Guest blogger: Nicole Huston
Usually I am not the one to watch commercials, however, in the past month I have come across an awesome PR campaign, advertisement that blows my mind every time I see it. Shivers creep up my spine each time I run across this commercial, and I think to myself…”Self, this is fantastic PR and an awesome marketing strategy in an effort to change the value of their brand!”
If you are still in the dark of which I’m speaking of, it’s Dominos Pizza!
The company has released a series of commercials showing the truth of what people actually think of the pizza company and how Dominos Pizza has changed in an effort to win back lost customers. Changing the consumer perception is one of the hardest things to do, especially with the ease of communication and word of mouth these days. However, the company used this tactic to their advantage by using social media and commercials to alter brand perceptions.
In my high spirits for Dominos, a friend and I ordered one of their new recipe pizzas. We were completely disappointed with the whole event.
First, the employees were not supporting the “turnaround”, the deliverer actually admitted he hates Dominos Pizza and that the new recipe didn’t change much. So there is much needed brand training for all employees.
Second, they did not deliver on their promise of great cheese, actual sauce, and flavorful crust. What was seen in the commercial was not shown at this location by any means.
So, they had a great idea and campaign in place; however, the implementation was just not there. Dominos Pizza communicated the message effectively through the use of media today, the company even changed packaging, but they did not successfully implement the “Pizza Turnaround”.
See the documentary for yourself “Pizza Turnaround”
For those of you who DVR over the commercials and have not had a chance to see the commercial, watch it on YouTube. At the Door of Our Harshest Critics.