Marketing So Great You Can Taste It.
Posted on Feb 11, 2010 by Valerie Touchstone
We have all been talking about the recent Domino’s Pizza TV ads that discuss, with frankness, the discovery that consumers had a less-than-stellar opinion of their pizza. The idea that the company not only asked customers’ opinions, but then made changes based on that input and (gasp) discussed the changes publicly, impressed and intrigued us.
We wondered aloud how significant the changes actually were…finally, curiosity got the best of us and we took the bait, er, pizza. I hopped online today and ordered a pizza with several meat and veggie toppings; nice, seamless, intuitive and fast online ordering with a super-cool real-time tracking system. So far, so good.
Now for the real test…we opened the box and right off the bat were pleasantly surprised. Gone were the teeny tiny, barely visible toppings – instead, there were nicely sized toppings that actually went all the way up to the edge of the crust. Our first bites were met with murmurings of “mmmmm” and “awesome.”
We pronounced the pizza, crust/sauce/cheese/toppings, delicious – and gave Domino’s two thumbs up for having the business guts to find out what was wrong, what their customers really thought, make real/substantial changes and then shout their message, with mind-blowing honesty, to the pizza-eating world.
The bottom line? Customers appreciate honesty and authenticity. People know it when you are truthful…when you admit a mistake and when you apologize; or, when you make an improvement or change based on what the customer wants. The final step is to tell people about your new direction. Typically, they will at least watch to see if you follow through. In Domino’s case, the result is a better-than-ever pizza.
Here’s to honesty and being real…a desire to improve your business, customer communication, embracing the power of social media, marketing research, websites, television ads, word of mouth…and blogs.
Tagged: dominos, market research, new customers, websites, website, marketing, advertising campaign, ads, social media, blogs
Comments
http://finance.yahoo.com/news/Dominos-profit-more-than-apf-3988902247.html?x=0&.v=5
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