Mldule 3 Short Paper

docx

School

Southern New Hampshire University *

*We aren’t endorsed by this school

Course

311

Subject

Marketing

Date

Jan 9, 2024

Type

docx

Pages

Uploaded by DrHedgehogMaster327

Lombardi 1 3-1 Short Paper: Mobile Marketing Tactics Anthony Lombardi Southern New Hampshire University MKT 311 Professor Finui 7/16/2023

Lombardi 2 Company: Domino’s Product: The product being promoted in the campaign is a Domino’s pizza. Campaign Name: “ Piece of the Pie Rewards” Campaign Identification:  The main element of the campaign is that when customers download the mobile app or sign up on their website, they earn 10 points for every order they make of $10 or more. After earning 60 points, customers then qualify for a free medium two-topping pizza (Domino’s, n.d.).  Customers also have the choice to save their reward points after reaching 60 to continue stacking them. For example, they may save their points until they reach 120 points, and then they will be able to claim two free medium two-topping pizzas, and so on.  A customer’s reward points will expire if their account remains inactive for 180 days or more. Mobile Marketing Channels:  The first and main mobile marketing channel being used for the campaign is Domino’s mobile app. If a customer downloads the app one of the first things they will see is text at the bottom of the screen saying, “Earn points towards free PIZZA with Piece of the Pie Rewards”. Even when viewing the app through the Apple app store, you can see information about the “Piece of the Pie Rewards” program, influencing consumers to download the app. Additionally, a large portion of Domino’s orders, especially from loyalty members takes place on the app. In fact, Domino’s reported last year that “more

Lombardi 3 than 90% of Domino’s Pizza sales are now made via digital, with more than 40% taking place via its app” (Rigby, 2022).  Social Media is another mobile channel used by the company in the campaign. Customers can tweet a picture of a pizza emoji to Domino’s to order pizza. If the customer is a member of the loyalty rewards program, then they will earn 10 points for that order.  Another mobile channel used in the campaign is SMS text messages. Just like with Twitter, customers can text Domino’s a pizza emoji to make an order. If the customer spends at least $10 and is a member of the loyalty program, they will receive 10 points for the order.  Lastly, Domino’s uses its website that can be accessed from any mobile device with an internet connection in the campaign. The website is treated in the same manner as the mobile app and has a similar setup, but it is more accessible for customers who don’t know how or who choose not to download the company’s mobile app. Platforms:  One platform Domino’s uses to send mobile ads is social media. Domino’s has Twitter, Facebook, Instagram, and YouTube accounts which it constantly uses to promote products and campaigns.  Another platform used to send mobile ads is SMS text messages. Domino’s sends text messages to customers who chose to receive promotional text messages related to the company. This is very effective because customers can choose to stop receiving the messages at any time simply by replying “Stop”, so the customers who are willing to receive those messages have a higher chance of making a purchase and being persuaded by mobile ads. Additionally, these SMS messages are often very personalized to the

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Lombardi 4 customer, which helps to build loyalty by showing the customer the company understands their individual wants and needs.  Domino’s also uses email to send mobile ads to its customers who sign up to receive promotional emails from the company.  Lastly, Domino’s uses its website as a place to promote mobile ads. Their website isn’t strictly a mobile platform because many consumers, especially from older generations will visit the website through devices like desktops, however, a large portion of the website traffic consists of mobile devices such as smartphones and tablets. In fact, in June of 2023 out of the 42.9 million Domino’s website visits, only 20.1% of visits were from desktops while a staggering 79.9% came from mobile devices (SEMrush, 2023). Consumer: In the “Piece of the Pie Rewards” campaign, customers become a part of the process in two ways. The first is by visiting the company’s website, and then creating an account to begin earning rewards points. The second method of entry is by downloading the company’s mobile app and making an account to begin earning rewards. Recommendations:  Recommendation: I would recommend that Domino’s creates a mobile campaign that centers around social media to build its mobile presence and drive sales and customer engagement. In a world where people have a lot of differences and people are beginning to drift apart, especially as a result of politics, one thing that a vast majority of people have in common is a love for pizza. With that being said, I would recommend that Domino’s creates a “Spread the Love” campaign. In this campaign, customers will be incentivized to share a picture of pizza they ordered from Domino’s on their personal social media platforms and tag the company in the post. The campaign will have to have

Lombardi 5 both a start and end date, and at the end of the campaign, the company can randomly select 10 individuals who took part in the campaign and reward them with a prize. The prize can consist of a personal check for $500 as well as another $500 check that will go to a charity of the winner’s choice. With those rewards, it would cost Domino’s $10,000 in reward money, with $5,000 going to charity and $5,000 going to the winners. If possible, higher rewards and charity donations would help to incentivize customers to take part in the campaign even more, but that would be dependent solely on if Domino’s has the available resources to increase the prizes and is willing to do so.  Justification: The “Spread the Love” campaign would allow customers to share their common love of pizza with their friends and loved ones while having a chance to win money and donate money to a charity of their choice. Not only can this be a way to improve Domino’s mobile presence, customer engagement, and sales, but it will also be doing an overall good thing for society by donating a total of at least $5,000 to charities. Many consumers may respect the fact that the campaign is linked to charitable donations and feel even more inclined to take part in the promotion. I strongly believe that this campaign would generate a lot of attention on social media platforms, which in turn would drive consumers to visit your website, mobile app, or even physical store locations, and “simply getting people into your store or website can improve your chances of making a sale” (Indeed, 2022). This could also be a great way to boost the brand’s general reputation and image, which in turn will also help to generate sales and build customer loyalty and trust. Lastly, since customers will be sharing their purchases with friends and family, those friends and family may feel tempted to purchase a pizza from seeing their friend or family member enjoying a delicious pizza.

Lombardi 6 References Domino’s. (n.d.). Piece of the Pie Rewards. Retrieved from: https://www.dominos.com/en/pages/rewards/#!/rewards/ Indeed Editorial Team. (2022). 11 Benefits of Loyalty Programs. Indeed. https://www.indeed.com/career-advice/career-development/benefits-of-loyalty- programs#:~:text=By%20consistently%20giving%20loyal%20customers,than%20they %20would%20have%20otherwise . Rigby, C. (2022). More Than 90% of First-Half Domino’s Pizza Sales Online- And 44% Via Its App. Internet Retailing. https://internetretailing.net/more-than-90-of-first-half-dominos- pizza-sales-online-and-44-via-its-app/#:~:text=More%20than%2090%25%20of %20Domino%27s,for%2043.9%25%20of%20system%20sales . SEMrush. (2023). Domino’s June 2023 Traffic Stats. Retrieved from: https://www.semrush.com/website/dominos.com/overview/

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Mldule 3 Short Paper

Related Documents