Ep 09: Brand Actions and Local Marketing with Dominos Executive Vice President and CMO, Art DElia
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While many companies have struggled through the pandemic, others are proving that locally-aimed campaigns and having an innovation mindset are key to thriving within the modern marketing landscape. Today we speak with Art D\\u2019Elia, CMO and Executive Vice President of Domino\\u2019s \\u2014 a franchise that has seen a huge windfall during the pandemic. We open our discussion by talking about what Art\\u2019s role entails and why managing franchise relationships has been key to Domino\\u2019s success. He provides insight into how Domino\\u2019s system works, their use of advisory boards, and how he stepped into a company that has always focused on innovation. Giving us a peek behind the Domino\\u2019s curtain, Art shares their marketing strategy of developing brand actions that make the experience of getting and eating pizza more magical. We then explore two examples of successful campaigns that were aimed at the local level. After discussing why Domino\\u2019s brand identity is tied with its technology, logistics, and operations, Art opens up about why he sees services like DoorDash as their direct competitors. Tune in for Art\\u2019s insider-perspective into Domino\\u2019s marketing department \\u2014 a company that\\u2019s been leading their industry for the last 60 years.\\xa0
Key Points From This Episode:
- Introducing Art D\\u2019Elia and his recent promotion to executive vice president.
- Why maintaining strong franchisee relationships has been a driver for Domino\\u2019s success.
- How Domino\\u2019s franchise system works locally and internationally.
- Governing large franchises through representative bodies.\\xa0
- Focusing on marketing innovation and the power of brand actions.
- Pothole and hot spots; hear about two successful Domino\\u2019s campaigns.
- Leveraging local franchise knowledge when designing new features.\\xa0
- How logistics and operations factor into Domino\\u2019s brand identity.\\xa0
- Domino\\u2019s versus the aggregators; why DoorDash is their direct competitor.\\xa0
- What Domino\\u2019s did to pivot in the pandemic and why they\\u2019re doing better than ever.
- Involving local franchises in marketing and more on Domino\\u2019s marketing model.\\xa0
- Overcoming consumer cynicism with authentic messaging and user-generated content.
Links Mentioned in Today\\u2019s Episode:
Few CMOs Appreciate The Impact Of Google Search On Foot Traffic
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