dominos direct-indirect marketing proposal
Post on 23-Jan-2017
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Direct/Interactive Marketing Proposal
Tashia Lynn Bramhan
WHO ARE WE?• TLB’s IMC Agency – Currently located – Fort Mill, SC• Established May 1971 in Rochester, NY• Noted for creativity, innovativeness, and full client
satisfaction• Past clients include: The Home Depot, Samsung Electronics,
LG Electronics Corporation• Global Exposures Are Our Specialty
WHAT ARE WE DOING?
• Tasked with $300,000 overall budget we are…..• Taking Domino’s Pizza to #1 pizza chain in the world•Creating direct/interactive marketing that places
higher emphasis on personal pick up of orders and increase in mobile application use•Creating repeat customers through Groupon
platform with creative marketing tactics
TARGET MARKET
•Millennials ages 18-24, College Students Living in Dorms or Off-campus housing• Families with small children, Income over
$25K, City population of at least ½ million residents
INCREASING CARRYOUT ORDERS• $75,000 Budget• Targeted towards college students 18-24 years of
age• Multivariate testing of direct mailings of glossy vs.
paper postcards (students randomly selected)• Testing Twitter posts in 4-hour window of time (Will
orders increase during this time?)
INCREASING CARRYOUT ORDERS cont…
•A/B Testing of Email Communications through attention grabbing subject lines
CATERING TO BUSY FAMILIES
• Seattle, WA & Charlotte, NC chosen markets•Minimum income $30,000 and minimum
family size 2•Direct mail – A/B testing of glossy vs paper
postcards•Radio Advertisements – Focus groups• FSI (Free Standing Insert) – Descriptive
research
HYPOTHESIS FOR RESULTS…..
•Glossy postcards are retained longer than paper and garners more customers to make multiple orders• Listening to a local radio advertisement reminds
busy families to pick up dinner on the way home• It easier to plan for weekly dinners with coupons
from the paper
MOBILES SALES
Targeting Milliennials, sampling size 10,000 internationallyBudget of $25,000A/B Testing of Randomized Text MessagesA/B Testing Random Postcards SentMonitoring of # of retweets following tweet deal made
INCREASING SALES THOUGH GROUPON
Customer retention created via membership/loyalty rewards programs offered
Monthly double use couponsBuy 4 get 1 free lunch deals
CUSTOMER DATA COLLECTION
Online (traditional PC/MAC
Walk-in/Carryout
MobilePhone
CUSTOMER DATA COLLECTIONNameAddressPhone number (with permission to receive texting)Email AddressPurchasing HistoryFamily Size
BUDGET: $300,000
ITEM TOTAL COST
TLB’S Agency – administrative & fees $25,000
SAS Visual Analytics software $45,000
Postal Rental Lists $4,455
Email Rental Lists $1,350
Focus Group Facilities - estimated $29,090
Glossy 3.5 x 5.5 Postcards - estimated $4,554.69
Recycled Paper 3.5 x 5.5 Postcards - estimated $4,247.54
BUDGET: $300,000 continued…
ITEM TOTAL COST
Newspaper inserts - estimated $7,959.66Radio Advertisements - estimated $6,340Bulk Mail Rate via USPS estimation $3,280Estimation of 10% fee for generated Revenue-Groupon
TBD
Initial Budget Gross Total $131,276.89
Remaining balance for final implementation & Groupon fee
$168,723.11
GET THE DOOR! IT’S DOMINOS!
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