Dominoes Pizza is SMART

11 years ago

Yeah, timing is important. I've seen some email marketers send at bad times and it made me wonder how much more of a response they'd get if they had picked a different time of day.

It's good to watch how major corporations do their marketing. After all, they have some of the smartest marketing minds working for them. Not everything they do is on target, like using humor to try to sell stuff for example, but there's plenty of tricks to be learned from them for sure.

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zahanega

11 years ago

haha yeah timing and frequency is important. i'm sure they've got those down

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Trey Morgan

11 years ago

Yeah I noticed that too.

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Gengis

11 years ago

It's just like if you email your list at 3am versus around 8pm, as far as with me the 8pm one will get a higher open rate because alot of people are online then versus the wee hours of the night, so by the time they get the late one there's a ton of other emails after it, they open it in the morning and say "screw this crap too much junk mail and they start deleting and them deleting yours is higher..

Being a good marketer is foreseeing things before they happen, guessing is one of the main reasons why most stay average or below average in this industry.

Good luck with any endeavors bud,

Gengis

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pewpewpewmonkeys

11 years ago

Dominoes Pizza is SMART

But they're also disgusting in comparison to other pizza places.An example of how product quality > advertising.

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JennySweets 11 years ago

Originally Posted by pewpewpewmonkeys

But they're also disgusting in comparison to other pizza places.An example of how product quality > advertising.

While driving earlier I saw a Domino's delivery driver. Their car had writing on the window. It said

"2 Medium Pizzas 2 Toppings
$5.99 Each
Call xxx.xxx.xxxx"

I had a bunch of thoughts
.
The first was - does that driver get paid extra to be a roving billboard?

Then I thought - smart - it's the time of day people are thinking about food (lunch time) and possibly running errands on their lunch break instead of eating. Or thinking about how long the day is and that hey, maybe they should just call Domino's for dinner tonight..

THEN I thought.. yeah but.. two MEDIUMS for $5.99 PLUS delivery fee PLUS their pizza kinda sucks and gives most people heartburn when I could just drive around the corner to Little Caesar's and pick up a LARGE Pepperoni that is ready the moment I decide I want it, is a buck less expensive, costs pennies in gas compared to the $3.whatever delivery fee, refuses to take tips, and frankly tastes 1000% better.

Really, their plan backfired - I hadn't been thinking about pizza before but I left that thoughtline with a craving for a competitors food.

Whether it's pizza or affiliate email marketing, all the smart advertising in the world won't help if you are selling a crappy product.
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natebunger

11 years ago

People open their emails mostly on weekdays and it's in the afternoon where there is better response rate. I've ready a couple of articles about surveys and statistics on when is the best time to send emails. They are pretty helpful but at the end of the day, it will still be about your audience. Researching is helpful but our first priority should be knowing the daily routine of our targeted audience and identifying and understanding their habits as well as their wants and needs.

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RuthRNM

11 years ago

Their mobile offerings are really good, too.
How many other pizza places have an app that you can order via, and a fully optimized mobile site? I bet it isn't many...

I was thinking about this a little while ago, and the internet's totally revolutionizing how we even order takeaway food. Just-Eat is massive in the UK now, though I don't think you guys have it in the US. Maybe you have something similar though. You basically go on the website, can view the menus of hundreds of take-outs in your area, then place your order online. You can even pay with a card, so there's no need to be looking around for change. Really exciting stuff for the fast food industry.

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InternetMarketingSmarts

11 years ago

Ironically we ordered some dominoes for Lunch yesterday. Today, a little before lunch time they sent me an email with a coupon for my next order! These guys clearly do know their stuff! Maybe they've been hanging out here. LOL

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Rod Cortez

11 years ago

Originally Posted by PPC-Coach

They email on and off, but I've noticed something. Their emails come to me around 3:00 pm when they do email me. Smart buggers because they KNOW people are thinking about dinner around that time.

Just something cool I saw and a light bulb went off.

I get them right before lunch time too. lol

Their progress tool bar where you can actually see when your pizza goes into the oven and when they are on their way to delivery your pizza is pretty trick too. It's pretty spot on.

RoD

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JulieB

11 years ago

LOL - gotta love their timing!!! I get them right around lunch time too, Rod. It seems like they have really stepped up their game when it comes to marketing. Damn, now I'm getting hungry

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Lucian Lada

11 years ago

I hate to break it to you people, but you might have people on your lists from all over the world.

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Rod Cortez

11 years ago

Actually Domino's uses a very sophisticated emailing system and can send out e-mails based on time zones. So it's very doable.

RoD

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Lucian Lada 11 years ago

Originally Posted by Rod Cortez

Actually Domino's uses a very sophisticated emailing system and can send out e-mails based on time zones. So it's very doable.

RoD

Oh, I'm sure Domino's do that, I was just addressing people who use this strategy who sometimes forget they have people from different time zones.
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- Rod Cortez 11 years ago
  
  Originally Posted by Lucian Lada
  
  Oh, I'm sure Domino's do that, I was just addressing people who use this strategy who sometimes forget they have people from different time zones.
  
  Ah yes, good point.
  
  RoD
  
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Rod Cortez

11 years ago

I hate to say it but Little Caesar's pizza flat out sucks. Especially compared to the big 3 (Pizza Hut, Domino's, Papa Johns). Their ingredients are lousy, there's a reason why they can offer their pizza that much cheaper.

At least where I live they do.

RoD

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JennySweets

11 years ago

Originally Posted by Rod Cortez

I hate to say it but Little Caesar's pizza flat out sucks. Especially compared to the big 3 (Pizza Hut, Domino's, Papa Johns). Their ingredients are lousy, there's a reason why they can offer their pizza that much cheaper.

At least where I live they do.

RoD

Tastes being entirely subjective (and possibly they use better ingredients here- it tastes completely different than it did when I lived in north florida) it's not entirely the same thing, comparing food marketing to internet marketing. (I mean I could easily say that down here, Dominos uses the cheapest, most salty acidic sauce and frozen dough I've ever had since the college days eating Gumby's fantastically disgusting pizza because they were the only one delivering to stoners at 4 am 7 days a week.)

Tastes are going to vary wildly, but in the IM world, a stinkbomb is pretty universally a stinkbomb hehe

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Devid Farah

11 years ago

Originally Posted by Rod Cortez

I hate to say it but Little Caesar's pizza flat out sucks. Especially compared to the big 3 (Pizza Hut, Domino's, Papa Johns). Their ingredients are lousy, there's a reason why they can offer their pizza that much cheaper.

At least where I live they do.

RoD

Lool have to agree on this. I don't know if you ever noticed, but the composition inside has always been strange to me.

Anyways domino's hands down!

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pizzatherapy

11 years ago

Don't even get me started about the pizza debate, 'cause I'm not playing.
Well alright since you twisted my arm...
The best pizza in the World is served on Wooster Street in New Haven, Connecticut!

In reality pizza taste is totally subjective. What tastes good to you may be not very appealing to me.

The truth of the matter is this:
The Big 3 Pizza Companies can afford to hire the best and the brightest to do all of their research and marketing. Plus they control 80-90% of the pizza market. The pizza business brings in multiple billions of dollars (40+) in revenue. These guys have very deep packets. That's why they spend so much on TV ads.

Can we learn from learn from them absolutely...

Do they make great pizza? That's another story...

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wesawu

11 years ago

Yes they are smart by targeting the customer at the right time. If they were smarter they would get the order right the first time! It's cheaper to keep the customer you have than to advertise for a new one.

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J David Tigner

11 years ago

Originally Posted by PPC-Coach

They email on and off, but I've noticed something. Their emails come to me around 3:00 pm when they do email me. Smart buggers because they KNOW people are thinking about dinner around that time.

Just something cool I saw and a light bulb went off.

Yeah... They've always had good marketing techniques!

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Fazal Mayar

11 years ago

Timing is important for marketers and business owners. I am sure Tim Hortons, Mcdonalds and etc have studied us a lot. Some offline businesses know how to use email marketing, its great to know

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edlewis 11 years ago

As Gary Halbert famously said, "The only advantage I want is...a starving crowd."

Direct Marketing To A Starving Crowd

Domino's marketing is interesting to me. The email marketing side of it, along with how they went about changing the image of their product over the last few years.

They took the same strategy Claude Hopkins used with Schlitz Beer back about a century ago.

Domino's had an image problem as their pizza was looked at as crappy, cheap, and pre-made. Their new marketing campaign actually showed how they did things, what they were doing differently, and also urged customers to tell them what they didn't like.

Links:

How to Discover Your Hidden Remarkable Benefit | Copyblogger

How Claude Hopkins took Schlitz Beer from 8th in Sales to First in America
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wfjason

11 years ago

Yeah I agree that timing of sending an promotional email is important. In the area that I live in right now, the McDonalds will have their advertisement shown around 4pm and around 9pm which encourage people to order food because they are hungry.

It might be a good ideas to segment the people in the autoresponder base on region or timing and sending them email at the appropriate so that there will be best responses from the whole email list.

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lorrainesmithills

11 years ago

If you can "borrow" ideas from the giant companies, it is usually a good strategy. When I had an offline business years ago, I was amazed at the response I would get from a small bumper sticker, so I can imagine how much business a mobile billboard brings in.

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pewpewpewmonkeys

11 years ago

While driving earlier I saw a Domino's delivery driver. Their car had writing on the window. It said

"2 Medium Pizzas 2 Toppings
$5.99 Each
Call xxx.xxx.xxxx"

I had a bunch of thoughts

Was one of them that you could buy a stack of 50 pizzas and stand across the street of a high school about 10 min before it let out and sell individual slices for $2?

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Some cause-oriented hackers recently hacked one of my websites. So I researched what they're about and then donated a large sum of money to the entity they hate the most.

The next time they hack one of my websites I'm going to donate DOUBLE.

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pewpewpewmonkeys

11 years ago

India's fastest growing fast food ...wildlife sanctuaries

Mmmm, wildlife.

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Some cause-oriented hackers recently hacked one of my websites. So I researched what they're about and then donated a large sum of money to the entity they hate the most.

The next time they hack one of my websites I'm going to donate DOUBLE.

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x3xsolxdierx3x

11 years ago

Originally Posted by PPC-Coach

They email on and off, but I've noticed something. Their emails come to me around 3:00 pm when they do email me. Smart buggers because they KNOW people are thinking about dinner around that time.

Just something cool I saw and a light bulb went off.

This is the perfect example of knowing exactly what your target audience wants WHEN they want it.

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Dominoes Pizza is SMART

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