Thursday, January 21, 2010

Domino's Gets It

After my last post on reinventing our businesses and industry, I thought this was such a fitting application of a company that is doing just that.
Have you seen the new Domino's commercials? If we are Facebook friends I'm sure you've seen my comments on how brilliant I believe them to be. If not here's a very brief recap.
The spots feature Domino's employees talking about how they sucked - "The sauce tastes like ketchup," "Crust is like cardboard," "Microwave pizza is better," etc. Then they talk about how it makes them feel, and how now they have a choice. ...continue to hide the criticism or 'face it head on.' They are choosing the latter. They've completely started over when it comes to their recipe, and not only that, they are TALKING ABOUT IT. The marketing campaign is just as genius as their decision to make a change. Check out their website dedicated to this reinvention. The documentary is great, but what I find fantastic is the up to date feed of what people are saying on Twitter about the new pizza. Sometimes it's good, sometimes it's bad, but either way it's honest.
So yes, Domino's is a national company that is very well branded and a household name. Shouldn't your dealership be the same way on a more local level? How can this story be applied on a smaller scale?
  1. Take an honest look at the strengths and weaknesses of yourself, your department, your store. If you want true honestly Google your store and look at the online reviews (if you aren't already doing this - shame on you!).
  2. Decide where the biggest opportunities for growth are.
  3. Commit to changing the things that need to be changed.
  4. TALK ABOUT the changes you are making. In your print, TV & Radio ads, on your website, through social media, etc.
  5. Put your money where your mouth is. Don't be afraid to go out on a limb and make bold statements.

If you are looking for guidance in building a complete campaign - call me. We aren't just about event sales anymore.

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