Ross4Marketing has been perfectly positioned to work with Domino’s franchisees to develop omnichannel marketing strategies for many years. By utilizing the marketing tools provided by Domino’s Corporate and the expertise of our marketing team, you can achieve amazing results with direct mail if you follow the new rules of the road, such as targeting your audience carefully and crafting your message accordingly.
An omnichannel marketing campaign means using both digital and print as channels to reach the same audience rather than thinking of each channel as a separate way to connect with different individuals.
Integrating print into your marketing strategy works across multiple channels. Print is a great way to reach customers where they physically are offline while digital marketing will do the legwork for getting your brand in front of this audience when they are online. And when you have cohesive messaging on all channels—digital and print combined—your audience is more likely to remember what you are trying to communicate because they are exposed to it in many places.
As a Domino’s franchisee, you have a database that is growing by leaps and bounds right now. More new customers are ordering. Making sure you capture and convert those new customers to MVPs is your best strategic goal. Analyze your database to create an omnichannel campaign that starts with a strong print piece, and combined with corporate’s TV ads, email campaigns and your local social media contributions, and you have the makings of a tremendously powerful marketing blitz.
Integrate your print and digital strategies in an omnichannel approach by adding personalized variable printing, QR codes, “text to” messages, and social media handles on print materials. Let your print and digital strategies work together. When you have cohesive messaging on all channels, digital and print combined, your customers are more likely to remember your communications. And with Ross4Marketing, there are some specific things you can add to your direct mail to make it even more memorable, such as peel off magnets, scratch offs and other involvement devices. Your mailer is sure to stand out even more among all of the other mail in the mailbox. The detachable card is a retainable piece that will continue to promote your company many months after the mailer is received.
The digital marketing platform is so highly saturated right now that screen fatigue is the result. The value and effectiveness of digital messaging is highly diluted. Direct mail now has a much greater impact on those stuck at home. It has a proven higher retention rate, as well as being perceived as more trustworthy. The timing has never been better.
When you plan your direct mail with Ross4Marketing, you know that our “all under one roof” capability provides a seamless experience to our customers and helps avoid the glitches that occur when piecing together multiple vendors. Our team is your team, offering you years of marketing and production experience.
Make the MOST of Your Promotions!
Special short termpromotions are excellent for getting new customers in the door. If you really want to get the most from your promotion, use it to grow your own database. Promotional activities can range from a short term special (remember those “Kmart Blue Light Specials”?), a contest or drawing, a family night, or even something like our Secret Santa scratch-off card with a surprise offer. Your offer doesn’t have to break the bank either, as long as there is a perceived value to your customer. You can use social media, flyers, mail, and email to get the word out. If you want to gather information to create a database, here are some suggestions:
Have a prize drawing.
Use your imagination for the prize—people love anything if it’s free, so it doesn’t necessarily have to cost a lot. Customers fill out a form to enter the drawing, and you request an email and/or mailing address and permission to email. Presto, you have a bunch of new names to add to your database. Now you can mail and advertise to those NEW customers with a great bounce back offer when they come in, or a follow up message or mailer. Quickly convert them to regular customers!
Use walk-in customers to promote other products.
During some of the busiest times, offer samples of new or different products to the walk-in customers. Follow with a marketing card with a special offer to use on their next visit.
Promotional marketing not only encourages sales of a particular product, it also increases the likelihood that customers will remember specific details about the company. Recent data from the Promotional Products Association found that 76% of people who own promotional materials remember details about the promotion itself, the company it promoted, and even special contact info like phone numbers and email addresses tied to the promotional campaign.
Make Use of Well Placed Signage.
Use additional signage to invite impulse purchases! When you see a picture of delicious food, the urge is to add on to the order you were already going to make! An indoor banner stand and vertical banner is an inexpensive marketing tool that utilizes otherwise ‘dead’ space. The convenience of a banner stand allows easy changes.
Make sure you have a clear goal in mind when you plan your promotion. Once you get a customer in your store you want to maximize their experience to keep them coming back. If a customer feels a ‘warm and fuzzy’ when they visit your store, they will remember; and be more inclined to return.
Lastly, at the end of your promotion, be sure to evaluate the effectiveness of your campaign. Did you get some new customers? Were you able to add or create a customer database? Was the cost of the campaign worth the business it generated? A well-organized promotion with clear goals will not be a waste of marketing dollars, if you take advantage of the tools you have on hand and a bit of imagination. Your business will grow, and you will have loyal customers.
Many of our Domino’s clients tell us of a competitor moving into their area, and ask us for advice on how to combat the intrusion! Of course, there are many basic things that will certainly contribute to a competitor’s demise, such as great customer service and high-quality product. But take it a step further with a direct mail piece, that cements their loyalty to you!
Competitive intrusion mail plans are a powerful instrument of marketing. As a case study, a Domino’s Pizza franchisee had several new competitors spring up in the neighborhoods they serviced. New competitors mean a smaller share of the pizza market. The franchisee called upon Ross4Marketing to help.
A Direct Mail marketing plan was put in place in order to offset the potential loss in business. Ross focused mailers directly around each competitor’s store and also mailed the piece to a few carrier routes closest to the Domino’s Store.
Ross4Marketing designed and mailed a supersize postcard (11” x 6”) with 5 coupon offers. The graphic on the postcard reminded the customers of the variety of menu options using food shots and an aggressive offer.
Customers loved it and continued to redeem the coupon. In turn, Dominos increased business by 17% each week following the mailings. Several weeks after the initial mailings were sent out, the franchisee calculated a 300% return on investment from their initial investment. Dominos also saw a large rise in the number of new customers. One clever franchisee now goes a step further and puts together a “New Customer Welcome Pack” to include with any new customer order. Included in this packet are a Trifold Menu with coupons, Survey Card with stamp, magnet, mints, parmesan, crushed red pepper and mini-application all in an “Order Online” sticker-sealed bag.
A competitor in the neighborhood does not have to be detrimental. It can be the catalyst for a fresh take on your marketing and incorporating a campaign into the marketing plan.
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