Yes We Did…….Again

OH NO YOU

DIDN’T!!

Dominos Who?

Headquarters Greater Detroit Area

Industry: Restaurants

Type: Public Company

Status Operating

Company Size: 145,000 employees

2006 Revenue 1.437 Million

Founded 1960

Website Dominos.com

Defining Domino’s

Dominos advertising strategy recently underwent a dramatic change. Following the admittance of

their flaw, Domino’s created a new focus on their improved pizza. Watch the video below to get a

more in depth view into the “Yes we did” campaign.

Mea Culpa CampaignMea culpa is

a Latin phrase that translates

into English as "my fault",

or "my own fault".

S.W.O.T Analysis

Strengths Weakness

Opportunities

Threats

• Customer Service

Emphasis•Catchy, easy-to-

remember campaign

• Lack of longevity

• Question of Results

• Competitive Edge

• Market Growth and acquisition of new market

• Papa Johns• Market Brand

Equity

Creating Momentum

Dominos strategy was created around the phrase: Oh no you didn't ?! Yes We Did From this, I recognized that Domino’s was emphasizing the fact

that they listened to their customers, accepted the facts, and improved. Then I thought of what could Domino’s do to continue that theme. Why not continue to listen to customers and improve? Directly. Thus my ‘Yes we did….Again’ campaign arised.

Key Factors Direct Customer Attention Innovative, Interactive Customer Service Customer Rewards

Yes we did…again

Create webpage which allows you to directly send videos to Domino’s. Videos will be randomly selected for a contest in

which the most believable and upset customer will receive a meeting with the

CEO with an ‘Improved’ pizza tasting. Making consumers say “Oh no they didn’t”

and our reply simply being Yes we did…again

Social Media

Facebook/Twitter Utilize Domino’s Twitter page to use a word

of mouth tactic to get the word out about the campaign

Using Facebook Fan-page to encourage direct video submission

Click Below To Visit

Words that matter

Key Words Pizza Improved Pizza takeover Mea Culpa Fresh Ingredients Puffery Delicious

Budget

Total Expenditure

Pizza GiftsEmployee Com-pensationTechnical SupportMiscellaneous

Receiving Feedback

Blogging Encourage bloggers to analyze campaign

Social Media Monitoring Use Google analytics, twitter clients, and

SEO to monitor visiting consumer information and social footprint Twendz, HootSuite, Facebook Insights, #of

Submitted Videos