check your TV advert ideas so you already know what is going to work greatest in market? 

We sometimes do testing to validate the relevance, uniqueness, and persuasion of an idea, however typically we belief our advertising and marketing instincts on what concepts are daring sufficient to interrupt by means of.  We do copy check our TV adverts.


13. How giant is your social crew?

We now have two inner individuals who lead our core natural social content material, however now we have many individuals in numerous departments (buyer care, promoting, advertising and marketing, PR) as extensions of the crew (together with WIP).


14. What are most of your marketing campaign selections pushed by? Model consciousness or arduous gross sales? 

Driving incremental orders is our main KPI.  We now have different secondary KPIs like consciousness, high quality, style, and worth that we additionally observe.


15. What digital marketing campaign platforms do you discover best?

We solely run media on platforms that drive incremental return on advert spend – you’ll be able to see the place we make investments, it tends to be the place probably the most shoppers spend their time, that occur to be advert supported. And we at all times attempt to be natural and native to platform.


16. What’s a previous advert that shocked you with how nicely it did? 

You normally have sense for what’s going to actually blow up, whether or not it’s Paving for Pizza or Carryout Ideas.  Carryout Insurance coverage was very profitable and we have been capable of run that for a second marketing campaign, which additionally labored arduous for us, so it was good to validate that generally we tire of concepts earlier than shoppers do.


17. How outdated is the one that runs your social?



18. What are your prime 3 advertising and marketing segments?

Carryout, Supply, Domino’s Carside Supply.


19. If somebody may solely do 1 factor nicely for advertising and marketing, what ought to or not it’s?

Construct an excellent product – product high quality is #1, every part else grows from there.


20. Is there strain to start to market to youthful generations? How do you stroll that line? 

 Individuals younger and outdated love pizza and we focus our advertising and marketing on adults who love pizza. We all know that adults with youngsters are a big a part of our buyer base, and that children naturally appear to like pizza, however our aim is at all times to market to adults who’re fanatical about pizza.


21. What’s the rationale behind saving $3 when you decide up your order vs supply?

Carryout shoppers really feel like they’re doing actual work driving/site visitors/looking for the meals, and returning dwelling with the prize.  They admire being acknowledged for his or her work – it’s additionally an incentive to drive extra frequency and digital orders which ends up in the next ticket.


22. Low cost code?! 😉

Whereas we will’t do a reduction code presently, we’re joyful to share 10 $50 Domino’s e-gift playing cards that Amber can divulge to her followers. 


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