riaro16 Domino's ease study: How to blend tracitional and social marketing | SmarBriet = SmartBrief Q We read everything. You get what matters. Domino's case study: How to blend traditional and social marketing November 11, 2011 This post is by Andre Kay. He is the CEO and chief marketing officer for Sociallybuzz, which provides social media management, marketing, fan page ‘Domino's Pizza at STORE MAME ‘IND ONLINE OR CHECK-IN HERE TOUNLOCK OUR SPECIALS WO ELLs ‘management and social media consultation. Sociallybuzz is designed to help companies, brands and businesses with social media development and marketing while delivering businesses and brands the greatest number of options in how they define and reach their relevant audiences. eee When a new social network is added to a list of countless others, it becomes easier to reach consumers but much harder to ‘engage them. The release of Google+ pages for business gives business owners yet another social network to worry about updating, tracking and determining how to use it to engage consumers. Even with all of these different networks, it's still not enough to execute a highly effective campaign that will drive consumers through the doors of businesses and build customer loyalty, Social media is effective, but when combined with traditional marketing, the results can be dynamic. The following is a case study that used social media and traditional marketing to activate the full potential of all relevant social media networks and communication channels to build the most comprehensive social media presence. Objective: To develop an effective social media presence for 48 local Domino's Pizza locations along with creative engagement to increase the communication hitpsiwww:smartriefcomvoriginal2011/""/dominos-case-study-how-blené-tradtional-and-socialmarkating 15riaro16 Domino's ease study: How to blend tracitional and social marketing | SmarBriet = SmartBrief Q We read everything. You get what matters. Challenge: These locations had no prior social media presence, Social development * Launched 48 Domino's Pizza fan pages. * Launched four Twitter pages (one for each market), * Unlocked all 48 locations on Foursquare. * Unlocked all 48 locations on Yelp. * Unlocked all 48 locations on Urbanspoon. * Claimed all 48 locations on Google Places. * Built custom campaign microsite. The purpose of the efforts was to engage with consumers on platforms that they frequent the most. Traditional marketing * Billboard * Direct mail. * Radio advertising on-air and online, * Buzz badges ~ custom in-store social awareness. * Fliers. Both social and traditional marketing components had detailed connections that drove consumers directly to a store. We did not want to lose anyone at any point during the execution of the campaign. All Facebook fan pages had custom. welcome applications that consumers had to "like" to get access to the coupon, which was also hosted on the sweepstakes microsite. After participants provided their information to download the coupon, they had to redeem it at the store, A loyalty special was launched on Foursquare, which required the consumer to go to the store to unlock the special. Yelp, Urbanspoon and Google Places’ role was to reinforce the connection between stores and consumers as well as provide accurate information and eye-catching food photos. The traditional marketing mediums encouraged consumers to visit the microsite to enter a contest by entering specific information about themselves as well as hitpsiwww:smartriefcomvoriginal2011/""/dominos-case-study-how-blené-tradtional-and-socialmarketing 215riaro16 Domino's ease study: How to blend tracitional and social marketing | SmarBriet = SmartBrief Q We read everything. You get what matters. online and use Foursquare to unlock a special instantly. Success metrics An exceptional effective social media presence and community was created for all 48 Domino's Pizza locations. Their social media presence was extended beyond Facebook and Twitter to Yelp, Foursqaure, Urbanspoon and Google Places. A 360 social media growth was created using a build, engage and grow methodology. Lesson: It's now more important than ever to bridge the gap between online and offline mediums to not only run successful campaigns but to continue ‘engaging consumers in multiple ways. This will reap loyal consumers, responsive local supporters and the growth of business. Image credit: Sociallybuzz Tags: domino’s, Facebook, Foursquare, Google Places, social media Want more stories like this? SUBSCRIBE TO OUR NEWSLETTERS More Originals from Our Editors hitpsiwww:smartriefcomvoriginal2011/""/dominos-case-study-how-blené-tradtional-and-socialmarketing 35