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Many companies have developed marketing plans designed to re-invent or re-position their brand. This is not an easy thing to do. Changing public perception and gambling with brand loyalty can be risky. Remember the “New Coke” fiasco and how well that worked out for Coca Cola? Changing the perception of a brand can be difficult. Consumers hear phrases like “New & Improved” every day in various marketing communications. In most cases it is hard to tell what is new or improved about a product.
After watching several TV spots from Domino’s over the past several months, I think they may have shown the world that the best way to succeed in re-positioning your brand is to listen to your target customer and respond. Domino’s began running ads where they shared feedback they had received from customers. The feedback was not kind. Negative comments about their sauce and crust were made. I can’t remember ever seeing an ad where the message was “our product is not as good as it should be.” This is where I believe Domino’s hit a marketing home run, the ads showed how Domino’s responded to these complaints, improved the ingredients they used and how the product was prepared. They even showed the new product being delivered to the customers who had written in to complain and their reactions to the improved product.
Domino’s was able to do something extraordinary with this marketing campaign, make an intimate connection with their target customer. Domino’s took a risk by running spots that put their product in a negative light, but they were able to leverage this honest approach to reach customers with their true message that was “We are listening to you and are responding to your needs because we value your business.”
I do not get impressed too easily when it comes to marketing campaigns. Most lack a clear message or originality. Domino’s message came across clearly. I had not patronized a Domino’s location in years, but as a result of their marketing campaign, I tried their product to see if it had improved. It had, and I have returned a few times since.
Gaining the trust of your customers and increasing sales, I would say that qualifies as successful marketing.
Have you tried a Domino's Pizza lately?
Graphic Credit:
Animationfactory.com
1. mamamarcy |Nov. 19, 2010 @ 7:38 PM
I remember hearing about the Coca Cola fiasco,and you know it Coca Cola along time to recover from that marketing mistake.Changing the brand and the formula of Coke was risky, and "dumb". Why would you change the formula of a product if the customers enjoy it? To me it makes no sense. I agree with you that you need to gain the trust of your customers is a key factor in marketing (so is increasing sales). Still, reflecting back to Coca Cola by changing the formula, they lost the trust of their loyal customers.
As you know Loyal customers are essential to the survival of a company.It's these satisfied customers who will continue to purchase the product and tell their friends about it. Word of mouth is one way of increasing sales. One more thing to remember,and you proved this when you chose to go to Domino's after awhile: a company's marketing campaign can either draw business or turn people off. It's all in the way that the product is marketed.